Liberation of Flowers

Founded in 2026 by entrepreneur Sima Sistani, Liberation of Flowers emerged during a period of personal transformation in her own life. The former CEO of WeightWatchers and co-founder of Houseparty envisioned flowers not as something delicate to be picked and contained, but as symbols of freedom, resilience, and growth. The concept also carries a deeper connection to Sistani's Persian heritage and Iran's Woman, Life, Freedom movement.

The debut collection was composed by acclaimed master perfumer Christophe Laudamiel and includes Plot Twist, Divine Intervention, and Peace Offering. Persian fragrance traditions run throughout the collection, with materials such as rose, saffron, amber, pomegranate, dates, spices, and woods reinterpreted through contemporary compositions. Each scent represents movement toward something new, whether courage, clarity, transformation, or peace.

Art is equally important to the house. Liberation of Flowers collaborates with contemporary artist Ashley Longshore, whose vibrant floral works appear throughout the bottles and visual identity, creating what the brand describes as a conversation between physical art and liquid art. At its heart, Liberation of Flowers treats perfume as a personal manifesto: something you wear not simply to remember who you were, but to express who you are becoming.