ZIKRA is a refillable hair fragrance device designed for Maison Margiela Fragrances’ Replica line, inspired by the cultural ritual of bakhoor and the growing consumer shift toward fragrance rituals, emotional wellness, and experiential luxury.

Designed around ultrasonic dry diffusion technology, the device disperses fragrance through refillable capsules featuring selected scents from the Replica collection, reimagining hair fragrance as a more immersive and intentional sensory experience centered around memory, atmosphere, and identity.

The launch strategy also included a bespoke fragrance experience, allowing consumers to create personalized scent capsules for use exclusively within the ZIKRA device, initially positioned as a limited launch activation with potential for long-term expansion.