Our Story
Curiosa is not just a perfume brand. It's a story that has grown over time – shaped by experiences, relationships, and a desire to create something lasting. Behind Curiosa are over two decades of work, where both direction and identity have evolved step by step. What is now Curiosa took shape during a period marked by change. The foundation was not laid by just one person, but emerged through an interplay of knowledge, ideas, and experiences.
1997: From Jordan to Lund
In 1997, the founder of Curiosa moved from Jordan to Lund with the mission of establishing a research center at Ideon Research Park. The starting point was simple – an empty room, limited resources, and a completely new environment to navigate.
Through perseverance and dedicated work, something began to take shape. As the business grew, collaborations were established, and the work extended across several countries, with Sweden, Jordan, and Egypt becoming part of the same process.
In 1998, PharmaSwed was founded, which later evolved into New Pharma Research. Over the following years, the work resulted in several international patents. When circumstances changed, the decision was made to move forward and build something of their own.
2000: Henna, innovation and Curiosa's first steps
In the early 2000s, an idea emerged from something ordinary – the need to simplify the use of henna. What began as a simple thought evolved through experimentation and refinement into an entirely new method. The result was the world's first henna pens.
This became Curiosa's first breakthrough. From the laboratory in Lund, the products quickly reached an international market. The first major export, 75,000 units to Saudi Arabia, marked the beginning of a journey beyond Sweden's borders.
2009: Entry into the world of perfume
Through established contacts in the Middle East, a new opportunity arose – to develop perfumes for a growing market. Curiosa took responsibility for the entire process, from fragrance composition to material selection and design, with influences and production linked to France and Italy.
A total of 15,000 bottles were exported under the Curiosa name. This marked the beginning of a new chapter, characterized by a deeper understanding of scent, aesthetics, and craftsmanship – and the start of the company's long-term relationship with the world of perfumery.
2012: Challenges and survival
After 2008, the conditions changed when external funding ceased. At the same time, the operations were affected by a project that did not develop according to plan.
Curiosa left Ideon and continued on a smaller scale, with limited resources and a more restrained operation. For a long period, development almost stalled. But the foundation remained – as did the idea of one day building upon the foundation that had been so carefully constructed.
2023: Curiosities today
In 2023, Curiosa took a new direction when the family's four siblings jointly engaged in the business. With a new perspective and proximity to today's market, they began to explore what Curiosa could become in a modern context.
It soon became clear that their strength lay in their own capabilities – in developing scents using their expertise in chemistry. New perfumes began to take shape in smaller batches, where each step was characterized by both heritage and renewal.
Today, we are a family business in motion – where history and contemporary times meet. A place where multiple generations contribute, and where every scent carries more than just notes – a continuation of a story still being written.