Heritage
A house, in its own words
The story of Scentido begins in 2008, when Shishir Mehta, a longtime fragrance enthusiast, began collecting niche perfume houses and studying the chemistry of scent. His early experiments, conducted in a modest home lab, laid the groundwork for a more ambitious venture. In 2015 Mehta launched Scentido Luxury Trading, a distribution outfit that supplied boutique brands to Indian retailers and gave him insight into market gaps. Two years later, in 2018, he formalised his own boutique under the legal entity Mirasimo Fragrances & Cosmetics LLP, positioning Scentido as India’s first experiential niche perfumery boutique. The flagship store in Mumbai was designed as a sensory lounge where customers could test fragrances on skin, learn about ingredient origins, and receive personalized recommendations – a departure from the typical retail model. The brand’s ambition quickly outgrew the local market. In 2020, leveraging contacts made during the earlier trading phase, Mehta opened a second studio in Dubai’s Alserkal Avenue. The Dubai location retained the experiential ethos but added a curated selection of international niche houses, allowing the brand to act as both creator and conduit. This dual‑city presence helped Scentido attract a clientele that values both discovery and authenticity. Since its inception, Scentido has marked milestones with limited‑edition launches that reflect seasonal inspirations. The 2022 release of Toxic Amber captured the growing appetite for darker, resinous accords, while the 2023 introduction of Majestic Floral celebrated the resurgence of classic bouquet structures. In 2024 the house unveiled two fresh offerings – Limoncello, a bright citrus composition inspired by the Italian liqueur, and Tropical Bloom, a vibrant tropical fruit blend that quickly became a favorite among the boutique’s regulars. Each launch is accompanied by a small‑batch production run, reinforcing the brand’s commitment to scarcity and craftsmanship. Throughout its growth, Scentido has remained anchored to its original mission: to make niche perfumery approachable without diluting its artistic integrity. The brand’s evolution from a personal hobby to a bi‑continental boutique illustrates how a clear vision, combined with careful curation and a willingness to experiment, can reshape a market that previously relied on imported luxury houses. Scentido’s creative vision rests on three guiding principles: authenticity, education, and sustainability. Authenticity means sourcing ingredients that are true to their botanical or synthetic origins and avoiding over‑processed shortcuts that can mask a fragrance’s character. The brand believes that a perfume should tell a story that can be traced back to its raw materials, whether that is a Calabrian bergamot or a lab‑crafted ambergris substitute. Education is woven into every customer interaction. The boutique’s staff are trained to discuss scent families, note structures, and the chemistry behind longevity, turning a purchase into a learning experience. This approach reflects Mehta’s own journey from hobbyist to perfumer; he wants each visitor to leave with a deeper appreciation for how a fragrance is built. Sustainability informs both ingredient selection and packaging. Scentido prioritises suppliers who practice ethical harvesting, such as fair‑trade jasmine farms in India and responsibly sourced sandalwood from certified plantations. The brand also works with manufacturers that employ low‑energy extraction methods, reducing its carbon footprint. On the packaging side, bottles are made from recycled glass, and caps are crafted from biodegradable polymers whenever possible. By aligning its values with tangible actions, Scentido aims to set a benchmark for niche houses operating in emerging markets. The house’s philosophy also embraces a modest scale. Rather than chasing mass‑market volume, Scentido releases limited batches that allow for tighter quality control and a more intimate connection with its audience. This restraint ensures that each scent remains true to its original formula, preserving the artistic intent behind every note.