Latest news with #WhoIsElijah
Daily Mirror
a day ago
- Entertainment
- Daily Mirror
Scent hack endorsed by perfume pro Jo Malone guaranteed to help you smell unique
Scent layering is a great way to build and add depth to your fragrance - and it's easier than you think. Here's everything you need to know about the technique. Jo Malone CBE spills the beans on everything you need to know about mixing fragrances. Perfume is a deeply personal element of your beauty regime – and it seems fragrance aficionados are no longer content with sticking to one defining scent. You might have spotted influencers on social media showcasing their top picks for scent layering, while perfume brands are curating collections of their most beloved fragrance pairings. As individuals start to customise their scent collections, the old rules are being tossed aside in favour of greater experimentation. But how do you nail the art of fragrance layering without becoming desensitised to the smell? And are there truly no rules? In similar news, 'I switched my perfume to a cheaper alternative - and I've never had so many compliments'. Experts in the field, including Jo Malone CBE, reveal the secrets to successful scent layering, ensuring you captivate rather than overpower. The benefits of layering your scents At its core, scent layering is a straightforward method to enhance and deepen your personal aroma. "To make your fragrance last longer, try layering a scented body crème first, layered with your perfume of choice," advises Jo Malone CBE, the brains behind Jo Loves. "This always has a long-lasting impact." There's also a sentimental aspect to it. For many, combining scents is an artistic expression – akin to putting together an outfit. "It's a way to shift your mood, amplify your presence, or create something completely your own," shares Raquel Bouris, creator of Who Is Elijah, whose high-street scent recently became an internet sensation after Sofia Richie Grainge snapped it up. Tips for perfecting the technique (without going overboard) Starting with a moisturised base is a proven technique for making fragrances last longer. A well-hydrated base provides a surface for the scent to adhere to, enhancing its projection and longevity. "Applying a scented body lotion first, followed by an eau de toilette, will help hold the fragrance for longer," suggests Malone. The location of application also plays a role. MarieAnna Ferdinand, executive vice president of Le Monde Gourmand, recommends applying different fragrances to various pulse points – behind the knees, on the wrists or the neck – to create subtle variations as the scent evolves. "I like to start with the warmer or richer scent first and apply to my pulse points," she shares. "I let it dry down for a moment before applying the next fragrance." Just like with fashion, contrast creates intrigue. Bouris often employs the strategy of allowing one scent to dominate while the other complements, explaining that "when both are fighting for attention, the magic gets lost". This balance – such as pairing smoky with crisp or soft with sharp – often yields the most wearable results. When it comes to pairing fragrance families, citrus and woods make a classic combination, and musks generally blend well with almost everything. If you're unsure where to begin, Malone advises sticking within a single family. "Most people are attracted to either woody, citrus or floral scents, so that's a good starting point. If unsure, I would recommend combining perfumes from the same family so you can be sure the notes will complement each other." There are four distinct fragrance families: Floral, citrus, woody and oriental. Floral scents often work well with citrus, whilst warm, woody scents can easily be enhanced by spicy oriental scents or sweet florals. It's best to avoid layering two heavy or distinctive scents – like oud with gourmand – as they can overpower each other. Instead, consider building from a comforting base like vanilla or sandalwood, adding a lift with something green or citrusy on top. The combinations that always get compliments Malone suggests starting with what you know you love. "Your signature scent should remind you of memories and will always tell a personal story." But for bolder combinations, which the experts deem as fail-safes, rely on the seasons. Ferdinand suggests: "For summer, try layering a salty perfume with Crème Vanille and something floral." While you may reach for for fresh citrus or aquatic notes while it's warm, come autumn, combining rich amber with oud or leathery notes will add warmth and depth. It's important to remember that different fragrances have varying longevity. Some might fade quickly, while others linger longer on the skin. When layering, consider the longevity of each scent. Begin with a durable base fragrance such as oud or vanilla and top it off with a lighter, more transient scent like lavender or jasmine.
The Star
02-08-2025
- Entertainment
- The Star
Layering fragrances is now a popular way to personalise your scent, here's how
Scent is one of the most personal aspects of your beauty routine – and increasingly, fragrance lovers aren't settling for just one signature note. You may have seen social media users sharing their favourite layering scents online, while perfume companies are coming out with edits of their favourite fragrance combinations. As many begin to personalise their fragrance wardrobe, there seems to be fewer rules and more freedom. But how do you master the technique without going nose-blind? And are there really no rules? Industry insiders, including British perfumer Jo Malone, explain how to do scent layering the right way, without overwhelming the room. Why you should layer your scents At its simplest, scent layering is an easy way to build up and add depth to your fragrance. 'To make your fragrance last longer, try layering a scented body creme first, layered with your perfume of choice,' says Jo Malone, founder of the self-named cosmetics company. 'This always has a long-lasting impact.' There's also an emotional side to it. Layering fragrance, for many, is a form of creativity – just like piecing together an outfit. 'It's a way to shift your mood, amplify your presence, or create something completely your own,' says founder of Who Is Elijah, Raquel Bouris, whose high-street fragrance recently went viral after US influencer Sofia Richie Grainge purchased it. Read more: When it comes to perfume or scent, what appeals to the noses of Malaysians? How to get it right (without overdoing it) Starting with moisture is a tried-and-true method to get your scents to stick to something. A well-hydrated base gives scent something to cling to, improving projection and staying power. 'Applying a scented body lotion first, followed by an eau de toilette, will help hold the fragrance for longer,' Malone advises. Placement matters too. Le Monde Gourmand's executive vice president MarieAnna Ferdinand suggests applying different fragrances to different pulse points – behind the knees, on the wrists or the neck – to create subtle shifts as the scent develops. 'I like to start with the warmer or richer scent first and apply to my pulse points,' she says. 'I let it dry down for a moment before applying the next fragrance.' As with clothing, contrast creates interest. One of Bouris's go-to tricks is to 'let one scent lead and the other support', explaining that 'when both are fighting for attention, the magic gets lost'. That balance – such as smokey paired with crisp or soft with sharp – is where the most wearable results tend to lie. How to pair fragrance families Citrus and woods are a timeless pairing, and musks tend to blend well with almost everything. Malone recommends staying within a single family if you're not sure where to start. 'Most people are attracted to either woody, citrus or floral scents, so that's a good starting point. 'If unsure, I would recommend combining perfumes from the same family so you can be sure the notes will complement each other.' There are four distinct fragrance families: Floral, citrus, woody and oriental. Floral scents often work well with citrus, whilst warm, woody scents can easily be enhanced by spicy oriental scents or sweet florals. It's best to avoid layering two heavy or distinctive scents – like oud with gourmand – as they can overpower each other. Instead, consider building from a comforting base like vanilla or sandalwood, adding a lift with something green or citrusy on top. Read more: Shopping for luxury fragrances? Why not ask a teenage boy for advice? The combinations that always get compliments Malone suggests starting with what you know you love. 'Your signature scent should remind you of memories and will always tell a personal story.' But for bolder combinations, which the experts deem as fail-safes, rely on the seasons. Ferdinand suggests: 'For summer, try layering a salty perfume with Creme Vanille and something floral.' While you may reach for for fresh citrus or aquatic notes while it's warm, come autumn, combining rich amber with oud or leathery notes will add warmth and depth. It's important to remember that different fragrances have varying longevity. Some might fade quickly, while others linger longer on the skin. When layering, think about the staying power of each scent. Start with a long-lasting base fragrance like oud or vanilla and top it with a lighter, more fleeting scent like lavender or jasmine. – dpa
Daily Mail
07-07-2025
- Entertainment
- Daily Mail
Aussie influencer unleashes after being axed by popular fragrance brand Who Is Elijah - and then is hit with an ominous warning: 'Tread carefully'
A famous Aussie influencer and popular Sydney-based brand are embroiled in an online feud after a planned collaboration turned sour - with both sides going public with their different version of events. Sarah Stevenson - better known as Sarah's Day - took to Instagram on Saturday to reveal that her much-anticipated collaboration with fragrance company Who Is Elijah had come to an unexpected end. 'Two years ago they reached out to me to make a fragrance with them and, as you know, I have documented the entire process,' she said in the viral clip. 'You guys have come along on the journey and we were all really excited. 'Unfortunately it's no longer happening and I'm sure you're asking why, and honestly we are asking the same question. We don't have the answers for you,' she said. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new showbiz newsletter to stay in the loop. Sarah's fans poured into the comments section to support the mum-of-three, while also questioning what happened behind the scenes and if there was a contract in place. In response, the influencer claimed: 'Unfortunately I just started making content in good faith because I was so committed and excited.... contract is only really useful once the product was launched.' However, the online rant backfired when Who Is Elijah's CEO Adam Bouris hit back, calling Sarah's claims 'absolutely rubbish'. Adam claimed that Who Is Elijah offered for Sarah to continue the fragrance with her own brand, which he claimed she declined. 'I would tread carefully here,' he wrote. In response, Sarah and her husband Kurt Tilse attempted to put out the fire, saying that, although they believed the situation being handled badly, the mumfluencer hadn't 'said a bad thing'. 'Put yourself in my shoes,' Sarah addressed the CEO. She added: 'I've been promoting this and working on it for over 24 months. 'I would have really appreciated a call or even an email to me. Not an email to one of my team members after being ghosted,' she said, adding: 'My own team had to call me and tell me the news.' Her partner Kurt added, 'Sarah hasn't said a single thing bad … She has simply let her community know that it's not going ahead.' Who Is Elijah founder Raquel Bouris then also joined the online conversation surrounding the failed deal to explain her side of the story, branding some of Sarah's claims 'untrue'. 'We ended a contract well within the agreed terms, there was no breach … The idea that two years of work went into this is simply untrue,' she said in an Instagram video posted on Sunday. Raquel went on to say that the project only started in May 2024 and involved a minimal amount of hours that she could count 'on one, maybe two hands'. 'There's no scandal here, no villain. Just a strategic decision for the future of my business, one I fully stand by,' she added. Speaking exclusively to Daily Mail Australia, Raquel said that she had seen a lot of online hate following Sarah's initial video. 'I received a lot of mean messages and negative comments across my socials and Who Is Elijah. 'This is not something we have experienced before,' she said, before adding that it 'hurt her soul'. 'It didn't need to be a scandal, it's sad the other party is fueling a negative story in the comments,' she said. 'I don't have an issue with the video she posted at all - but the comments we have seen from her on the post she did, plus old videos of her in our office to further fuel the negativity is not ok.' 'We are a growing business, and I made the decision to cease the collaboration as a business decision. No hate to Sarah, I wish her all the best.'
News.com.au
07-07-2025
- Entertainment
- News.com.au
Who Is Elijah CEO hits back as ‘feud' with Sarah's Day goes viral
A popular influencer has ignited a public 'feud' with a well-known Aussie brand after claiming a brand deal she was working on for two years was axed – prompting the CEO to clap back. Sarah Stevenson, best known as Sarah's Day online, attracted over 1.2 million views with a video announcing she was no longer working with Who Is Elijah, an Australian fragrance company owned by Raquel Bouris and her husband Adam. In the 1-minute clip, Stevenson tells her 1.2 million followers that her collaboration with the beauty brand was 'no longer happening' after two years of work, explaining she was 'frustrated' as she had no idea why the partnership was binned. But after Stevenson posted the video captioned, 'not the update I anticipated but onto bigger and better thingsï¸�', Ms Bouris said she was inundated with messages from random people online, causing the CEO to respond. is not suggesting Stevenson had any knowledge or involvement with the messages, nor that she encouraged them. 'It's disappointing to see this false narrative about myself and my brand,' she told 'The decision to pause the planned perfume collaboration was not made lightly and certainly not without reason. 'As our brand expands rapidly across international markets, we have had to make some tough strategic choices to protect our global distribution plans and long-term vision. It wasn't a reflection of Sarah or the project itself.' However, Stevenson's video – in which she pleaded with fans to 'wipe it' from their memories and repeatedly stated 'I'm fine, I'm fine,' – had already sparked an onslaught of speculation on social media, with many suggesting Who Is Elijah was making a 'huge mistake'. The avalanche of social media commentary following Stevenson's video led Ms Bouris to post her own public statement in which she addressed what she claimed was a 'false narrative'. 'We ended a contract well within the agreed terms, there was no breach,' she stated. 'The decision to end the collab was sent by me personally to the other party via email … and I left the door open for further discussion but what I received in response was unprofessional.' She went on to explain that if the collaboration had gone ahead, Who Is Elijah would have been 'responsible for everything including fragrance sampling, product manufacturing, logistics, compliance and global registration. In contrast, she said Stevenson's 'involvement stopped at the sampling stage'. She also claimed that any marketing shared by Stevenson on the jilted collaboration was done off her own back, insisting she was not obligated to at that stage of the process. 'What is being said is deeply misleading and is harmful to the brand,' Ms Bouris concluded. 'This was a business decision, we offered for the project to continue under the party's own brand with our full support, but that offer was declined. 'There's no scandal here, no villain. Just a strategic decision for the future of my business, one I fully stand by.' Ms Bouris also claimed the fitness influencer's suggestion she had done 'two years of work' on the now-axed fragrance was 'simply untrue' as the pair only began communicating on the potential project in May 2024. In a statement to Stevenson disagreed with Bouris' characterisation of when the work started. 'One of my main roles and obligations within our contract was to 'organically promote the product' which of course I was excited to do,' the 32-year-old said. 'I was documenting and creating content in good faith that this collaboration would come to fruition and the finished product would be accessible to my audience. 'Our contract allowed either party to terminate on 6 months given notice. Ultimately I did not see this coming after working on this together for such an extended period of time.' With the public battle lines drawn, the videos have gone viral causing some social media users to weigh in on the 'feud' and declare the situation 'salty'. One brand expert explained on TikTok that since launching overseas, Who Is Elijah has become a 'clean, luxe brand that has been able to translate to the celeb spaces'. Whereas in contrast 'Stevenson is a mum influencer from 'straya' and simply is not the brand's target market anymore. Stevenson, who found online fame in the mid 2010s and has been at the centre of several social media controversies over the years, said she now just wants to move on from the ordeal and didn't anticipate the reaction. 'This is a collaboration that obviously wasn't meant to be and that's OK. I truly wish Who is Elijah the best in their future endeavours and I'm excited to be focusing on upcoming projects of my own,' she told Stevenson also stressed her initial video announcing the cancelled collaboration was 'was in no way malicious'. Ms Bouris launched her 'luxury' perfume brand in 2018 after recreating a scent she uncovered while attending Coachella festival the year before. Fast-forward seven years and the genderless fragrance company now has 15 different scents and is reportedly worth a cool $20 million.
Herald Sun
17-06-2025
- Business
- Herald Sun
‘You've got to learn': Young Aussie reveals how a simple idea turned into a multi-million dollar business
Raquel Bouris has built up a multimillion-dollar perfume empire, but even she still makes mistakes that can cost her six figures. Ms Bouris, 31, is the founder of Who Is Elijah, a genderless fragrance brand that describes itself as 'bold, timeless and unapologetic' and has been widely successful since its launch in 2018. Well, almost since launch. When Ms Bouris originally launched the brand on Shopify, she made 'zero sales,' which ended up being both the making of her and the business. 'It was one of those garage to global stories,' she told MORE: Australia's fastest growing salaries Who Is Elijah came to be after Ms Bouris attended the Coachella music festival back in 2017 and met a woman who she said smelled amazing. It was so good that even after she returned to Australia, she couldn't stop thinking about the other woman's perfume. It prompted her to track down the smell, which the fellow Coachella-goer said was from India, and once she started wearing it back in Sydney, she began getting constant compliments. 'I had over 100 people asking me what the fragrance was,' she said. MORE: A guide to the average salary in Australia The compliments she received on the fragrance made her realise how much Aussies craved a good scent. The 31-year-old found an Aussie perfume partner to work with and then launched her fragrance on Shopify – to zero sales. If anything, the failure motivated her because she knew the product was good, so she started hitting the pavement. 'I just started walking into stores and introducing myself and nine out of ten times they'd start stocking the fragrances and I very quickly built up stockists,' she said. Two years later, she quit her full-time job, and at that point the Who is Elijah brand was being stocked in over 50 stores. 'I was making $20,000 a month in revenue,' she said. Ms Bouris said when quit her job she is 'embarrassed to say' she didn't fully understand the business yet. She didn't even know the difference between profit and revenue, but she did see that her perfume business was bringing in money. 'No one was teaching me what profit and loss was. I quit right after I got into David Jones, and then around that time, I got a bookkeeper and accountant,' she said. From there, the business just boomed, from making $1 million a year to $10 million a year, and last year, it made $20 million in revenue. It's the kind of crazy success people only dream about but Ms Bouris said it comes with making so many mistakes. For instance, this year, they've focused on scaling back rather than growth. They went from being stocked with over 600 stores to only 100. The business founder said she wants to focus on getting the 'structure right' and that being stocked in fewer stores hasn't impacted revenue. Perhaps what separates Ms Bouris from her peers is that she's prepared to acknowledge a mistake and rectify it rather than keep going down the same path to avoid admitting she was wrong. She's also recently regretted 'paying ridiculous, like six-figure amounts of money' to people to do something that she should have just done herself. She wants to be open about that though, because in her opinion growing a business doesn't involve getting everything right. 'When I first started and I'd listen to other founders and I'd look up to them so much and I thought they were amazing, and then I got to know these people, and they'd come to me for advice,' she said. 'I'm very honest with our journey, and it has stuck with me that people in business don't like to admit that it is hard and they've made mistakes.' Ms Bouris said she feels like the last six years of business have ultimately been about learning 'lesson after lesson' but that is part of it. 'I started this when I was 23, I knew nothing about owning my own company. You've got to learn and there's a lot to learn.' Originally published as 'You've got to learn': Young Aussie reveals how a simple idea turned into a multi-million dollar business
