The young mum behind a genderless perfume empire worth $20 million has launched her once-a-year “most-loved” sale on her best-selling perfumes — where you can get 100mL of her scents for the price of 50mL.
In 2017, Raquel, who is now 29, was at Coachella Music Festival in the US when she bumped into someone wearing a cheap fragrance oil and fell in love with the smell.
By the time she got back to Australia, she knew she firstly wanted to get her hands on it — and secondly, she wanted to recreate it.
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“I took a photo of the fragrance bottle at Coachella and when I got back to Sydney, I bought 40 bottles as the only way to buy it was wholesale,” Raquel told Best Picks.
“Once I started wearing it, I often had people come up to me and ask what fragrance I was wearing. I wasn’t the only one who loved it.”
This sparked an idea for Raquel: What if she could create her own fragrance?
Six years later, Raquel’s genderless perfume brand Who Is Elijah is worth $20 million.
It’s the best-selling fragrance brand on THE ICONIC and she sells a bottle of her top perfume, NOMAD, every two minutes.
For Valentine’s Day, shoppers can get their hands on 100mL of perfume for the price of 50mL.
The sale runs between February 14 and February 16, and no code is required for the deal.
My top pick from the sale is on the NOMAD bottle, which currently costs just $135 instead of $279 for a 100mL bottle.
I also love the genderless HIS/HER bottle, which also costs just $135 instead of $279 for 100mL.
Speaking previously to Best Picks, Raquel shared how she came up with her business.
“I developed His/Her perfume with a perfumier over a four-month period and there was a lot of trial and error,” she said.
“There was a lot of sampling, and in the midst of the perfume creation, I started to build an Instagram page and brand voice.
“It was all very new to me as I had zero experience in marketing.
“But once I launched the website and we had the first product to sell, I started approaching retail stores and quickly secured 20 stores around Australia.”
Raquel says she remembers to this day her “first online sale”.
“It was a 10mL bottle of His/Her and I packed it within seconds!” she said.
It took a while to get Who Is Elijah off the ground.
And she says she remembers that it took several months to sell the first 150 bottles and a couple of years until online sales “became steady sales”.
But now, Who Is Elijah is wildly popular, selling a bottle “every two minutes” in Australia.
The most popular perfume is NOMAD.
“It’s such a beautiful fragrance, complex but versatile. Customers are wearing it from the morning to the night,” Raquel said.
For more information and to shop Who Is Elijah’s sale, head to the website.
