Our readers love a good scent–star sign pairing. So when PerfumeTok and Reddit threads started buzzing about a brand rumored to have the most mesmerizing zodiac perfume collection, we had to see what the cosmic fuss was about. Enter Forward Perfume, a Vietnamese fragrance house redefining what niche perfumery can smell like.
But the more we learned about Forward Perfume, the more we realized this brand’s story isn’t solely about horoscopes or scent. It’s about craftsmanship, culture, and the art of slowing down to create something meaningful. And the best part? We had the rare pleasure of hearing it all directly from the source—founder, perfumer, photographer, scent alchemist, and creative force behind the brand, Jay Madox.
Between his heritage-inspired storytelling, rare raw ingredients, and that “Slower. Deeper. Faster.” philosophy, we could probably fill ten interviews and still have more to uncover.
So we’ll start with one.
Q. Forward Perfume is rooted in Vietnamese heritage. What was your initial vision when blending perfumery with the country’s mythology, art, and philosophy?
Jay: Forward Perfume is my way to live creatively. I managed other beauty businesses before, but they did not satisfy me creatively. This brand is more than a business for me. It is a life goal to create a space of escape. Our culture holds imperial courts, folk epics, temple rites, Champa and Chinese influences, French traces, and the everyday poetry of streets and markets. I build perfumes that let you feel those layers in real time. Everything is in-house, so the world feels cohesive. I write the stories, design the packaging, shoot the visuals, and blend the formulas in my home lab. If you sense a single hand behind it, that is intentional.
Q. Many of your creations draw from imperial and folkloric stories. How do you decide which myths or legends to interpret through scent? Is there a tale that shaped your creative identity the most?
Jay: I look at history and symbols, not just the stories. For example, lotus is our national flower, so its scent carries resilience and beauty—it blooms in the dark and opens in the morning. I reinterpret traditions to bring them closer to people now. Inspiration comes from reading, walking, traveling, nature, culture, and people. I want connections that keep traditions alive with an emotional touch rooted in Vietnamese culture.
Q. Vietnamese culture is deeply connected to spirituality and symbolism. How does that influence the way you build a fragrance—materials, rituals, or energy?
Jay: I aim to evoke memory and feeling rather than copy a place. Customers often tell us a scent brings back Vietnam or a personal storyline. That is the goal. I build with respect for symbols and with imagination, so the result feels traditional and personal at once.
Q. Let’s talk about ingredients. Which native ingredients are closest to your heart, and how do they reflect your country’s natural soul?
Jay: We use many tinctures we make ourselves with traditional methods—flowers, spices, fruits, and vegetables. Poisoned Rice Tea uses a jasmine rice tincture we make. In the lab, I have around 40 different tinctures. We also source high-quality Vietnamese materials—agarwood from Khánh Hòa, lemongrass, jasmine, spices, and green tea essential oil. I prefer natural elements in every formula when possible. Production stays small, so there is always a human touch. I like knowing who sourced the materials.
Q. Your zodiac collection caused a stir online. What inspired you to reinterpret the Eastern zodiac, and how did you balance cultural reverence with creative experimentation?
Jay: It happened naturally. I live by energy, and the Eastern zodiac speaks to life and environment, not only personality. The Western zodiac is month-based and focuses more on character. Ours is year-based and also concerns your surroundings. I created each sign from its characteristics and environment. The Cat is sophisticated, charming, soft with attitude, so I used amber and ambroxan. You must get close to smell it well, and then it is very charming but slightly distant. The Goat feels creative and happy, so there is osmanthus and a hint of animalics like civet or castoreum for energy and warmth.
Q. Each zodiac sign carries layers of meaning in Vietnamese tradition. Do you see fragrance as a modern medium for expressing traits like courage, harmony, or intuition?
Jay: Yes. These scents are meant to shift your mood and give you power for the day, to feel yourself again, bring luck, or harmonize your surroundings. You do not have to wear your own sign. You can choose a sign that is compatible with yours or one that gives the energy you want.
Q. You often describe your process as “slow perfumery.” How does this connect to Vietnamese philosophies of patience, respect for nature, or balance?
Jay: Slower. Deeper. Faster. Slow down and inhale each layer. Go deeper to let it evoke memory and feeling. Then move faster because you are wiser. I do not rush launches. I work consciously and let things happen at the right time. Fragrance is personal. People must experience it and decide for themselves.
Q. Your packaging and naming are visually striking, almost talismanic. How do design and storytelling reflect Vietnamese identity while appealing globally?
Jay: Names are straightforward and sensual. You read it and you get it. Sweat of the Fearless blooms with movement and smells even better when you sweat. The Poisoned Rice Tea smells like rice tea with an edge. Nectar of Mlem is juicy and biteable. Oolong Of The Chamber Amber smells like caramelized oolong. Packaging is wrapped in fabric inspired by traditional imperial gift wrapping, so people feel care and value. In-store, you can customize the wrap. I want a human touch from the entrance to the final ribbon.
Q. Some scents are named after celestial or mythical themes. What draws you to these stories — nostalgia, cultural pride, or keeping oral traditions alive?
Jay: Myth and symbols are part of how Vietnam tells its story. I grew up abroad, so I balance what I know from both worlds. I am not trying to invent something crazy new. I am bringing traditions forward with my own experience and keeping them alive in a way people can feel now.
Q. Your brand bridges Vietnamese artistry with international perfumery techniques. What’s been most exciting or challenging about merging traditional craftsmanship with modern fragrance science?
Jay: The excitement is in making our own tinctures, working with different layers, and sometimes unconventional structures like tea bases. I pair naturals with modern materials when needed. The challenge is scale. I prefer small quantities and control, so we do not lose the essence or the human fingerprint.
Q. Many Western audiences are just beginning to explore Southeast Asian perfumery. What do you wish global fragrance lovers understood better about the region’s traditions and raw materials?
Jay: Keep an open mind and expect the unexpected. The community here is young and creative. We are not very commercial. There is a lot of experimentation. Each brand has its own essence and concept. Do not compare. Comparison destroys creativity.
Q. “Slower. Deeper. Faster.” feels both spiritual and sensual. How does that mantra guide your relationship to creativity, storytelling, and time itself?
Jay: It is how I live and work. Slow to realize, deep to find meaning, fast to move when the meaning is clear. I do not like convincing people with marketing. We do not run ads. People should experience and decide.
Q. For those who connect with your zodiac collection, how should they choose a scent that aligns with their element, sign, or destiny?
Jay: Start with feeling. Try the scents first and listen to what your heart says. If you enjoy frameworks, look at compatible signs and elements. Our advisors help with pairing and layering so you can build a signature that fits your energy.
Q. Beyond the zodiac, is there a myth or Vietnamese legend you have not captured yet that still calls to you?
Jay: I am preparing the Temple Collection focused on aromatics, woods, and incense. I also want to honor heroes like the Trưng Sisters and other figures. The Concubine Collection explores different personalities—the sensitive one, the strategic one, the naughty one—through florals. There is a naturals-only line and an animalic study with materials like castoreum and civet.
Q. How do you envision the future of Forward Perfume? Will mythology continue to be your guiding star, or do you see new cultural chapters?
Jay: I believe in destiny more than plans. We have around 30 scents now and may reach 50 next year, but only when each is ready. I will keep creating with a human touch and hope more people discover us and use the perfumes to escape, even for a moment.
To experience it yourself, visit the Forward Perfume website, choose a scent, read its story, and try not to be moved. And if you ever find yourself in Vietnam, step into one of their boutiques, slow down among the florals and incense, and discover the fragrance meant to carry you forward with good energy.
