"THE JOURNEY OF BECOMING A PERFUMER FOR THE LOVE OF FRAGRANCE" — KORAY SEVİNÇ

TALENTED PERFUMER ACHIEVES DREAM IN FIVE YEARS, ON PATH TO BECOMING WORLD-RENOWNED

  MG International Fragrance Company not only employs a team of perfumers recognized as rare talents worldwide, but also undertakes significant efforts to train its perfumers. The career trajectory of Koray Sevinç, who aspired to continue his career as a perfumer, exemplifies MG International Fragrance Company's commitment to professional development. [caption id="attachment_126415" align="aligncenter"] KORAY SEVİNÇ[/caption]

CHILDHOOD DREAM REALIZED

After completing five years at MG International Fragrance Company, Koray Sevinç has now realized his dream of becoming a perfumer, a profession pursued by fewer than 500 people worldwide. During his first five years at the company, Koray Sevinç performed various tasks in laboratory and marketing departments before progressing to his career as a perfumer. His interest in fragrances developed early in life. He states, "The moment I decided to become a perfumer, working at MG International Fragrance Company became one of my greatest dreams."  

"THE FRAGRANCE OF TOMORROW WILL REPRESENT A RETURN TO HOPE AND NATURE

Young talent Koray Sevinç shares his perspective on the current state of the perfumery industry, the pandemic, and its aftermath. From a forward-looking perspective, Koray Sevinç offers insights on emerging fragrance trends: "If the fragrance of the future had a color, I envision it somewhere between grey and green tones. Picture grey symbolizing pandemic-induced anxiety and distress in harmonious balance with green tones signifying return to hope and nature. It would be somewhat metallic and misty, yet also green and woody."  

When did you first realize your attraction to fragrances?

I have been interested in fragrance since childhood. I had a strong motivation to smell anything that caught my attention. My most notable olfactory memories come from my grandfather's orchard, filled with fruit trees, flowers, and vegetables. I remember my father trying to pull me away from cosmetics sections in stores because I would uncap and smell everything. I was always interested in perfumery, but it was during university that I fully discovered my style. When I experienced masterpieces created by industry-leading perfumers such as Frédéric Malle, Serge Lutens, Annick Goutal, and Guerlain, my passion for perfumery deepened.

Tell us about your perfumery training

Before joining MG International Fragrance Company, I attended several workshop programs and worked with a collection of synthetic raw materials. However, my real training began at MG International Fragrance Company. I spent almost every day in the laboratory smelling raw materials and creating accords. After working as a laboratory assistant, I served as a marketing analysis specialist for four years. Finally, I began the perfumery training I had dreamed of with my mentor. The training involves several stages. First, I work on an accord—bergamot, lily of the valley, or rose. Once I capture its most natural form, I use this accord to create a classical, industry-standard perfume from scratch without consulting its formula. Most recently, I worked on lily of the valley.

How did you connect with MG International Fragrance Company?

MG International Fragrance Company is at the forefront of the fragrance industry. The company is recognized as a leader both in Turkey and globally. The moment I decided to become a perfumer, working at MG International Fragrance Company became one of my greatest dreams. We met at a trade fair in Istanbul exactly five years ago. I remember how thrilled I was when I told them I wanted to work for them.

Which scents do you think have gained popularity recently?

While trends change over time, these shifts are often driven by best-selling perfumes that define a particular period. Naturally, no single market is dominated by just one note. However, agar, amber, and rose notes have been in high demand. Tuberose is another remarkably popular note. We see many examples where fruit notes are combined with tuberose. Iris notes have also become increasingly popular. This is because iris is not as feminine, candid, or splendid as other flowers. It is quite cool and distant, with an appeal of the unattainable due to its high cost. As for modern chypre accords, I view them as nostalgic retreatment. Speaking of nostalgia, patchouli deserves mention among these notes as well. This note will always remain in trend.  

Do you think people's fragrance preferences changed during the pandemic?

I don't believe the pandemic triggered radical changes in fragrance preferences. During the pandemic, we observed increased focus on pre-existing needs driven by concerns. Topics such as hypoallergenic content, naturalness, and sustainability have become more prominent. The perfume industry has also been influenced by concepts such as discrimination, feminism, and gender fluidity. In short, while perfumes once differentiated themselves through their fragrances, today more perfumes succeed through the concepts and ideas behind them.  

Have you changed brand fragrances? Have you received any new requests?

We receive more requests as interest grows. Many people view perfumery as an investment tool. During the pandemic, efforts focused more on preserving what already exists rather than pursuing new requests. I believe we will see more projects adjusted to the "new normal" once the pandemic concludes.

What will the fragrance of the future be like? Based on changing consumer habits and from a forward-looking perspective, what will the future smell like? How are youth tastes and habits evolving?

I believe young people set trends in cosmetics, fashion, and technology. They have a very short attention span and almost none believe in signature perfumes. Consumer habits are shaped by fast-moving consumer goods trends and social media influence. We must understand youth and respond to their demands. The need to respond quickly is reflected in the product itself. It forces creation of temporary products satisfying immediate demands rather than fragrances that could become classics. If the fragrance of the future had a color, I envision it somewhere between grey and green tones. Picture grey symbolizing pandemic-induced anxiety and distress in harmonious balance with green tones signifying return to hope and nature. It would be somewhat metallic and misty, yet also green and woody.