The Hidden Process Behind French Luxury Scents | I’M Rasasi X Stories From UAE @curlytalesme

The Hidden Process Behind French Luxury Scents | I’M Rasasi X Stories From UAE @curlytalesme

Oh, hi. Is that your helicopter? >> This is just my ride for the day. >> Really? What do you do for a living? >> I’m a perfumer and I’m just heading to my work in South of France. >> Wow. Can I get a tour? >> Please. Most welcome. >> This is so amazing. Thank you, guys. Come on in. I specifically want to know about the French Riviera. You know, what makes it so special for perfumemers such as yourself? >> Is the perfume capital of the world. >> Wow. It’s interesting how a perfume is made and this smells divine. >> Once I was eating something for my wife. I like the sweet very much. I told I will make the perfume for you for this. >> And that’s possible. >> It’s 100% fashion. Monaco add the timeless elegance and luxury. But for me, Dubai is where the heart is. My dream is to make Dubai a name that stands tall in the world for a fine fragrance. >> How does it feel for a boy from Dubai to have his brand up there in Monaco? >> It reminds me that if you stay true to your passion, even the most impossible places can become home. The south of France isn’t just beaches and blue waters. It’s the birthplace of modern fragrance. Just an hour away from Nice is Grass, the perfume capital of the world. Its sunny Mediterranean weather grows the most precious lavender, [music] jasmine and roses which are usually handpicked by luxury perfume brands. so precious that this tradition is now recognized by UNESCO. And since I’m here with Ithyaz Rasi who is the founder of I am Rasasi perfumes, he’s showing me how their signature perfumes come to life in this iconic fragrance hub. So we are now in Grass which is known to be the perfume capital of the world. I believe perfumemers here have spent centuries perfecting the art of blending jasmine, rose, lavender to create timeless fragrances. In fact, here perfume is not just a trade. It’s a tradition, is it not? >> Of course, it is. Let me just go back to little history. Like it’s back in 16th century. It started as a leather town. To mask the smell of leather, craftsman’s began scenting gloves with flowers. Here comes the perfume industry. That simple idea turned into grass into the heart of perfumery. Thanks to its perfect climate, fertile soil which you can see all the way over there, it grows the world’s finest jasmine, finest rose and lavender flowers that define luxury fragrance. At Imam Rasi, we draw the inspiration [music] from this French heritage. Our perfumemers source raw material and essence from grass, blending them with the deep rich notes of the Middle East like oud, amber, and musk. Together we create something timeless where French craftsmanship meets Arabian soul. >> Walking through grass feels like walking through the heart of perfume itself. Cobbled lanes, flower-filled air and centuries of fragrance in every corner. Now this used to be an 100 years old distillation unit here in grass. It’s no longer operational, but even today, you can still catch the fragrance in the air like the past never really left. >> Smells so good. >> You can see there’s grass campus. >> Yes. >> So, this is a place where they teach you how to make a perfume. While the world’s finest jasmine roses and blossoms are sourced in grass, the real magic unfolds when these precious [music] raw materials travel to the factory where they are transformed layer by layer into [music] the signature IM Rasi fragrances. Welcome to my factory in south of France. So before we enter the factory, we have to wear the lab coat and we have to wear the glasses as a safety precaution. We’re entering the production area. So your safety is my safety. So we need to wear the lab jacket. We have to wear a proper shoes what we are wearing and we have to wear [music] the glasses. That’s why we are with our fashionable glasses. >> Okay. >> I come here please. Welcome to our factory. >> Wow. >> How good. [laughter] >> You feel you are swimming in the fragrance world. >> Absolutely. Here we are talking about all the production details. What happens right from the A to Z. >> Perfect. I can’t wait to learn about what goes in the making of I am Rasi perfume. >> Thank you very much. >> They are my beautiful analysis perfumer lab. I would say they are the doctorate in the perfume. These people have taken 20 to 25 years of their practical life to become the perfumer. These are the different compounds and every compound has an ingredient essence and that one based on the formula it try to pick up each and every formula and then they make the complete formulization of the compound and it comes out in this box as one perfume >> and it’s completely automated >> completely no human hands over here no human hands >> so you see it’s a team of a universe which comes into the perfume bottle with an accuracy of the machine and then it goes to the bottle what you are looking into. I’m rasi by rasi. >> Wow. You know we never think about so many elements before buying a perfume but a visit to this factory clearly has been an eye opener. I mean there’s a huge team that goes behind one bottle. >> That’s right. >> After making the compound the entire compound comes over here and it needs to blend. So here the final processing of blending is coming before we do the packaging. I always I say perfume is not a bottle perfume is a story. If I want then to do the production of six ton so this is a tank which do at a one time 6,000 liter. >> Oh wow. >> So at one single time it has a capacity of 6,000 liter considering that it’s a mini swimming pool. >> Wow. Can I swim in there? >> Uh I think better you use my 100 ml pocket. [laughter] Good for you. So that’s why I said even in Koj the drain has a smell. Even in tans the drain has a perfume smell. >> Come here. Now I’m going to take you to the lab >> where all our samples you can see the molecules the DNA of the perfumes are kept together. >> Oh this looks like a pharmacy but this is where perfumes are made. >> That’s right. The hygiene you have to take care for the every stage. Very [music] surprised once I was eating something for my wife. If I like the sweet very much, I told I will make the perfume for you for this. >> Oh, okay. And that’s possible. >> It’s 100% possible. >> Anything, whatever smell of fragrance you like can be converted into a bottle of perfume. >> Definitely I can really make that possible. Can you will get the fragrance as per your personality. If tomorrow somebody says me, I need a smell of a mass >> right >> just give me the stone and I will make you the smell of the mass in this world. >> Beautiful. Today I’m investing more than a million dollar with one of the Californian based company where we are making a program where all the data >> regarding the perfume regarding the natural fragrance for the centuries old will be getting for me [music] in a minute of a second and I come from a father whose name is Abdul Lazar Kaler he taught me one thing can tell when you want to do something do the pinnacle for your information my name itself means [music] the best means the pinnacle it means the best So I want to use my name in my work >> much like your brand right I am [music] that’s right >> even my grandson comes after 50 years >> and they will take this code >> right >> and they will just go to the lab they can make the same thing after 50 years >> wow they can easily recreate this >> easily wow it’s interesting how a perfume is made and so much goes behind There’s this there’s a lot of mixing that’s happening of the ingredients in the right quantity and this smells divine. So there are a lot of nostalgic [music] you know emotions attached to few smells right because I know my childhood home would smell a certain way and if I want to feel that and I want to feel closer to my grandparents I can literally have a fragrance of that all the time. 100%. I will be taking you to my next production house where there is a machine called Contexta. >> Okay. >> Contexta is the same machine which you remember I told I was [music] sitting with my daughter. Yes. >> And my daughter smells something over there and we taught to transform that smell into the perfume bottle. But [music] how can you transform a air into the liquid? This section is called [music] contexta. >> Okay. >> It’s one of the most beautiful technology in the perfume industry. at one given time. >> You put a formula in the system, >> right? >> And that formula at a one millisecond extract all the raw materials at one time, mix it at one time and then by mixing it, it just comes into our conveyor belt. >> Oh, okay. >> So the efficiency of this machine is what you can say there are so many drums over here, there are so many packaging over here, so many ingredients over here. So just by putting one formula into the system within 1 minute it extract the whole thing it comes to my blending department it’s blended and it comes in the packaging no human hands 100% hygiene and as I rightly said I have to respect the entire ethics culture and religion we are not using any ingredients which is harmful or which is a disgraceful for any religion. So it’s interesting to learn that I am Rasi comes alive right here. Let me begin by asking why did you choose the south of France? >> Uh see Kamya because it represents a perfect bridge between heritage and innovation. Exactly what I’m Rasasi stands for. It is where the centuries of craftsmanship of my father meet a modern vision where tradition embraces technology and where Dubai our great leaders the passion for the perfection finds its reflection. You are from Dubai and your [music] factory of course is in grass. I want to understand what does this collaboration really signify for your brand I am Rasi. >> It’s about quality and credibility showing that a brand born in Dubai as my father legacy made in Dubai 45 [music] years back can proudly meet the world’s highest standard. It is a message that our legacy can stand shouldertosh shoulder with a global excellence while staying true to our roots. Okay. >> So, where are we going now? >> Monaco. >> Okay. >> The dream city for any perfumer. >> Monaco may be [music] the playground for billionaires, but for perfumemers, it’s pure inspiration. Just a short ride away from grass, this glamorous coastline adds its own magic to the perfume world. The luxury, the precision, the art of living well. [music] Every perfumer dreams of creating a fragrance worthy of Monaco’s elegance. I have been more than 65 countries around the world, but Monaco has been a place of inspiration. The place that has charm that has hard to explain. It’s very difficult for me to explain the light, the sea, the luxury, the calm. Every time I’m here, I feel creative. For example, the prince palace especially inspired me. [music] And you know what I did? I tried to make a design of the palace into my bottle called luxura which has a meaning called luxury and aura is called a gold. So it’s a very beautiful combination of a design. It arch it royal feel. That’s where the story began. >> You know, Monaco is one of the smallest countries in the world and yet some of the most wealthiest people choose to live here. Why do you think this becomes like a natural choice of home for millionaires and billionaires around the world? >> Okay, it’s a good question you have asked me Kamya and you know Monaco may be a small but it represent the idea of living life beautifully. For many successful people, it’s not just about money. It’s about peace. It’s about privacy and inspiration. When you walk along the marina or look up at the palace, you feel that quite success. And that’s exactly what I want to bring back to my Dubai. The creativity, [music] the sophistication, the sense of balance you see here. I want Dubai to be known not just as a hub for business but as a global center for art, design and fragrance. >> And I specifically want to know about the French Riviera. You know what makes it so special for perfumemers such as yourself. >> See [music] the French Riviera is where the story of the fragrance truly begin. I believe in this. Grass is the perfume capital of the world. Every perfumer dream for coming [music] here. Monaco add the timeless elegance and luxury. But for me, Dubai is where the heart is, my heart, my Dubai. That is where the idea turns into reality. Dubai gives me the drive, the innovation and the [music] skill to take our creation to the global stage. So in a way, it’s an inspiration from Monaco, ingredients from grass and the soul of Dubai that brings us all together. My dream is to make Dubai a name that stands tall in the world for a fine fragrance. So Intas, have you had any inspiration in terms of your fragrances from this particular region? >> Yes, absolutely. The marine inspired fragrance came straight from the sea in Morocco. Every morning I had walked by this marina, that mix of salt, breeze, the sunlight reflecting of the water. It’s such a unique scent. I wanted to capture that freshness and calm in a bottle. We study marine notes, minerals and even that feeling of sea mist and turned it into a fragrance that literally smells like the ocean. And you know kamya there is one fragrance in amasi called juicy. Believe me I have really done an immense hard work. That one has a boozy note inspired by the wbe of Santhrop. You know that energy in that town in Sanrope is so different is so lively sun soaked and glamorous. The champagne sparkle you know the champagne means it can be a non-alcoholic champagne that carefree luxury. I wanted to bring that feeling into the perfume. So juicy by I am rasi captured the spirit of rivera monaco calms meets santhrop celebration. Now you have a huge I am Rasasi holding right on one Monte Carlo corridor. How does it feel for a boy from Dubai to have his brand up there in Monaco? >> Wow. [yawns] Honestly, it’s emotional. You know when I first came to the Monaco, I used to feel a bit nervous. It’s such a high status city, so polished and exclusive. I had walked past this grand hotels and uh luxurious stores there. Never in my dream did I imagine that one day I had have my own holdings at one Monte Carlo right beside the brand I once admire. Really it’s a big achievement for me. Seeing I am Vasi up there. It’s beautiful. It’s not just an achievement. It is my life journey coming full circle from a boy with a dream [music] in Dubai for a mush bazar to now representing that dream on the global stage. Believe me Kamya it reminds me that if you stay true to your passion even the most impossible places can become home. And in a place as prestigious as Monte Carlo, where every billboard is a statement of luxury, Imam Rasi [music] has its own holding. For any brand, being seen here is a mark of true global prestige. So incredible to see a brand that was born in Dubai is now has a huge holding on the most expensive streets of Monte Carlo. I have to say I am Rasi has truly gone global. What an achievement. Yeah, >> thank you very much. Feels beautiful honestly to see something that started as a small family dream by my late father in Dubai now standing tall in Monte Carlo. This is a perfect tribute to my father. For me it’s not just about the holding it’s about the Dubai on the global map. >> Wishing you and I’m Rasasi all the very best. >> So thank you very much Kamya. We’ll see you in the next video with a promise more knowledge of the perfume industry. >> I’m looking forward to that. Thank you so much. Down. Down.

Ever wondered how your favourite luxury perfumes are made? We flew to the French Riviera just to find that out for you!

Join Kamiya Jani as she explores Grasse — the perfume capital of the world — and steps inside the state-of-the-art I’M Rasasi factory where fragrances are brought to life.

Together with Imtiyaz Rasasi, she uncovers:
• The real science behind perfumery
• How iconic French ingredients meet Middle Eastern notes
• The cutting-edge tech used in modern fragrance creation
• Inspiration from Monaco’s coast, luxury culture & design

From the jasmine fields of Grasse to a helicopter ride over Monaco — this is the untold story of I’M Rasasi, Dubai’s rising global fragrance brand.

#RasasiPerfumes #ImtiyazRasasi #StoriesFromUae #France #FrenchRiviera #Perfume #Monaco #Grasse #PerfumeCapital #DhobiGhat #curlytales #dubai #foodandtravel #curlytalesme #curlytalesuae #middleeast

Chapters:

00:00 – Intro
01:28 – Grasse: The Perfume Capital of the World
01:52 – Why is Kamiya in Grasse?
02:22 – The History of Grasse with Perfumery
02:52 – The Inspiration of I’M Rasasi
03:27 – A 100-years-old Distillation Unit
03:56 – Inside the I’M Rasasi Perfume Factory
05:12 – From Formula to Bottle: How Perfume Is Made
06:49 – The Science, Memory & Emotion Behind I’M Rasasi
07:37 – Innovation & Future of Perfumery
09:23 – Contexa: The Machine That Makes Any Scent into a Perfume
10:19 – Why South of France Was Chosen for I’M Rasasi
11:20 – A Helicopter Ride to Monaco
12:05 – How Does Monaco Inspire Mr Imtiyaz Rasasi
13:39 – What Makes the French Riviera Special for Perfumers?
14:23 – Things from the French Riviera that Inspired I’M Rasasi Perfumes
15:40 – From Dubai to Monaco: A Legacy Fulfilled
16:46 – Outro

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