The Heritage
The Story of Mind Games
Mind Games is a New York-based niche fragrance house founded in 2022 by Alex and Mariana Shalbaf. The brand draws its creative identity from chess, translating the intellectual precision, strategic elegance, and psychological depth of the game into olfactory experiences. Each fragrance within the collection represents what the brand calls an aromatic movement, inspired by moves on an imaginary playing field. The house operates under The Fragrance Group, the parent company Alex Shalbaf leads as CEO, with Mariana Shalbaf serving as Creative Director. Mind Games produces extrait de parfum浓度的作品，合作的调香师包括Annick Menardo、Christelle Laprade、David Apel等人。品牌以Extreme olfactive signatures为追求，致力于在香水中实现策略与感性的平衡。
Heritage
Mind Games originated as the first in-house fragrance line from The Fragrance Group, a scent licenser and distributor headquartered in New York. Alex Shalbaf, who serves as CEO of The Fragrance Group, partnered with his wife Mariana Shalbaf as Creative Director to realize their shared vision. Alex brought strategic business expertise to the venture, while Mariana contributed a distinct creative perspective. The couple spent over seven years developing their concept for a perfume house that would operate free from typical market constraints. The name and concept emerged from their shared admiration for the artistry of chess and perfumery alike. They saw the timelessness and intellectual intrigue of chess as naturally pairing with the emotional and sensory complexity of fine fragrances. The brand launched in 2022 with its Artisan Collection, which comprised ten fragrances designed to mirror the chess pieces and their strategic roles on the board. Each fragrance in that inaugural release told its own story of intuition, calculation, and the fascination with the tension between control and emotion. In 2023, the Soulmate Collection added another ten scents to the range, one of which, Ruy Lopez, subsequently won a Robb Report Grooming Award. The brand expanded internationally in 2024, establishing presence in Europe and the Middle East through selected premium retail partners. Running the house as a married couple while raising three children has required the Shalbafs to approach their business with the same strategic discipline their brand celebrates. The company operates as a family venture, with both partners contributing different strengths that they describe as often sparking innovative ideas and helping them see challenges from multiple angles.
Craftsmanship
Mind Games works exclusively with Symrise, a global fragrance house recognized for sustainable manufacturing practices and precise craftsmanship. This partnership ensures access to high-quality raw materials and ethical sourcing standards. The brand commits to 100% traceable raw materials sourced from sustainable farming programs. Symrise invests in green technology and responsible sourcing, aligning with Mind Games' stated dedication to environmental accountability. The brand has also emphasized building a diverse team with expert and innovative perspectives. Several renowned perfumers have contributed to Mind Games compositions, including Annick Menardo, Christelle Laprade, David Apel, Emilie Coppermann, Alexandra Carlin, Nathalie Benareau, and Carlos Viñals. Each perfumer brings a distinct approach to the collaboration. Mariana Shalbaf has described perfumer Natalie Benareau as having an incredible way of seeing each ingredient as a color, noting she thinks like a painter, finding ingredients that complement each other to form a vivid, layered scent. The brand's third collection, Perfumer Extraordinaire, was designed to showcase the artistry of individual perfumers more prominently. Fragrance compositions are created to embody specific chess concepts, with ingredients selected for their narrative weight as much as their olfactory properties. The brand produces extrait de parfum concentrations, which typically offer greater depth and longevity compared to lighter formulations. Testing options are available through 2ml samples before customers commit to full-size bottles, reflecting a consumer-friendly approach to niche fragrance discovery.
Design Language
Mind Games presents a visually cohesive brand identity rooted in the imagery and elegance of chess. The fragrances are housed in heavy glass flacons finished in black, silver, or white, with metallic caps positioned above the glass in a manner that evokes the silhouette of chess pieces. This design choice directly connects the physical product to the brand's conceptual foundation. The overall visual language communicates a sense of strategic precision and royal elegance. Bottles are described as statuesque, suggesting a sculptural quality that distinguishes them on any vanity or display. The Perfumer Extraordinaire collection features particularly refined presentation, with solid perfume options including a Solid Perfume Pendant for the fragrance Kingside. Travel formats are also available, such as the Travel Trio Collection which presents a single fragrance in three 7.5ml sprays paired with a ceramic zamak atomizer. Discovery sets allow customers to explore and sample the range before committing to full bottles. The brand maintains a luxury positioning in its visual merchandising, with retail presence at upscale department stores including Neiman Marcus, Saks Fifth Avenue, and Bloomingdale's. The aesthetic extends beyond product packaging to encompass the overall brand environment, creating a cohesive world that reflects the intellectual intrigue and sensory pleasure the fragrances themselves embody. Sustainability considerations have also informed the visual and operational choices, from production methods to packaging decisions.
Philosophy
The philosophy at the core of Mind Games centers on the belief that every move in chess, like every note in perfume, carries significance. The brand's creative vision holds that strategy and sensuality need not exist in opposition, but can instead work together to produce something greater than either alone. Each fragrance is conceived as an exploration of a different facet of chess, from the opening gambits through to the final checkmate. The founders wanted to create a perfume house that felt both timeless and refreshingly modern. They sought to build not merely a fragrance brand, but a world where chess and perfumery intersect in a way that resonates with those who appreciate complexity and mastery in any form. The brand describes its scents as having extreme olfactive signatures, meaning each composition aims to make a distinct, memorable impression rather than blending into the background. The Shalbafs have stated that their approach balances artistry and business acumen, with Mariana's creative vision and Alex's strategic expertise forming the cornerstone of the brand. The fragrance house aims to deliver products that function as tools for self-expression, inviting wearers to craft their own olfactory narratives. The collections are designed to be worn alone or layered, allowing the wearer to create a unique fragrance experience tailored to their mood or occasion.
Key Milestones
2022
Mind Games launches in New York with the Artisan Collection, ten fragrances inspired by chess pieces, as the first in-house brand from The Fragrance Group.
2023
The Soulmate Collection debuts with ten additional fragrances. Ruy Lopez wins a Robb Report Grooming Award.
2024
Mind Games expands internationally into Europe and the Middle East through premium retail partnerships. The Perfumer Extraordinaire collection launches.
2025
New fragrances including Kingside and Check Please join the range.
At a Glance
Brand profile snapshot
Origin
United States
Founded
2022
Heritage
4
Years active
Collection
2
Fragrances released
Avg Rating
4.4
Community sentiment