How This Aussie Founder Built A Cult Fragrance Line IT-Girls (And Sofia Richie) Can’t Stop Wearing
Francesca is the Beauty Editor at Adore Beauty. With a background in glossy mags and bylines in publications like Marie Claire, ELLE and BODY+SOUL, Francesca has turned her love of beauty into a career. Whether she's decoding buzzy ingredients or road testing lip glosses (so. many. glosses.), her approach to beauty is equal parts glamour and highly-considered.
Fragrance may be one of beauty’s most traditional categories, but Aussie brand Who Is Elijah is rewriting the rules.
What began as founder Raquel Bouris’ obsession with a mystery scent [discovered at Coachella] has since evolved into a cult fragrance label known for its genderless identity, persona-driven scents and cool-girl aesthetic.
Who Is Elijah is proof that minimalist, confident fragrance doesn’t need to follow anyone else’s formula.
In this interview, Raquel opens up about the fragrance that sparked it all, the unapologetically Aussie ethos behind her brand and what happened when Sofia Richie Grainge (yes, that Sofia) placed an order.
Q. Can you tell us about the inception of Who Is Elijah?
Raquel Boris: "I went to Coachella in 2017 with a group of friends, and it was there that I was introduced to a fragrance oil. I was 23 at the time, I wasn't obsessed with fragrance but I became obsessed with this one fragrance oil. So much so, I took a photo of it and when I got home to Sydney I tracked it down and was able to buy it in bulk from a distributor. I think I bought like 40 bottles of it. I started wearing it around Bondi Beach - bars, restaurants, everywhere - and I had people chasing me down the street and approaching me to ask what fragrance I was wearing.
One rosé induced idea later, and I decided to start, it wasn't even start a fragrance brand. It was to make a fragrance. And I found a perfumer in Sydney, and we started working together. We didn't make anything that smelled like that fragrance oil - it was a very unique scent. But we made what is now HIS | HER, and I launched Who Is Elijah in October 2018."
Q: You built a genderless line at a time when gendered fragrance rules were still dominant. Was this a conscious decision from the beginning?
RB: "Honestly, it wasn't really intentional. I always found myself reaching for a boyfriend's fragrance. I love that more masculine scent.
When we created Who Is Elijah - I don't know whether that particular scent we started with was a female or male fragrance. Instead I wanted it to be his and hers - it's for everyone. So it was unintentional but coincidentally a really good idea."
Q. Who Is Elijah is now one of Australia’s fastest-growing indie fragrance houses. Looking back, what were the biggest lessons from those early days?
RB: Don't take no for an answer. I've always said (excuse my language) why the f** not me? That’s been my mantra since day one, and it’s something I still say to my team whenever I come up with a crazy idea. Anything is possible.
When I first started, so many people told me, “Who’s going to buy your fragrance?” or “There are already so many fragrance brands out there.” But my response was always: There’s no one like Who Is Elijah.
We didn’t reinvent the wheel with scent, but we created a brand that feels totally different from the traditional, heritage fragrance houses. And that difference is what sets us apart.
Q: Earlier this year, model Sofia Richie Grainge had placed an order. Can you tell us a little bit about that moment and what a Sofia Richie Grainge endorsement means for a brand?
RB: "I got woken up by my husband. It was a Saturday morning, I was now living back in Australia.
I didn't believe my eyes, she had commented 'ordered' [referring to a Who Is Elijah Nomad fragrance].
I logged onto the US Shopify site - and there was indeed an order from a Sofia Richie Grainge and an address that what I assumed was her home address, which it was in the end.
I just looked at my husband and (doing the most Raquel thing possible) I said, 'I'm going to get on a plane now and fly to LA and hand deliver it' and he said, 'Absolutely'.
Long story short, I ended up having dinner with her at her house. And now we're working with her. Truly a dream come true.
We didn't see a big influx of orders or anything like that [straight away] but it had a great effect on me personally. It solidified for me, that these crazy ideas that I have are worth it and to keep going."
Q: You touched on heritage fragrance brands earlier, what is Who Is Elijah doing differently?
RB: "We're not creating memories in a bottle, we're creating personas. We want our fragrances to give people confidence.
Wall Street, for example, is all about boss energy. It's the scent you wear when you're stepping into your power - whether you're the CEO or walking into the CEO's office to ask for his job.
Each fragrance is designed to match a different moment, a different version of you. It’s about choosing your character for the day, and we’re not really seeing anyone else doing that in fragrance right now."
Q: Can you talk us through your best-sellers and what 'personas' they may represent?
RB: "Nomad is still our best-seller. It’s that effortless, quiet-luxury kind of fragrance. I wear it everywhere. From charity events and formal balls to laid-back Sundays in my most minimal, elevated outfits. It’s incredibly versatile.
I refer to Electric Soul as the “Charli XCX” fragrance - it’s your ultimate party-girl scent. You wear it to the club, no question.
Then there's Rebel Rose, which is sultry, sexy, and romantic, the kind of scent you’d wear on a first date or when you're leaning into that softer side of yourself.
Wall Street is your power move. It’s what you wear to the office to dominate, and then to date night because it's equal parts sexy and sophisticated.
And Morning After? That’s your soft, cozy Sunday scent; perfect for a slow start and fresh skin.
Q: What are some of the most popular fragrance layering combinations?
RB: "We love to layer. There are no hard rules at Who Is Elijah- but some combinations have become fan (and founder) favourites. I personally love Nomad with Electric Soul, and Wall Street with Rebel Rose. Haze and Wall Street is another amazing pairing. Recently, I discovered Chemical Addiction layered with Ocean Eyes, and it might just be my favourite combo yet.
Nomad and Wall Street together are also beautiful. And Cherry Haze - that’s Cherry Fiesta and Haze - is another go-to. Honestly, a lot of our layering inspiration comes from our community. People share combos we haven’t even tried ourselves, and that’s the fun of it. There are no rules, just play.
Q: Are there any kinds of notes that you tend to gravitate towards yourself?
RB: "I always love sandalwood, and I think that's very evident in all of the Who Is Elijah fragrances. I do love pink pepper too - that's in our Electric Soul fragrance. That's probably my obsession at the moment.
We've recently launched in the Middle East, and I'm starting to really explore different fragrance notes. I'm excited to see that sort of trickle through to our new fragrances that we're going to launch next year."
Q: Do you have any tips for fragrance application and how to make a scent last longer?
A: "I’ll be honest, I'm a heavy sprayer. I apply fragrance to my hair and I’ll spray my jackets generously. I love pulling out a coat I haven’t worn in weeks and still being able to smell the scent.
There aren’t really any strict rules, but skin chemistry definitely plays a role in how a scent wears on you. Our fragrances are formulated to be long-lasting, which helps. I also keep bottles everywhere - I'm lucky to have access to a lot!
To make your fragrance last, store it in a cool, dry place and keep it out of direct sunlight. And, of course, choose one that’s designed to stay with you throughout the day.
