Saima is a Toronto-based beauty, fragrance and photography creator with an audience of more than 19,000 built one carefully composed frame at a time. She describes herself as a visual storyteller, and the work earns the phrase: she shoots her own imagery, styles her own sets and has developed a recognisable aesthetic that brands ask for by name.

Fragrance is notoriously hard to sell in pictures, which makes her particular skill of rendering a scent legible through light, texture and mood genuinely uncommon. Behind the blog at thefairytalesblog.com is a creator who treats every post as a piece of photography first.