We are artists above all. We are perfume designer owned in an industry dominated by “brands." The art of perfumery is equal to music, painting, literature, and other art forms. But we don’t often hear from perfumers who are hidden behind brand-first “perfume houses.” If we, as an industry, truly want to shed light on the art of fragrance, we need to have perfumers talk about their creations; this doesn’t happen when the name/brand comes before the artistic creation.
Founders: David and Kavi Moltz
Founded: July 2008
Leadership:
2023 Full Year Expected Revenue Range: $10 to $20MM
Categories: Fragrance, Body Care
Distribution Channels: Department Store
Funding Rounds: Private Equity
Notable Investors: Monogram Capital
Notable Advisors: Jerry Vittoria (Firmenich)
What are some of your key business initiatives for 2023?
Relaunch of sustainable body and hand care. Key collaborations with The Carlyle Hotel, Todd Snyder, Liberty London, Armando Cabral, and Mecca. Expansion of limited reserve perfumes. Distribution expansion. Television pilot.
What are you most proud of having accomplished?
Maintaining our vision without compromise as we have scaled.
What has been the biggest surprise since the brand was founded?
How receptive people are to perfume with real meaning. We started as a labor of love/deep interest in aromatic materials. We soon realized we could use these materials like a painter uses paints, a poet uses words. If anything, we are showing the potential perfume has to tackle giant narratives and ideas like other art forms.
What aspect of your brand DNA fuels your competitive advantage?
To have the perfumer and designer at the helm means we are a brand that has a clear line from the artist to the consumer. Authenticity like this is felt by all who come across our brand. You cannot create that in a boardroom. Even though it might not sound like it from some of the above statements, we don’t take ourselves too seriously. Our brand is infused with joy and fun which resonates with the consumer.
Please share your insight on the future of the beauty industry.
For fragrance, the sky is the limit. More and more people are understanding the power of perfume to express ideas and literally meld with them. We will see more interest in the art form and product—something like the interest in the food/restaurant culture (but perhaps not as big!).
What is the best piece of advice you’ve been given?
Be patient, be humble.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Throw yourself into it. If you wait till everything is perfect, you’ll never be ready. Find partners who fill in your voids. Be collaborative and open-minded. No one listens to Mick Jagger’s solo records—it’s about the magic of the band.
If you could change one thing in the beauty industry what would it be?
I honestly don’t feel like it’s my place to change what others are doing. I’m into changing things by the way we do things with a foundation in joy, spirit, art, and wit. I think we need to talk about perfume’s magic abilities more. I think we need to be real—not do and say things we don’t believe for marketing’s sake.
