The Layers Within – Special Edition Letter
Earlier this month, I walked into the halls of the Kearney World Design Congress in London. The panel was called Customer Love, but beneath that phrase was a bigger question: how do we design for people in ways that truly honor who they are?
For me, this has always been the question at the heart of Auraah. Love isn’t found in transactions or formulas. It lives in the space where someone feels seen, reflected, and free to express themselves.
That’s why Auraah was never built as a single fragrance. It was created as a system, layers designed to shift with you, to mirror the moods and archetypes you carry. Because who you are in the morning is not always who you are at night. Because we are not fixed, but fluid.
When I first traveled to Grasse to meet the perfumers, the “noses” whose creations fill the shelves of the world’s great houses, I noticed something. Their inspirations almost always came from their own experiences: a painting, a landscape, a personal memory. One person’s story, transformed into a “signature” that millions would wear.
Auraah was born from the desire to turn that model inside out.
Instead of starting with a perfumer’s private vision, I began with you, with the moods we all carry, the archetypes we embody, the soulplaces that shape us. The layer cards were designed from this belief: that fragrance should be inspired not by one person’s life, but by the many lives we all live within ourselves.
This is what I call emotional geometry: the way design can hold contradictions together, balancing softness with strength, longing with defiance, stillness with movement. Auraah’s philosophy is rooted in this idea, that true love for the customer is not about simplifying people, but about giving them space to expand into all that they are.
Each Auraah layer was built with intention: an emotional temperature, a soulplace, a reflection of identity in motion. The Dreamer-Poet. The Firewalker. The Quiet Vanguard. The Joyful Dancer. These are not just names. They are mirrors. They remind us that fragrance can be more than beauty, it can be a declaration of complexity.
Auraah is still young, but already resonating across borders, industries, and identities. And that affirmed something I have always believed: the future of luxury is not about perfection, but about presence. Not about status, but about self.
Auraah is not confined to New York, or to France, or even to London. It lives wherever someone chooses a layer and, in doing so, chooses a truth about themselves.
With warmth,
Deval
