Meet ALIA: Fragrances by Roxie Nafousi with an Alter Ego (or Three)

You know those mornings when you wake up thinking, today I’m unstoppable… only to find yourself later in the week wanting to melt into the background with sunglasses, coffee, and zero chit-chat? Our moods shift, our energy changes, and honestly, our fragrance should be able to keep up. That’s exactly what ALIA, the new fragrance house by Roxie Nafousi, is here for.

Now, if the name sounds familiar, it should. Roxie isn’t just another founder with a perfume dream, she’s a bestselling author, self-development powerhouse, and the kind of woman who somehow makes “manifesting your best life” feel both doable and chic. ALIA is her latest creation, and it’s rooted in the Arabic word meaning “higher.” Translation? A fragrance brand designed to lift you into your fullest, fiercest self.

Main Character: she’s cool, calm, and grounded. The vibe? Knowing exactly who you are without ever needing to announce it. Scent-wise, the fragrance is soft and fresh with a spicy surprise. Just like that friend who always manages to look flawless in jeans and a white tee.
(30 ml | £ 60)

Scene Stealer: the name says it all. She doesn’t just walk into a room; she owns it. Jasmine blooms in the heat, a soft musk trails behind, and suddenly you’re unforgettable. This one is pure spotlight energy. For the nights that deserve their own soundtrack. (30 ml | £ 60)

Powerhouse: the boss in a bottle. Tobacco leaf, rich woods, warm amber. It’s bold, ambitious, and makes no apologies. Powerhouse is the fragrance equivalent of strutting into a meeting with “don’t waste my time” energy. And honestly? We love her for it. (30 ml | £ 60)

Can’t decide which version of you deserves the stage? The Pocket Persona Discovery Set lets you flirt with all three. One day you’re the Main Character, the next you’re Scene Stealing, and by Friday? Total Powerhouse.

What I love most about ALIA is that it’s more than fragrance. It’s a reminder that we don’t have to be just one thing. We’re layered, multifaceted, sometimes contradictory, and always evolving. And that’s exactly what makes us magnetic.

As Roxie herself puts it, ALIA is “a celebration of the modern-day, multi-faceted woman who is no longer willing to be defined by just one thing.” To which I say: amen. So tomorrow morning, when you’re standing in front of your mirror, don’t just ask, “What scent should I wear?” Try asking instead: “Who do I feel like being today?”

Because with ALIA, you get to be all of them.