Rajiv Sheth is the founder and creative director of All Good Scents, an India-based fragrance house. Sheth founded the brand in 2013 after studying fragrance in France for over a decade.
Sheth developed the brand with the ambition of establishing a truly homegrown Indian perfume house and “modernise perfumery in India”.
Drawing on the booming online retail trend at the time, All Good Scents launched exclusively online, which Sheth said was one of the biggest challenges at the time.
Without a brick-and-mortar, the firm devised a try-before-you-buy system, Scentbox, where consumers could sample any three scents for the price of INR199 (U$2.70).
Sheth told CosmeticsDesign-Asia that he believes this system was the best way of trying perfumes before you buy them.
“Online is a convenient and probably the right way of testing a fragrance… When you go to salesmen, they will give you something to smell and you make an assumption based on the top notes and buy it. Then when you get back home, it’s not what you had at the store, because the fragrance has evolved.
“With the online and sampling activities that we do with our discovery sets, people have their own time to test our fragrances so they can test them over a couple of days. They think over it and if it really works on their skin, they come back. I think the idea of evaluating a fragrance at home works better because there is no pressure of shopping at the time.”
According to Sheth, roughly 20% of consumers who have purchased discovery sets from the firm return to purchase the full bottle.
While the company operates primarily in India, Sheth’s ambitions are to take the brand global eventually.
The idea is to build this brand more as a homegrown, Indian brand, with an international outlook and hopefully take the story out of India one day,
To find out more about Rajiv and All Good Scents, check out our podcast above or on Spotify, Google Podcasts, Apple Podcasts, and more.