Alia's Story

Alia is a celebration of the multifaceted modern woman, recognising that we are no longer meant to be boxed, labelled, or confined to one identity. Today, we move fluidly through roles, moods, and energies. Only by embracing every side of ourselves, can we unlock our fullest potential.

Each fragrance in the Alter Ego Collection is a character, a frequency, a facet of you. From the grounded assurance of Main Character, to the bold radiance of Scene Stealer, to the commanding self-trust of Power House, Alia invites you to express your many selves with freedom and intention.

Founder of Alia, Roxie Nafousi, holding a bottle of Scene Stealer perfume and laughing

our founder

Alia was founded by Roxie Nafousi, a self-development coach, bestselling author, and speaker whose work has inspired millions around the world. Her books, which have sold over 1 million copies globally and are available in more than 122 countries, have established her as one of the leading voices in personal growth and transformation. She has been named by Forbes as a “cultural phenomenon”. 

Fragrance has always been deeply personal to Roxie, a way to shift her energy, embody her intentions, and express parts of herself that words couldn’t capture. She created Alia to give others the same power: the ability to choose their energy, step into their alter egos, and celebrate every side of who they are.

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