Name: Yusif Jnr Meizongo
Title: Founder, Olfactive Director & Head of Creatives, Maison Yusif Fragrance
Location: Accra, Ghana
Can you share a defining moment or significant breakthrough in your career as a perfumer?
Yusif Jnr Meizongo [YJM]: A significant breakthrough in my career was becoming the first olfaction trainer from West Africa, certified by the International Perfume Foundation in Los Angeles. This achievement recognized my ability and positioned me as a leader in olfactory education within the region.
The certification allowed me to train others in fragrance creation, contributing to the development of West Africa's perfume industry. It also enhanced my global credibility and visibility, enabling me to share my knowledge and passion for perfumery with a wider audience. This milestone has been crucial in setting up my brand, Maison Yusif, as a prominent name in the niche perfume market and inspiring many aspiring perfumers in the region.
What were some of the biggest challenges you faced when entering the perfume industry, and how did you overcome them?
YJM: I faced significant challenges entering the perfume industry, including limited resources, market competition and cultural feeling. Starting Maison Yusif from the trunk of my car made sourcing materials and reaching customers difficult. Competing with established global brands required a unique value proposition, while the new concept of niche perfumery in Ghana demanded consumer education.
To overcome these challenges, I focus on innovative craftsmanship, creating a unique fragrance that tells stories and evokes emotions, and distinguishing my brand from competitors. I also engaged in philanthropic initiatives through my Home of Humanity Foundation, building community goodwill and enhancing brand loyalty. Winning awards like "Niche Perfume of the Year," “Best Cosmetic Brand of the Year” and “Best Perfume Brand of the Year” in 2023 and 2024 at the Ghanas Manufacturing and Industry Awards for my fragrance boosted my brand's visibility and credibility, allowing me to compete internationally.
Can you describe a time when a fragrance formulation didn’t turn out as expected? How did you address the issue?
YJM: I see every mistake in fragrance formulation as a chance for creativity and innovation. I do not believe in true mistakes in perfumery; instead, I views it as an art form that allows for improvisation and the development of new styles.
For example, if a fragrance formulation did not turn out as expected, I would analyze what caused the unexpected result. Rather than discarding it, I would experiment with the notes, adjusting them to create a new scent profile. This approach not only salvaged what could have been seen as a failure but often resulted in unique fragrances that resonated with my customers.
Each misstep is a chance to explore new olfactory combinations, leading to innovative creations that reflect my artistic vision. I believe the creative process in perfumery is fluid, and every experience, whether successful or not, contributes to my growth as a perfumer and the evolution of my brand, Maison Yusif. This mindset has allowed me to continuously push boundaries and redefine what is possible in the fragrance industry.
How do you find the right balance between artistic expression and the technical limitations of perfume formulation?
YJM: I expertly balance artistic expression with the technical limitations of perfume formulation through creativity, knowledge, and adaptability. I view perfumery as an art form, where each fragrance tells a unique story and evokes specific emotions. This artistic vision drives me to experiment with various ingredients, pushing the boundaries of traditional scent creation.
To address the technical aspects, I have honed my skills and understanding of both modern and traditional perfumery techniques. I recognize the importance of creating fragrances that are not only aesthetically pleasing but also stable and commercially practical. When faced with challenges in formulation, I improvise, treating each misstep as an opportunity for innovation.
This approach enhances my artistry and solidifies my brand, Maison Yusif, as a leader in the niche perfume market, highlighting the beauty of combining artistic expression with technical ability.
Are there specific skills or knowledge areas you believe are crucial for a perfumer to master? What resources (books, courses, mentors) were most valuable to you in your development as a perfumer?
YJM: I emphasize several crucial skills for a perfumer:
- Olfactory Skills: Understanding and finding various fragrance notes to create balanced perfumes.
- Formulation Techniques: Knowledge of how ingredients interact to craft stable and appealing fragrances.
- Creativity and Innovation: Experimenting with new combinations to develop unique scents.
- Market Awareness: Understanding consumer preferences and trends to resonate with the target audience.
I value mentorship from industry leaders like Yusuf Bhai, Creezy Courtoy, Sophie David, Allyson Correia, & Francis Kurkdjian. I have also enhanced my expertise through formal education in perfumery from institutions in Dubai, Turkey, France, Nigeria, and South Africa.
How do you maintain your creativity and stay inspired in such a niche industry?
YJM: I stay creative and inspired in this niche perfume industry through several key practices. I draw inspiration from Ghana's rich cultural heritage and biodiversity, believing that the unique scents of my homeland help me create fragrances that resonate both locally and globally. I am committed to continuous learning, seeking to enhance my knowledge and skills through workshops, courses, and mentorship from industry leaders. This dedication helps me stay updated on trends and techniques, fueling my creativity.
Viewing perfumery as an art form, I treat each fragrance as a canvas for expression. I embrace experimentation, seeing every formulation as an opportunity to explore new olfactory combinations. This artistic approach keeps my creative process dynamic and fresh.
Additionally, my philanthropic engagement through my Home of Humanity Foundation connects me with my community. This involvement inspires me to create fragrances that reflect social values and cultural narratives, enriching my work and fostering a sense of purpose.
By blending cultural elements, continuous education, artistic exploration, and community involvement, I successfully maintain my creativity and passion in the evolving perfume industry.
Have you ever had a fragrance experiment go amusingly wrong? What happened?
YJM: I am not going to bore you with a long passage here. My answer is NO! Every mistake is a fresh style in perfumary to me as it is an art and only the perfumer can express what he wants to bring out.
