Fragrance house

Reserve En Afrique 1934

Réserve en Afrique 1934 was founded in Dakar in 2024 by Étienne and Valeria Haddad. Its name refers to 1934, when Étienne’s grandfather arrived in Senegal from Lebanon and a nearby forest became a protected reserve; the family subsequently worked on conservation there for decades. Shaped by the founders’ nature and conservation background, the brand uses fragrance and botanicals to tell sensory stories about African landscapes and nature, with an identity rooted in African traditions and African raw materials. Its debut collection, Afrique Extraordinaire, was presented as an homage to African landscapes, botanicals, and the communities that cultivate them. In 2026, the brand introduced the upcoming fragrances Dangerosa and Woodoo at Esxence, extending its creative theme toward the dangerous, wild, and semi-mystical aspects of nature.