Brand story

 

Yaaduna is the first Afghan fragrance house rising up from the sorrows of refugee camps and migrations. It is now here to tell the world yet again how we should never forget to stay connected to traditions and nature. 

Brand Founders

 

Farman 

THE PAST

This story isn’t just about history—it’s about finding my way back to the roots that have always been a part of me. Growing up, I would listen to stories of Afghanistan, a place of dusty, rugged mountains and lush green valleys. It was a land of beauty and hardship, a place I longed for but could never reach.

Then, in 2019, twenty years after I was born, I finally set foot in the homeland I’d heard so much about. Standing there, I could feel the weight of the stories my grandfather had shared with me over the years. He wanted to raise me with a strong sense of values, and his tales often circled back to the home he built with his own hands—the same one you see in the picture. These fields surrounding it, he would tell me, had sustained our family for generations.

Coming back wasn’t just about visiting; it felt like reclaiming the stories, the struggles, and the quiet strength of those who came before me. This journey was a way of finding where I belong and understanding how much of them still lives in me.

The Future

One day, the goal is to return to Maidan and help build the foundations the people need—schools, hospitals, irrigation systems. But beyond that, it’s about giving hope: hope for a future where the people are no longer held back, a future filled with opportunity and lasting prosperity.