Mashael Al Kuwari, founder of Maison Mirwad, always links perfume to memories.
The scent of saffron in her grandmother’s kitchen, the jasmine and roses of her childhood, and the fragrances her mother and grandmother prepared for her wedding night have all shaped her work.
A chance encounter with a perfume-training advertisement in Paris led her to study in Grasse, where she developed the technical foundation for her own approach to composition. In 2017, she launched Maison Mirwad in Qatar, bringing her understanding of Gulf fragrance traditions into dialogue with European perfumery. Now, as founder, CEO, and creative director, and with seven children to raise, Al Kuwari discusses the personal stories behind her fragrances, her experience taking a Qatari label overseas, and her ambitions for its tenth anniversary in 2027.
What first drew you to perfumery?
It was a very coincidental moment. I was in Paris, walking past Sephora, and I saw a promotion for perfume training in Grasse. Something clicked, and I realised I wanted to learn about perfumery. All my life, I have been surrounded by scent; even today, when I smell sweet basil, Arabian jasmine and saffron, they evoke childhood memories. I honed this skill when I studied at the Perfume Academy in Grasse. When I returned to Qatar, I started experimenting; I soon developed my own style, and the vision for Maison Mirwad became reality. For me, creating a fragrance is a mix of art, science and expression. Scent is the most evocative form of communication.
How did studying in Grasse influence your approach to creating perfume?
It gave me a professional foundation that has helped me as both a creator and a businesswoman. I was like a sponge, absorbing the precision and heritage of European haute perfumeries while staying deeply connected to the rituals and traditions of my own culture.
One of the most influential aspects of my time in Grasse was learning how to build a fragrance. I love cooking and painting, so I approach perfumery in the same individualistic way. When I touch a raw material, I don’t just want to replicate its scent; I want to create with it and lead it somewhere different. It taught me how to understand the ingredients, where there is flexibility, where you can push boundaries, and how to build accords more playfully and unexpectedly.
What did you want Maison Mirwad to offer when you founded the house?
The story of Maison Mirwad actually began almost ten years before I launched in 2017. I always knew I wanted it to be an internationally respected niche perfume house, offering distinctive compositions that reflect the culture and craftsmanship of the Gulf, along with a European sensibility and precision. Each one is an expression of a singular philosophy: intimacy over impact, elegance over excess, emotion over noise.
How much of your personal experience finds its way into your fragrances?
My first perfume, Beach Rose, shaped my approach to fragrance creation. Layers of rose, soft spices, and warm amber carry the scent of my bridal room on my wedding night. My mother and grandmother prepared the perfumes for the room to anoint my wedding dress, my hair, and my skin. Those intimate moments became the soul of the fragrance. To capture this time-honoured tradition, I knew I needed a faceted scent with the emotional and physical power to tell the story in a contemporary way. 365 ingredients come together to pay homage to tradition and legacy while delivering modern expression and style.
I don’t have a set formula; each fragrance comes from a different inspiration and begins with its own idea. One I am currently working on is inspired by turmeric, while Dates stems from the memory of welcoming Qatari hospitality; Texture Veloutée is a tribute to my father’s presence and elegance, and Eau Verte was a challenge set by my friends.
How do you reinterpret Middle Eastern fragrance traditions for a contemporary audience?
Structuring your compositions and blending the Middle East’s traditional aromatic preferences, such as oud, amber, and musk, with the fresher floral notes that typify the West is key to balancing heritage and modernism. But formulation isn’t the only consideration; how you perceive and experience a fragrance matters, too. My approach reflects the broader role scent plays in Qatari culture, but I have translated often time-consuming traditions into something more accessible and appealing to younger generations and international markets.
What distinguishes the Maison Mirwad fragrance identity?
Our fragrances capture all emotions: confidence, romance, elegance, joy, strength; each becomes a form of self-expression centred on the wearer. I will never design a fragrance that is like something already on the market. To me, a perfumer must have their own originality and credibility that should flow through every element of the brand, from the scents through to the styling. Maison Mirwad shows exacting attention to detail in every element; being the best is not just about the fragrance, but the overall experience, from how the bottle feels in your hand to the values you follow.
How do you balance creative direction with running the business?
Ever since I was young, I had an entrepreneurial spirit, so going into business was natural for me, but when I became a mother (I have seven children) I learnt a very important lesson about being more disciplined with my time and how I approach things. Being able to be a mother, an entrepreneur, an artist and a creator does mean juggling things, but I am very passionate about them all.
How is the idea of a signature scent changing?
Fragrance, to me, is the finishing touch that guides you through the day; you choose it based on how you feel or want to feel that day. I don’t think people believe one scent can capture everything they are, what they want to express or be each day. Perfume is like a sensory communicator; I don’t feel it should shout for attention, but it should stay close and share your presence with subtlety and elegance. The right scent can paint your silhouette better than words; it is like a personal signature in the air.
In the Middle East, we are seeing more openness to trying something new. There is a desire to be more expressive and experimental, not just in fragrance styles but also in the mediums we use to experience a fragrance. AI is also playing its part; embraced in the right way, it can enhance how your customer discovers the right scent for them. We recently added a Fragrance Finder tool to our website; you can upload a photo of a fragrance you like, and AI helps refine your selection from the Maison Mirwad collections.
What have you learnt from introducing a Qatari fragrance house to international markets?
I think one of the biggest misconceptions about Arabian perfumery is that every scent is based on oud or is heavy with musk. Scent innovation is often viewed through a Eurocentric lens, but I think people are beginning to realise there is a new generation of perfumers from the Middle East.
With my fragrances, I honour and respect Qatari traditions, but I merge the intricacies and cultural significance with a more contemporary European influence. When I was in London earlier in the year, one of the most memorable responses came from those who wanted to learn more about our olfactive expression, and how a scent can communicate, which is at the heart of Arabian perfumery.
What have been the defining challenges of building the business?
Making the leap into retail with my first store brought challenges, but also opportunities. I had to learn to scale and run the business while also growing my collection. Since then, I opened other stores, and we are now expanding our partnerships across the region and internationally. It wasn’t easy, as when I first started out this was not a career anyone expected for me, but now I am delighted to be part of a growing number of female founders across a range of industries. I learnt early in my career to not be shaped by other people’s expectations; you need to be your own person.
Over the years, my brand Maison Mirwad has become Qatar’s leading niche perfume house. I am particularly proud that we are the chosen VIP Gift provider for all the Qatari embassies around the world. Knowing my house represents my country carries a sense of responsibility, but also great pride.
Where do you find inspiration outside the studio?
I love travel; it always inspires me. I explore this interaction of cultures through my fragrances, and it’s a constant source of creativity.
Cooking sparks ideas for me too, whether through traditional ingredients like saffron, which is inseparable from Qatari culture. I love the character saffron brings to food and to fragrance: the lift and the radiance it offers but also its flexibility, which you can interpret in many ways. I also love that it always takes me back to being five and sitting in my grandmother’s kitchen.
Art and fashion are further inspirations. I love translating texture through fragrance to evoke the exceptional style of Dior, the craftsmanship of Hermès, and the timelessness of Chanel.
What are your ambitions as Maison Mirwad approaches its tenth anniversary?
2027 will mark Maison Mirwad’s 10th anniversary. I have always wanted it to be a global brand, and that is now happening. It will always be important to me to follow my passion and creativity as a perfumer; my heart and nose will always belong to the world of fragrances, so I will keep creating new scents as the brand evolves. Maison Mirwad is like my eighth child; I would love to see her grow and blossom on the world stage, to be part of the future of the fragrance industry.
