Photograph courtesy of Tadhana.
After making strides for Filipino scentmaking, the founders reflect on the discoveries they made and what they hope to achieve in 2026
In the latter half of 2025, scentsmiths from across the world were introduced to notes of calamansi and sampaguiita for the first time. And while commonly seen in most Filipino kitchens and gardens, these ingredients are just two of the many locally sourced materials that were on full display at ScentXplore in New York and Grasse Perfume Week.
Showcasing their Persona and Pause collections, Tadhana Fragrance co-founders, Shale Albao and Evgeny Olin, shared that bringing Philippine perfumery into two globally recognized fragrance events meant more than just representation.
“When we joined ScentXplore, what really surprised me was that the brands were very story-forward. Visitors at ScentXplore came from all around the US, the Caribbean, Latin America, and further abroad, so I was very surprised to see people be just as enthusiastic about a Filipino brand and very curious about our story,” says Olin.
Over three days, Shale and Evgeny met perfumers from around the world. In New York, the introductions went beyond the lab: tequileros, architects, and founders, people who’d built entire careers in other worlds, had crossed into fragrance, turning lived experience into something one can wear.
As Olin adds, “In our framework, our perfumes are inspired by moments first, so that was kind of the first layer that people wanted to explore, but they also wanted to understand how they’re rooted in the Philippines: where the ingredients came from, the story behind our craft, how we came up with our products, and even asking what gave rise to our vision when conceptualizing the brand.”
Representing everyday moments shaped Tadhana’s approach to storytelling, creating fragrances that unravel their own over time. “It’s universally felt by every person in the world, whether they’re from France, Tokyo, or New York. So, we start with the emotional layer, then reveal the cultural significance, and finally tell the story behind the craft,” Albao shares.
For Evgeny, Grasse and New York marked pivotal moments of realization. As he details, “For a long time, visual design and fashion were the dominant languages of self-expression. Today, olfaction is emerging as a powerful medium of identity; even more compelling, it’s becoming open for creative people to shape their own ideas and participate in this intriguing craft. So, for me, how do I build that physical or digital space where people can come in and see beyond the bottle? Where they can also experience, experiment, create their own, and express it in their own way.”
Shale and Evgeny answer this question with their upcoming collection, “Silverlinings,” a series of scents that tell stories of resilience in the unpredictable. Its highlight scent, the Wave Nº 9, features notes of asin tiboók, an artisanal sea salt from Bohol that’s roasted in batches of coconut husks for a smoky and earthy flavor.
“There is a sort of marine mythology wherein a storm comes in nine waves; The ninth wave is the biggest, the strongest, and the most destructive,” shares Olin. “But once that passes, it’s all smooth sailing. So, in that pinnacle of danger or chaos, if you will, you realize that once that’s over, something better is going to come.”
For Albao, she hopes to use Tadhana’s success in providing creative and financial opportunities for budding artisans and farmers alike. “Our long-term goal is to use more farm-to-fragrance ingredients by sourcing local oils directly from farmers and cooperatives. When empowered to produce high-quality, high-value materials, they will see positive economic impact and upliftment in their lives.”
And as the duo reflects on the past year, they hope to honor the quiet milestones that have shaped the brand’s journey, from expanding operations into Australia and North America to earning global recognition for the success of their debut Persona collection. As Olin shares, “It takes a lot of research, a lot of observation, and a lot of understanding those minute moments. So for me, it’s still a brand that is still in its early journey, but there’s so much opportunity there.”
“Being able to tell our versions of the story, not from a European lens like most fragrance houses do, but this time from our own, was certainly a moment of pride,” says Albao.
Visit the Tadhana Fragrance website to view the Persona and Pause Collections. Visit Tadhana Fragrance on Facebook and Instagram to learn more.
