Sofia Vazquez-Barrios

Director of Consumer Insights, North America, Fine Fragrance at DSM-Firmenich

Speaker

Sofia Cristina Vazquez-Barrios is a consumer insights leader and cultural strategist with over eight years of experience at the intersection of beauty, luxury, and fragrance. Currently Director of Consumer Insights, North America at DSM-Firmenich, she leads the intelligence behind some of the industry's most beloved scent portfolios — translating the emotional language of fragrance into strategies, implications, and recommendations for a range of brands from masstige to ultra luxury,, as well as for key product developers in the industry. Her career spans Louis Vuitton, Estée Lauder Companies, and cultural strategy work across retail and fashion, giving her a rare fluency in how consumers discover, desire, and connect with scent. Sofia brings a distinctly bicultural lens to her work, exploring how fragrance, identity, and belonging intersect for today's most dynamic consumers.