Who We Are

ABOUT THE FRAGRANCE GROUP

We are global creators, distributors, & licensees of luxury, artisanal fragrances.

With decades of experience and a team that champions the unique talents and passions of every member, we are guiding the independent/niche luxury fragrance market with a modern approach to luxury fragrance sales and distribution.

We are lovers of beauty and art.

We strive to support artists by helping businesses of any size to build their brands, while cultivating and encouraging an authentic connection to every product that is designed.

TFG encapsulates the essence of luxury and sophistication through scents, creating an olfactory journey that resonates deeply with our clientele and their diverse customer communities.

CHIEF EXECUTIVE OFFICER

Alex Shalbaf

Alex Shalbaf is the founder and CEO of The Fragrance Group, founder of e-commerce site, So Avant Garde, and co-founder of Shalbaf, LLC.  A master networker with an eye for the exceptional, Alex has firmly established himself as a creator, vendor, and distributor of luxury fragrance brands around the globe.

Alex made the move from the telecommunications industry to fragrance, and was quick to prove that he had the business sense, determination, and character needed to succeed. Within months, he had secured the first US distribution agreement with Nordstrom stores nationwide for French brand, Façonnable. Alex continues to grow his portfolio by partnering with notable brands, and most recently launching the first Men’s fragrances from luxury travel brand, TUMI.

In the near future, Alex’s vision is for continued company growth by focusing on the Lifestyle and Prestige divisions of TFG, while ensuring that each project is handled with the same white glove service and attention to detail that Alex himself is known for. Alex is also looking forward to pushing his own creative limits, with the launch of new projects and products coming soon, and is excited to provide an ever-improving line of the highest quality fragrances, with the deepest commitment to authenticity and art.