Heritage
A house, in its own words
The origins of Alex+ as a distinct brand entity remain largely undocumented in available sources. Research references Alex Shalbaf in connection with Mind Games, another fragrance brand, where Shalbaf reportedly serves as a founder alongside Mariana Shalbaf. In a reserved conversation cited in fragrance media, Shalbaf reportedly discusses the creative process involving intuition, detail, and intention. The specific heritage of Alex+ as a separate venture presents documentation challenges, as no dedicated founding narrative or historical account has been independently verified for this particular brand. The brand's heritage thus appears to draw from broader fragrance industry experience, though precise details about establishment timing, geographic origin, or founding circumstances are not clearly established in accessible sources. The decision to append '+' to each fragrance name suggests a deliberate branding strategy that distinguishes this collection within the fragrance market. Available sources indicate that Alex Shalbaf approaches fragrance creation through a process emphasizing intuition, detail, and intention. Media coverage describes Shalbaf's creative methodology in reserved, contemplative terms, suggesting a thoughtful rather than impulsive approach to composition. The philosophy appears centered on deliberate choices at each stage of development, with attention to how individual elements combine to form cohesive scents. The absence of credited perfumers implies either a collaborative development model or direct founder involvement in formulation. The brand's sparse release schedule, with fragrances appearing every one to two years, indicates selectivity over mass production. This measured approach suggests a philosophy prioritizing quality and intentionality in each limited release rather than market saturation or seasonal collections.