Storytelling with Scent with Fredrik

How does a perfume come together? 

I chatted with Fredrik Dalman, a classically trained perfumer and owner of the newly launched fragrance business TuffTuff Studio. We discussed how he discovered his superpowers in childhood, building his own brand, and the art of scent storytelling—and the patience it takes to start something truly your own.

Kaley Ross: Feffe! How are you? Hows Sweden? 

Fredrik Dalman: Things are good, been working insanely hard with getting the business all set up and moving houses. 

KR: Gosh yeah, lots going on! I’m so excited to chat today. You’ve created some gorgeous perfumes I’ve had the pleasure of sampling, and worked with companies sold all over the world. 

So, let’s start at the beginning. When did you set out on your unique creative path?

FD: Honestly, it's been a long, winding, wonderful road. I always say I felt like Spider-Man’s awkward cousin—I had this bizarre superpower where I could smell things and remember them in vivid detail. As a kid, I’d sneak into my parents’ bathroom cabinets just to mix and sniff whatever I could find. It was weird, but it made me happy. And I’ve always loved storytelling, whether it was through painting, books, or just play. Over time, scent and storytelling started to merge into this one, bigger thing.

I actually considered studying Egyptology—had this fantasy of being an Indiana Jones type—but eventually I followed my nose. Literally.

KR: That’s wild. I actually almost went into archaeology too! I was torn between that and photography.

FD: Ha, see? Maybe we’re all just craving adventure. But yeah, I started studying wine when I was 18—which is funny because I couldn’t even legally buy alcohol in Sweden then. Wine helped me understand my nose, and I learned to categorize scent like a library. It was the first time I could make sense of the chaos in my head. But eventually, I realized wine wasn’t the endgame. I needed a different outlet for storytelling through scent. That’s when perfumery became the obvious next step.

KR: So that brings us to TuffTuff Studio. What was it like launching your own studio?

FD: Equal parts terrifying and exciting. I had no clue how to start a business—I mean zero idea. But I just kept asking myself, “How do I do this?” and figured it out piece by piece. You file some forms, pay some fees, find a space, and before you know it, you’ve got a name, a tax number, and clients.

It’s still early, but now the challenge is: How do I market this thing? How do I reach the right people? Because yeah, it’s not as simple as “Come make your own fragrance.” I’d love to offer that, but I’m just one guy—there’s only so much time in the day.

KR: And the branding! It’s so fun and intentional. How did you land on that vibe?

FD: That was one of the most joyful parts. I’ve always loved illustrative art, especially that childlike, whimsical style that just makes you feel warm. I wanted TuffTuff Studio to feel kind and inviting. Not scary or exclusive like some fragrance brands. So the color palette, the illustrations, even the name—all of it had to reflect that sense of humor and welcome.

KR: I love your illustration visuals!

Who are your dream clients?

FD: Right now, I love having the freedom to do both big and small projects. A hotel, for example, needs scents for multiple spaces and in high volume—which is a great creative and financial opportunity. But I also love working with indie founders who pour their hearts (and savings) into something. You really get to know them and co-create something meaningful. That mix keeps me going.

KR: What’s been an unexpected challenge?

FD: Oh man. You think you’ll launch and people will immediately be like, “Wow, let me buy everything!” But that’s not how it works. I had these gift cards ready to go and... crickets. It’s humbling. You have to build trust. People want reviews, proof, familiarity. And it just takes time. I remind myself that I’m planting a seed, and I have to water it every day.

KR: Let’s talk about your process. How do you create a scent?

FD: For me, it all starts with a little story. I have this list on my phone—hundreds of micro-scenes. Like, imagine a peach tree on a rainy night. That’s where it begins. I break it down—peach is central, so have I built a peach before? If not, I think about what I’ve made that’s close. I build from memory, smell real peaches, search for the right ingredients.

KR: That's so cool. 

FD: Then I sketch it out—like a rough drawing in my mind. From there I add rain, texture, shadow, light. It’s visual and layered. And no, the first trial rarely smells good. You tweak, refine, balance. It has to work on skin, last all day, and actually smell amazing to others. That’s a whole science in itself.

KR: Wait so you don't just use like a "peach" smell from a real peach? You create a peach smell from other scents?

FD: Exactly. There’s no one “peach molecule.” We build it from scratch using synthetics and naturals. Sometimes we use headspace tech—a little bell jar that captures the scent molecules from a flower or fruit. But mostly, it’s just years of learning how to blend and recreate. Perfumery is part art, part chemistry.

KR: That's so cool, I didn't realize that.

Final question—what’s your big vision for TuffTuff Studio?

FD: I want it to grow like a tree with many branches. Right now, I’m focused on finding great clients. But eventually, I’d love to launch my own line of personal fragrances—ones I’ve been dreaming up for over a decade. I also want to teach more. People should know why a fragrance costs $300 and not $50. I want to demystify this secretive world.

And honestly, I want to collaborate with chefs, artists, anyone inspired by scent. There’s so much crossover between food, wine, and fragrance—it’s all sensory storytelling. That’s the long game.

KR: Thank you so much for chatting with me, Fredrik! I can’t wait to see your beautiful Swedish studio bloom.

Thanks for reading! To follow Fredrik's journey or get in touch, check out @tufftuff_studio on Instagram.