Bulgarian fragrance brands are stuck copying luxury. Meanwhile, an entire category sits empty: Wellness. I created the concept brand still. to show what's possible when we stop imitating French perfume and start building around what Bulgaria actually has - natural ingredients, and the ability to create honest products. Old approach: Gold accents, heavy bottles, ornate typography, trying to look expensive Wellness approach: Frosted glass, minimal design, skincare language designed to feel honest Same manufacturing capability. Different positioning. Different price point. Different future.

Want to build a brand that owns a category instead of chasing one? Let's talk - DM me or book a meeting at www.alexm.life