NEH — the perfume universe shaped by Tara Derakshan — blends ritual, frequency, and intention, transforming scent into a moment of presence and mindfulness. For this PlezuroMag interview, we meet the woman behind a quiet but powerful new voice in modern perfumery.

I met Tara in Cannes last October, during TFWA week. From the first moment, she radiated something different – a warmth that felt grounding, almost familiar. Speaking with her was effortless, as if reconnecting with someone I had known for years. That rare ability to create safety and openness is woven into everything she does, from her brand identity to her intimate new moon ceremonies, where people return month after month to breathe, reset, and simply be.

Born and raised in Sweden to Iranian parents, Tara grew up surrounded by contrasts: Nordic minimalism and Persian opulence, Scandinavian restraint and Middle Eastern expressiveness. Her mother’s scent wardrobe — an uncommon luxury in Sweden — became her earliest gateway into beauty, identity, and emotion. 

Today, she owns her own perfume brand NEH, where every fragrance is shaped as a portal to the self. This philosophy is most clearly expressed in Altered States, NEH’s collection of six fragrances, where each perfume is accompanied by affirmation cards and original frequency compositions that deepen the experience. The collection evokes the essence of a sacred ceremony: a moment to reconnect with yourself, to shift your inner state, to remember who you are beneath the noise.

In our interview for PlezuroMag, we talk about Tara’s creative awakening, the meaning of ritual, the link between luxury and mindfulness, and what it means to create from the soul.

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