Our Story

VAELLI is a luxury perfume house founded by Alexander Black, a perfumer whose Middle Eastern heritage lies at the heart of every creation.

Inspired by centuries of fragrance tradition, VAELLI reimagines the deep, expressive soul of Middle Eastern perfumery through a modern, artisanal lens. We work with our hands, steeping the rarest and finest materials into each bottle. Every VAELLI perfume is made in house, in small batches, with care and intention.

The name VAELLI is not just a brand, it’s a family name. A symbol of legacy, identity, and devotion to the art of perfumery.

With no outsourcing, no compromises, and no shortcuts, Alexander creates each fragrance from start to finish, blending rich cultural memory with meticulous craftsmanship. Every bottle tells a story of heritage reawakened.

This is not perfume made to follow trends but to create a legacy.