I’ve come upon something interesting in the fragrance world. Now, I’m not the biggest fragrance user myself, but I’ve always appreciated the way scent can tell a story, especially on others. I’ve had the opportunity to make my own blends in Grasse with family, so the idea of fragrance as a personal expression has always been something I’ve connected with.

Enter ēma Fragrance. I’ve known the founders—Maia Neumann, Daniela Devitt, and Dawn Hoenie—for a long time, and it’s exciting to see them take a new approach to the fragrance category. What they’re doing here feels different. It’s a fresh way of thinking about beauty, one that goes beyond just a scent in a bottle. ēma’s focus is on customization, offering fragrances that you can mix and match to reflect your own story, your own style. They’ve made it personal, accessible, and sustainable—all things I can get behind.

What’s more, ēma’s commitment to vegan, alcohol-free formulas and eco-friendly compacts really sets them apart. It’s not just about looking good or smelling good—it’s about a way of thinking that aligns with the times. It feels like something new in beauty, and one that’s definitely worth watching.