Amman, Jordan · Est. 2023
PureAndFound is a high-end lifestyle brand built around human emotions, everyday moments, and the details that shape how we experience life.
Based in Amman, Jordan, PureAndFound begins with fragrance while building toward a wider world of sensory products, personal objects, home pieces, art, and experiences.
Fragrance is where the story begins. It is not where it ends.
It Started With Scent
PureAndFound began operating on December 10, 2023, founded by Saleh Zamil and co-founded by Mohammad Zamil, two cousins who grew up sharing an interest in fragrance, scent, and discovering new experiences.
What started as an interest in how things smell gradually became an interest in something much larger: why certain things make us feel the way they do.
Why can a familiar scent bring back a memory almost instantly? Why can a certain song take us back to one specific period of our lives? Why do the smallest details of a place sometimes stay with us longer than the place itself?
PureAndFound exists in the space between what we experience and what we feel.
Fragrance became our first entry point because scent has an unusually personal relationship with emotion, identity, and memory.
As a Jordanian fragrance and lifestyle brand based in Amman, PureAndFound approaches perfume as more than something worn on the skin. It is a way to explore personal expression, memory, human connection, and the emotional details that become attached to everyday life.
Built Around Human Emotions
At the centre of PureAndFound is a simple idea: everyday life is filled with emotions we do not always know how to describe.
Nostalgia, presence, comfort, curiosity, longing, familiarity, and connection. The feeling of something beginning. The feeling of being completely inside a moment. The feeling of remembering it after it is gone.
These experiences became part of the language of PureAndFound.
Rather than designing products around trends alone, we look at the emotions, behaviours, memories, and small details surrounding contemporary life and ask how they can be translated into something physical.
A fragrance. An object. A piece for the home. A personal ritual. An experience.
This approach places PureAndFound between fragrance, lifestyle, sensory design, and emotional storytelling, creating products intended to become part of the moments people actually live.
We are not interested only in how something looks, smells, or feels. We are interested in what it makes you remember.
Why Fragrance Came First
Scent can become attached to a person before we consciously realise it.
It can become part of a room, a morning, a trip, a relationship, or an entire period of our lives.
Years later, encountering something similar can bring that experience back with surprising clarity.
That connection made fragrance the natural first category for PureAndFound.
Our first fragrance line, PRÉLUDES, explores human presence through three different states of a moment: its beginning, the feeling of being inside it, and what remains afterward.
The collection introduces three unisex fragrances designed to be worn individually or layered together, allowing people to explore sweet, warm, woody, fresh, floral, musky, and deeper scent directions according to their own preferences.
This makes fragrance not only the first PureAndFound product category, but also the first expression of the brand's broader interest in individuality, sensory experience, and personal customization.
But fragrance is only the beginning of the wider PureAndFound story.
Five Senses. One Experience.
Human experience does not belong to one sense.
We see our surroundings. We hear them. We touch them. We smell them. We taste them.
These senses constantly work together to create the memories and emotional associations we carry with us.
The long-term direction of PureAndFound is to explore that relationship across different parts of everyday living.
Future categories may include thoughtfully designed home products, personal products, blankets, art pieces, objects, and other items that become part of the environments people live in.
The intention is to develop a high-end lifestyle ecosystem that connects fragrance, sensory products, home objects, personal expression, and contemporary living under one consistent point of view.
Beyond products, we also see PureAndFound developing workshops, spaces, and experiences designed to encourage people to slow down, notice more, and explore how their senses connect to their emotions.
The PureAndFound House
We call the wider universe around the brand The PureAndFound House.
The House represents the world we are building around PureAndFound: a connected ecosystem where fragrance, home, personal objects, art, and experiences can exist under one point of view.
It is not about entering as many categories as possible. Every category has to make sense inside the House.
A fragrance can hold a memory. A blanket can become associated with comfort. An object can change the feeling of a room. A piece of art can represent an emotion someone could never properly put into words.
Different objects.
Different senses.
One House.
The objective is to create a world where the things surrounding you feel connected rather than simply collected.
For people discovering PureAndFound through perfume, fragrance becomes the first door into that world. For others, the connection may eventually begin through the home, an object, an artistic collaboration, or a physical experience.
House Members
The community growing around PureAndFound has its own place inside that world.
We call them House Members.
House Members are the people who choose to be part of the PureAndFound world, discovering the products, ideas, stories, experiments, and experiences that develop inside the House.
As PureAndFound grows, House Members will be introduced to new products, workshops, collaborations, creative projects, and future experiences across the brand.
The intention is to build more than an audience around a fragrance brand. It is to build a community around a shared interest in scent, creativity, sensory experiences, personal expression, and the emotional details of everyday life.
From Amman to the World
PureAndFound is based in Amman, Jordan.
Our beginnings are rooted here, while the ambition of the brand is global.
As a fragrance brand from Jordan, PureAndFound aims to contribute a distinct point of view to contemporary perfumery and lifestyle design while remaining open to materials, ideas, references, and creative influences from around the world.
Our vision is to build PureAndFound into a global high-end lifestyle brand with a cohesive ecosystem of products and experiences designed around human emotion and contemporary living.
Our mission is to create thoughtfully designed products that elevate everyday living, starting with fragrance.
For people searching for Jordanian fragrance brands, perfume brands in Amman, unisex fragrances, high-end perfumes, fragrance layering, or emerging lifestyle brands from Jordan, PureAndFound represents an approach built around emotion, individuality, sensory exploration, and personal experience rather than fragrance alone.
After operating and experimenting since 2023, PureAndFound officially enters its next chapter in August 2026.
Fragrance is the entry point.
The House is the vision.