Nora Naisbitt, founder of AMATRIUS®, brings together a rare combination of strategic expertise, creative vision, and a deep understanding of human emotion. After earning her degree in Business Administration from the Vienna University of Economics, she built an international career in advertising and brand strategy. She was appointed Head of Advertising at Netway AG, Austria’s first internet provider, before advancing to Director for the Central and Eastern Europe region at the global communications agency MediaCom. Over the course of nearly a decade, she advised leading international brands, shaping their market entry, positioning, and long-term growth across diverse markets.

Driven by a profound curiosity about human perception and emotional experience, Nora Naisbitt began to question the traditional role of fragrance. Rather than existing purely as a sensory luxury, she envisioned scent as something far more powerful, an invisible yet transformative element capable of influencing mood, enhancing well-being, and creating a deeper connection between body and mind. This vision marked the beginning of a new approach to perfumery, where science and artistry converge.

To realize this idea, she partnered with master perfumer Geza Schoen and renowned scent researcher Prof. Dr. Dr. Dr. Hanns Hatt. Together, they established a pioneering collaboration that blends scientific discovery with the craft of fine fragrance. The result is AMATRIUS®, a collection of luxury, mood-enhancing fragrances designed to interact with the olfactory system and evoke targeted emotional responses. Nora Naisbitt is the originator of this concept and the inspiration behind the brand’s first four fragrances, widely regarded as the world’s first active fragrance collection for men and women.