Heritage
A house, in its own words
Mind Games originated as the first in-house fragrance line from The Fragrance Group, a scent licenser and distributor headquartered in New York. Alex Shalbaf, who serves as CEO of The Fragrance Group, partnered with his wife Mariana Shalbaf as Creative Director to realize their shared vision. Alex brought strategic business expertise to the venture, while Mariana contributed a distinct creative perspective. The couple spent over seven years developing their concept for a perfume house that would operate free from typical market constraints. The name and concept emerged from their shared admiration for the artistry of chess and perfumery alike. They saw the timelessness and intellectual intrigue of chess as naturally pairing with the emotional and sensory complexity of fine fragrances. The brand launched in 2022 with its Artisan Collection, which comprised ten fragrances designed to mirror the chess pieces and their strategic roles on the board. Each fragrance in that inaugural release told its own story of intuition, calculation, and the fascination with the tension between control and emotion. In 2023, the Soulmate Collection added another ten scents to the range, one of which, Ruy Lopez, subsequently won a Robb Report Grooming Award. The brand expanded internationally in 2024, establishing presence in Europe and the Middle East through selected premium retail partners. Running the house as a married couple while raising three children has required the Shalbafs to approach their business with the same strategic discipline their brand celebrates. The company operates as a family venture, with both partners contributing different strengths that they describe as often sparking innovative ideas and helping them see challenges from multiple angles.
The philosophy at the core of Mind Games centers on the belief that every move in chess, like every note in perfume, carries significance. The brand's creative vision holds that strategy and sensuality need not exist in opposition, but can instead work together to produce something greater than either alone. Each fragrance is conceived as an exploration of a different facet of chess, from the opening gambits through to the final checkmate. The founders wanted to create a perfume house that felt both timeless and refreshingly modern. They sought to build not merely a fragrance brand, but a world where chess and perfumery intersect in a way that resonates with those who appreciate complexity and mastery in any form. The brand describes its scents as having extreme olfactive signatures, meaning each composition aims to make a distinct, memorable impression rather than blending into the background. The Shalbafs have stated that their approach balances artistry and business acumen, with Mariana's creative vision and Alex's strategic expertise forming the cornerstone of the brand. The fragrance house aims to deliver products that function as tools for self-expression, inviting wearers to craft their own olfactory narratives. The collections are designed to be worn alone or layered, allowing the wearer to create a unique fragrance experience tailored to their mood or occasion.