For Jonathan Grospe, a Filipino expat, the UAE became more than just a temporary home—it transformed into the foundation for his ambitious journey into luxury craftsmanship. As the driving force behind Thana Parfums, which he co-founded with Arthur, Jonathan built a brand that honors the deep traditions of Middle Eastern perfumery while seamlessly weaving in elements of his Filipino heritage.
Jonathan’s passion for fragrance began early. “From a young age, I was fascinated by the world of fragrances. I loved the way a beautiful scent could transform a moment, evoke memories, or make someone feel confident and elegant,” he shared with The Global Filipino Magazine. His early interest in perfumes went beyond the superficial; it became an integral part of who he was. This profound connection laid the foundation for Thana Parfums. He wanted to create a line of fragrances that told stories, resonated with personal and cultural memories, and embodied a blend of elegance and modern artistry.
Bringing Thana Parfums to life in the UAE, a region synonymous with luxury and an appreciation for fine scents, was a natural fit. “Building this brand has been a dream come true, combining my personal love for perfumes and my admiration for the depth and elegance of Middle Eastern perfumery,” Jonathan reflected. The journey involved rigorous attention to detail, from sourcing high-quality ingredients to collaborating with experienced perfumers, all to create scents that strike a chord with people.
Middle Eastern craftsmanship has been a guiding force for Thana Parfums. Jonathan expressed how the region’s rich traditions in perfumery have influenced his creative approach. “Middle Eastern craftsmanship has deeply shaped how I create perfumes. There’s something truly mesmerizing about the way fragrances are made here, each scent crafted with such care, layering rich, bold notes that evoke memories and emotions,” he noted. This meticulous art of building complexity and depth into a scent taught him that a fragrance should be more than just pleasant—it should narrate a story and make a lasting impression.
Jonathan’s Filipino roots are equally significant in his creative process. Growing up amidst vibrant flora and the warmth of tropical breezes shaped his approach to perfumery. “The joy of shared moments with family and friends… these memories have a lightness and a bright spirit that I always want to capture in my work,” he said. This dual influence led to an organic fusion of luxurious Middle Eastern notes with the inviting, lively essence of Filipino culture.
“It’s who I am. I take the deep, luxurious layers of Middle Eastern scents and add touches that reflect my Filipino heritage, notes that are fresh, warm, and full of life,” Jonathan elaborated. The result is fragrances that resonate with a diverse audience, inviting them to experience an olfactory story that bridges two cultures.
A significant part of Thana Parfums’ identity is its dedication to sustainability. Jonathan emphasized that this commitment was a conscious choice made from the outset. “Sustainability has always been a core focus for Thana Parfums, not just as a trend but as a responsibility I deeply believe in,” he said. Responsible ingredient sourcing plays a crucial role in ensuring that their production process supports both the environment and the communities involved.
Jonathan elaborated, “I work closely with suppliers who share my commitment to sustainability, ensuring that the natural materials we use are ethically harvested and traceable.” This commitment extends to the packaging as well, with eco-friendly materials chosen to align with luxury while minimizing environmental impact. “Every detail, from the glass bottles to the paper we use for our boxes, is considered with sustainability in mind,” he added.
The overarching goal is to provide consumers with fragrances they can enjoy while feeling assured that their choice supports sustainable practices. “I want the experience of wearing Thana Parfums to be one that people can feel good about, knowing that the scent they love has been created with respect for the environment and the people who make it possible,” Jonathan said.
One of the brand’s most captivating projects is the Magic Elixir Collection, which Jonathan described as “a tribute to the ancient art of alchemy and the enchanting allure of magical potions.” This collection is designed to evoke transformation, mystery, and personal empowerment. Each scent embodies a distinct type of magic, whether it be the confidence of amber or the ethereal touch of a fresh, airy note.
“When you wear a scent from this collection, it becomes part of your story, accentuating your presence and creating an aura that is uniquely yours,” Jonathan said. This collection embodies the idea that fragrances can be personal talismans, transforming ordinary moments into something memorable.
Jonathan reflected on how his time in the UAE shaped his brand and vision. “Living and working in the UAE has been an incredible chapter in my life that’s shaped not just Thana Parfums but who I am as a person,” he said. The UAE’s unique blend of tradition and modernity, coupled with its diverse population, has been an immense source of inspiration. “Here, I’ve learned that dreams don’t just stay dreams; they can become reality if you put your heart into it,” he added.
His advice for other expats aspiring to make their mark is rooted in openness and resilience. “Embrace the new culture you’re in and let it inspire you, but don’t lose the essence of who you are,” Jonathan advised. For him, the journey is about blending personal history with new experiences, building relationships, and staying true to oneself. “Your background, your roots, your unique journey—that’s what makes your voice different and needed,” he said.
