At the heart of every 27 87 creation lies a bold, unapologetic philosophy: No Scent Like the Present. This ethos is a rallying cry to embrace the here and now, live authentically, and experience life in all its richness and intensity. Fueled by creativity, collaboration, and a relentless passion for artistic perfumery, each new scent from 27 87 becomes a celebration of individuality—a story waiting to be told, resonating deeply with the modern spirit.
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When Romy Kowalewski, founder of 27 87, conceived the idea for Hakuna Matata, she envisioned a fragrance that would embody carefree joy and the courage to explore the unknown. She dreamed of something unconventional yet vibrant—a true olfactory adventure. To bring this vision to life, she turned to Rodrigo Flores-Roux, a celebrated perfumer at Givaudan, renowned for his maximalist approach and his talent for weaving complex, evocative narratives into his creations. Rodrigo is no stranger to bold olfactory explorations. With a career spanning decades and a reputation for crafting memorable, expressive scents, he was the ideal collaborator to realize the conceptual brilliance of Hakuna Matata.
The result? A bold and vibrant fragrance that defies expectations, placing the often-overlooked banana at its heart and layering it with honey, jasmine, musk, and radiant woody ambers. Hakuna Matata—its name borrowed from the Swahili phrase meaning “no worries”—invites wearers to release their inhibitions and fully immerse themselves in the moment. It’s a playful, boundary-pushing creation that perfectly aligns with 27 87’s commitment to crafting scents that resonate with contemporary life while daring to be different. In this exclusive interview, Rodrigo shares the journey of bringing Hakuna Matata to life.
He delves into his fascination with the banana’s complex aroma, reflects on his memories of tropical landscapes, and reveals the joy of creating a fragrance infused with humor and depth. Through his insights, Rodrigo offers a rare glimpse into the world of modern perfumery—where tradition meets innovation, and boldness is always in style. With Hakuna Matata, once again we are eager to prove that perfumery is not just about scent—it’s about storytelling, emotion, and the courage to challenge convention.
The result? A bold and vibrant fragrance that defies expectations, placing the often-overlooked banana at its heart and layering it with honey, jasmine, musk, and radiant woody ambers. Hakuna Matata—its name borrowed from the Swahili phrase meaning “no worries”—invites wearers to release their inhibitions and fully immerse themselves in the moment. It’s a playful, boundary-pushing creation that perfectly aligns with 27 87’s commitment to crafting scents that resonate with contemporary life while daring to be different. In this exclusive interview, Rodrigo shares the journey of bringing Hakuna Matata to life.
He delves into his fascination with the banana’s complex aroma, reflects on his memories of tropical landscapes, and reveals the joy of creating a fragrance infused with humor and depth. Through his insights, Rodrigo offers a rare glimpse into the world of modern perfumery—where tradition meets innovation, and boldness is always in style. With Hakuna Matata, once again we are eager to prove that perfumery is not just about scent—it’s about storytelling, emotion, and the courage to challenge convention.
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27 87: We know you’re a maximalist, but when it comes to perfumery: Less is more, or more is more?
Rodrigo Flores-Roux: A maximalist will always say… more is more. (laughs) That said, a grand, elaborate perfume doesn’t necessarily need a complicated formula. In fact, some of the most dramatic, over-the-top perfumes have surprisingly simple formulas. Not all, though. Personally, I prefer big, evocative, tension-laden fragrances. We don’t do subtle. Why bother?
27 87: What makes a perfume modern?
Rodrigo: Modernity is in the eye of the beholder. A reinterpretation of a respected classic can feel modern in its own way, while a groundbreaking, never-before-smelled creation might remind someone of something familiar. Philosophically, I like to think of modernity as a reflection of the precise moment we’re living in, with a little glimpse into the future.
27 87: What makes a perfume unique?
Rodrigo: A unique perfume is one with a strong, memorable personality—what I call a “monster of memorability.” It’s like a conversation you’ll never forget or a kiss that stays with you forever.
27 87: Let’s take a sneak “sniff” at what we’re working on. Can you describe the smell of Hakuna Matata in your own words?
Rodrigo: Hakuna Matata is an unusual blend of banana, honey, and jasmine, supported by musk and rich, radiant woody amber notes. I’ve been fascinated by the banana for a while now. Its aroma is complex: a fleeting, acetone-like top note gives way to a fruity, jasmine-animalic heart, spiced with clove, and finishes with a velvety vanilla softness. Honestly, the scent of a banana is already a kind of perfume! Building on this natural structure, I added touches of orange blossom and broom flower absolutes, which enhance the honey aspect and connect to the caramelized sugar and vanilla undertones. This combination reminded me of a banana pudding my friend’s mother, from the Dominican Republic, used to make. By the way, the working name for this fragrance was Musa paradisiaca, the botanical name for the banana tree—such a beautiful name!
27 87: Creating a tropical fragrance without falling into clichés is challenging. How did you balance familiarity with innovation in Hakuna Matata?
Rodrigo: Tropical perfumes often lean on coconut, passion fruit, mango, or guava. I avoided all of those to let banana shine as the star. It’s a note full of humor and uncharted territory, making it both fun and unexpected.
27 87: The fragrance embodies the idea of living in the moment. How does this philosophy resonate with you personally and professionally?
Rodrigo: Being able to express my emotions and the moment I’m living through perfume is an incredible gift. I always try to infuse my creations with a sense of being and belonging, drawing inspiration from art, history, biology, and my love for my home country, Mexico.
Rodrigo Flores-Roux: A maximalist will always say… more is more. (laughs) That said, a grand, elaborate perfume doesn’t necessarily need a complicated formula. In fact, some of the most dramatic, over-the-top perfumes have surprisingly simple formulas. Not all, though. Personally, I prefer big, evocative, tension-laden fragrances. We don’t do subtle. Why bother?
27 87: What makes a perfume modern?
Rodrigo: Modernity is in the eye of the beholder. A reinterpretation of a respected classic can feel modern in its own way, while a groundbreaking, never-before-smelled creation might remind someone of something familiar. Philosophically, I like to think of modernity as a reflection of the precise moment we’re living in, with a little glimpse into the future.
27 87: What makes a perfume unique?
Rodrigo: A unique perfume is one with a strong, memorable personality—what I call a “monster of memorability.” It’s like a conversation you’ll never forget or a kiss that stays with you forever.
27 87: Let’s take a sneak “sniff” at what we’re working on. Can you describe the smell of Hakuna Matata in your own words?
Rodrigo: Hakuna Matata is an unusual blend of banana, honey, and jasmine, supported by musk and rich, radiant woody amber notes. I’ve been fascinated by the banana for a while now. Its aroma is complex: a fleeting, acetone-like top note gives way to a fruity, jasmine-animalic heart, spiced with clove, and finishes with a velvety vanilla softness. Honestly, the scent of a banana is already a kind of perfume! Building on this natural structure, I added touches of orange blossom and broom flower absolutes, which enhance the honey aspect and connect to the caramelized sugar and vanilla undertones. This combination reminded me of a banana pudding my friend’s mother, from the Dominican Republic, used to make. By the way, the working name for this fragrance was Musa paradisiaca, the botanical name for the banana tree—such a beautiful name!
27 87: Creating a tropical fragrance without falling into clichés is challenging. How did you balance familiarity with innovation in Hakuna Matata?
Rodrigo: Tropical perfumes often lean on coconut, passion fruit, mango, or guava. I avoided all of those to let banana shine as the star. It’s a note full of humor and uncharted territory, making it both fun and unexpected.
27 87: The fragrance embodies the idea of living in the moment. How does this philosophy resonate with you personally and professionally?
Rodrigo: Being able to express my emotions and the moment I’m living through perfume is an incredible gift. I always try to infuse my creations with a sense of being and belonging, drawing inspiration from art, history, biology, and my love for my home country, Mexico.
27 87: You’ve lived and worked in various cultural hubs, including New York. How have these experiences influenced your approach to perfumery?
Rodrigo: I’m an urban animal, a pseudo-modest flower growing through the cracks of civilization. Even as a biologist, I’m more drawn to the city than the countryside. This perspective helps me see nature as a rare jewel in the urban jungle. I’m inspired by Leonardo da Vinci’s idea that art imitates nature, and Cézanne’s belief that art is born of the human mind. My work feeds on both views.
27 87: Did you infuse your signature note into the composition?
Rodrigo: Yes! I’m partial to citrus notes, so there’s a generous dose of Givaudan’s exquisite bergamot (bergamotte intégrale), paired with clary sage, another favorite of mine. And of course, I couldn’t resist an overdose of jasmine—it’s a hallmark of my work.
27 87: Scent is deeply tied to memory and emotion. What feelings or memories do you hope Hakuna Matata evokes?
Rodrigo: I hope it brings the same happy, comforting feelings I had when savoring that banana pudding as a teenager.
27 87: If Hakuna Matata were a place or moment in time, what would it look or feel like to you?
Rodrigo: It would be a memory of driving to Acapulco with my parents. The road was lined with banana groves, where workers with machetes trimmed the overgrowth. The humid, tropical air was thick with the green, fruity scent of unripe bananas. That was an unforgettable olfactory experience.
27 87: Do you believe wearing a fragrance can change or enhance someone’s state of mind?
Rodrigo: Absolutely. Fragrance is a mood maker—a secret, silent language we all understand. Perfumes evoke emotions and memories, which is what makes them so powerful.
27 87: Artistic perfumery often walks the line between tradition and innovation. How does Hakuna Matata fit into this dynamic?
Rodrigo: Hakuna Matata is an invention. It doesn’t follow any established perfume structure. While I often reference classic compositions, this time I created something entirely new. It’s figurative yet abstract, familiar yet unexpected, loud yet nuanced. It’s bold, fun, and sophisticated.
Rodrigo: I’m an urban animal, a pseudo-modest flower growing through the cracks of civilization. Even as a biologist, I’m more drawn to the city than the countryside. This perspective helps me see nature as a rare jewel in the urban jungle. I’m inspired by Leonardo da Vinci’s idea that art imitates nature, and Cézanne’s belief that art is born of the human mind. My work feeds on both views.
27 87: Did you infuse your signature note into the composition?
Rodrigo: Yes! I’m partial to citrus notes, so there’s a generous dose of Givaudan’s exquisite bergamot (bergamotte intégrale), paired with clary sage, another favorite of mine. And of course, I couldn’t resist an overdose of jasmine—it’s a hallmark of my work.
27 87: Scent is deeply tied to memory and emotion. What feelings or memories do you hope Hakuna Matata evokes?
Rodrigo: I hope it brings the same happy, comforting feelings I had when savoring that banana pudding as a teenager.
27 87: If Hakuna Matata were a place or moment in time, what would it look or feel like to you?
Rodrigo: It would be a memory of driving to Acapulco with my parents. The road was lined with banana groves, where workers with machetes trimmed the overgrowth. The humid, tropical air was thick with the green, fruity scent of unripe bananas. That was an unforgettable olfactory experience.
27 87: Do you believe wearing a fragrance can change or enhance someone’s state of mind?
Rodrigo: Absolutely. Fragrance is a mood maker—a secret, silent language we all understand. Perfumes evoke emotions and memories, which is what makes them so powerful.
27 87: Artistic perfumery often walks the line between tradition and innovation. How does Hakuna Matata fit into this dynamic?
Rodrigo: Hakuna Matata is an invention. It doesn’t follow any established perfume structure. While I often reference classic compositions, this time I created something entirely new. It’s figurative yet abstract, familiar yet unexpected, loud yet nuanced. It’s bold, fun, and sophisticated.
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27 87: In an era dominated by safe, commercial scents, what does Hakuna Matata say about the future of perfumery?
It’s proof that there’s hope beyond the sea of flankers. As a perfumer, I cherish projects like this that celebrate daring, bold structures.
27 87: How does Hakuna Matata reflect today’s world, where many seek simplicity and mindfulness amidst chaos?
Rodrigo: There’s beauty in chaos. While the fragrance’s elements may seem disparate, they follow a natural order rooted in the chemical makeup of banana scent. This is the biologist-perfumer in me speaking!
27 87: Over 2,000 fragrances launched last year. Any thoughts?
Rodrigo: Ouch. Who made them all? What on earth happened?
27 87: Niche perfumery often pushes boundaries. How does Hakuna Matata challenge contemporary fragrances?
Rodrigo: I hope it surprises and even shocks some people. It might polarize the European market while pleasing the U.S.—but who knows? A little dose of épater les bourgeois is always healthy.
27 87: What role do bold, unconventional scents like Hakuna Matata play in shaping the future of perfumery?
Rodrigo: They push boundaries and remind us of perfumery’s transformative power. Every perfumer dreams of changing the world with a scent.
27 87: If you had to describe Hakuna Matata in three words, what would they be?
Rodrigo: Fun, idiosyncratic, layered.
27 87: What do you hope people take away from this fragrance beyond the banana?
Rodrigo Flores-Roux: That fruit scents can be as rich as any other category. And that a fragrance created with a sense of humor is twice as good as a serious one.
It’s proof that there’s hope beyond the sea of flankers. As a perfumer, I cherish projects like this that celebrate daring, bold structures.
27 87: How does Hakuna Matata reflect today’s world, where many seek simplicity and mindfulness amidst chaos?
Rodrigo: There’s beauty in chaos. While the fragrance’s elements may seem disparate, they follow a natural order rooted in the chemical makeup of banana scent. This is the biologist-perfumer in me speaking!
27 87: Over 2,000 fragrances launched last year. Any thoughts?
Rodrigo: Ouch. Who made them all? What on earth happened?
27 87: Niche perfumery often pushes boundaries. How does Hakuna Matata challenge contemporary fragrances?
Rodrigo: I hope it surprises and even shocks some people. It might polarize the European market while pleasing the U.S.—but who knows? A little dose of épater les bourgeois is always healthy.
27 87: What role do bold, unconventional scents like Hakuna Matata play in shaping the future of perfumery?
Rodrigo: They push boundaries and remind us of perfumery’s transformative power. Every perfumer dreams of changing the world with a scent.
27 87: If you had to describe Hakuna Matata in three words, what would they be?
Rodrigo: Fun, idiosyncratic, layered.
27 87: What do you hope people take away from this fragrance beyond the banana?
Rodrigo Flores-Roux: That fruit scents can be as rich as any other category. And that a fragrance created with a sense of humor is twice as good as a serious one.
