WHERE WE STATRTED

2025

YOURS. started with a compliment. Dayna made a fragrance oil for herself. People kept asking what she was wearing. From that small win, we went all in — turning one oil into a brand, and a brand into a routine that helps other people feel the same way.

Learning the hard way

2025

We started with the scents. We had to understand how the perfume industry actually works — what makes a fragrance hold, what makes it fade, what makes one smell like £200 and another smell like nothing at all. We formulated. We failed. We formulated again. We failed again. After dozens of versions, we landed on seven scents worth taking to market.

Finding the gap

2025

Before we launched, we noticed something. The perfume oil market was flooded with overseas shipments — but no one was talking about layering. The one use case that actually made the category make sense was missing. So we built around it. Grapeseed oil as the carrier base — chosen for the vitamins, emollients, and moisturising properties that hold scent better than alcohol ever could. And we made a call: YOURS. isn't another fragrance. It's a routine. Apply first, spray second, smell better for longer.Now we just had to teach people how it works.

Then we went broke

2026

Then we went broke. We'd put everything into the product and had nothing left for the launch. So we packed boxes into car boots and worked makers' markets across Manchester — Stretford, Altrincham, Northern Quarter pop-ups, every weekend we could get a table. Selling primers face-to-face, learning which scents people actually loved, which ones they walked past, and what we'd been getting wrong about how to explain a fragrance primer to someone who'd never heard of one. It wasn't the launch plan. It was the launch that got us here.

Where we are now

2026 - NOW

We're on TikTok Shop. We're building on social. We're learning what works and ditching what doesn't. We're not pretending to be marketing experts — we're founders trying to build a new habit. One that makes people feel better when they walk into a room. That's the whole point. And right now, that's the part we're living.— Samuel & Dayna.

S. Seldon & D. Peel · Founders