Nurturing Female Leadership Through Scent

Sasha’s contagious passion for leading retail and shopping innovative experiences has placed her at the forefront of the British Fragrance innovation sector. Her wealth of knowledge, curiosity for constantly evolving consumer landscapes, and her very own sensibility towards scent memories, and scentscapes soon extended to the launching of LORDS FRAGRANCE HOUSE, a British Independent Home Fragrance Brand with a unique vision of capturing breathtaking landscapes in luxury fragrance blends.

We chat with Sasha about her path into the industry, LORDS’ latest launches, and the empowering community of female colleagues.

What sparked the birth of LORDS Fragrance House?

I’ve learned so much from designing scents and innovative ways consumers can experience fragrance in retail environments, at events, and through hospitality, but I’ve always dreamt of doing things my own way. The home scent sector, in particular, is full of beautiful fragrances, but they are often presented in very simplistic ways. Companies that use interesting and impactful vessels and packaging tend to not lean into natural or higher-quality scents. I wanted to bridge this gap by offering premium home fragrance in joyful, vibrant packaging that is also eco-conscious.

Colours, places, scent-scapes and scent memories seem to be at the heart of LORDS’ creative vision. Can you tell us more about how these sensory experiences influence the range and the creative development of the brand?

I’ve been lucky enough to have travelled extensively and have a head full of memories from incredible destinations that I wanted to share, but blogs aren't my thing! After my travels, I was forever smelling ingredients at work that would instantly take me back to places I had visited around the globe. Whether that was oakmoss reminding me of Yellowstone National Park or the smell of tomato vines reminiscent of my time in sunny Positano, combining my love for my job and love of travel is something I feel very fortunate to be able to do. Also, I’m always challenging the ‘norm’ with a personal touch. I’m driven by a desire to offer something different in a sea of the same aesthetics in the luxury scent world. With my bold colourways of pink (which is all me!) and green, which represent the inspiration I get from nature, I have shown that ethical and eco-friendly scents can be stylish and chic.

As a luxury fragrance brand embedded in British fragrance and craftsmanship heritage, can you tell us what role the British Fragrance Industry and its heritage play for your brand?

Our commitment to quality and attention to detail, I feel, reflects the meticulous craftsmanship that characterizes British brands. The British fragrance heritage embodies a sense of timeless elegance and sophistication. Drawing inspiration from this legacy, my LORDS brand strives to create fragrances that exude refinement, luxury, and a point of difference. I wanted to create something that reflected classic style but with a colourful point of difference, with genuinely unique scents.

LORDS range presents scents through various scent experiences – what rituals do you envision in a routine to boost scent well-being with LORDS, and do you have any tips on how to create a bespoke scent routine?

Very interesting question! We have just expanded into bath and body, with the launch of our new hand & body washes and creams- so now you can apply scents to your skin or experience home fragrances via well-being products! I believe that from the start through to the end of the day you should be able to experience scent in different products to suit the mood. Whether you need invigorating, calming or an aroma that offers escapism after a long hard day, you can apply scents to your skin via fragranced well-being products. I personally will never let an evening go by without lighting a candle as nothing is more relaxing to me than taking a moment to breathe in the scent and watch the flame flicker.

With a background in the industry what market frontiers are you excited for the industry to develop, in the next years and what’s next for LORDS Fragrance House?

There is a growing demand for sustainable and eco-friendly products in the fragrance industry and we anticipate continued innovation in ethical sourcing, packaging, and production methods.

All the LORDS home fragrance products are plastic-free, crafted with natural oils and sustainable waxes and are presented in FSC-certified packaging. We offer refill options in every single product and incentive reuse wherever possible. We do retail through regional outlets but our priority at the moment is to secure our first major retailer. Our preferred outlet would be of British heritage so we can ensure reduced airmiles in the distribution of our products.

As we celebrate International Women’s Day could you share your journey as a female founder and creative in the fragrance industry?

One of the challenges I encountered as a female in my role at The Aroma Company, was being the only woman present in the room, facing scepticism and assumptions about my capabilities. However, I refuse to be deterred by obstacles like this, and instead, I use them as fuel to prove myself and demonstrate the value of my vision and expertise. Despite certain challenges, being a woman in the fragrance industry has also been a source of strength and inspiration.

I have been fortunate to connect with other females who share my passion for fragrance, whether they are fellow entrepreneurs, perfumers, or consumers. Together, we have forged a community of support and empowerment, lifting each other and celebrating our passion and achievements. As a creative in the fragrance industry, I have embraced the opportunity to bring my unique perspective and vision to life through scent. I am constantly inspired by the beauty and diversity of the world around me, drawing on travel, nature, art, and culture to create fragrances that resonate with people on a deep and personal level.

On International Women's Day, I am proud to celebrate the contributions of women in the fragrance industry and beyond. I am grateful for the opportunities I have had to pursue my passion and make my mark in this dynamic and ever-evolving field. And I am hopeful for a future where women continue to break barriers, shatter stereotypes, and thrive as leaders and innovators in every aspect of the industry.

How do you foster support and collaboration among fellow female creatives and entrepreneurs in the fragrance industry?

I try and encourage collaboration among female creatives and entrepreneurs by facilitating joint projects or partnerships. Whether it's collaborating on fragrance formulations, product launches, or marketing campaigns, working together can foster creativity and innovation. We’ve worked on 2 candle collaborations recently with fellow female creatives, Colour Emporium, and our Ltd Edition Pengelli Forest in hand-illustrated glass with Piece of the Peach, and the process has been amazing.

The networking hosted by organisations such as the Fragrance Foundation UK and CEW are invaluable. These events provide opportunities for women to connect, share experiences, and feel supported. I work alone for a lot of the week and building a business from scratch has felt lonely at times. But it’s always great when experienced female professionals in the fragrance industry can offer guidance, advice, and support to other aspiring entrepreneurs and creatives. Mentorship can be a powerful tool for fostering personal and professional growth.

As a successful female entrepreneur, what advice would you give to aspiring women looking to break into the fragrance industry or start their own ventures?

It’s always important to remember that when you feel like you can’t do things, or that you don’t know what you’re doing, most people don’t!

There will always be times when even the most experienced people feel out of their depth. My attitude has always been to just power through and ignore the imposter syndrome.

Also, when you’ve had hardships in your personal life you can often draw on this with a ‘what’s the worst that could happen’ attitude. I started LORDS at a time in my life when I was depressed, going through a breakup, COVID had hit and I needed something to feel positive and passionate about.

The ideas had always been there, I just never had the time to actually DO it. So my advice is just to take your shot, and don’t fear the what-ifs.

Finally, we would love to conclude the interview by discovering one of your cherished scent memories.

There are so many I don’t know how to pick! My whole range is essentially centred (scentred if you will) around my scent memories from best-loved destinations around the world, and they all mean so much to me.

I think our Trebarwith Strand fragrance will always be so close to my heart, because the memory comes from having the most amazing family days at the beach, followed by a lavender-filled and the best night’s sleep. It reminds me of memorable holidays spent in a Cornish cottage every time I smell it.

In regards to a product that always captures my youthful, emotional side it would have to be So Kiss Me! Body spray. Not my favourite scent now but it brings back memories of being a young naïve teenager.

It makes me smile and it makes me miss my youth but it reminds me of how lucky I am for my life!