JULIAN BEDEL, FOUNDER & CEO OF FUEGUIA 1833

Julian Bedel firmly believes in the power of natural plants and the transformative force of pure ingredients.
Founded in Buenos Aires in 2010, FUEGUIA 1833 is the expression of his deep fascination with landscapes, stories, and the invisible architecture of scent.

A musician and painter by training, Julian turned to perfumery as a medium to create olfactory installations. He calls himself a scent artist, composing unexpected accords like a symphony — unrepeatable and instinctive.

SOON magazine met with Julian Bedel in Paris.
Interview by: Mário de Castro

How did you step into the world of perfumery?

I wasn’t really interested in the world of perfumery as it is traditionally known.
What triggered my curiosity was the power of natural plants. Perfumery, to me, began with the fascination of extracting scents from medicinal plants and understanding how they affect our brains.
How do we emotionally connect with scent?
In Europe, perfumery is often perceived like cosmetics — something decorative and beautiful. But I believe it’s also deeply meaningful.

How do you translate your Argentinian roots into fragrances?

It’s entirely connected to Argentina — not just geographically but culturally.
Much of my inspiration begins with themes from literature, music, landscapes, and characters rooted in South America.
It’s a Latin approach, with natural plants as the main characters.

What is the very first step in the creation of a perfume?

It often begins with discovering a plant that fascinates me. Sometimes I want to tell a story through that plant, or the story itself leads me to a plant.
From there, I start building the formula around the emotional and botanical elements.

I spend a long time in pre-production — thinking, researching — and much less time in actual formulation. When I arrive at our lab in Milan, the idea is already clear. It’s like jazz. I play. I improvise. I create.

Each scent could have 5,000 possible variations. I explore many. Sometimes ten versions, sometimes more. Once it resonates, I know it’s done.

How important is the Japanese market for you?

Japan is a very meaningful market for Fueguia.
We’ve been present in four galleries there for over a decade. Japanese clients are incredibly discerning. They want to know everything — from the ingredients to the philosophy. They love light, elegant scents that don’t overwhelm.

Their curiosity teaches us a lot. They challenge us to go deeper.

What are your future projects?

I’m increasingly drawn to the cosmetics world.
The ancient art of distillation fascinates me — you capture the volatile scent, yes, but also the soul of the plant.
I’m currently developing a gender-neutral cosmetics line that takes into account how each preparation interacts with the skin, the body, and the senses.

Are your fragrances unisex? Can they be worn anywhere?

All my perfumes are unisex.
It’s up to each person to choose how and when to wear them, wherever they are in the world.

Being Argentinian, from the southern hemisphere, we’ve observed that certain fragrances resonate differently depending on the culture. For example, clients in Argentina and Japan have very different preferences compared to those in the U.S.

We currently have boutiques in Argentina, Uruguay, Chile, Mexico, Paris, London, New York, Milan, Tokyo, and Seoul — and we’re soon opening in Orange County, California.

www.fueguia.com
@julienbedel