As you walk through the winding stairwells of Stockholm’s high-rises, the aroma of multicultural spices mingles with the smokiness of burning incense. Each floor offers a distinct blend of nostalgic smells and heartfelt stories that seep through the cracks of closed doors. It is this connection between scent and identity that the fragrance house Unifrom was born from. Founded in 2019 by Haisam Mohammed, who grew up surrounded by the storied smells of the in-between spaces within these Swedish tower blocks, the brand aims to bottle cultural narratives into minimalist roll-on perfume oils, compact solid fragrances, palpable incense sticks and deluxe candles, challenging how one traditionally interacts with perfume.
With each unique scent conceptualised in Stockholm, developed in Paris and made in Grasse – the perfume capital of the world – Unifrom is building the next generation of luxury goods. Its alcohol-free formulas and oil bases are cruelty free and designed to nourish sensitive skin, in keeping with the format fragrance traditionally takes within East Africa. “In many cultures, oils are a traditional way to wear perfume, but I felt they were often overlooked in the mainstream beauty conversation,” Mohammed explains of his decision to distill the fragrances in this way.
Mohammed is making waves in the beauty industry by shifting his brand away from euro-centric scents to develop a line that showcases aroma as a means of cultural exchange. Take it from Unifrom’s tagline, “distilling culture through scent.” It all emerges from the founder’s first memory of perfume: journeying through a bazaar in Egypt with his mother. “Looking back, it was probably my first step into realising how scent can capture emotions, memories and moments in time,” he says.
These warm, dynamic and spiritual scents, which evoke a haunting familiarity, are part of daily life and amplify the diverse cultures shared within a single communal space (such as a stairwell). Growing up in Sweden as the son of Eritrean immigrants, Mohammed is no stranger to this. “Those sensory memories are what I’ve tried to capture with Unifrom – blending those diverse experiences into something people can carry with them,” he says.
Stockholm’s nightlife served as the initial testing ground for brand’s fragrances, demonstrating the power of scent in social spaces. “Those early nights, passing around samples on the dancefloor, made me see that Unifrom wasn’t just a product – it was about creating shared experiences,” adds the founder.
Meanwhile the brand encourages users to tap into their creativity by layering multiple fragrances. Combine cannabis or tobacco scents with leather and frankincense for a night-after aroma or ylang ylang and saffron with Sichuan pepper and cinnamon for something more sensual; the options are infinite. And for those on the go, each product can be paired with an accessory – such as an incense stick holder or a perfume carry bag – while the brand champions sustainability by avoiding the excessive use materials in the minimalist, Scandinavian design of its packaging.
The roll-on oils are packaged in sleek, silver perfume vials, with the debut collection consisting of three scents: Maghrib, Cassis’, and Limbo. The Arabic word ‘Maghrib’ means ‘sunset’, and when translated into fragrance, blends the smoky aroma of wood and tobacco with notes of apple and pepper. Roll this gentle oil onto your wrist and it will transport you to a balmy summer evening surrounded by swathes of sweetly-scented shisha smoke clouds. ‘Cassis’, on the other hand, delivers a greenish, paradisiacal scent that combines the fruity notes of fig, plum and coconut with a sandalwood and cedarwood base. This powdery, warm oil will whisk you away to the moment you step off a plane in the south of France and breathing in that fresh, Mediterranean air. ‘Limbo’ offers the most complex of the three scents, and evokes a feeling of being caught between sanctuary and uncertainty through a fearless combination of rhubarb, hay and ylang-ylang for a crisp, woody aroma.
Haisam Mohammed
All three of these scents are available as solid perfumes too, packaged in a heavy metal case. Like the oil, the solid product melts seamlessly into skin thanks to the richness of the shea and cocoa butter used in its formulation. You can also choose hand-dipped incense sticks, sold in packs of 15 with six different scent options, which have been inspired by the founder’s favourite songs. “One day, while I was in the office listening to Sade’s Sweetest Taboo, I decided to challenge myself: What would that song smell like?” says Mohammed. “The result was a spicy, sweet and woodsy fragrance.” The brand’s signature, long lasting Winter Saga candle is hand poured into a distinctive ceramic container and offers an even burn with minimal smoke.
What’s next for the company that has built itself up around breaking down boundaries in the fragrance space? “We’re expanding our product line, not just with new scents, but also exploring tech in fragrances and other ways to bring our story into people’s lives,” Mohammed says. “There’s also a lot of innovation happening in how we communicate scent – like translating it into sound or working on immersive experiences.” Unifrom is just getting started.
Photography courtesy of Unifrom. Shop Unifrom here.
