Jameel Sheikh: One Of The Biggest Mistakes People Make Is Judging A Perfume Too Quickly (Perfume Strategist and Fragrance Reviewer)

Jameel Sheikh Interview 

My passion lies in exploring fragrances and helping people discover the scents that truly define them.

Q. Could you start by telling us a little about yourself and what first drew you into the world of fragrances?

I’m a perfume reviewer, and fragrances are truly my passion. What drew me into this world was a deep love for discovering new scents and the joy that comes with exploring them. Buying perfumes and experiencing how each one tells a different story has always fascinated me. More than just reviewing, my ultimate goal is very personal, to find that one perfect signature scent I can call my own and wear for a lifetime. That journey is what keeps me inspired every day.

Q. 'Smelling good is a lifestyle' is such a powerful statement. How do you define this philosophy in your everyday life?

Smelling good is a lifestyle to me means that fragrance becomes part of who you are and how others perceive you. I remember someone in my office who always wore a very peculiar scent. It left such an impression on me that, without realizing it, I started judging him based on his fragrance alone and not in the most positive way. That experience made me realize how powerful scents can be. 

It works the other way too: when you smell good, people may not say it out loud, but they do notice and often form silent judgments. Choosing the right fragrance can elevate how others see you, just like the difference between simply wearing clothes and truly styling them. Both cover you, but one makes you stand out. That’s exactly how I see fragrance: not a necessity, but a powerful lifestyle choice.

Q. Behind every perfume, there’s an unseen story of craftsmanship. Which brand or perfumer, in your opinion, tells the most compelling story through scent?

Honestly, I’ve had the privilege of working with over 200 brands and owning more than 3,000 bottles, and I truly respect each one of them. Every brand carries its own story, its own strengths and flaws, and that’s what makes the fragrance world so diverse and exciting. 

So this is not an easy question for me at all. But if I had to choose, I’d say François Demachy, the former in-house perfumer of Dior has always stood out to me. He is the reason I first got drawn into Dior fragrances. What makes me love Dior isn’t just the brand itself, but the artistry and vision that Demachy poured into his creations. For me, he represents how a perfumer’s personal craft can define the identity of a fragrance house.

Q. You’ve built a strong community on YouTube with your reviews. How do you strike a balance between honest critique and respecting the artistry behind a fragrance?

I wouldn’t call myself a critique, I see myself as a reviewer. My role is to inform and guide my audience by talking about the performance, scent profile, projection, occasions to wear it, and of course, the price-to-value. If you look at my videos, you’ll notice I never frame a perfume in a purely negative light. For me, whether it’s a fragrance priced at 60,000 or one at 600, the brand behind it has still put in effort to create something they believe in. I respect that craftsmanship. So if there’s a fragrance I personally don’t connect with, I simply don’t highlight it, rather than tearing it down. I’m not into negative marketing; I’d much rather shine a light on what I feel is worth people’s time and attention.

Q. In your opinion, what are the most common mistakes people make while choosing or wearing perfumes?

One of the biggest mistakes people make is judging a perfume too quickly, maybe with just one spray at the store, or after wearing it only once at home. A good fragrance evolves; it changes every couple of hours as the top, middle, and base notes reveal themselves. 

To really know if it works for you, apply it, leave the store, and experience how it develops on your skin over 4–5 hours. If you still like it after that, then go back and make the purchase. Another mistake is blind buying. Unless you’re a seller or a reviewer who needs to explore a wide range, it’s always risky. Perfume is personal it has to work with your skin, your style, and even your lifestyle.

Q. With global trends constantly shifting, what fragrance notes or styles do you see dominating the market in the coming years?

Until recently, Oud was absolutely dominating the fragrance market; it became almost synonymous with luxury and power. But now I see a shift. Fresh, clean, and versatile '24/7 kind of scents' are making a strong comeback. People are leaning toward fragrances that feel lighter, more wearable, and adaptable to any occasion. 

Perfumes like Imagination, Pacific Chill, and Blue Talisman are great examples of this trend. They represent that modern demand for freshness, clarity, and sophistication without being overwhelming.

Q. What’s the most memorable fragrance you’ve ever reviewed, one that left a lasting impression on you?

There are a few fragrances that have truly stayed with me. One is Dior Homme Parfum, I’ve reviewed it probably a thousand times, and yet I can still find new ways to talk about it. It’s just that special. Another one is Imagination by Louis Vuitton. My goodness, I simply can’t get enough of it. Both of these fragrances left such a deep impression on me that I know I’ll continue to cherish them forever. These are the perfumes that make strangers stop me and ask what I’m wearing.

Q. And to end on a fun note, if you could create a signature fragrance inspired by your personality, what three notes would it have?

Haha, that’s a really fun question! I’m quite sure about my choices; my signature fragrance would definitely have Iris, Rose, and Oud. For me, these three notes capture elegance, depth, and timeless charm all in one.

Bio: 

Jameel is the creator of FragranceJam. He reviews perfumes with a focus on performance, scent profiles, and value-for-money, while always respecting the artistry behind each creation. His passion lies in exploring fragrances and helping people discover the scents that truly define them.

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Interviewed by: Divya Darshini