101 GUIDE TO WHO IS ELIJAH
If you’ve ever smelt a scent that’s stopped you in your tracks, (we’re talking bold, intimate and always leaving you wanting more) chances are, it was one of WHO IS ELIJAH’s.
Born in Sydney with zero rules, this cult fragrance house is rewriting everything you thought you knew about perfume. No heritage, no tradition and definitely no playing it safe. Just daring blends, unapologetic individuality and aromas that provoke moods, moments and alter egos.
Intrigued? Us too. That’s why we caught up with WHO IS ELIJAH’s Founder and CEO, Raquel Bouris, to get up close and personal with the brand that’s redefining the scent space. From decoding its name and background to revealing its bestsellers what’s coming next, this article has everything you need to step into the intoxicating world of WHO IS ELIJAH…and once you’re in, you’ll never want to leave.
Ready to find out who you want to be today? Let’s dive in…
IN THIS ARTICLE:
- The Making Of Who Is Elijah
- The Meaning Behind The Name
- Who Is Elijah’s Fragrance Philosophy
- Who Is Elijah’s Creative Process Behind Its Scents
- Who Is Elijah’s Bestsellers
- What’s Next For Who Is Elijah
THE MAKING OF WHO IS ELIJAH
In a world of heritage perfume houses and overdone florals, Raquel Bouris launched WHO IS ELIJAH from her home in Sydney with no rulebook, no legacy and no interest in fitting in. What she did have however was a sharp eye, creative fire and a vision to turn fragrance into a tool for self-expression.
“It all started in my lounge room. I wasn’t a perfumer, I didn’t come from the industry, I just became obsessed with scent after falling in love with a random fragrance oil at Coachella in 2017. I came home and tried to recreate it. But instead, I accidentally made something better, and that was the start of WHO IS ELIJAH. I bottled the first fragrance by hand, stuck on the labels myself, walked samples into retail stores and just backed my creation a million times over.”
THE MEANING BEHIND THE NAME
Inviting curiosity, “WHO IS ELIJAH isn’t a person, it’s a persona. It’s whoever you want to be that day. Bold. Mysterious. Rebellious. Soft. Sexy. WHO IS ELIJAH is about stepping into a character and letting scent tell your story.”
WHO IS ELIJAH’S FRAGRANCE PHILOSOPHY
Going against the rules and traditions of classic perfumery, WHO IS ELIJAH is not here to please everybody. In fact, it was created to do the opposite. “We’re here to shake up the idea that perfume needs to be gendered or overly nostalgic. WHO IS ELIJAH is about identity, not memories. Fragrance is your armour. It’s how you walk into a room without saying a word.” Dreamt up to provoke, not just to smell pretty, its scents are “unisex, intentionally edgy and designed to feel like an alter ego. Each one is its own character, that’s what makes them addictive.”
WHO IS ELIJAH’S CREATIVE PROCESS BEHIND ITS SCENTS
Attaching each of its alluring aromas to a mood or a persona, WHO IS ELIJAH carefully curates blends that tell the story of your identity rather than your scent. “When coming up with a new fragrance, I don’t sit down and say, ‘let’s make something fresh and floral.’ I think, what does rebellion smell like? What does power smell like? What does lust smell like? Every note is chosen to bring that character to life.”
Powered by sandalwood, ambrette and musk, WHO IS ELIJAH’s fragrances are celebrated for evolving on the skin and leaving their trail wherever they go. “Our scents are sexy, they’re subtle and they cling to skin in a way that feels intimate. I love playing with contrasts — clean meets dirty, soft meets sharp — because that tension is what makes people lean in and ask, what is that? We like to leave space for interpretation. We don’t tell you what you should feel, we let the fragrance speak for itself. We keep the names ambiguous, the branding minimal and the scents bold. That’s what people connect with. They’re not just perfumes, they grant you permission to become someone new. That’s the magic.”
WHO IS ELIJAH’S BESTSELLERS
Now we know, the who, what, when and whys, it’s time to reveal the best of WHO IS ELIJAH’s offerings… Noses at the ready!
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Made for the ones who never stay long, but are never forgotten, the NOMAD is renowned for its minimal approach yet maximising trail. Blending soft amber, sheer florals and warm wood, it’s airy, grounded and settles like a second skin with every spritz.
£90.00
A cult scent that commands a room without ever raising its voice, WALL STREET is the warm, floral yet smoky blend inspired by the power used sparingly and presence worn like silk. Opening with notes of rose and raspberry before pulling you in with the combination of oud and saffron, this unique experience is one that lives rent free in your mind for years to come.
£90.00
A secret shared with the elite, REBEL ROSE is a perfume for those who belong where others aspire to be. Powered by dark Bulgarian rose, it unfolds notes of earthy patchouli and delicate violet, before settling into a lingering scent of smoky leather, mysterious oud, warm amber, sweet vanilla and soft white musk.
£90.00
Worn on bare skin, MORNING AFTER is the aroma of desire that refuses to be forgotten, acting like a lingering secret. While it opens with violet, cardamom, iris and papyrus for intimacy and irresistibility, it swiftly deepens with the addition of leather, musk and amber. Dreamt up not for those who chase what they want, but for those who make it inevitable, this scent is both last night’s perfume and today’s tempting obsession.
£90.00
A fragrance that makes its own rules, ELECTRIC SOUL invites the rebels, the romantics and those who own the night. Always demanding attention, its infatuating fusion of floral and spice layers pink pepper, pear and raspberry with peach, jasmine and rose. The results? A soft yet bold signature that’s as fearless as its wearer.
MORE FROM WHO IS ELIJAH
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WHAT’S NEXT FOR WHO IS ELIJAH
“Global takeover? No, but seriously, we’re just getting started. We’ve got new scents coming, more creative campaigns and a global retail expansion. But most importantly, we’re staying rogue. We’ll never follow the rules. Oh and of course we want to become one of the most loved fragrance brands of the Cult Beauty community.”
And we don’t doubt it will!
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
