What's the point of spending money on celebrity endorsed fragrances if they don't fit your personal theme?
We asked Beth Morrison, founder and owner of Theme Fragrance, to
explain the philosophy behind her perfumes and why they are so unique.Beth, can you share a little bit about your business and how you got started?
My business was started out of frustration with the options of perfumes available to the consumer, every scent seemed to smell the same and I didn't want to wear what felt to me to be an advertisement for an impersonal brand or a celebrity endorsement.
I have also always had a fascination with perfumery since childhood-- I often concocted unfortunate personal scents out of flavorings from my mother's baking supplies! I moved on to collecting perfumes and bottles and now I am back to creating my own. My fragrances are imagined, designed, created, and packaged by my company. There is a personal connection when you purchase from Theme and I enjoy getting to know my customers. I strongly believe in personalization in a world encouraging homogenized beauty looks and routines- my company goes against the norm and celebrates the uniqueness of a person from head to toe!
Where do you draw inspiration for your products?
My inspiration is drawn for my travels around the world. I have memories of the scent of incense in temples in Hong Kong, flower leis in Hawaii, but I am inspired by simpler things, like working in my garden, and cooking in my kitchen. I live in vibrant New York City and am always enthused by the constant flow of ideas stemming from the people, objects, words, music, and street aromas around me.
What products have been your best sellers?
In my line of fragrances- Sarong, which is a tropical vanilla perfume, Frolic, a sassy jasmine honeysuckle blend, Love Letter, a modern and sparkling rose and fruit scent, and Lotus Lake, which is a serene tea and sandalwood perfume. In my beauty line, Aroma FX has been a standout favorite among my clients, it is a unique product designed for people who generally difficult time with fragrance longevity and want to help save the scent on their skin! It is a dual benefit product-- a moisturizer and a scent saver. The oil cleansers have also been huge hits!
What are your future plans for Theme Fragrance?
I plan on Theme becoming a lifestyle brand with constant input from my customers! There will be more perfume releases and new, innovative beauty products-- we definitely have some big, exciting things planned!
Visit www.themefragrance.com. New York, New York
E. Morrison designs the Theme line in New York.
A professional photographer with a passion for fragrance and skincare, is a graduate of Rhode Island School of Design. She began her inspirational and influential photo career as an assistant to legendary photographers Arthur Elgort and Irving Penn. Her pictures have been published editorially in magazines such as Vanity Fair, Rolling Stone and Paper Magazine and she has shot visionary portraits of personalities such as Madonna, Daniel Day Lewis, Debi Mazar, Natalie Merchant, Philip Glass, John Mellencamp, and many others.