The Story
Why it exists.
The beginning
Mahsam Raza composed Bubblegum Spell in 2026 as part of The Dua Brand's Inspired Expression line. It takes the candy-and-floral pairing and dresses it up, rendering bubblegum in a serious format. Sweetness comes anchored by a backbone of jasmine absolute and tuberose absolute, two of perfumery's heaviest white florals. The opening pour carries that familiar bubblegum sweetness, almost powdery and synthetic in the playful way only candy accords can be, before the florals start weaving through. There's something genuinely interesting about watching jasmine's indolic lift and tuberose's creamy density interact with pure confection. The contrast isn't accidental, and it's what gives the composition its unexpected architecture.
The choice of jasmine absolute and tuberose absolute rather than lighter interpretations matters here. These are dense, tenacious materials with serious projection, the kind of florals that anchor a blend rather than decorate it. Pairing them with bubblegum is a deliberate exercise in tension, sugar against something with genuine substance and presence. The base of amber notes and Ambroxan grounds the whole composition, giving the sweetness a warm, skin-adjacent finish rather than letting it dissolve into pure confection.
The evolution
The first fifteen minutes are pure bubblegum, bright and synthetic in the best way, that unmistakable candy signal hitting the nose with full force. The sweetness is immediate, almost playful, the kind of opening that makes you smile before you even think about what's underneath. Then the jasmine and tuberose push up through the sweetness, adding a creamy, almost waxy density that changes the entire character of the scent. The bubblegum doesn't disappear; it just gets company, and good company at that. The florals introduce a lushness that grounds the candy without smothering it. As the composition continues to unfold on skin, the white florals become more prominent, warm and slightly heady, still sweet but now with that creamy density fully in play.
Cultural impact
Bubblegum Spell occupies an interesting place in the current fragrance conversation, where candy accords have moved well beyond novelty territory and into serious compositional consideration. Sweet-and-floral pairings appear across the broader market, from established houses to smaller independent labels, and Bubblegum Spell engages with that territory directly. The composition treats bubblegum as legitimate material worthy of being paired with absolute-quality florals, which signals a particular attitude about what candy accords can do in a structured fragrance.
