Scentbird, an online perfume discovery startup, led by Mariya Nurislamova, is part of a growing community of retailers who are offering professional women an alternative way to shop. The New York-based company presents a subscription, e-commerce business model for luxury fragrances.
At $14.95 per month, a member will receive a 30-day supply of the fragrance of her choice every month packaged in a sleek, travel-friendly purse spray. Next month, she can choose a new perfume to match her destination or mood, or receive another monthly supply of her favorite. 350+ designer fragrances to choose from, including Tom Ford, Chloé, Prada, Dolce by Dolce & Gabbana, Givenchy, and the new Marc Jacobs Daisy Dream. The company differentiates itself from competitors, Bergamot and Pinrose, through its extensive brand selection, unique dispenser, and subscription-focused service. Gift options are available.
Before Scentbird, Nurislamova was COO of Neuvey and Co-Founder of Beta Week, the first invite-only networking technology conference that unites leaders of entrepreneurship, venture capital, press, and the corporate sector in her native Russia. She also danced Ballroom professionally for eight years and is a NYC speed reading coach. Nurislamova co-founded the company with Sergey Gusev, Andrei Rebrov, and Rachel ten Brink in 2013.
Scentbird CEO & Co-Founder shares more:
DS: What inspired you to launch Scentbird? Did you always have a passion for perfume and technology?
MN: My fascination with perfume dates back to childhood. I was born in Perm, Soviet Union and as a child, I would sneak into the bathroom and cover myself with my mom’s perfume. It was overly sweet and heavy, but I thought I smelled terrific. We didn’t have fancy perfumes in the Soviet Union and barely any variety at all – my grandma, mom and aunt all wore the same perfume called Red Moscow.
When I first saw a real French perfume, I had to pinch myself – it was surreal, decadent, nothing we could even imagine in the Soviet Union. And it smelled of abundance and freedom. It made me think I would immigrate one day.
Fascination with tech came slightly later, when I decided to pursue a computer science degree in college. The intellectual challenge of decoding something as ethereal as perfume digitally is something I quickly became obsessed with, so it was just a matter of time before Scentbird was born.
“Professional women have enough on their plate as is…we thought that there has to be a better, more... [+]
DS: How does Scentbird support the busy professional woman? What are the advantages to an online subscription-based perfume shopping model?
MN: Professional women have enough on their plate as is, navigating between career and family, which means that their wants do not always take priority. We thought that there has to be a better, more pleasurable way for them to discover the art of perfume than navigating the maze of a department store. Our TruScent algorithm helps each woman find the perfect scent based on her taste profile. She can also browse perfumes by personality, occasion and scent family; or simply choose the Scent of the Month. Then, she creates a queue of perfumes to look forward to receiving in the coming months.
The packaging is perfect for busy professional women. Every perfume arrives in a sleek, shatter-proof spray that is perfect for the on-the-go lifestyle, and FAA approved to bring on-board. It’s great for re-applying after the gym or going straight from the office to an evening out.
We know professional women appreciate value. With Scentbird you receive the luxury perfume experience at half the price of a rollerball; we believe this is the best way to savor fragrance and be delighted every month.
Scentbird: An online perfume discovery service that offers subscribers a 30-day supply and access to... [+]
DS: How do you translate fragrance in a digital space? What steps does Scentbird take to help its subscribers discover and confidently select new fragrances to try?
MN: Our approach combines analytics with highly visual design. There is some serious technology behind Scentbird. TruScent powers our perfume recommendations leveraging a database of scent profiles for thousands of fragrances, even ones that have been discontinued for 10 years, just in case you want something similar to an old favorite.
We also wanted women to instantly understand what each fragrance is about. Thus, every scent is accompanied by icons that tell you where to wear the perfume (office/datenight), what type of fragrance it is (sweet, fresh) and how you will feel when wearing it (classy, sexy). We include pictures of notes so you can better imagine the smell.
Scentbird’s fragrance selection process is all about personalization. Your experience with us starts by answering a few questions to create your Scent Profile. The best part is you can keep customizing it by rating perfumes: the more you rate, the better your recommendations become.
DS: Scentbird participated in Entrepreneurs Rountable Accelerator program this past summer. How important is mentorship for a tech startup? What is your best takeaway from participating in ERA?
MN: We wouldn’t be able to get this far without the right kind of mentors. We loved being a part of ERA, it’s a great network and you get just the right kind of help at your stage. However, being in an accelerator, you quickly realize that people will give you a lot of conflicting advice, so at the end of the day, it is up to you to call the shots.
The best part? Camaraderie. You build very strong ties with people in your cohort and can count on them for anything.
DS: What is your current challenge as a startup? Do you have a philosophy or favored quote you recall when you encounter business challenges?
MN: Although there is a long-term vision, you need to start with immediate goals. We constantly feel like professional “jugglers”; throwing things up in the air and hoping we’ll invent a way to catch them before they hit the ground. Everything comes together last second, and you just learn to live with it.
When things get tough, I always remind the team that the darkest hour is right before the dawn and that we should focus on the “prize”, not the hardships of getting there. Somehow, things always work out.
DS: What’s next for Scentbird?
MN: We are working on a new addition to our fragrance portfolio - the VAULT. The VAULT is a curated collection of unique, rare, niche and artisanal scents that will be available to our VIP subscribers. Currently we are sifting through hundreds of fragrances to pick only a few that will be a part of this offering. These are true gems in perfumery – containing pure essential oils, exceptional scents, and definitely not your average fruity-florals. This will be beyond exciting when we launch it.
DS: In addition to running Scentbird, how else do you enjoy spending your time? What activities do you do that allow you to replenish your creativity and energy?
MN: I love performing arts, especially ballet and drama. Somehow they remind me of the times when as a kid I performed on stage as a ballroom dancer. I know exactly how much hard work goes into each movement, each scene, yet it appears to so effortless and synchronized. Being in the audience, I always feel as part of the performance and it helps me recharge my batteries like nothing else.
For more information on Mariya Nurislamova & Scentbird, visit www.scentbird.com.
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Kristina Moore is a style expert focusing on visual presentation as a dynamic professional tool. She is the founder and editor of Corporate Fashionista. Kristina welcomes your comments and questions.
