A new Georgian perfume brand, ENOA, has entered the market offering fragrances in a solid perfume format, a product type increasingly popular worldwide but still relatively new in Georgia. According to Zurab Baratashvili, director of “Maison Lab,” the brand has already attracted strong interest from local consumers. ENOA’s concept is to present globally popular fragrance profiles in a compact, convenient balm-style texture.
The perfumes are produced in Georgia at a high-standard facility equipped with modern air purification and HEPA filtration systems. Since cosmetic-grade raw materials are not produced locally, the company imports key ingredients from certified suppliers in the United States. Solid perfume, made from waxes, oils, and aromatic compositions, is more concentrated than traditional liquid perfume and lasts longer on the skin.
The brand launched with an investment of 100,000 GEL, directed mainly toward product development and branding. Sales are currently focused on the Georgian market, though the product has also gained interest from tourists. ENOA’s main sales channels include a concept store on Levan Kiacheli Street N28 and online platforms, where customers actively place orders. The introductory price of the perfume is 59 GEL.
Looking ahead, the company plans to expand both its fragrance range and its overall product line, while also exploring export opportunities. International markets, especially Europe and the Middle East, are considered particularly promising due to high demand for niche and artisanal perfume products.
