In partnership with Glasshouse

For Nicole Eckels, fragrance is about far more than simply smelling good. As the founder of Glasshouse, she has built an Australian fragrance House with a distinctly glamorous, joyful approach – one driven by curiosity, emotion and an obsession with getting every detail right.

We sat down with Eckels to talk about the art and business of scent, the pursuit of perfume perfection, and why the most important question any brand can ask is simply: why?

What are you building?

I’m building an Australian fragrance House that can stand alongside the best in the world. I want us known for extraordinary fragrance in every form.

What detail do you notice that other people miss?

How something makes you feel, not just how it looks or smells. I’m obsessed with tiny details that create an emotional response – the weight of something in your hand, the first impression of a fragrance, the way a room feels when you walk into it.

What are you endlessly trying to perfect?

Fragrance performance. I want that incredible first impression to continue hours later: more diffusion, longevity and impact, without losing beauty or sophistication.

If someone could only understand one thing about your brand, what would you want it to be?

We believe your sense of smell is the most powerful one of all. Scent should do more than smell good; it should change the way you feel.

What singular thing would you contribute to the success of your brand?

The glamorous and joyful approach to what we do, and our relentless attempt to push the boundaries of our industry.

What is the single most difficult thing about perfume making?

Stability.

What beauty rule do you quietly ignore?

That less is always more. Sometimes more is fabulous. Beauty should be pleasurable, not governed by rules.

What is your greatest strength as a founder?

I’m very good at seeing what something could be. I can look at a product, idea, or business and see the opportunity before it’s fully formed. Then I become fairly relentless about getting it there.

When do your best ideas arrive?

Input equals output. When I’m travelling, shopping, watching something on screen – anything, really. I’m constantly observing.

What question do you wish people asked more often?

“Why?” Why does this product need to exist? Why will someone care? Why is it better or different? There are so many products in the world already. If you can’t answer the “why”, you probably shouldn’t make it.

What has been the biggest risk you’ve taken that paid off?

Starting Glasshouse in the first place. I came to Australia from New York and saw an opportunity in fragrance that other people didn’t necessarily see.