Mind Games is making moves.

The chess-inspired fragrance brand founded in 2022 has new geographies and new products on the horizon, and industry sources estimate retail revenue will land between $70 million and $75 million.

Declining to comment on the estimates, executives agreed that the brand is resonating globally as it comes off the heels of a launch in the United Arab Emirates with an eye toward more.

“We have a team in London, and we began to distribute Mind Games exclusively at Selfridges,” said Alex Shalbaf, founder and chief executive officer of Mind Games parent company The Fragrance Group. “We have a lot of clients from Gulf countries, as well as European tourists. The concept of chess is resonating with people from Asia, the Middle East and domestic U.K. customers.”

The brand debuted at Bloomingdale’s in Dubai recently, and is rolling out with Ounass. It also launched at Holt Renfrew in Canada, said Mariana Shalbaf, the brand’s creative director. In addition, the brand is eyeing opportunities elsewhere in North America, such as Mexico.

“Asia is on the horizon to be a part of this year,” Alex Shalbaf added.

“The brand resonates with modern people today — we came out of the gate with a very original concept,” Mariana Shalbaf said. “It was also well timed in terms of fragrance brand concepts. Every launch we create is anticipated, and there’s a definite interest in the brand because of the unique standing in the market.”

Among the launches are Counterplay, which has notes of melon and osmanthus; and Opera Mate, which highlights roasted chestnut and suede. In the Perfumer Extraordinaire collection, they’ve debuted Kingside, which showcases tonka bean and Peru balsam, among others, and Queenside, which brings forth cassis and geranium. Prices range from $395 to $475 for the four products.

“We’re in the process of launching two of the fragrances across all our retailers in the U.S. and key partners internationally,” Mariana Shalbaf said. “In the summer, we’ll only be launching these two [Perfumer Extraordinaire] fragrances at a different price point. You have two raw ingredients inside that take consumers into the world of the perfumer.”

Both executives are bullish on the launches. “The idea of chess makes the brand very neutral and consumer-centric,” Alex Shalbaf said. “Most brands want to identify to a particular segment of the market whereas Mind Games doesn’t do that. It truly has a genderless consumer.”

“We are still an artisanal brand and we wanted to make sure it was luxury that speaks to different generations and different geographical locations,” Mariana Shalbaf said. “We also try to promote in our storytelling that we allow for creative freedom for the perfumer, which they often don’t get. For that reason, we don’t do market sampling or consumer testing when it comes to these fragrances.”