Beyond the Bottle: Selling Fragrance Through Story, Emotion, and Connection
07/02/2026
14:00 - 14:25
BIOGRAPHY
Arif Isikgun is the founder of Ai Beauty Consultancy and an internationally recognised fragrance
educator, keynote speaker, retail strategist, and consultant specialising in
storytelling, luxury retail experience, and emotional connection within the
beauty and wellness industries.
With over two decades of experience across luxury
retail, fragrance, spa, and beauty, Arif has worked alongside some of the most
respected names in the industry, including luxury spas, global fragrance and
beauty brands, Harrods, Selfridges, Space NK, Liberty London, and Aman
lobal
Beginning his career within luxury fragrance
retail, Arif became the number one bestseller for Guerlain in the UK, developing a deep expertise in
fragrance consultation, emotional selling, and client connection. His work
within fragrance education and storytelling has since evolved globally,
supporting both heritage perfume houses and niche fragrance brands alike.
He has worked with brands including Guerlain, Sana Jardin, Stories
Parfums and Rigaud Paris, alongside a
variety of luxury and niche fragrance houses, helping teams and retailers
communicate fragrance through emotion, storytelling, sensoriality, and
authentic connection rather than purely technical language. Arif successfully launched the Aman Fine Fragrance
Collection before supporting its wider global rollout, helping position the
collection through storytelling, emotional connection, and elevated client
experience, contributing towards a highly successful sellout launch.
His work focuses on transforming retail and service
experiences through emotionally intelligent communication, helping teams create
authentic connection whilst significantly increasing confidence, client
loyalty, and commercial performance. His educational programmes and keynote
talks have helped businesses achieve substantial retail growth through the
power of storytelling and human connection.
Arif is also the co-author of the bestselling book
StorySeller, which explores how storytelling can be used to build trust, create
emotional resonance, and drive meaningful business growth.