Fragrance house

Alia

Alia was founded by Roxie Nafousi and launched as a fragrance house on September 29, 2025. The brand extends Nafousi’s work in self-development, authorship, coaching, and speaking into fragrance, treating scent as a medium for self-expression, intention, and embodying different facets of identity. Its name means “to rise higher” in Arabic, connecting the house with Nafousi’s Iraqi heritage and themes of elevation and transformation. Alia debuted with The Alter Ego Collection, a trio of eau de parfums—Main Character, Scene Stealer, and Power House—built around distinct characters or facets of the wearer. Together, the collection’s concepts range from grounded assurance to bold radiance and commanding self-trust, giving the brand’s early fragrance offering a clear identity-focused framework.