ScentFest SF: The US West Coast now has its own fragrance festival

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A pure scent fest

When Sebastian Jara and Robert Randall set out to make the US West Coast a must-see destination for the fragrance world, they were taking a gamble. And why not? Especially since it has paid off. When they came to Nez less than a year ago to tell us about their project, all we could do was wish them luck. We were busy with our various Perfume Weeks and fragrance shows – and well aware of the extraordinary effort involved in launching initiatives on the scale they were planning. However, building on the 15+ years of groundwork laid by Saskia Wilson-Brown and her Institute for Art and Olfaction in Los Angeles, a second olfactory path has now been forged in San Francisco. 

There was something particularly appealing about catching sight of the Golden Gate Bridge from the waterfront, surrounded by scents from all corners of the world. This first event was put together in record time, and its formula won over independent local brands, international creators and major players such as Amouage, Granado and Kayali alike. Asia once again demonstrated that it plays a central role in the industry, riding a wave of creativity and enthusiasm. The only notable absentees were fragrance houses, despite having gathered in Monterey just a few days earlier for a rather quiet World Perfumery Congress. Meaning that, for now, ScentFest SF is a BtoC event – although its format in no way rules out more industry-focused activities. The three days of festivities drew big crowds, made up largely of enthusiasts alongside content creators and a few perfumers, including Ugo Charron and Julien Rasquinet. The iconic city, host to a clutch of FIFA World Cup matches over the summer as well as Pride celebrations that same weekend, became a new hub of fragrance culture in the United States, driven by an engaged, knowledgeable, and curious community.

We’re already looking forward to the second edition. And we’re sure that the event, fortified with a host of new exhibitors and an increasingly international audience, will ensure that the winds blowing across the US West Coast bring opportunities for everyone in the fragrance industry.

Interview with Sebastian Jara 

What inspired you to create ScentFest SF?

ScentFest SF grew out of more than thirteen years spent at the heart of the fragrance world as a content creator, collector, and enthusiast. Over the years, I have attended numerous perfumery events around the world and met a wide range of brands, perfumers, and other members of the fragrance community. I noticed that while Europe is home to several remarkable fragrance events, there was no equivalent on the West Coast of the United States in the form of a festival aimed at the general public. I wanted to create a gathering where fragrance enthusiasts, brands, retailers, perfumers, and industry professionals could come together to celebrate fragrance in an accessible and welcoming setting. And that’s exactly what we managed to achieve with this first edition.

Did you feel there was a gap in the American fragrance landscape, particularly on the West Coast?

Absolutely. There was no major gathering dedicated to niche, artisanal, and independent perfumery, even though the fragrance community on the West Coast is growing rapidly. Many enthusiasts had to travel across the country, or even abroad, if they wanted to attend this type of event. ScentFest SF was created to fill that gap and give the public an opportunity to discover brands, meet their creators, talk with perfumers, and experience fragrance in person.

Did the years you spent engaging with a community of fragrance enthusiasts on social media help you refine your vision for the event?

Without a doubt. I’ve spent years engaging with fragrance enthusiasts from around the world on YouTube and social media. These conversations helped me understand what people were looking for. They didn’t simply want to buy fragrance. They wanted to meet perfumers, hear brand founders tell the stories behind their creations, learn more about ingredients, discover new houses, and connect with other people who shared their passion. This community played a decisive role in shaping ScentFest SF. The people who followed me were, like me, deeply passionate about fragrance and wanted to immerse themselves in the industry and meet other members of the community. A need very much confirmed by turnout at our first edition.

Were there any fragrance events — or perhaps events in other fields — that inspired the concept of ScentFest SF?

European fragrance events certainly inspired me, particularly because they demonstrate how perfumery can be celebrated both as an art form and as a cultural experience. Beyond fragrance, I was also inspired by wine festivals, food festivals, art fairs, and other events that bring enthusiasts together around a shared interest.

Living and working just a few blocks from San Francisco’s convention center district, I’ve seen countless industries organize conferences and trade shows that attract participants from around the world. Watching this dynamic unfold year after year made me wonder: “Why shouldn’t the fragrance community have an event like this on the West Coast as well?” That thought became one of the sources of inspiration for ScentFest SF.
I wanted to capture that same spirit of discovery, knowledge-sharing, and connection, while creating an experience that reflected the unique character of San Francisco and the West Coast.

In your view, what are the main differences between the American and European fragrance scenes?

Europe benefits from several centuries of fragrance history, as well as a deeply rooted fragrance culture and industry. By comparison, the American niche fragrance community is younger – even though it has experienced remarkable growth over the past decade. American consumers are curious, adventurous, and eager to learn. They are also, in general, very passionate about fragrance. Social media has accelerated the sharing of knowledge about perfumery. Consumers are more interested than ever in ingredients, perfumers, artistry, and independent brands. The American market continues to mature while remaining open to innovation: these are exciting times.

Is ScentFest SF intended to become an annual event? If so, how do you envision it evolving over the coming years?

Yes. From the very beginning, ScentFest SF was conceived as an annual event. The first edition confirmed that there is considerable enthusiasm and interest in a fragrance festival.
Our goal is to continue expanding internationally by welcoming more brands and perfumers, developing our educational programming, and introducing new exhibitions and cultural experiences while preserving the intimate atmosphere and sense of community that made this first edition successful. We want ScentFest SF to become a must-attend event for fragrance enthusiasts from around the world.

More broadly, do you think we are witnessing the emergence of a new generation of festivals dedicated to olfactory culture?

Yes, I do. Over the past decade, I’ve seen people’s relationship with fragrance evolve considerably. In the past, it was primarily about buying a bottle. Today, people want to understand who created the fragrance, what inspired it, where the ingredients come from, and why the final composition smells the way it does. They are looking for experiences, opportunities to learn, and genuine exchanges with the people behind the creations.
I believe fragrance is increasingly being recognized as more than a luxury product, but also as an art form that has a rich history, exceptional artistry, and an important place in our culture.

More infos on : https://scentfestsf.com/

Visuals : © ScentFest SF

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