Raquel Bouris has celebrated her company’s biggest product launch yet
A determined and dedicated mum has achieved an incredible milestone by launching a multi-million dollar perfume empire from her garage, all sparked by her obsession with an enchanting scent discovered at Coachella. This week, she joyfully celebrated her most successful launch to date, showcasing her passion and hard work.
‘Who is Elijah?’ founder Raquel Bouris, aged 28, shared with FEMAIL that her latest fragrance, EAU, which marks the seventh addition to her product line, has broken records for her flourishing, home-grown business.
Hailing from Sydney, the mother of two has been diligently perfecting this fragrance just in time for the summer season, following the remarkable success of her sixth scent, ‘Nightcap,’ which generated an impressive $58,000 during its launch week.
“I often have to pinch myself to believe that our fragrances are embraced by so many people,” she expressed to FEMAIL on Sunday, reflecting her gratitude and disbelief at the overwhelming response.
“With every launch, we see growth, and I’m thrilled to announce that the EAU launch is on track to nearly double the results from the Nightcap launch,” she proudly stated, highlighting the exciting trajectory of her brand.
The sales figures are remarkable, with a bottle of the new perfume flying off the shelves every 40 seconds, which has certainly kept her warehouse team incredibly busy and engaged.
However, Raquel attributes this impressive launch success to strategic planning, revealing that she invests a substantial amount of time and effort into devising effective ways to distribute samples of her fragrances to the public.
The busy mum-of-two said a cheeky sale’s tactic helped secure success with the launch of her seventh ‘summercentric’ fragrance
People were obsessed with ‘EAU’ before it even dropped with thousands ordering it within 24 hours of it becoming available
“Starting about four weeks before the launch, we began including 2ml samples in all online orders, which resulted in thousands of potential customers receiving samples right before the official launch,” she explained, showcasing her innovative marketing strategy.
“The response was incredibly rapid; we received a surge of inquiries at customer service with messages like: ‘Why can’t I find EAU on the website?’, ‘When is EAU launching, I can’t find it on your website or Adore Beauty’s?’, and ‘Can I please order EAU now, I need it!’” she noted, emphasizing the excitement surrounding the launch.
The EAU fragrance has been in development for an impressive 16 months, as Raquel strategically waited for the perfect moment to unveil it to her devoted followers.
“I’m thrilled that EAU is a unique creation; summer is a beloved season for many, and I aimed to encapsulate the essence of an endless summer in this fragrance—imagine notes of coconut milk, fig, and pear when you think of EAU,” she described, painting a vivid picture of her fragrance.
Raquel’s journey into the world of perfumes began after an unforgettable experience at Coachella in 2017. She believes in the importance of gender-neutral fragrances because she has always felt disconnected from scents primarily marketed toward women.
Raquel pictured with her family enjoying some ‘off time’ during the development of the recent overnight success
Her sixth scent ‘Nightcap’ which reminded her of her husband was the last ‘best seller’
Her previous launch, Nightcap, was heralded as an overnight sensation, and it held significant emotional value for Raquel, as the fragrance evokes cherished memories of her husband. This personal connection made the success even more meaningful.
During the launch week of the ‘sexy and moody’ scent, 70 percent of their inventory was sold, a testament to its popularity and resonance with customers.
“My husband and I have shared countless memorable nights out together, and those experiences are what inspired the initial concept for this fragrance,” she reflected, highlighting the personal touch behind her creations.
‘My husband and I have spent a lot of nights out together and they are memories and fun things that we continue to want to relive and remember and this is where the initial inspiration came from,’ she said
The latest is Nightcap – a scent which reminds her of her husband – and has proven to be the company’s biggest ‘overnight’ success, with wholesale buyers coming back for more less than seven days after it hit the shelves
“Adam (my husband) and I naturally enjoy being homebodies, but we also embrace our inner nighthawks and love going out for fun nights,” she shared, shedding light on their personal lives amidst their busy schedules.
Raquel has always been drawn to fragrances with more masculine undertones and found a lack of options in the market that resonated with her preferences.
Her passion took flight when she encountered what she described as “the most amazing scent” on the dancefloor at Coachella in 2017, which ignited her obsession with fragrance creation.
“The person was using a simple fragrance oil from India, and when I returned home, I couldn’t find anything similar locally, so I ended up purchasing 40 bottles wholesale,” she recalled with a laugh, highlighting her determination.
Raquel Bouris, 27, from Cronulla in Sydney’s south-east launched her perfume business in 2018 after she was inspired by a visit to Coachella
It has been a busy four years for Raquel who worked full time for the first two years as she built her business and also started a family – having two children with partner Adam, pictured
After realizing the potential appeal of her creations, Raquel was eager to see if she could transform that captivating scent into a perfume rather than a simple oil.
However, replicating the exact fragrance proved challenging due to its intricate composition.
Undeterred by this hurdle, Raquel collaborated closely with her perfumer to develop a new scent called His/Her, which she fell in love with even though it bore no resemblance to the original aroma that inspired her.
This unique fragrance blends traditional masculine and feminine notes, becoming the flagship scent for ‘Who is Elijah?’.
His/Her was launched in October 2018, and it took three months to sell the initial 150 bottles, demonstrating the slow but steady growth of her brand.
Raquel had faith in her vision and had already invested $20,000 into the venture, fueling her determination to succeed.
“I quickly realized that selling a perfume based solely on a photograph and a small social media presence would be incredibly challenging,” she admitted, reflecting on the early days of her business journey.
Raquel now works full time for herself and sells 3500 bottles of perfume each week
Discover Raquel’s Top Three Essential Tips for Aspiring Entrepreneurs
1 – Don’t wait for perfection: When I started, the only flawless aspect was the scent itself. The aesthetics of the bottle and packaging were far from ideal; I even hand-stamped each box!
2 – Seek help and guidance: It’s valuable to ask for advice, but
Sienna Blake is a licensed aesthetic consultant and beauty writer specializing in cosmetic surgery advancements and non-invasive treatments. With a background in dermatology and over eight years of industry experience, Sienna is passionate about helping people achieve confidence through informed beauty decisions. She holds a Bachelor's degree in Health Sciences and regularly collaborates with top plastic surgeons to stay at the forefront of aesthetic innovations. Outside of her work, Sienna enjoys traveling, skincare research, and practicing Pilates.
