From Handcrafted Clothing to Personal Fragrance
Kaasida began as a celebration of finely embroidered Chikankari, a heritage craft rooted in Lucknow. I sought to revive the slow artistry of handmade clothing that honours women and the artisans who create each piece with intention. Every Kaasida dress carries a quiet confidence - elegance in restraint and story in every stitch.
By late 2024, I felt a deeper calling. Inspired by my childhood memories and a longing to bring tradition into everyday rituals, I wrote Kaasida's next chapter: Mooshq, a collection of alcohol‑free Indian attar perfume oils.
A Childhood Memory Distilled
Growing up in North India, fragrance was always part of my world. Diwali mornings came with wrapped sweets, lanterns and, if you were lucky, a small box of attar from a generous aunt. I remember lifting the lid, feeling the weight of the glass vial, inhaling the scent that rose softly and dabbing it on my skin felt like a secret. That moment was never rushed; it was sacred and intentional.
Years later, that memory became my muse. Mooshq seeks to honour the attar tradition that once felt so magical, offering perfume oils for those who value silence over show, softness over spotlight.
What Makes Attar Different
Attar (originally known as Itr) is a centuries-old Indian oil-based fragrance. Crafted through a time-honoured deg-bhapka distillation method in Kannauj, India’s perfume capital, attar is made by gently heating flowers, herbs or spices in copper stills. Fragrant steam travels through bamboo pipes into water-cooled receivers (bhapka), where sandalwood or coconut oil absorbs its essence.
This slow, labour-intensive process produces small batches of alcohol-free perfume oil. Unlike modern perfumes, attar doesn’t project across a room—it stays close, personal and long-lasting.
Why It’s a Personal Ritual, Not Just a Scent
Mooshq perfume oils don’t shout; they whisper with warmth and intimacy. They are crafted for wearers who take fragrance seriously not as a performance, but as an act of self-love. Dabbing it behind your ears, inhaling with closed eyes, feeling the scent linger on your wrists - it becomes a quiet ritual in our fast lives.
Each bottle is hand-crafted and made to last. The attar tradition values patience, presence, and mindfulness, so does Mooshq. These perfumes are created for moments of reflection, for connection, and for presence.
Exploring the Mooshq Collection
Our debut collection features four signature attar oils, each bottled in sustainable glass:
- Gulab (Rose & Oud): Romantic warmth, woody floral elegance
- Mogra (Indian Jasmine): Bright, fresh floral inspired by morning rituals
- Lily & Vanilla: Creamy sweetness balanced by fresh lily notes
- Sabaya (Floral & Oud): Opulent bouquet softened with sensual depth
If you'd like to experience each of them, there's our Discovery Ritual - a curated set of 2 ml vials that let you explore before committing to a full-size bottle.
What Makes Mooshq Perfume Oils different From Other Perfumes
- Alcohol‑free, oil-based perfume oil that’s gentle on the skin and ideal for skin easily irritated by alcohol
- Small‑batch distillation, using copper stills and natural heat methods, rooted in centuries of tradition
- Long-lasting scent, designed to evolve gently on the skin throughout the day
Why Mooshq is the Natural Next Step
Kaasida’s journey has always been about slow living, tradition and discreet beauty. Our exploration of scent felt like a natural progression - expanding the idea of personal ritual beyond garments into fragrance. With Mooshq, we remind you: there is a ritual in self-love, a heritage in how you choose to scent your skin, and artistry in how you slow down.
Ready to Discover?
If you’ve ever wished fragrance felt more personal, more meaningful, you’re in the right place. Mooshq is for those who value quiet luxury and timeless presence. Shop here