Mind Games

Mind Games is a chess-inspired luxury fragrance brand launched in 2022 by Alex and Mariana Shalbaf under The Fragrance Group, retailing at $395 through luxury stockists including Selfridges. The brand grew to $28.9 million in U.S. sales in 2025 across a catalogue of approximately thirty scents, deliberately building without dependence on a single hero fragrance.

First mentioned: April 2026