Fine Fragrance Collection, founded by Simon Maritz, champions an inclusive vision to democratize designer perfumes, aiming to place a bottle in every adult's hand globally by December 2030. The brand challenges the notion that high-quality fragrances are a luxury for the elite, revealing that the production cost of perfume is surprisingly low. Through innovative pricing and an agent program, Fine Fragrance Collection offers luxurious scents at an accessible price of R60 per bottle, empowering individuals from all economic backgrounds to experience the joy of smelling great.

Their mission addresses the longstanding monopolistic practices of the fragrance industry, which has kept designer perfumes priced high through collusion among major retailers. By educating consumers and providing a pathway for agents to sell these perfumes, Fine Fragrance Collection is pioneering a movement for affordability and accessibility. With a commitment to social change, they strive to make quality fragrances available to everyone, emphasizing that the right to smell special should not be a privilege, but a universal right