FRAGRANCE – THE HUMAN ADVENTURE

Magma London was founded in 2017 with a single purpose: to keep the traditions, practices and craft of African and Arab heritage alive — and to spark the imagination of everyone who encounters them.

We create innovative scented products that celebrate cultural history and timeless design.

A London native of East and North African origins, our Founder and Creative Director Kareem Rhouila spent years immersed in the musical arts before Magma London was born. Music, journalism and photography — woven together with a lifelong passion for art, design and humanitarianism — shaped a creative eye that turns fragrance into storytelling.

Kareem’s journey was as challenging as it was exciting, shaped by the obstacles so many young Black and Arab men face growing up in the West. Determined to make his mark, he featured alongside major urban music artists — yet his deepest passion remained the artisanal heritage he grew up surrounded by.

Tales of the Masai and Arab tribes — and the strength they drew from Mother Earth — inspire and influence everything we create at Magma London.

Volcanic lava rock, known as basalt stone, became his ingenious way of marrying that ancient heritage of well-being with a love of fragrance and design. And so, Magma Rocks was born.

Ethically sourced from Arusha in Tanzania, Magma Rocks are among the most porous natural stones on Earth. Every one of our in-house fragrance blends is drawn from Kareem’s memories and his unique artistic palette, beautifully marrying heritage with contemporary design.

Our products live in collections, each with its own story and its own inspiration.

Welcome to the world of Magma London, where originality and design are our signature.

We share our rich history with the world to show that with true passion and hard work, we can transcend every barrier…

ASHE! (Thank you, in the Masai tribal language)

Kareem Rhouila (Creative Director)