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In the heart of Grasse, France—known as the birthplace of modern perfumery—a new scent story unfolded, carrying the humid sweetness of sugarcane fields, the zest of calamansi, and the floral grace of the Sampaguita. For this year’s run of Grasse Perfume Week, a Filipino fragrance brand, Tadhana, graced the international stage, making history with its deeply emotional, culturally rich approach to scent.
Behind this bold move is Shale Albao, the founder and creative force of Tadhana Fragrance, whose journey to Grasse began years ago as a student at the prestigious ISIPCA (Institut Supérieur International du Parfum, de la Cosmétique et de l’Aromatique Alimentaire, translates to Graduate School of International Perfume, Cosmetics and Food Aroma) perfumery school in France.
“I realized how underrepresented Asian perfumery was in the global market and Philippine-made fragrances were practically nonexistent,” Shale told Manila Bulletin Lifestyle in an interview. “That realization lit a fire in me. I made it my personal mission to put our local fragrance artistry on the global stage.”
It was this mission—and a bit of serendipity—that brought Tadhana to Grasse. While preparing for a work trip to Germany, Shale came across the schedule for perfume week and decided to take a chance. “I initially planned to attend as a guest,” she recalled. “But I decided to take a chance and emailed the organizers to ask if I could apply as a participant.”
Soon after sending samples, she received the news: Tadhana had been accepted as one of only 50 international brands featured at the event.
The scentful feedbacks
For many European attendees, it was the first time encountering native Philippine ingredients like calamansi, dalandan, and Sampaguita in fine fragrance form. “They were intrigued,” said Shale. “They listened intently to stories of sugarcane plantations in Negros, and the bright skies and seas of our tropical islands. This experience affirmed that Philippine perfumery has a rightful place on the global stage.”
Tadhana’s signature lies in its storytelling—scent as memoir, memory, and cultural artifact. “International audiences are hungry for something new,” Shale explained. “They’ve experienced countless Western, Middle Eastern, and mainstream Asian fragrance narratives, but they haven’t heard our stories yet.”
At Grasse, Shale captivated her audience not only with scent, but with deeply personal narratives. “I told stories from my childhood growing up on sugarcane plantations… I described the deep blues of our skies and seas. These stories, told through scent, sparked curiosity and excitement.”
Tadhana showcased all six scents from its Persona Collection: Classy, Lover, Innocent, Rockstar, Scandalous, and Rebel. Each perfume, named after archetypes rather than ingredients, found its own champions.
“Classy was praised for its smooth, refined blend. Lover stood out for its muscovado sugar not. Rockstar transported people to tropical beaches,” she shared. “But if I had to name two crowd favorites, they would be Innocent and Rebel. Innocent’s brightness and softness drew people in, while Rebel’s boldness left a lasting impression.”
But beyond notes and compositions, it was Tadhana’s emotional resonance that truly set it apart. “One European fragrance influencer with over 220,000 followers told me Tadhana’s olfactory structure was unlike anything he’d ever smelled—and he owns over 3,000 fragrances,” Shale said. “A well-known French industry figure said she was completely enamored by our Philippine stories.”
Perhaps the most moving reaction came from a Saudi Arabian fragrance collector with over 6,000 perfumes in his personal trove. “He told me he was so excited to discover a perfume brand from the Philippines that he’s now planning a visit just to explore Philippine perfumery further.”
What struck Shale most was how people received Tadhana—with wonder, curiosity, and a sincere desire to learn more. “Many didn’t expect something so fresh, refined, and emotionally resonant to come from the Philippines,” she said. “That sense of surprise, followed by genuine enthusiasm, confirmed to me that we are exactly where we’re meant to be.”
What’s next
And this is just the beginning.
This September, Tadhana will open its new headquarters in the Philippines, featuring a Scent Lab—a creative studio designed to support aspiring perfumers.
“For a small fee, they’ll gain access to education, materials, and facilities. It’s part of our commitment to nurturing the next generation of Filipino perfumers,” she said.
With a new fragrance collection on the horizon and more global showcases in the works, Tadhana’s journey—from the fields of Negros to the cobblestoned streets of Grasse—is proof that scent can be a powerful vessel for cultural pride and global connection.
As Shale puts it, “People didn’t just smell the fragrances—they felt them.”
