Fine fragrance & scented products
Maison 1712 Parfums
A South African fragrance house with French and Middle Eastern creative influences, bringing together original perfumery, accessible interpretations and bespoke scent.
- Within the group
- Maison 1712 (Pty) Ltd
- Commercial focus
- Retail, bespoke fragrance & wholesale
- Development context
- Operating brand; wider product development
Maison 1712 Parfums is the fragrance identity of Maison 1712. Its portfolio brings together Maison original creations, clearly identified inspired-by collections and bespoke fragrance development, with the creative and product work based in South Africa.
The house combines scent selection, formulation, presentation and customer experience rather than treating fragrance as packaging alone. Original compositions and inspired-by collections remain distinct parts of the offer, each with its own positioning.
Beyond personal fragrance, the wider portfolio includes candles and reed and car diffusers. Further body, bath and home-fragrance categories sit within the development roadmap. Direct sales, online retail, resellers and selected partnerships provide different routes to market.
The collection architecture separates ORIGINALS, the house’s core original perfumes, from INSPIRATIONS, its inspired-by range. CRÉATION is the bespoke perfumery umbrella; PRIVÉ is the prestige-originals tier. AZARA brings together French and Middle Eastern influences. These distinctions help customers understand what each part of the house represents.
Role within the group
Maison 1712 Parfums anchors the group’s prestige fragrance business. It connects product development with a recognisable consumer brand, while the Maison’s research, education and digital initiatives support its longer-term direction.
Leadership
Tariq Karolia
Founder and creative direction
Key areas of focus
- Original, inspired-by and bespoke fragrance
- Candles and reed and car diffusers
- South African product development and presentation
- Retail, reseller and wholesale relationships