Scents with meaning

Alia: Consumers are now more ingredient-savvy and willing to explore blends and layering techniques. — Photo: SUKKA

WHEN the pandemic brought the world to a standstill five years ago, Alia Alhaddad, like many others, found herself “stuck, restless, and in search of a creative outlet” while living under lockdown.

Travel had all but ceased, social gatherings had become a thing of the past, and individuals were seeking new ways to fulfil their wanderlust without leaving their homes.

It was during this time that Alia became inspired to start up SUKKA, a local perfume brand specialising in high-quality, hand-poured extrait de parfums that tell a story.

“I came across an article about how scents were helping people transport to better memories,” the founder tells StarBiz 7.

“It was a lightbulb moment. I realised scent had the power to shift emotional states and mood.”

If anyone understands the power and appeal of perfumes for a wide range of consumers, it’s Alia.

Coming from a family with deep roots in the perfume trade, she has had a front-row seat to the inner workings of the industry and its many facets.

As a buyer in the family business, she’s been involved in procuring oils from international suppliers and ensuring that high-quality ingredients are sourced at the right value.

For over a decade, she participated in trade shows and exhibitions, using over 200 varieties of oils to create custom perfumes for customers on the spot.

“The experience gave me real-time insight into how people from different demographics and cultures respond to scent,” she says.

“It was like collecting emotional and olfactory data – seeing what notes sparked nostalgia, what profiles customers gravitated toward, what worked and what didn’t.”

This in-depth knowledge of the perfume business served as a firm foundation for establishing her own brand of ready-made fragrances.

“SUKKA was born from an intersection of nostalgia, emotional well-being, and a creative urge to build something scalable from everything I’d learned on the ground.”

Bottling up emotions

At SUKKA’s flagship store in Publika Shopping Gallery, a colourful array of perfume bottles proudly stand on display, each one uniquely representing a moment, feeling or occasion.

Rather than emphasising an obscure list of fragrance notes, the brand’s scents are created around emotional “themes” – each one evocative of a particular mood or personality trait.

For instance, bestseller Easy Like Sunday Morning was designed to capture the leisurely indulgence of lounging with breakfast in bed on a weekend morning.

Meanwhile, Party Princess was created to resonate with wearers getting ready to be the life of the party on a night out.

“This approach is more intuitive and personal,” Alia says.

“It makes the customer discovery process more fun and human, and gives them permission to explore who they want to be that day. Scent becomes part of their narrative and a companion to how they feel – not just a luxury.”

This personalised, emotional connection is something consumers today increasingly seek in the fragrances they choose, the founder notes. She adds that there has also been a shift in demand towards scent options that offer a touch of playfulness and freedom in how they can be used.

“People are now more ingredient-savvy and willing to explore blends and layering techniques.”

Similarly, today’s consumers are much less likely to stick to a single signature scent, instead preferring to keep a collection or “wardrobe” of fragrances.

“They want to match scents to moods, events, and even times of the day. It has become less about identity and more about self-expression in the moment.”

Spritz of success

Crafting a perfume is a complex dance of art, strategy and data, Alia reveals.

Factors ranging from target demographic preferences to the region’s climate and weather all play a role in the development of a scent.

“Malaysia is hot and humid, so we need formulations that wear well throughout the day without being heavy or cloying,” she explains.

Rigorous testing in local climates is, therefore, crucial to ensure optimal comfort and performance.

Cost is another practical consideration, especially given the brand’s positioning in the affordable luxury space. “We work backwards from our ideal price point, ensuring our fragrance extracts, absolutes, and parfum oils are sourced from trusted suppliers who deliver consistent quality.”

Delivering high-quality, high-performance scents without the luxury markup has been core to the brand’s vision and purpose since its inception, Alia affirms.

It was, therefore, a key strategic decision to bring SUKKA’s products to 50 Guardian pharmacy outlets across the country at the end of last year.

“Pharmacies are places of trust and accessibility – where people go for things that enhance their well-being,” she says.

“Partnering with Guardian helped us scale quickly while staying aligned with our vision – making great scent experiences reachable to all Malaysians.”

Looking ahead, Alia shares that the team is working to extend the brand’s offerings beyond skin perfumes and exploring scented products that can be incorporated into daily regimens.

At the same time, expanding the brand’s local presence remains a top priority.

“We’re focused on growing our retail footprint so SUKKA can become a go-to fragrance brand across Malaysia – offering products that feel premium, but are priced with purpose.”