The new fragrance brand, Mair, has launched its first perfume, Remember When ($75)—a name that acknowledges people’s natural tendency to tie scent to memory. Owner and creator Mair Emenogu dove into the art of perfumery when a company executive at an engineering firm where she was working saw her signature and said, “Mair, I can see this on a perfume bottle.” After that, says Mair, “It was a calling I couldn’t escape.”

Her love of contemporary art played a huge role in designing the packaging. “I wanted this to be a perfume that women could not only use, but also proudly display,” she says. Brain waves were the inspiration for the design of the carton. The grooves on the perfume bottle were also modeled after brain waves.