Beauty Briefing: How Mind Games achieved double-digit sales growth with no hero fragrance
Culture Index
Score Breakdown
Relevance
15/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
3/15
5-Axis Cultural Radar
It’s not uncommon for fragrance brands to rely on one top seller to drive a quarter or even a third of overall sales. But Mind Games, the luxury chess-inspired fragrance brand launched by Alex Shalbaf in 2022, is going a different route.
