Nurzhan Tolegen always dreamed of the whole world learning about the Kazakh national culture. Today his dream is taking on a tangible form - a unique fragrance that has gone beyond perfumery and become a cultural message.
A special love for the spiritual heritage of the Kazakhs has accompanied him since childhood. Born in the Ili region of China, he absorbed the traditions and legends of the Great Steppe, and today lives in the heart of world fashion - Paris.
His education is a synthesis of East and West: Wuhan University in China, leading universities in the USA, Germany and France. There he improved his knowledge in entrepreneurship and management of international projects. Having fluently mastered the French language and immersed himself in the atmosphere of the Parisian fashion industry, Nurzhan decided to stay in France and create his own brand.

The flagship development of Tolegen Paris - luxury perfume "Kiz Jibek" - is not just a fragrance, but a symbol of respect for the Kazakh culture and history of the Great Steppe. Each note echoes legends, rustles the steppe wind and subtle elegance that can speak to the world in the language of beauty.
— You grew up far from your native land and have traveled to many countries. Why did you decide to dedicate your business to Kazakh culture? How did your passion for national heritage begin?
— All the most important things in a person — their dreams, interests, and taste for life — are laid down in childhood. My mother was a teacher of the Kazakh language and literature. As long as I can remember, there were always conversations about books at home: my parents read, discussed, argued, and analyzed. They revealed to me not only the richness of Kazakh literature, but also the world of world classics — it was from them that I first heard about Shakespeare, Maupassant, and other great authors.
They probably wanted us to never lose touch with our roots. From childhood, we were told Kazakh fairy tales, accustomed to customs and rituals, weaving them into everyday life. But most of all, I was fascinated by legends, stories and epics. It was then, in my childhood, that a solid foundation of my love for my native culture was laid.
Over time, this feeling grew into a conscious mission: to make our priceless cultural heritage known and loved throughout the world. And now I am making this dream come true.
— “Kiz Jibek”… sounds like an ode to tenderness, sophistication and eternal femininity. How did you come up with the idea for the name?
— In 2021, I came to my homeland, Kazakhstan, for the first time. It was a return to the roots that determined my future destiny. Conversations with fellow countrymen, their burning eyes, endless questions about the world of high fashion, perfumery and the art of accessories - all this became the starting point. I realized that Kazakh women deserve a fragrance that will reflect their beauty and inner nobility, a fragrance where nomadic freedom and refined elegance are intertwined. The creation of Kiz Jibek turned into a two-year journey. It was a journey from searching for a unique formula to endless tests, from creating perfect packaging to approving each design line. There could be no compromises here - after all, we were talking about a perfume that should sound like music, understandable without translation.
The Tolegen Paris brand bears my last name - sonorous and easy to remember. And the first fragrance under this name simply had to be called "Kiz Jibek". It is a tribute to the great Kazakh epic of the 17th century, a pearl of world culture, included in the list of intangible heritage of UNESCO. This legendary image of Zhibek is not just a heroine, it is an archetype of female beauty, tenderness and greatness of spirit.
On May 12 of this year, the fragrance was released. Today it is presented on the official website of the brand and in boutiques in France, and is also available for order in 27 European countries. Kazakhstan is still waiting for its arrival, but the creator admits: "I dream that every Kazakhstani woman, no matter where in the world she is, could touch this drop of steppe poetry."

— After the triumphant debut of "Kiz Jibek", are we expecting new masterpieces from Tolegen Paris?
— Of course. "Kiz Jibek" has become our sophisticated manifesto, but this is only the first chapter. Now we are creating a new fragrance inspired by another bright character of Kazakh literature - a fragrance that will intertwine the poetry of the past and the energy of modernity. We plan to present it to the world within two years.
However, the brand's ambitions are not limited to perfumery. We are preparing capsule collections of clothing, exclusive watches and jewelry, in which national motifs will be rethought in the aesthetics of haute couture.
I want to emphasize: "Tolegen Paris" is not just a business project, it is a cultural mission. We create products that speak the language of high fashion, but carry the DNA of the Kazakh soul. My goal is for people in London, Tokyo, Dubai or New York to recognize and fall in love with this cultural code. And in the future, I plan to establish a foundation that will open up new opportunities for young Kazakhs in art, fashion and education.
— What does it mean to you to “contribute to the development of Kazakh culture”?
— It starts with unconditional love for your roots. Kazakhstan is unique. We have our own philosophy of life, character, history that cannot be confused. Our songs and dances keep the breath of centuries. And only by being sincerely proud of this can we broadcast it to the world.
Yes, the phrase “contribute” may sound loud, but in fact it is simple: wherever you are, you carry your culture within you. And if in every project, in every detail you add a piece of the Kazakh soul - be it in design, aroma or gesture - this will already be part of a great heritage.