Aliffazrie
Engineering, then banking, then a perfume house of his own. It reads as three careers and behaves like one road: a road that gains height by refusing to go straight. Issue thirty-nine is a survey of that climb, and of the five times a day he stops the car to look.
Aliffazrie Wahyutama Yosto built things, then he counted things, and now he makes the one product that is only ever noticed after the person wearing it has left the room. Engineering came first. Banking came after. Neither is a story he tells apologetically, and neither should be read as a wrong turn.
Look at the photograph again. The road behind him does not go anywhere in a straight line. It doubles back on itself twice in the frame alone, and every one of those reversals is the reason he is standing that high above the valley. A gradient you can actually climb is built out of turns that look, from directly overhead, like changes of mind.
He now runs Harum Duniawy and films the making of it. He wears Chypre Tyrian. He describes fragrance as an invisible signature, which is a phrase an engineer would reach for and a poet would probably overthink. And five times a day, whatever else is happening, he stops.
The route card
Three roles, drawn as one road. The vertical axis is not income and it is not status. It is how much of himself each stretch asked him to bring.
Built, then counted, then made
My career began in engineering before transitioning into banking. Today, I have chosen to pursue entrepreneurship full time as the founder and owner of Harum Duniawy. I also work as a vlogger and content creator, documenting my journey and sharing my passion for perfumery, creativity, and meaningful stories.
An invisible signature
My relationship with fragrance is deeply personal. To me, fragrance is more than a scent: it is an invisible signature that has followed me through every chapter of my life. Every fragrance carries a memory, every bottle tells a story, and every creation reflects the values that shape who I am.
I do not wear fragrance to leave an impression on others. I wear it to stay connected to my own identity and the principles I carry with me every day.
I don't wear fragrance to leave an impression on others. I wear it to stay connected to my own identity.
The invisible signature
He names four notes and returns to them. Put them on the scope one at a time and watch the line change shape. Four channels, sixteen possible signatures, and only one of them is the set he keeps coming back to.
Silence
Nothing on the channels.
Iris, violet, oud, sandalwood
The scent of iris, violet, oud, and sandalwood has always stayed with me. It reminds me that time is not measured only by the hands of a clock, but also by the moments when we reconnect with our Creator.
Whenever I experience that sense of peace, I am reminded of who I am, where I will ultimately return, and what truly deserves my attention.
Chypre Tyrian, for the pause before prayer
I find myself reaching for Chypre Tyrian because its quiet elegance mirrors the moments I value most: the pause before prayer. The softness of iris and violet, balanced by the warmth of sandalwood and leather, creates a sense of stillness that reminds me to slow down, reflect, and reconnect with my Creator.
More than a fragrance, it has become a gentle reminder that the most meaningful moments in life are often the quietest.
Putting everything down
My favourite daily ritual is pausing. I wear a fragrance with intention, take a deep breath, and let it remind me to stay present. Then, when it is time for prayer, I step away from everything.
That simple pause keeps me grounded and reminds me that no achievement is more important than my relationship with my Creator.
Two ways to
measure a day
He says time is not measured only by the hands of a clock. So run his day twice, on the same track, with two instruments going at once. One of them counts everything. The other one only counts the times he stopped.
A direction, not an object
To me, good taste is choosing what brings me closer to the best version of myself.
It is the shortest answer anyone has given us in thirty-nine issues, and the only one that is phrased as a test you can actually apply while standing in a shop.
Closer, or further
His definition is a comparative, which means it is a needle and not a verdict. Five pairs, no wrong answers, and one instrument that does not care what anybody else in the room thinks of your shelf.
Purpose gives every moment its true meaning
Purpose gives every moment its true meaning.
He offered no elaboration, and after two hairpins, three careers and five stops a day, none is required. The engineer would call it the load path: the reason a structure knows which way to send the weight. Every moment in his day is carrying something. Purpose is simply the decision about where it goes.
Time is not measured only by the hands of a clock, but also by the moments when we reconnect with our Creator.
I hope fragrance continues to remind people that the most meaningful moments in life are often the quietest ones.