All Things Beautiful: Maya Njie

A New Wave Series exploring beauty and its various manifestations. For the duration of the series, Angel Oseghale will be sitting down with artists from various spheres of the beauty industry to explore their journey in the industry, and what beauty means to them.

This week, we shine a spotlight on Maya Njie, a visionary London perfumer redefining the world of fragrance. Rooted in her Swedish and Gambian heritage, Maya’s scents tell stories through layers of nostalgia and artistry, blending personal memories with olfactory brilliance. Her perfumes, celebrated for their depth and individuality, have gained a devoted following, cementing her as a rising star in the world of fine fragrance. Maya’s work is more than scent—it’s an evocative experience, leaving her unique signature in the air wherever her fragrances are worn.

Photography By Maria Lax

Speaking to Maya, it becomes immediately apparent that her craft is deeply intertwined with her personal story, heritage, and creative journey. Born in Sweden to a Gambian father and Swedish mother, Maya’s multicultural background serves as the cornerstone of her work, blending Scandinavian minimalism with the vibrant, sensory richness of West Africa.

Her foray into the world of fragrance wasn’t planned. Maya began her creative journey studying textile design at the London College of Communication (LCC), where she explored traditional photography, ceramics, and printmaking. While working on projects inspired by her family history, she found herself drawn to old photographs from her mother’s albums—images of Sweden in the 1960s and 70s. “These photos told the story of my family before I was born,” Maya recalls. “I scanned them in, worked with the colours, and used them as inspiration for prints and patterns.”

But Maya’s creativity couldn’t be confined to visuals. “I’ve always had a strong connection to scent,” she explains. Memories of places and people were intrinsically tied to smells, and this sensory link became a natural extension of her artistic process. “It’s like synesthesia. What I saw in the photos awakened my sense of smell and inspired me to translate those visuals into fragrance.”

Her initial experiments in perfumery were personal, a creative continuation of her design work. Maya would share her scents with visitors while working at a reception desk in a Hackney art hub. “People were fascinated by the connection between the fragrances and my family photos,” she says. “It made me realize that even though the story is deeply personal, it resonates universally.”

Maya’s approach to perfumery is both authentic and vulnerable. Each fragrance in her collection tells a story, connecting her heritage, memories, and design sensibilities. Her signature scent, Tobak, remains a personal favourite. “It’s energetic, spicy, and versatile across seasons and occasions. It feels like a part of me,” she says. Another scent, Vanil, evokes the warmth of home and family gatherings, blending comfort with nostalgia.

Her Scandinavian and Gambian roots also influence her aesthetic. Maya’s packaging reflects a clean, minimalist design, but the moment the box is opened, bursts of vibrant colour emerge—an ode to her dual heritage. “It mirrors the contrast of growing up between Sweden’s muted winters and Gambia’s lively, tropical environment,” she says.

For Maya, fragrance is more than a product; it’s a medium for connection. “Smell is so powerful—it can evoke emotions, memories, and even create small moments of connection between strangers who share the same scent,” she notes. Despite this, she acknowledges the challenges of sharing something so personal with the world. “Perfume is deeply tied to my story and family history. At times, it feels vulnerable, but it’s also incredibly rewarding when others find their own connections to my work.”

This authenticity sets Maya apart in a competitive market dominated by global brands. From designing her packaging to sourcing materials, she’s involved in every step of the process. “We’re a small but growing company, and everything we do feels personal and genuine,” she says.

For those seeking a fragrance that feels uniquely theirs, Maya emphasizes patience and exploration. “Spend time smelling different fragrances and see if there’s a common thread between the ones you like,” she advises. She also recommends trying discovery sets, which allow people to experience scents at their own pace and understand how they develop on their skin.

When asked what beauty means to her, Maya reflects on the concept of connection and inspiration. “Beauty is anything that inspires me,” she says. She describes moments of synchronicity—those fleeting connections when a song lyric, a name, or a scent aligns perfectly with a moment in time. “Those moments are small, but they feel like glimpses of beauty and magic.”

Maya’s journey, from her beginnings as a design student to becoming a celebrated perfumer, is a testament to the power of storytelling and self-expression. Through her fragrances, she continues to bridge cultures, memories, and senses, inviting others to find beauty in the connections her creations inspire.