Heritage
A house, in its own words
The story of Elyon Dubai begins not in a boardroom but in a bedroom. Julian, who had built an audience as the fragrance reviewer Curly Fragrance, made a crucial observation that changed his trajectory. He noticed a fragrance on his brother's wrist. The next morning, he made a phone call. That single conversation sparked the founding of Elyon Dubai. Kristan de Graaf joined as the house's founder alongside Julian, bringing what appears to be a complementary skill set to the venture. Michella serves as co-founder, contributing to the brand's direction alongside the two primary founders. The transition from reviewer to creator is notable in the fragrance industry, where many enthusiasts remain in the observation space. Julian's credibility as a fragrance commentator, built through his YouTube presence, gave the founders an intimate understanding of what consumers sought in high-end scents. Rather than following established pathways for fragrance houses launching in the Gulf region, Elyon Dubai built its identity around honoring what its founders describe as disappearing perfume traditions. The brand's name and Dubai positioning align with the region's historical significance in incense, attar, and traditional perfumery. The house did not begin with conventional business planning but rather with a personal discovery, suggesting a creator-driven philosophy rather than market-first positioning.
Elyon Dubai operates from a conviction that the fragrance industry has strayed from meaningful traditions. This belief shapes every creative decision the founders make. Rather than pursuing the release schedules and fragrance counts typical of established houses, the brand moves according to its own principles. The founders explicitly state their house was built to honor traditions rather than follow industry conventions. This philosophy manifests in the careful, limited release of just three fragrances in the inaugural collection. Each scent receives individual attention rather than being part of a mass rollout. The co-founders describe their work not merely as product creation but as legacy-building, suggesting they view their fragrances as cultural objects rather than disposable consumer goods. This orientation toward permanence over trend reaction influences everything from ingredient selection to bottle design. The YouTube origins of the brand's primary founder mean the house approaches fragrance creation from a consumer's perspective, informed by years of reviewing and analyzing what works and what disappoints. Co-founder Michella has articulated that Elyon was conceived as more than a fragrance brand, as a vehicle for something meant to endure. The Dubai location is deliberate, connecting the house to a geography with centuries of perfumery heritage through oud, attar, and incense traditions that predate modern Western perfumery.