In a region where fragrance is often bold, expressive and instantly recognisable, independent Emma Hamsa, founder of her namesake perfume brand, had a quieter, more intimate vision. Having been inspired by fragrance her whole life, she took the step to turn that passion into a business with the launch of her fragrance house and its debut Extrait de Parfum collection, The First Light, which is now launching in Dubai. Rooted in loss, love, and remembrance, the brand reflects Emma’s belief that fragrance should be intimate, personal, and deeply felt.

For Emma, fragrance has always been part of her life and is connected to some of her earliest memories. “I’ve been sensitive to scent since childhood, and some of my earliest memories are tied to fragrance,” she says. “I still vividly remember my father’s cologne when I was around six — the way it lingered and made me feel safe and grounded.” That early awareness of scent as emotional language stayed with her long before she imagined founding a perfume house. “Fragrance became a quiet form of self-expression for me long before I had the words for it.”

That emotional relationship deepened through grief. Having lost both parents at a young age, scent became a way to hold onto what could no longer be touched. “Scent became a vessel for memory very early in my life, though I only understood it much later,” she reflects. Her father’s collection of fragrances became echoes of his presence, while her mother’s perfumes were treated almost reverently. “We weren’t allowed to use them. We could only experience them when she wore them, so I remember quietly opening her bottles, smelling without spraying, trying to hold onto that feeling.”

With her grandmother, fragrance transformed into an act of love. Emma would gift her perfumes, watching her delight in compliments and pride. “I used to tell her, ‘One day, you’ll wear my perfume.’ After losing her last year, I realised how deeply scent had always been tied to the people I loved. That was the moment everything aligned. I understood that creating fragrance was my way of preserving memory, and I knew it was time to create.”

The result is The First Light, a trio of Extrait de Parfums developed over a year in collaboration with a French fragrance house and crafted in the UAE. Designed to sit close to the skin, each scent unfolds gently over time, guided by balance, longevity and emotion rather than impact. Emma describes the brand as “an intimate ritual rather than a statement,” where fragrance becomes part of the wearer’s inner world. “We believe fragrance is not only about aroma, but about presence, a quiet trace that lingers, personal and deeply remembered.”

The creation process was a deeply transformative experience for Emma. “I realised how deeply reflective I’ve always been,” Emma says. “During the creation of The First Light, that curiosity turned inward.” Through the year-long journey, she became more aware of how strongly her parents’ presence still lives within her. “I understood that fragrance isn’t just about beauty or preference; it’s about emotional memory, imprinting, and the invisible threads that link us to one another.”

Launching a brand with such emotional clarity also meant confronting vulnerability. “The biggest leap was putting my name on it,” she admits. “When you do that, there is nowhere to hide.” For years, she kept parts of her story private, particularly the loss of her parents. “I never wanted people to know that I lost my parents at a young age. Perhaps out of fear of being seen differently.” Creating Emma Hamsa forced her to face that truth. “By accepting it fully, I transformed what once felt like vulnerability into a source of strength.”

As a female founder in a fragrance-driven region, Emma felt there was room for a different narrative. “This region has a profound relationship with fragrance,” she says, “yet I felt there was space for a quieter, more intimate narrative.” Her vision centres on introspection and restraint, fragrances that are genderless in spirit and emotionally resonant rather than performative. “I wanted to create something that speaks to introspection, where scent lives on the skin rather than in the room.”

That philosophy shapes what she hopes people carry with them after experiencing the collection. “I hope what stays with them is a feeling rather than a note,” she says. “A sense of familiarity mixed with discovery, something that feels personal, almost intimate.” More than anything, connection is her measure of success. “If the scent lingers emotionally, not just on the skin, then it has done its job.”

Outside the studio, Emma’s life reflects the same intention. She talks about her passions for meditation, running, and yoga; spirituality and metaphysics; and staying close to family. “Taking care of my health and staying close to my family are what anchor me and allow me to show up fully, both as a woman and as a creator.” She says.

Looking ahead, there is much to look forward to, but she acknowledges there are challenges in sustaining an independent business. For other women considering entrepreneurship, her advice is grounded and clear. “Trust your intuition and take it seriously,” she says. “Your story, your perspective, and your sensitivity are not weaknesses. They are your greatest assets.”