An independent perfume house born in Vietnam, Forward Perfume creates fragrances inspired by the country’s landscapes, memories and olfactory culture. Ahead of the Asia Perfume Show, its founder and perfumer Nguyen Thanh Hoang talks about the brand’s universe, its ambitions in Paris and his vision of how perfumery is evolving across Asia.
How would you describe Forward Perfume in a few words?
As an independent perfume house, we create our compositions from landscapes, memories, materials and sensations connected to Vietnam. Our fragrances are made for people who see perfume as a way of expressing who they are, but also who they are becoming. Our philosophy can be summed up in three words: “Slower. Deeper. Faster.” Taking the time to observe, to create, and then to move forward with conviction.
What made you want to take part in the Asia Perfume Show in Paris?
Paris remains one of the world’s great meeting places for perfumery. But we are not coming simply to present Vietnam to an already established industry. What interests us is the exchange between cultures, ideas and different creative approaches.
Vietnam has a very rich relationship with scent: flowers sold on street corners, incense in places of worship, tropical air after the rain, ripe fruit, woods, teas, and even the distinctive olfactory character of each season. We do not want to treat these simply as ingredients or decorative symbols, but to reinterpret them through a contemporary olfactory language.
The Asia Perfume Show gives us the opportunity to take part in an international conversation and to show what a Vietnamese perspective can bring to contemporary perfumery.
What are you hoping for from this edition of the Asia Perfume Show?
Above all, we are looking to build lasting relationships rather than simply gain visibility. We hope to meet international partners who are receptive to independent creation, introduce Forward Perfume to new audiences and engage with industry professionals.
The event also gives us an opportunity to understand how our fragrances are perceived by people from different cultures and markets. Most of all, we would like visitors to discover the creativity of contemporary Vietnamese perfumery and its ability to express itself in its own voice.
What new launches, collections or major developments will you be presenting at the show?
In Paris, we will present several facets of the Forward Perfume universe.
The Signature Collection lies at the heart of the brand. It brings together creations that translate memories, materials, landscapes and an imagination rooted in Vietnam into fragrance.
The Tea Ceremony Collection explores serenity, ritual and tea culture. It evokes moments of calm and contemplation.
The Pâtisserie of Anam Collection takes a more gourmand direction, drawing on Vietnamese pastries, sweetness, textures and the memories associated with sharing food.
Finally, the Private Collection offers a more intimate expression, created for those seeking rarity and a more personal relationship with fragrance. We have chosen the Asia Perfume Show in Paris to present it for the first time.
We will also be presenting the evolution of our packaging. For us, the bottle and everything surrounding it are part of the experience. Design should help convey the character of the fragrance.
How do you see perfumery and the fragrance market evolving in Asia today?
Asian perfumery is entering a more expressive and self-confident era. Consumers are looking beyond the status associated with a brand or what they already know. They are seeking fragrances with meaning and a point of view. At the same time, more and more Asian brands are developing narratives inspired by local materials, memories, rituals, climates and ways of life.
Asia is not a homogeneous market. It encompasses a great diversity of cultures and sensibilities, opening up just as many creative paths. I believe the next generation of Asian perfumery will be driven by brands that are able to remain connected to their origins while creating fragrances that can travel beyond their home markets.
The future will not be built on imitation, but on the ability of these brands to develop their own creative language while remaining open to international dialogue.
If you had to sum up Paris and the Asia Perfume Show in just one word, what would it be?
“Encounter!” Paris is a crossroads where the history of perfume, expertise and an international community come together. The Asia Perfume Show, in turn, creates an encounter between Asian creativity and a wider audience. For Forward Perfume, it is not about choosing between Vietnamese roots and international ambition, but about allowing the two to coexist.
