Category: Indie Perfume Brand Spotlight

This week we’re heading to Barcelona (via Poland) to meet Le Frag’s founder and perfumer, Agnieszka Lewandowska.

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About you

Tell us who you are?

Hi, I’m Agnieszka, founder of Le Frag. I grew up in Warsaw’s Saska Kępa neighborhood and have always embraced being different. I’ve pursued various passions, from art to fitness, which all led me to create Le Frag—a perfume brand for those who walk their own path.

How did you get into the perfume industry?

I’ve always had a kind of passion for scents. But please don ́t ask me perfume names, history of perfumery, perfumers or brands. I am terrible with that. It all started with my love for the complex and unique scents and I first discovered them as a customer. After I moved to Barcelona in 2009, I got involved in the perfume industry more seriously and worked in niche perfumery. My own experience with feeling judged for not ‘fitting in’ at my first niche perfume store shaped how I interacted with my own customers. I always shared my love for scent with them, even if I knew they wouldn’t make a purchase. For me, it wasn’t about status or names—it was simply about the beauty of the fragrance itself. In fact, it was my customers who encouraged me to launch Le Frag. They appreciated how I helped them find something rare and different from what they knew.

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What was the first perfume you ever purchased?

It all started with my mom’s scents like Poison and Dune by Dior, Exclamation by Coty. I can’t recall the exact first perfume I bought, but my real introduction to niche perfumery was a memorable experience. I was a young student (in my early 20s) working at the Marriott hotel gym in Warsaw, and I used to pass by Quality Missala, the first niche perfumery in the city. The ladies in the store weren’t very welcoming, and I felt like they judged me for my young age, sneakers and gym attire—as if I didn’t ‘belong’ in such a luxurious place. But one day, I walked in, put my cash on the counter, and asked to buy a bottle. I was torn between Ambre Russe and Audh by Micallef, but eventually went for Audh. That moment was incredibly satisfying for me! Later, other scents like Idole by Lubin and Élixir des Merveilles by Hermes also became memorable for me.

What is your favourite meal?

This is a tough one for me! My heart is torn between Japanese cuisine—I absolutely love sushi—and Italian, so a shout-out to all my Italian friends! (I can here them screaming now Eeee Brava!!)

Where is your favourite place?

My favorite place on earth is a small, peaceful village in Masuria (lake district), Poland. There’s a forest guard house in the middle of the woods that’s my ultimate comfort spot.

Do you have an interesting party trick or any hidden talents?

I can sing! I used to sing at the Grand Theater of the National Opera in Warsaw, and while it’s not a skill I use daily, it’s still a hidden “talent” of mine.

Who would play you in a film of your life?

The first name that comes to mind is Johnny Depp— but though that might be tricky LOL! So, I think Helena Bonham Carter would capture my spirit perfectly.

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About your brand

Describe your brand in one sentence.

Le Frag is dedicated to inspiring those who wander and crave individuality, inviting them to celebrate their authentic selves through scent.

Where does the name of your brand come from?

Initially, I considered using my name and surname for the brand, like many others do. However, I found my name, Agnieszka, and my surname quite difficult to write and pronounce. Polish is pretty complicated, and if you doubt try to pronounce ‘W Szczebrzeszynie chrząszcz brzmi w trzcinie,’ you’ll understand the struggle!

So, I decided to play around with it. By abbreviating my surname to ‘LE’—which also represents my mother Ewa’s initials—and combining it with ‘frag,’ short for fragrance, I created a name that implies ‘THE fragrance,’ not just any fragrance. It ended up sounding a little bit French but as you can see this wasn’t my intention.

Who are your perfumes for?

Le Frag perfumes are for anyone who feels different and seeks to express their individuality. They’re for those who understand that fragrance can be a powerful means of storytelling and self-expression. Often feel amused when people describe my scents as ‘not for anyone.’ Isn’t that the point of niche perfumery? It feels like a compliment, and I appreciate that perspective!

Tell us about your latest perfume.

The latest in the collection is ‘Time Machine,’ and this time, I’m not telling my story or sharing my memories; I’m inviting people to share theirs. I decided to name it that way because I was blown away by how many people who tried the initial versions were transported back to their childhood. They recalled scents that brought back feelings of nostalgia, like the smell of wood shavings from their dad ́s workshop or the comforting aroma of a grandfather’s cologne. It’s fascinating how a fragrance can evoke those hidden moments and feelings, connecting us to our past in such a meaningful way.

If someone wanted to try your fragrances, which one would you recommend they try first and why?

Although my collection is often described as demanding—something I personally don’t agree with 😛 —if I were to recommend a fragrance for someone starting out, I’d suggest ‘Time Machine.’ It’s approachable and resonates with many. However, if you ask me personally, I believe ‘Genesis‘ perfectly encapsulates the essence of beginnings and niche exploration. I named it that way because it reflects my love-hate relationship with some niche fragrances at the beginning of my journey and reminds me how it all started for me.

What challenges do you want to overcome for your brand?

I could probably write a book on the challenges I face! As a one-person company while still holding down a day job, my budget is quite limited, and I don’t have investors backing me. One of my main challenges is reaching a wider audience without compromising the integrity of my brand. I love the artisan aspect of my work and the individual connection I have with my customers. I don’t expect my fragrances to be loved by millions; rather, I want to connect with those who share a passion for unique scents.

Additionally, I strive to avoid disingenuous social media marketing practices, as I’ve found that the landscape has become less honest over time. My goal is to stay true to my essence while navigating these hurdles and remaining authentic in how I connect with my audience.

What is unique about your brand?

What makes Le Frag unique is its focus on individuality and authentic expression. It’s about creating scents that resonate deeply, allowing people to connect with their own stories and memories.
Perhaps that’s why I chose characters from my childhood as inspirations—children symbolize authenticity and being true to oneself, qualities that adults often forget. Many might think these characters aren’t fancy or serious enough for the luxury perfume industry, but I’ve never cared about what others expect me to do. My priority is to celebrate uniqueness and encourage others to embrace their authentic selves.

You can find out more about Le Frag on Aga’s website here.