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OUR MONTHLY COLUMN SPOTLIGHTING OUR FRIENDS IN FRAGRANCE & LAUNDRY
Picking a signature fragrance can be a daunting task. Where do you begin? What if you don’t even know what you like? Fragrance is showing up in more places than ever before (your high-end laundry detergent, for instance) but oftentimes, it’s difficult to even know where to start when picking out something you’ll love.
Asia Grant, perfumer and founder of fragrance and lifestyle brand Redoux, aims to solve that problem with a highly personalized touch. Asia started Scent Social Club, a perfume tour in New York City, taking groups of fragrance novices and scent lovers alike, around to the city’s most popular fragrance boutiques to personally pair them with a scent they love.
Every week, excited fragrance enthusiasts join Asia to enjoy a walk around the city, make some new friends, and leave with a bespoke recommendation. Meet Asia in this month’s issue of Permanent Press.
Asia displays some of her (many) perfume samples.
When did you fall in love with fragrance and what did it mean to you growing up?
My love for proper fragrances like perfumes and body sprays came later in life, probably around high school. But the foundation was set much earlier in my childhood. I grew up in a household that loved to cook, and my father kept a small herb garden in our backyard. He would often crush herbs in his hand and ask me to smell them as he cooked. That was my first “nose training.”
As an only child, I also had weekly “spa day” experiences with my parents that taught me about self-care and enjoying my skin. I always loved picking out the scents I wanted to use, and fragrance quickly became a form of exploration and self-expression for me.
What inspired your brand Redoux and how did it start?
Redoux began about a year and a half after I graduated from college, when my best friend and I decided to work on a project together during his gap year from his PhD program. It was a way for us to stay connected while building something meaningful and exciting.
We chose fragrance as our point of differentiation and started with body care products like soaps, body balms, and candles. From the beginning, storytelling was central. We wanted each fragrance to capture specific human experiences, like receiving an unexpected gift or being shown love through someone’s love language.
“People often treat fragrance as an overly serious part of their identity, but it should be playful, like getting to know yourself.”
Asia and her Scent Social Club perfume tour.
For someone who smells so many fragrances all the time, where do you start when creating your own?
Because I am synesthetic, I usually start with the other senses. I create a brief that describes what the fragrance should look like, sound like, and feel like both emotionally and tactilely. I try to personify it: What would this fragrance read? Where would it go? How would people feel about it? What would be its favorite book?
From there, I build a rich character for the fragrance, then begin researching scents that could fit that profile before moving into the actual formulation process.
Where did the idea of Scent Social Club come from? What was your first scent tour like?
Scent Social Club came from my Redoux co-founder, who suggested I lead perfume tours because I had such a knack for matching people with fragrances. It was almost like a party trick. At first, I didn’t think anyone would be interested, but I posted a video on TikTok and 150 people signed up.
Our first tour was incredible. Eight women joined, we visited four different shops, everyone bought something, and the energy was magnetic. It confirmed that this idea had real potential.
What is it like to meet someone for the first time and then immediately have to match them with a fragrance? It seems like a lot of pressure!
It doesn’t feel like pressure to me. My love language is acts of service, so I see it as a gift I can give. At the same time, I get to enjoy the process of listening deeply and understanding someone. It is almost like being a therapist, but with a fun and tangible outcome.
I am also a competitive person, so I treat it as a challenge to refine and sharpen my skills with every encounter.
What’s your favorite thing about helping someone find a scent?
It forces me to be fully present. When I am working with someone, I cannot let my mind wander. I have to really listen, because if I hand them a scent they do not connect with, it can feel like they are not being seen or heard.
That moment of total presence, being immersed in the act of understanding and guiding someone, is incredibly rewarding.
The ever-evolving perfume tray that Asia uses to display her current favorites.
If someone doesn’t have a resource like your Scent Tour in their area, how would you suggest they find their signature scent?
First, don’t forget to have fun. People often treat fragrance as an overly serious part of their identity, but it should be playful, like getting to know yourself.
There is no right or wrong way. You can have multiple “signature” scents for different moods, or just one that feels like home.
I suggest looking at the content of people you admire, seeing what they wear, and sampling those fragrances. Explore, research notes you enjoy, and always skin test before committing to a full bottle. Avoid blind buying until you are more experienced. Ultimately, it is an ongoing process, and each step of discovery should be enjoyed.
How does fragrance impact your everyday life?
Fragrance is the medium of all my work, but it does not dictate my life. Some days I do not wear fragrance at all, and other days I will use it to capture a specific mood or mental image I want to embody. It is always there as a tool to shift or enhance my state of being.
What is your favorite Laundry Sauce scent and why? How do you like to pair and layer it?
My favorite Laundry Sauce scent is Oregon Mint. It is fantastic. I love having all my sheets and towels smell like it. It is one of the best feelings to crawl into bed with that crisp freshness.
I like pairing it with a Citron Lavender Musk room spray I recently collaborated on. Together, they create a plush, cloud-like scent that is fresh, crisp, and completely addictive.
What is your favorite thing about Laundry Sauce? How does it add to your day?
I love how convenient and high quality it is. I never feel like I am sacrificing performance for fragrance. My clothes always come out truly clean, which matters to me since I take pride in my wardrobe and have a lot of athletic gear that needs extra care.
I also love the longevity of the scent. When laundry comes out of the dryer, the fragrance lingers for days, which makes everything feel fresh and clean long after wash day.
Reserve your spot on Asia’s Scent Social Club Perfume Tours, discover her brand Redoux, and follow her on Instagram.