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OUR STORY
LilaNur Parfums Born in Madurai, Crafted in Grasse
LilaNur Parfums is our scented love letter to the world from the fields and forests of a rich and diverse land. As a fine fragrance brand out of India, we celebrate its majestic flora and honour our ancient olfactive heritage of creating deeply sensuous oils such as Attars – a uniquely Indian scenting tradition.
In India, attar perfume oils have been used for centuries to scent the body and enrich the soul and LilaNur Parfums has collaborated with the Firmenich Innovation Lab in Grasse to develop a proprietary process to create reimagined Attar Absolu Huile de Parfum that are unparalleled in their purity, intensity, and luminosity when glossed onto the skin.
For the launch collection, four of France’s most revered perfumers - Honorine Blanc, Olivier Cresp, Fabrice Pellegrin, and Clément Gavarry - each with a shared passion for the rich fragrance culture of India - were invited to a compose a scent using an iconic Indian ingredient as their muse and starting point.
By bridging tradition with innovation, we sustain the world’s oldest living flora culture and extend India’s fragrant dialogue with the world.
“Our name LilaNur represents India’s syncretic culture - Lila is Sanskrit for the illusionary celestial play of Creation and Nur is Arabic/Persian word for Divine Light”
— ANITA LAL, NEW DELHI
Anita Lal
The LilaNur Parfums story begins with Anita Lal and her deep fascination with the vivid colours and heady scents that punctuate everyday life across the subcontinent. Born in the year of India’s independence, Anita’s life has been defined by cultural pride.
She founded Good Earth, India’s leading design house in 1996 to celebrate the designs and stories of India. In 2017 with her daughter Simran Lal, Anita created a wellness brand Paro - a concept boutique in India’s capital based on Vedic wisdom that promotes holistic well-being and living in harmony with the rhythms of the cosmos.
In every creative endeavour, there has been a common fragrant thread – a love for perfumery. It has been her dream to create a fine fragrance brand based on the authenticity of Indian ingredients and to reintroduce the sensual tradition of scenting with Attars.
With LilaNur Parfums, she is once again breaking new ground by pairing French master perfumers with India’s iconic flora, redefining 21st century Indian scent.
Paul Austin
After 20 years of working for one of the world's most renowned fragrance creation companies in Paris, London and New York, Paul took his first trip to India in 2009 not knowing it would completely transform his relationship with the world of scent.
Having worked on countless niche and designer fragrances over the course of his career, it was in the jasmine fields near Madurai that a passion emerged: to more deeply understand the people, cultural context and craft of the natural perfumery ingredients at the source of his métier.
Paul soon founded an award-winning branding and content agency built around a new understanding of brand narratives and how to connect makers and consumers in an authentic and inspiring way.
Several years later, and after various projects in India, Paul and Anita had an auspicious encounter - fueled by a share loved of scent and Indian flora - and together they set out to create LilaNur Parfums, India's first luxury fragrance house.
