Fragrance house

Elementals

Elementals launched in 2018 as a fragrance brand after growing out of founder Deana Wyland-Fries’s Feng Shui and Chinese-horoscope consulting work in Dubai. Wyland-Fries developed the concept after recognizing scent as a way to support the elemental balance of her clients, followed by a ten-year research-and-development period. Its creative identity combines classical perfumery with Chinese Five Elements theory—water, wood, fire, earth, and metal—and places fragrance within a broader well-being philosophy. This approach is expressed in a coordinated five-element collection whose fragrances can be layered. The range was later extended with Qian and Tong Ren; Qian was the first release in that later series, while subsequent releases were disrupted by Covid. In 2023, Tong Ren received an honorable mention in the Art and Olfaction Awards.