I am a London based senior perfumer and author dedicated to helping fragrance founders and established brands uncover the identity they’ve lost , or never fully claimed.
Most fragrance brands don’t fail because the formula is wrong. They fail because they’ve lost their positioning, and no amount of reformulating brings it back.
I call this Begin With Who because identity isn’t invented. It’s uncovered.
As a published author, I don’t just create fragrances I write the strategy behind successful perfume houses.
My book and written industry analysis serve as the framework for building a fragrance brand grounded in identity first, formula second.
How BEGIN WITH WHO WORKS
Uncover Identity First
Before we touch formula, I help you uncover the identity that’s already yours through Begin With Who instead of manufacturing one from trend or borrowed language.
Formulate With Purpose
Once identity is clear, I create fragrance that expresses it — not fragrance in search of a story to justify it.
Reclaim Lost Positioning
For established brands that have drifted from what made them distinct, I help you find your way back not reinvent from scratch.
Work With the Method Directly
Through the book, the Virtual Strategy Day, and the In-Person Intensive, you get direct access to the same process behind Hyatt Regency, Philip Morris International, and Carlsberg.
