INSIMBI OUDH: Fugazzi's Bold South African Chapter!
- Hlamulo Skhosana
- 3 days ago
- 5 min read
There is something fascinating about witnessing a global fragrance brand intentionally step into a specific market and ask "what do they want to smell like?"
I recently attended the launch of INSIMBI OUDH by Fugazzi at Skins, created exclusively for the South African market. What initially drew me to this experience was not even the scent itself but the name.
INSIMBI
A word that instantly carries weight and cultural familiarity for many South Africans. In IsiZulu, insimbi translates to iron or steel -- something powerful, unwavering and unbending. And in true South African fashion, one phrase immediately comes to mind; ayigobeki.
The launch itself felt intimate and relaxed. Guests were welcomed with champagne while fragrance lovers, creators and enthusiasts gathered for a panel-stlye conversation led by fragrance specialist Brian alongside founder Bram Niessink. The atmosphere felt warm, conversational and aligned with the spirit of the brand itself — charming, confident and community-driven.
During the discussion, Bram shared how what started as a hobby has evolved into a global fragrance brand now stocked in over 60 countries. Bram has an instinctive approach to fragrance creation and I admire that. No overcomplicated philosophy just pure focus on creating scents that evoke feeling, presence and most importantly compliments.
He mentioned that INSIMBI OUDH carries a 30% oil concentration -- well above fragrance standard resulting in strong projection, longevity and sillage. When asked what emotion he wanted the fragrance to evoke on first spray, his answer was simple.
"Compliments" and honestly, I get it.
He explained that he often gives his friends and family fragrances to test telling them "text me tomorrow how many compliments you get?". It was such a simple but revealing insight into Bram's creative process.
Community, Identity and Modern Luxury.
One thing that I have always appreciated about Fugazzi is how charming the brand feels without compromising on quality.
From Vanilla Haze to Sugar Daddy to Cash Flower, the fragrances carry names that feel light-hearted, emotionally memorable and slightly unserious in the best way possible. Bram mentioned that people initially found the names strange but they evolved into the strongest identifiers of the brand's identity and personality.
There is a certain charm in a fragrance house that understands luxury does not always have to present itself with stiffness and intimidation. Interestingly, he compared the brand to Supreme — not in terms of pricing but community. Consumers buy into the feeling surrounding the brand just as much as they buy into the product itself.
This highlights how modern luxury branding is shifting. Consumers no longer want products alone. They want identity, emotional familiarity and brands that feel culturally relevant: Fugazzi understands this very well.
Why INSIMBI OUDH Works for South Africa.
INSIMBI OUDH was developed specifically for the South African market over a two year process after studying local fragrance preferences and understanding how South Africans interact with scents.
According to Bram, South African consumers naturally gravitate towards high performing fragrances with strong projection, longevity and sillage -- fragrances that leave an impression. However instead of creating a traditional heavy oud, the brand approached the scent differently resulting in something textured, smoky, warm and sweet.
The name INSIMBI came from the Skins team which instantly connects the scent to ideals of strength, steel and power. Once the fragrance began circulating around the room, guests repeatedly associated it with concepts that already felt emotionally and culturally familiar. One guest immediately connected the scent to imphepho -- something spiritual, smoky and deeply rooted within many South African homes and traditions. Another described a rich chocolate truffle and others described it as woody, fruity, warm and comforting.
That moment revealed something important, INSIMBI OUD does not attempt to introduce South Africans to oud. It meets South Africans where they already are -- bold, expressive and deeply connected to their culture. And that is what makes the positioning and cultural relevance feel authentic rather than performative.
Bram & Hlamulo
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