Year 2018

January 2018 : The first perfume workshop in Melbourne 


April 2018 : Launching the Purity Collection in Saigon, Vietnam.

MetaScent’s international collaboration across the USA, Australia and Vietnam results in the Purity Collection launched in Saigon, 12 April 2018

MetaScent is proud to launch its first collection, the MetaScent Purity Collection, in Saigon Vietnam. The launch event, held at the stately Park Hyatt Hotel Saigon, was attended by designers, actors, entertainers and many media personalities including L'Officel, Starpress and Thanh nien.

Co-Founders of MetaScent include the acclaimed Vietnamese perfumer Ms Huynh Hai Yen and Australian Ms Janelle Donnelly.  Inspired by the natural elements in our environment, Ms Huynh said the Purity Collection “combines unique elements of high quality provenance for extraordinary, yet balanced effect”.

The Purity Collection of niche fragrances, contains six beautifully handcrafted Eau de Parfum’s. which include creations by accomplished perfumer Ms Huynh. These perfumes are Padme, Chandra and Sunya inspired by Japanese mountain cedar, osmanthus and lotus.  Ms Donnelly, creator of Light, was inspired by piercing spring sunshine. A further two perfumes in the collection, Cay and Mura, feature mulberry accords, agarwood and lime leaf. Cay and Mura are the creation of Mr Christopher Gordon, one of the USA’s most exciting perfumers.

In an interview with national broadcaster HTV9, a life style channel, Ms Donnelly stated, “we are so proud of our first international collaboration as perfumers. Our creative bond as perfume artisans has transcended borders”.

MetaScent’s Purity Collection is available at Y25 - Artisan de Parfum, Viinriic Niche Perfume Gallery and online

Enquiries to Janelle Donnelly, CEO, MetaScent,

Sep 2018 : Open the flagship store in Melbourne

MetaScent opens flagship store in exclusive Collins Street Melbourne, 6th September 2018 as Australia’s only perfume studio and retail store.

Luxury perfumery studio and retailer MetaScent has opened its flagship store in the heart of Melbourne’s exclusive fashion and tourist precinct. More than a store, MetaScent offers a unique olfactive experience by giving customers the sense of being part of the creative process in designing perfume. Customers will see a working perfume studio in action were fragrance formulas are made and new products are being developed on-site. Customers can learn about perfume creation by designing their own scent or attend workshops.

CEO Janelle Donnelly said, “consumers of perfume are becoming more sophisticated in their tastes and more astute in selecting particular materials used in fragrance.” It seems that a growing number of consumers are less accepting of mass market perfume products. According to Perfumer & Flavorist Magazine, the ‘niche’ fragrance category, which are fragrance brands created by perfumers, is the fastest growing segment of the fragrance market.

International architect, Andy Chu of firm QAThink, credited with designing flagship stores for Tommy Hilfiger and Banana Republic, was the designer of this beautiful store. QAThink Chairman Andy Chu said, “We wanted to create a space where the customer could immerse themselves in a high-end, sensory experience and I think we achieved this goal”.

MetaScent is the trading company of Australian Scent Concepts Pty Ltd founded by perfumers Janelle Donnelly and Hai Yen Huynh. The store is located on the ground floor at 271 Collins Street, Melbourne.

For enquiries contact Janelle Donnelly,

November 2018 : 

MetaScent features at Art of Scent Exhibition, Saigon, November 20, 2018

This week, MetaScent’s Gentlemen’s Collection takes its place among the world’s most exclusive niche perfume brands as part of the Art of Scent 2 Exhibition in Saigon, Vietnam.

The Art of Scent 2 is hosted by Viinriic Niche Perfume Gallery, at the majestic Renaissance Riverside Hotel in Saigon. This event which is held annually by invitation, is an exhibition of niche perfumes from around the world including France, Italy and the Netherlands.

MetaScent CEO Janelle Donnelly, “MetaScent’s invitation to participate in this prestigious exhibition of luxury niche fragrances, is testament to the growing international interest in the MetaScent brand and our distinctive collection of personal fragrances”.

The Gentlemen’s Collection, created for MetaScent by nose Hai Yen Huynh, features three fragrances inspired by sculptures. From the perfume compound to the visual form of the packaging, Ms Hai Yen’s penchant for visual arts and design are at the core of this exceptional collection.

For enquiries contact Janelle Donnelly,


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