Bahfamsn Fragrance

Bahfamsn Fragrance is a Malaysian fragrance house founded in 2020 by Sonali Said and Kriss Mokhtar, launched during the period of rapid growth in Southeast Asian direct-to-consumer fragrance brands. The house targets a young, digitally native Malaysian consumer market that increasingly engages with fragrance culture through social media and online retail. Bahfamsn produces accessible-tier compositions designed for everyday wear, drawing on contemporary global fragrance trends while maintaining a local identity and price point. The brand operates primarily through e-commerce and social platforms, consistent with the founding team's generation and the Malaysian retail landscape. Founded during the pandemic period, when fragrance consumption in Malaysia grew alongside increased home time and digital shopping behavior, Bahfamsn represents a wave of emerging Southeast Asian brands that are building fragrance culture from the ground up rather than inheriting an established tradition.