Paul Austin, Chief Creative Officer of Austin Advisory Group, is a trailblazer in the worlds of fragrance, branding, and content creation. He seamlessly blends scents with storytelling to craft unforgettable brand experiences.

His journey began over three decades ago in Paris, where he learned his craft from industry master Yves de Chiris while working for Quest International (now Givaudan), a leading fragrance and flavor company. After a long career spanning Paris, London, and New York, culminating in the role of Global Vice President of Fine Fragrances, Paul had a transformative trip to India in 2009 that reignited his passion for scent in a new way.

An “aha” moment in the jasmine fields of Madurai led to the founding of Austin Advisory Group and his pioneering Seed To Scent film series, which focuses on the people, cultures, and natural ingredients behind his metier. Paul’s innovative work with Source Stories, a platform redefining brand narratives and fostering authentic connections between makers and consumers, flourished and led to collaborations with global brands like Rolls Royce, SK-II, Estee Lauder, and Robertet, as well as craft pioneers such as ABC Carpet & Home, Gem Palace of Jaipur, and Obeetee.

Beyond the boardroom, Paul has served as a guest lecturer at Columbia University and Parsons School of Design, sharing insights on digital storytelling and scent synesthesia. His influence has been felt on global stages, from keynote speeches at the World Retail Forum and at The Metropolitan Museum of Art to collaborations with renowned trend forecasters like Li Edelkoort.

In 2021, Paul co-created and launched LilaNur Parfums, India’s first luxury fragrance house, which launched at Bergdorf Goodman before expanding to Harrods, Neiman Marcus, Moda Operandi, The Conservatory, and several LilaNur boutiques in India in early 2024.

With a career spanning continents and cultures, Paul continues to push boundaries, crafting un- forgettable brand experiences that resonate with audiences worldwide.