From Garage to Global: How Who Is Elijah Revolutionized Fragrance Marketing

Starting a fragrance brand Who Is Elijah wasn’t on Raquel Bouris’ mind until she went to the Coachella festival in 2017. There, she encountered a fragrance oil that captivated her senses. Captivated, she bought 40 bottles wholesale and turned it into her signature scent.

Building the Who Is Elijah Brand in a ‘Saturated’ Market

Inspiration struck as she received countless compliments on her scent. This sparked the idea for a fragrance brand that matched the complexity of luxury perfumes without the high price. Thus, HIS|HER, a genderless scent, was launched in 2018, leading to a collection of 14 unique scents, including a Coachella-inspired fragrance called Desert Nights.

Building the brand required guerilla marketing tactics that were cost-effective yet impactful. Bouris and her team began by handing out 2ml samples on the streets, a strategy that resonated with customers and was successfully repeated during the launch of Ocean Eyes.

From David Jones to Boots

Bouris' determination led to significant milestones, including a pivotal partnership with David Jones. She used LinkedIn to connect with the fragrance buyer, resulting in a swift collaboration. While forming partnerships has become more challenging, Who Is Elijah is on the brink of global recognition, recently securing a deal with UK beauty department store Boots.

Bouris didn’t let an initial rejection deter her; she flew to London with 500 Discovery Sets and employed her guerilla marketing tactics, capturing attention on social media, which ultimately led to a partnership.

Who Is Elijah’s Journey to $10 Million

A standout moment was the 2024 Black Friday sale, where the brand achieved its first $1 million day. This was a significant leap from just 21 bottles sold during its launch year. With the help of her husband, CEO Adam Bouris, and team member Jasmine Ryan, they prepared meticulously for the holiday season, doubling their customer database since 2023.

Bouris attributes the brand's success to being relentless in their efforts. Without the budgets of larger brands, they focus on building strong partnerships and engaging their online community. Sampling initiatives are a crucial part of their strategy, aiming to introduce their perfumes to thousands of new customers each month.

Looking ahead, Bouris sees the rise of niche founder-led brands in the beauty industry. She notes that Australian brands are gaining traction globally, making their mark overseas.