The team at MYOP. Shahil Hameed is seated on the extreme left.
Fragrance is deeply personal. Many of us recall the strong Old Spice aftershave our fathers used. Back then, it was the aftershave.
While the market has exploded since those days, for years the industry largely asked consumers to choose from what already exists. That can sometimes be a hit or miss.
But what if you could create your own signature scent instead of making someone else’s?
In this conversation, the Marketing Director of Make Your Own Perfume, Shahil Hameed speaks about customization, building a brand from Kerala, and why scent should feel like identity, not inventory.
“Customers are still selecting pre-made options instead of creating their own”
a) What was the original inspiration behind Make Your Own Perfume?
The idea began with a simple belief: smell is extremely personal.
Despite the abundance of excellent perfumes in the market, most consumers were still selecting pre-made options rather than creating something that genuinely felt like them.
Make Your Own Perfume was built around customization and self-expression. We also formulated our fragrances with 50 percent perfume compound, designed specifically for Indian tropical weather.
A shot from MYOP’s Signature range
“Consumers enjoy crafting something that is uniquely theirs”
b) How have consumer preferences evolved over the years?
Originally, fusion perfumes accounted for about 7 percent of our sales. Today, they account for 43 percent.
That shift tells us something important.
Consumers increasingly want participation. They enjoy crafting something that feels uniquely theirs. The fragrance is no longer just a product. It is an experience.
“Our customers are not chasing labels. Rather, they are seeking expression”
c) MYOP is not positioned as a mass brand. How did you define your audience?
We defined our audience as people who value quality, individuality and experience.
MYOP is positioned as value for money. It delivers a premium product and a memorable experience at an accessible price. Our customers want something personal and meaningful. They are not chasing labels. They are seeking expression.
MYOP’s unique refill initiative allows you to refill your bottle with your desired scent. It also allows you to fuse two scents and create your own.
“Fusion and Refill shaped MYOP into an experience led brand instead of a retail one”
d) What has been the most defining moment in MYOP’s journey so far?
The introduction of Fusion and Refill.
Fusion made fragrance interactive. Refill made it sustainable.
Together, they transformed how people engage with scent. That shift helped shape MYOP into an experience-led brand rather than just a retail brand.
Building from Kerala has its challenges, misconceptions and upsides as well
“Building in Kerala forces you to build culture first”
e) What are some unique challenges of building a brand from Kerala?
One of the key challenges has been attracting and developing the right talent.
That challenge pushed us to invest deeply in people. We focused on building strong teams and a culture that reflects our ambition. In many ways, it made the foundation stronger.
“Fragrance is craft. But it is also about logistics.”
f) What category-specific challenges are often underestimated?
Two major ones.
Consistency. Fragrances often rely on natural ingredients. Maintaining a consistent scent profile across batches requires expertise and precision.
Global sourcing dependencies. Raw materials are sourced from specific regions worldwide. Natural disasters or geopolitical events can directly impact availability and planning.
Building a reliable fragrance brand is not just creative. It is an operational discipline.
MYOP’s office
“Small cities do not mean small thinking”
g) What is one myth about building from Kerala?
That geography limits ambition.
Kerala is full of talent and global perspective. A brand’s origin does not define its scale. Great ideas can start anywhere and grow everywhere.
“Location matters less than purpose”
MYOP’s office
h) Kerala is not always seen as a startup hub. How do you attract talent?
We see it as a changing narrative.
With better connectivity, digital infrastructure and flexible work models, geography is less relevant than it once was.
What truly attracts talent today is meaningful work and the chance to build something impactful. That opportunity can exist anywhere.
“Attitude and Integrity are key”
i) When hiring at MYOP, what matters most beyond skill sets?
Attitude and integrity.
A strong mindset and honest values build great teams. And ultimately, brands people believe in.
Building from Kerala has its rewards and challenges as this piece shows. You get to create something memorable, while also having a better quality of life.
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