Perfumer
Julian Bedel
Born and raised in Argentina, Julian Bedel grew up with a deep appreciation for the diverse culture, landscapes and history of South America. With an innate creative spirit, he pursued a career in brand strategy for luxury goods. Little did he know that his passion for art, music and storytelling would eventually lead him into the world of perfumery.
As a brand strategist, Bedel was commissioned to commission a fragrance for a museum in Buenos Aires. In the process, he discovered a lack of niche fragrances produced in South America. This understanding sparked an idea and, in 2010, he founded Fueguia 1833 in his kitchen. Drawing on Argentinian history and culture, Bedel expanded the brand into a global phenomenon with branches and points of sale in high-end locations around the world.
Bedel’s training in perfumery is purely empirical, which allows him to free himself from the limitations of traditional industry practices. He takes raw materials from Argentina and fragments and distils them in Europe, where the necessary technology is available. Bedel meticulously cleans molecular groups within these materials to remove any interference with the pure ingredients. This dedication to purity allows him to capture the essence of South America in each of his creations.
The story of Fueguia Basket, a native girl from Tierra del Fuego kidnapped by British commander Robert FitzRoy in the early 19th century, inspired the name of the brand Fueguia 1833. This tribute serves as a symbolic representation of the negative effects of imperialism on Indigenous communities.
The brand is also deeply influenced by the natural and cultural landscapes of South America. Each collection—Alquimia, Antropología, Armonias, Colaboraciones, Destinos, Fábula Fauna, Linnaeus, Literatura, Muskara and Personajes—reflects different aspects of the vibrant culture, history, art, music, nature and local communities of the region.
Fueguia 1833 is the first luxury cosmetics brand in South America and the first perfume brand worldwide to prioritise sustainability. From its ingredients and packaging to its collaborations with local communities, every aspect of the brand emphasises environmental responsibility.
Bedel also infuses an ethnobotanical perspective into his work, seeking to understand how humans react to aromas and experience a divine connection with perfumes in a metaphysical way.
As a true innovator, Julian Bedel continues to push the boundaries of perfumery. He is working on a new line of powerful fragrances based on pheromones, with the intention of affecting the physical, emotional and hormonal levels of the person who wears them. In addition, he is developing an invisible diffusion system that can release aromas for up to six months, further cementing his place as a pioneer in the perfume industry.
