Bibbi Parfum, founded by Swedish creative designer Stina “Bibbi” Seger and her husband, Jan Vilhelm Ahlgren, emerged from Seger’s deep meditation practices. During these sessions, she envisioned vivid narratives and characters, inspiring the creation of unique fragrances that serve as olfactory representations of her subconscious journeys.
Stina “Bibbi” Seger
“What I want to create with my fragrances is to give a piece of that feeling that I have when in a meditative state. Fragrances have the ability to shift our minds. I want to take you on a journey when you smell them.”
It’s a young brand, having launched in October 2023, when it introduced six unisex scents, each encapsulating a distinct story from Seger’s meditative experiences. For instance, Ghost of Tom is a citrus amber fragrance dedicated to invisible beings, while Radio Child is a fruity musk telling the tale of an 18th-century Viennese child prodigy.
The fragrances are crafted in collaboration with perfumer Jérôme Epinette and the brand’s signature Klein-blue packaging reflects the deep hues Seger encounters in her meditative states. “When I do this type of meditation, I see these deep colours so everything in Bibbi has this deep blue.”
Since its debut at Liberty London, Bibbi Parfum has expanded to over 80 retailers across Europe, as well as Skins in South Africa. In 2024, the brand released four additional scents, further exploring Seger’s introspective narratives. The names alone – Boy of June, The Other Room, Swimming Pool, Fruit Captain – conjure up stories.
My go-to in the range is Ghost of Tom EDP (R5 920 for 100ml). It’s one of those fragrances that I tried a few times before I appreciated its essence and then I fell for it. It is unexpected and interesting – like you just can’t put your finger on it – and therein lies the attraction.
“In some circles, it is believed that around 2 per cent of the world’s population is invisible beings amongst us, made of matter, not from this world,” explains Stina of the inspiration behind the scent. “The only way to sense their presence is through their addictive, smoky tea-like scent. They are commonly known as the ‘Ghosts of Tom’. I wanted the fragrance to create the feeling of a comforting presence that is with you all the time. The feeling that it’s following you, surrounding you and that it comes in throughout the day, so you keep getting a little reminder of it.”
Warm and sensual with hints of spice, amber is a gender-neutral scent and is balanced well by the fresh and uplifting citrus aromas. In this blend, the top is made up of bergamot, mate and black currant, the heart of Ceylon black tea and violet leaves and the base is a blend of birch tree, papyrus and black amber. “The tea creates the comforting feel. Because that’s what it’s all about – comfort. It’s not a scary ghost!” laughs Stina.
A signature of the brand is the use of International Klein Blue (IKB) as part of its brand identity. Created by French artist Yves Klein, the vibrant shade of blue inspired by the deep cerulean skies of the French Mediterranean, represents freedom and liberation – and it plays a central role in Bibbi Parfum’s bold and imaginative approach.
If you enjoy scents that make you think, fragrance compositions that tell a story, and perfumes that do not smell like anything else out there, you are bound to find your signature in the Bibbi lineup.
