Project Overview

KeepMe Lifestyle supported the launch of Alia, a luxury fragrance house founded by bestselling author, self-development coach and speaker Roxie Nafousi.

Launched in September 2025, Alia brings Roxie’s passion for fragrance, personal transformation and self-expression into the beauty industry. The brand was created around the idea that fragrance can be more than a finishing touch: it can help people express different facets of their identity, shift their mood and connect with the person they want to become.

Alia launched with The Alter Ego Collection, a trio of eau de parfums comprising Main Character, Scene Stealer and Power House. Each fragrance represents a different mood and expression of confidence, reflecting the brand’s central message: “infinite ways to be you”.

Positioned as an accessible luxury fragrance house, Alia combines considered fragrance storytelling with distinctive, contemporary packaging. The launch required a product presentation that could capture the brand’s personality, communicate its premium positioning and translate Roxie’s creative vision into a tangible experience.

The Objective

KeepMe Lifestyle’s involvement supported the development of the brand’s packaging for this new fragrance launch.

KeepMe needed to bring the vision for Alia to life through packaging that reflected its distinctive identity and the emotional concept behind The Alter Ego Collection.

As a new fragrance house entering a competitive market, Alia needed a product presentation that balanced luxury with contemporary appeal. The packaging had to complement the individuality of the three fragrances while maintaining a coherent brand identity across the collection.

The key objectives were to:

Translate the creative vision: Bring Roxie’s concept of fragrance as a form of self-expression into the physical product.
Establish a distinctive identity: Create a recognisable presentation that reflected Alia’s modern, confident, unique and empowering brand personality.
Deliver a premium experience: Ensure the packaging complemented the fragrance quality and positioned the collection within the accessible luxury market.
Prepare for market launch: Help bring the packaging concept through development and towards a retail-ready product.

Our Approach

KeepMe Lifestyle supported Alia in translating its packaging vision into a physical product. Working within the creative direction of the brand, the focus was on ensuring that the packaging complemented Alia’s identity and helped communicate the concept behind the collection.

Alia launched in 30ml eau de parfum bottles, with sculptural wooden/resin caps and a clean, contemporary aesthetic. The compact format and considered design details contribute to the collection’s modern luxury positioning, balancing visual appeal with everyday practicality and functionality.

The Alter Ego Collection comprises three distinct fragrances: Main Character, Scene Stealer and Power House. The packaging needed to work as part of a cohesive range, presenting the fragrances as different expressions of the same brand while supporting the individuality of each scent.

Bringing a new fragrance house to market requires close coordination between brand vision, product development and final presentation. KeepMe Lifestyle’s contribution to the packaging helped support the transition from concept to a finished product ready to introduce Alia to consumers.

The Outcome

Alia launched with a distinctive three-fragrance collection that brings Roxie Nafousi’s philosophy of self-expression and personal transformation into the fragrance category.

The 30ml bottles, sculptural caps and contemporary presentation support the brand’s accessible luxury positioning, while the three fragrance identities create a collection designed to reflect the different roles, moods and energies of the modern woman.

The launch established the physical expression of Alia’s brand concept, with packaging playing an imperative role in how the collection is presented, experienced and recognised by customers.

In 2026, Alia expanded its retail presence with a launch in nine Space NK stores and online, marking a further milestone in the brand’s development.

Key Deliverables

KeepMe Lifestyle’s involvement supported the development of the brand’s packaging for this new fragrance launch.

Result

The launch of Alia demonstrates the importance of aligning packaging with a clear brand story when introducing a new fragrance house to market.

By supporting the development of Alia’s packaging, KeepMe Lifestyle contributed to the presentation of a collection built around individuality, confidence and self-expression. The finished product brings together the brand’s creative vision and its three distinct fragrance identities in a contemporary, accessible luxury format.

Alia’s subsequent expansion into Space NK in 2026 represents a further stage in the brand’s retail journey. The project illustrates how packaging collaboration can help emerging fragrance brands translate a creative concept into a tangible product experience.

We can’t wait to see what’s next for Roxie and Alia!