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For most of her career, Sol Romero has worked in public-facing mediums. Film, music, and performance, work that lives on screen or stage shaped as much by visibility as by craft. But her latest creative chapter moves in the opposite direction. Quieter. Slower to reveal itself. Built around scent rather than spectacle.
Born in Mexico City to Mexican and Swiss heritage, Romero has long lived between cultures, countries, and disciplines. That in-between state now sits at the center of Solveig Romero, the fragrance house she has been developing largely out of sight. Not as a side project or celebrity extension, but as a practice she studied formally, completing a year of perfumery training and earning her certification with distinction. The credential is not symbolic. It allows her, quite literally, to make and sell fragrance on her own terms.
Solveig Romero is still in development. There is no campaign yet, no finalized bottle, no public launch date. What exists instead are early formulations, raw materials, and a working vocabulary of scent that Romero has been shaping with perfume houses in Switzerland and Bulgaria. She began collaborating with these houses while still in training, developing formulas alongside her studies and moving steadily from theory into practice.
One of those partnerships gives her exclusive access to a custom vanilla ingredient she helped develop, a detail that underscores how involved she is in the process. Vanilla is not simply a preference or a trend she is following. It is a material she understands structurally, experiments with, and rebuilds again and again. Creamy, warm, and enveloping, it has become a foundation rather than a flourish.
Earlier internal samples circulated under working titles, but the direction of the line has since sharpened. Romero is now exploring a series of fragrances built around a shared naming language, each one tied loosely to a place and mood. Among the compositions in development are Reina de Egipto, Reina de México, Reina de Hvar, Reina de Noruega, and Reina de Francia. The names suggest presence rather than hierarchy. These are not historical references so much as emotional landscapes, each scent imagined as a state of being.
Mexico remains central to the project, not as branding shorthand but as lived experience. “Hecho en México” runs through Solveig Romero as a point of origin and identity. It informs how warmth, sweetness, and memory show up in the formulas, even when the production itself spans Europe. Switzerland brings discipline and precision. Mexico brings instinct and emotion. Romero does not try to reconcile the two. She allows them to coexist.
Her approach to fragrance is guided less by market positioning than by feeling. She talks about scent as something that accompanies you, stays with you, and creates memory over time. Longevity matters, not just in technical terms, but in how a fragrance evolves on skin hours after it is applied. The aesthetic she returns to again and again is softness. Elegance without sharp edges. A velvet-like presence that lingers quietly rather than announces itself.
The brand’s visual identity is still forming, but art plays a role here as well. Romero plans to incorporate artwork by her daughter, Elina, into the branding, reinforcing the personal nature of the project. Solveig Romero is intimate by design, shaped by family, study, and patience.
Romero is open about the fact that she does not approach fragrance as a business strategist first. Creation comes before scale. What motivates her is the idea that scent can alter mood, shift perspective, and make someone feel held. That philosophy places Solveig Romero apart from the crowded field of celebrity fragrances, many of which prioritize speed and visibility over substance.
For now, the brand remains in its most honest phase. Testing. Refining. Learning. The formulas are evolving, the names are settling into place, and the house is finding its voice. When Solveig Romero does step fully into the world, it will do so as the result of study and intention, not spectacle. In a category defined by instant launches, that restraint feels deliberate, and quietly confident.
Follow Sol @solromeroofficial
Photos by Marina Burkhalter @wow_swiss