Key Takeaways

• Who Is Elijah, founded by Raquel Bouris, launches in the U.S. at Revolve, aligning with festival culture.
• The brand experienced rapid growth, achieving $13 million in sales last year, primarily in Australia.
• Future plans include expanding into body mists and seeking U.S. funding to enhance brand awareness and recognition.

Brand Origins and Expansion

Who Is Elijah, an Australian fragrance brand, was inspired by founder Raquel Bouris’ love for a fragrance oil discovered at Coachella. Fast forward seven years, and the brand is now making its U.S. retail debut at Revolve, a retail company synonymous with festival culture. Bouris expressed her excitement over the collaboration, noting it was a long-time aspiration.

The brand is launching eight of its best-selling fragrances at Revolve, including favorites like Nomad and Electric Soul. With retail pricing set at $169 for 100-ml. bottles and $45 for travel sizes, Who Is Elijah aims to complement customers’ weekend outfits with the perfect scent. The brand recently reported significant annual revenue growth, with sales hitting about $13 million AUD last year.

Market Dynamics and Strategy

Entering the U.S. market, Who Is Elijah faces a unique landscape in the fragrance industry, which is currently the fastest growing category in beauty but showing signs of slowing momentum. Notable brands like YSL, Chanel, and others dominate the fragrance market across major retailers such as Sephora and Ulta Beauty. Bouris aims to build brand awareness in the U.S. strategically, limiting new retailer engagements for the next 12 to 18 months.

Currently, roughly 75% of Who Is Elijah’s sales are generated in Australia, with only about 10% coming from the U.S. and U.K. The brand has also launched in Sephora in the U.K. Bouris acknowledges that not every retail partnership has been successful, citing misalignments as the reason for pulling out of certain retailers.

To enhance its U.S. presence, Who Is Elijah has collaborated with Infinitive Creative Agency and hired Brittany Austin, a former Apple and Puma marketing manager, as head of brand marketing. This role includes developing an ambassador program to spread the brand’s message more effectively.

Innovative Marketing and Future Plans

Who Is Elijah employs creative marketing strategies, such as IRL guerrilla campaigns, where they distribute samples in high-traffic areas. A notable campaign involved an AI-generated video that garnered significant attention and followers on social media. The brand also captured attention when influencer Sofia Richie Grainge purchased one of its fragrances, prompting Bouris to deliver it personally.

Moving forward, Bouris aims to transition from behind-the-scenes content on social media to more expansive marketing campaigns. A recent campaign, “Find Your Selves,” celebrates individuality by showcasing how fragrances can express different aspects of a person’s identity.

Looking ahead, Who Is Elijah is exploring fundraising opportunities with U.S. investors, hoping to secure funding by mid-next year to solidify its place in the U.S. market. The brand plans to expand into body mists, with a new scent slated for release in February. “We’re building a lifestyle fragrance house” says Bouris, emphasizing the mission to empower individuality through their products.

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