Small businesses in the personalized perfume industry are offering a hands-on approach to fragrance, enabling customers to create their own signature scents that reflect their unique personalities. Whether it's a custom blend for a special occasion, like a wedding, or a signature scent for everyday wear, these businesses are finding their niche in the $60 billion fragrance industry, forecast by Statista to grow to $73 billion by 2030, and setting themselves apart by personalizing the emotional connection between consumers and their chosen fragrance.
The Fragrance Boutique
Locally owned since 1999, The Fragrance Boutique was purchased by retired History and Economics Teacher James Conti in 2019. Tucked away in Laguna Beach, California, this perfume shop specializes in crafting signature scents and largely draws inspiration from coastal living.
Conti has placed more of an emphasis on custom fragrance as demand has grown in recent years. Believers in the strong connection between scent and memory, The Fragrance Boutique offers one-on-one consultations for patrons interested in creating their own unique fragrance. “There are certain people … that [the] combination of their presence and how they smell leaves a lasting impression,” Conti said. Customers can attend guided sessions with expert staff members to explore different notes and create their personal blend. Each recipe is kept on file for refills or adjustments.
In addition to bespoke fragrances, the small business also concocts original scents as well as perfumes and colognes modeled after popular name brand fragrances.
Olfactory NYC
Olfactory NYC has partnered with master perfumers who’ve created some of the most iconic fragrances on the market to establish their lineup of base scents that can be purchased as is or blended together to create a more unique profile.
Growing up, Founder JJ Vittoria had family in the fragrance industry and was exposed to the lab process behind commercial perfumery. These connections allowed him to meet experts in the field and sample their demos. He felt there was a way to lend their mixtures to a creative and fun idea. In 2017, he opened the doors to the first Olfactory NYC studio in Nolita, where high-quality essences can be played with to produce something more individualized.
Committed to personalization, there are multiple studios spanning New York, Washington, D.C., Boston, and Miami, where customers can mix and match base scents to find their best fit, package it, and name it. For those who can’t make it in person, the small business also offers at-home kits with three simple steps to follow. Olfactory NYC has nine core fragrances and allows two scents to be mixed together.
There are certain people … that [the] combination of their presence and how they smell leaves a lasting impression.
James Conti, Owner of The Fragrance Boutique
Aroma Workshop
Opened in 1993 by Tedd Neenan and his wife Liz, Aroma Workshop was recently taken over by staff member Marija Lazarevic. Still in its original location in Lincoln Park, Chicago, this perfumery is dedicated to providing a holistic approach, offering essential oils and skincare in addition to sprays.
With some 50 scents to choose from, Aroma Workshop invites people to meet with their expert perfumers to experience the art of fragrance creation by identifying their signature scent. These sessions can be one-on-ones or group gatherings. The small business even offers this service out of store, going to the customer for special events.
In its tenure, Aroma Workshop has trained over 50 perfumers, helped create over 27,000 signature scents for individuals, and developed therapeutic essential oil blends for medical practitioners and spas. Upholding its reputation as a wellness brand, Lazarevic plans to incorporate yoga and meditation classes after hours to pair with the shop’s aromatherapy blends.
Expressive Aromas
Before Expressive Aromas, Founder Bharvi Soni worked in the pharmaceutical and supplement manufacturing industry. With a chemistry degree and robust knowledge of ingredient regulations, Soni not only aims to ensure the perfumes and colognes smell incredible but that everything adheres to purity and safety standards.
Expressive Aromas has over 100 single notes to smell and experiment with to create custom body mists, soaps, room sprays, lotions, candles, and more. Each workshop lasts about two hours and offers hands-on blending with professional guidance, and attendees are encouraged to bring drinks and snacks of their choice.
This small business is located in McKinney, Texas, but those unable to make it to the physical shop can take the online Signature Scent Personality Quiz or take it a step further and purchase a scent kit to tinker with at home.
Wit & West Perfumes
Whitney “Wit” Swales found herself drifting from her corporate marketing career and wanting to make her own mark on the world. A lifelong collector of bespoke, rare, and luxury perfumes, she’s always had an affinity for fragrance. After realizing she didn’t need a chemistry degree to be an independent perfumer, Swales earned a degree in finance and studied perfumery under masters like Mandy Aftel.
Continuing her education through apprenticeships and classes at the Grasse Institute of Perfumery, Swales launched Wit & West Perfumes with her husband Rob “West” Westendorf in 2021. This all-natural botanical perfumery's fragrances are handcrafted in small batches and are infused with ingredients from trusted suppliers and the couples’ garden. Everything is designed, formulated, and bottled in Littleton, Colorado.
This independent perfumery has about 17 perfumes and colognes to choose from, but for those new to natural perfume or hesitant to commit to a full bottle, Wit & West offers a variety of sample packs. The small business also has a bespoke perfume experience option for consumers interested in creating a signature scent with Swales at the wheel. This is a three-phase process with edits to the formulation based on customer feedback.
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