How storytelling is the new anti-trend fragrance note for cult brand D.S. & Durga

By Lynsey Barber | Published: 26-Mar-2025

Founders David Seth and Kavi Ahuja Moltz are building elaborate worlds around their fragrances

You need to be a subscriber to read this article.
Click here to find out more.

When David Seth Moltz came up with D.S. & Durga’s new scent, Brown Flowers, it took just ten minutes to formulate the seventies-inspired fragrance.

The perfumer has no official training and is a self-confessed “failed musician” who considers himself more of an artist than a scientist.

Along with partner Kavi Ahuja Moltz, an architect by training and D.S. & Durga’s Creative Director, the pair founded the cult brand in Brooklyn, New York in 2009. 

Emerging as an indie hit with niche scents such as Debaser and Cowboy Grass, last year it attracted the investment of Manzanita capital, the private equity firm behind Diptyque, Malin+Goetz and Space NK that sold fellow cult fragrance brand Byredo to Puig.

But behind Seth Moltz’s most recent ten-minute creation is a far more complex concept – and one they are now keen to put front and centre.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like