Who Is Elijah Lands in the UK
Cult Australian fragrance brand, Who Is Elijah, has launched in the UK, introducing its full collection of cult fragrances.
The female-founded, independently-owned fragrance house was established in 2018 by Raquel Bouris with an aim to challenge conventions within the luxury fragrance industry while upholding its principles of inclusivity, accessibility, and sustainability.
The inspiration for the brand came to Bouris during a trip to Coachella in April 2017. After falling in love with her travel companion’s perfume—discovered while backpacking in India—she tracked it down, purchased 40 bottles at wholesale, and soon found herself inundated with people asking about, and wanting, her fragrance. This light-bulb moment sparked Bouris’s realisation of the demand for unique, long-lasting, and ethically crafted luxury fragrances that appeal to both men and women. And so, Who Is Elijah was born.
Who Is Elijah’s genderless and minimalist scents are crafted to be inclusive, blurring the lines between traditionally masculine and feminine fragrances. These scents are designed to be worn by anyone, anywhere, and for any occasion. According to the brand, Who Is Elijah doesn’t create traditional perfumes, it creates bottled memories—with each scent inspired by personal experiences and cherished moments.
The Sydney-based fragrance house positions itself as a ‘forever accessible’ brand. At its core, Who Is Elijah is committed to high-quality, long-lasting fragrances. Each vegan scent contains a 20-25% perfume concentrate and is crafted from premium natural and synthetic ingredients, often found in high-end luxury brands—without the luxury price tag.
Each fragrance is Australian-made and hand-filled in elegant glass bottles. This attention to detail, alongside a commitment to avoiding plastic packaging, refraining from animal testing, and maintaining an affordable price point, sets the female-owned brand apart from other fragrance houses. “We are always putting the earth in the forefront of our mind in everything we do,” said Bouris. “We test on human bodies, never animals. We have made the choice to employ people to fill every perfume bottle, rather than machines. I always believed we could rival the big name brands, but remain affordable and accessible to all. When you really understand it, it’s the brand name that is doubling, tripling the cost. We’re using the same ingredients of said big name brands, and our perfumes are just as high in quality.”
The brand’s current collection includes 11 fragrances:
- Ocean Eyes – citrusy, salty, and fresh
- Wall Street – floral, smoky, and woody
- Rebel Rose – rose, spicy, and woody
- Nomad – woody, amber, and floral
- Nightcap – woody, earthy, and leathery
- Muse – earthy, musky, and floral
- Morning After – woody, leathery, and musky
- His|Her – spicy, woody, and fresh
- Her – floral, delicate, and citrusy
- Haze – smoky, woody, and sweet
When it comes to hero fragrances, Nomad serves as the ideal introduction to the brand. Crafted for “jet-setters and the risk-takers, the ones who say f*ck it, let’s book a flight,” Nomad embodies the allure of a life spent on the move. Both versatile and layered, this warm, woody floral fragrance begins with top notes of Egyptian jasmine, saffron, and almond. These are complemented by amberwood, Bulgarian rose, and ambergris, before settling into a grounding base of fir resin, cedar, moss, dry amber, and musk.
Another bestseller is Wall Street, a fragrance said to transport you to the heart of New York City. Featuring top notes of rose, raspberry, and Egyptian geranium; middle notes of oud wood, incense, and saffron; and base notes of amberwood, benzoin, and leather, Wall Street is a floral woody fragrance that embodies sophistication and urban energy.
The final brand favourite, Rebel Rose, was designed to complement Wall Street. This spicy, woody rose features top notes of saffron, labdanum, cumin, and pepper; middle notes of Bulgarian rose, patchouli leaf, and violet; and base notes of leather, oud, amber, vanilla, and white musk.
Each Who Is Elijah fragrance is available in three sizes: 10ml for £40 ($45), 50ml for £80 ($125), and 100ml for £105 ($169). For those hesitant to commit to one scent, the brand offers a Discovery Set that features all 11 fragrances in 2ml mini-atomisers. Priced at £45 ($75), the Discovery Set cost is redeemable against any 50ml or 100ml fragrance purchase.
UK customers can find the brand at whoiselijah.uk, Boots, and ASOS, while US customers can purchase from whoiselijah.us, Free People, and Anthropologie.