The fragrance business is more than just scents; it’s about creating something personal, memorable, and deeply connected to your audience. If you’ve ever wondered how to start a perfume business, you’re not alone. The perfume industry is a multi-billion-dollar market, offering both incredible opportunities and unique challenges. But here’s the thing: with the right approach, anyone can carve out their own place in this competitive space.
Rael and Adam, the founders of “Who is Elijah,” are living proof of this. Their journey from a chance encounter at Coachella to building a successful fragrance brand is inspiring. They didn’t start with a massive budget or a team of experts. Instead, they relied on passion, resilience, and the willingness to learn from every setback. From finding the right fragrance supplier to mastering the art of online marketing, their story offers valuable lessons for anyone looking to enter the fragrance business.
Starting a perfume business may seem intimidating, but it’s all about taking that first step. By focusing on what makes your brand unique and learning from others who’ve walked the path, you can create a brand that stands out. In this article, we’ll explore how Adam and Rael turned their vision into reality, and share the key lessons they learned along the way. Ready to start your fragrance business? Let’s dive in!
Table of Contents
How Rael and Adam Built a Fragrance Empire from Scratch
The Unexpected Spark of Inspiration
Adam and Rael’s journey into the fragrance business began unexpectedly at the Coachella music festival. While there, she was struck by the unique scent worn by a friend from Queensland. This scent, an oil-based perfume from India, intrigued Rael, who received numerous compliments on it. The positive reactions sparked an idea that would eventually become a full-fledged perfume brand. Rael was motivated to create her own fragrance, and thus the journey to launching “Who is Elijah” began.
Turning Passion into Action
Rael didn’t venture into this new endeavor alone. She initially partnered with Matt, a friend who had also attended Coachella with her, to bring the fragrance to life. The duo found a perfumer in Sydney, and after a year of refining their product, they launched their first perfume in October 2018. However, their partnership took an unexpected turn when Matt decided to leave the business early on. Without Matt, Rael took full control of the brand and eventually renamed it to “Who is Elijah,” a name that better captured her vision for the fragrance line.
From Hand-Made Production to Wholesale Strategy
In the beginning, Rael and Adam took a hands-on approach to production. They set up a small operation in their Cronulla apartment, where they hand-filled perfume bottles using syringes and sauce bottles. They sourced bottles from an Italian retailer and purchased additional components like sprays, lids, and labels. This early stage was a testament to their resourcefulness and commitment to their brand.
Adam, who had been running his own kitchen design company at the time, supported Rael during the early stages of her new Fragrance business While Adam wasn’t officially involved in the business until later, he was an integral part of the operations, helping with tasks such as fixing the perfume bottle crimping machine. It wasn’t until Rael went full-time with the brand two years later that Adam officially joined her in the business.
Rael soon focused on wholesale as a primary sales strategy, believing that customers wouldn’t buy perfume online without smelling it first. Within 60 days of launching, they made their first sale and secured their first boutique store. Rael personally visited various stores in Sydney, pitching their product, and many agreed to stock it. By the time Rael left her full-time job two years later, “Who is Elijah” was carried in approximately 100 stores and generated $40,000 per month in wholesale revenue. This initial phase was filled with challenges, but Rael and Adam’s determination and adaptability laid the foundation for the brand’s growth.
Starting a perfume business, like the journey of Rael and Adam requires a mix of inspiration, determination, and the willingness to adapt. Their story showcases how the idea for a fragrance brand can emerge from unexpected places, like a Coachella festival, and evolve into a successful business. For aspiring entrepreneurs, it highlights that the key to how to start a perfume business is not just about having a unique product but also about being resourceful, forming the right partnerships, and staying resilient through challenges.
Overcoming Challenges: How Resilience Helped Them Triumph
In the early days of their perfume business, Rael and Adam faced a major setback when they realized that their fragrance supplier wasn’t what they appeared to be. They had partnered with a perfumer in Sydney who seemed credible, but after several years, they discovered he was simply a middleman inflating prices and hiding the true source of their fragrances. This was a tough pill to swallow, especially since it meant they were not only losing control of their supply chain but also paying far more than they needed to for their product.
Learning from Mistakes: How They Turned Setbacks into Success
Persistence was key. After numerous attempts to get to the bottom of their supplier’s practices, an individual reached out to them with the truth. Rael had always trusted her instincts, but for a while, she had dismissed her suspicions. However, by staying alert and doing the necessary digging, they uncovered the deception. Their next step? Networking. Though they had turned down offers from other suppliers, the right opportunity eventually came along. They connected with Brad, a trusted perfumer who would become their long-term partner.
This challenge is a perfect example of how to start a perfume business: Lessons from a Success Story. For those in the fragrance business, it’s a reminder that the journey isn’t always smooth, but staying persistent and trusting your instincts can lead to valuable breakthroughs.
Marketing Mastery: How to Stand Out in a Crowded Market
Starting a perfume business is no easy feat, but Rael and Adam found creative ways to navigate the competitive fragrance business. Their approach to marketing and advertising in the early days of “Who is Elijah“ was a mix of strategy, persistence, and learning from experience.
Focusing on Wholesale and Organic Growth
In the beginning, Rael and Adam knew that customers wouldn’t buy perfume online without smelling it first. So, they focused heavily on wholesale, personally visiting boutique stores in Sydney to pitch their product. Within two years, they secured placements in around 100 stores. Alongside this, they used social media, particularly Instagram, to create organic growth. They carefully built their presence, gradually learning how to leverage the platform without investing in paid advertising.
Pivoting to Direct-to-Consumer and Embracing Influencer Marketing
When COVID-19 caused the closure of physical stores, their wholesale revenue vanished overnight, forcing them to pivot quickly. Rael and Adam embraced the direct-to-consumer (D2C) model, using influencer marketing and collaborations to boost online sales. They also launched the Discovery Set, a collection of sample fragrances that allowed customers to experience the scents before committing to a full bottle. Though this strategy helped grow brand awareness, they quickly realized the cost of fulfillment and distribution was eroding their profits.
Mastering Paid Advertising and Building a Personal Brand
Rael and Adam didn’t stop at organic growth. Initially, they outsourced their paid advertising to agencies but struggled with high costs and unsatisfactory results. Adam took charge of their Facebook ads, dedicating time to learning the platform’s intricacies. This hands-on approach quickly paid off, with more effective campaigns that increased sales. Rael, too, built her brand, sharing authentic behind-the-scenes content, connecting with customers, and showcasing the brand’s human side. This mix of personal storytelling and professional marketing helped establish a loyal customer base.
Rael and Adam’s journey in the fragrance business underscores the importance of adaptability and continuous learning. They showed that, in the perfume business, success requires a combination of strategic marketing, authentic connections, and the willingness to evolve with changing circumstances.
Managing Growth and Ensuring Profitability
When navigating the perfume business, managing growth while maintaining profitability is key to long-term success. Rael and Adam’s journey with “Who is Elijah” provides a blueprint for those looking to break into this competitive industry. While it may seem daunting to scale a fragrance business, understanding how to start a perfume business that will grow strategically and keep costs in check is crucial.
Strategic Scaling: Avoiding the Pitfalls of Rapid Expansion
The founders learned early on that growing too quickly could jeopardize profitability. Initially, wholesale was their main avenue for revenue, allowing them to build a solid foundation. However as their brand expanded, they quickly realized that controlling costs and adapting their business model was essential to staying sustainable. The pandemic forced them to rethink their strategy and pivot toward a direct-to-consumer (D2C) model, a decision that helped maintain steady income during times of uncertainty.
Diversifying Revenue Streams for Sustainable Success
Another key lesson from their success story is the importance of diversifying revenue streams. While wholesale was a strong starting point, Rael and Adam understood that relying too heavily on one channel could limit their growth. By experimenting with influencer marketing and offering Discovery Sets—samples of their perfumes—they were able to introduce their products to a wider audience and drive online sales. These efforts contributed to sustaining profitability, even when physical stores were closed during lockdowns.
Ultimately, managing growth in the fragrance business requires a balance between strategic expansion and cost control. By staying adaptable, continuously refining marketing strategies, and embracing new sales channels, Rael and Adam created a model that not only fueled growth but ensured their business remained profitable. For anyone asking how to start a perfume business, their journey proves that a mindful approach to scaling can lead to lasting success.
Key Advice for Aspiring Fragrance Entrepreneurs
Rael and Adam’s journey provides essential lessons for those looking to break into the perfume industry:
- Prioritize Product Quality: The heart of any successful brand is a product that stands out. Dedicate time to sourcing premium ingredients and crafting unique fragrances that truly connect with your target audience.
- Commit to Continuous Learning: The business world is always changing. Stay open to new ideas, experiment with different tactics, and invest in your own growth both personally and professionally.
- Develop a Strong D2C Foundation: While wholesale can provide early momentum, building a robust direct-to-consumer (D2C) model is key to sustainable growth. Focus on growing your online presence, creating compelling content, and nurturing customer relationships.
- Take Control of Your Advertising: Mastering online marketing and handling your advertising budget internally allows you to fine-tune campaigns and maximize your return on investment.
- View Challenges as Opportunities: Obstacles are a natural part of any entrepreneurial journey. Treat setbacks as chances to learn, refine your strategies, and come out stronger.
- Seek Mentorship and Guidance: Building connections with experienced individuals can provide invaluable insights and advice that help you avoid common pitfalls and accelerate your growth.
Final Thoughts
Starting a perfume business may seem like a daunting challenge, but Rael and Adam’s journey proves that with passion, resilience, and a willingness to adapt, anyone can succeed. Their story highlights that success in this industry is not just about crafting a beautiful fragrance, but about building a brand that resonates with people on a personal level. By embracing challenges, staying true to their vision, and continuously learning and evolving, Rael and Adam transformed their initial idea into a thriving business.
For aspiring entrepreneurs, their experience offers a roadmap to success—reminding us that every setback is an opportunity to learn, grow, and ultimately thrive in an ever-changing market. So, if you’re considering starting your own perfume business, remember: with the right mindset and strategy, you can turn your passion into a lasting success.
If you’re fascinated by unique business ideas, check out The Cool Business of Ice Cream Bikes: Tips for Success, where I share how to turn a fun concept into a thriving venture.
You might also enjoy Street Sweeper Success: Brandon’s $1M Business Journey, which reveals how one entrepreneur turned an everyday service into a million-dollar business.