Brand Essence & Name
Jazmin Saraï blends “Jasmine” (the queen of white flowers) with “Jazz” (king of musical genres), all unfolding within an inner palace—Saraï. The name signals a union of scent, rhythm, and inner worlds.
Founder & Creative Vision
The brand was founded in 2014 by Dana El Masri, a classically trained perfumer, interdisciplinary artist, lecturer, and storyteller. Dana draws from her roots in Egyptian / Lebanese culture, layered with her experiences across geographies, to shift the narrative of perfumery from Eurocentric norms to something more plural, expressive, and identity-aware.
She sees scent as a “gateway to raise awareness on the unappreciated and under-represented cultures” and as a way to reframe how people relate to their olfactory identity.
Craft & Philosophy
- Jazmin Saraï’s products are made in small batches, handcrafted by Dana, with maceration periods of 4–6 weeks before filtering, bottling, and labeling.
- Ingredients are a mixed media blend of essential oils and aroma molecules, selected thoughtfully—with a commitment to sustainability and ethical sourcing where possible.
- Dana transparently addresses how she balances natural and synthetic materials, respecting safety, stability, and regulatory standards.
- Though the brand relocated its base from Montreal, Canada to Los Angeles, California, the small-batch and craft ethos remains central.
Brand Values & Positioning
- Multisensory & emotive: The brand emphasizes how scent resonates with memory, emotion, geography, and culture.
- Decolonial and inclusive storytelling: Dana actively challenges the Eurocentric lens of traditional perfumery and centers narratives from underrepresented communities.
- Transparency & integrity: From ingredient selection to batch making, the brand foregrounds honesty in craft and process.
- Non-gendered, borderless appeal: Jazmin Saraï perfumes are designed to be unisex, transcending conventional gender boundaries.
Fragrances Offered at Yvette
