Scent of a Rebel:
Organic perfume creator growing at her own pace
September 3, 2007
by Reporter at Large Jondi Gumz
Santa Cruz resident Sheryl Karas is a newcomer to the underground organic perfume industry. She's part of the burgeoning movement of artisan perfumers, mixing batches by hand, about 32 ounces at a time. The artisans have their own network, Le Parfumeur Rebelle, or Rebel Perfumer, advocating natural and organic rather than synthetic ingredients.
photograph by Dan Coyro / Sentinel
"We're more akin to the handmade jewelry maker or tiny local bread baker down the street than to the large corporate perfume manufacturers you're more likely to hear about in a typical fashion magazine," Karas said.
Karas, 48, a counselor and Reiki healer, began studying herbalism in college. She found herbal medicine got better results than conventional treatment for her digestive problems. When her symptoms kept returning, she explored mental and emotional patterning to find permanent relief. With a master's degree in transpersonal psychology, she carved out a career helping people with similar problems.
She began to study flower essence therapy 13 years ago, fascinated by how ancient people discovered what plants to use to heal various conditions. She drew on that research in 2003 to create Mama Love Healing Perfume Oils to cope with the pain of her divorce.
Her recipe involves diluting essential oils [aromatherapy] with jojoba oil and adding flower essence formulas. She channels Reiki, a form of healing energy, into the finished result.
"I'm purposely combining ingredients for specific healing purposes in addition to making products I think smell good," she said.
Sentinel writer Jondi Gumz asked Karas about her niche in the organic market.
Q: More organic perfumes are available nowadays. What makes your perfume different?
A: I don't know anyone who makes flower essence-enhanced perfume oils besides me. I came up with that on my own because I like perfume oils and I wanted to find a way to share flower essences in a way that would be easy. Flower essences are not well-known by the mainstream in this country — some people would be afraid to try them just because they don't know what it's all about. On the other hand, aromatherapy used to seem just as strange but now, because enough people have come to trust and enjoy it, aromatherapy is all the rage.
I come from a pretty conservative background myself and really don't like the idea of stepping so far outside the mainstream. I didn't believe in Flower Essence Therapy when I first heard about it — it sounded like what I called back then "New Age woo-woo crap"! But I didn't believe much in psychic phenomena back then either — things like medical intuition, for example — and now I don't see how I could live without it. Anyway, once I did enough research and experimentation to trust that flower essence therapy really works, I got pretty excited about it. I took a practitioner training program with the Flower Essence Society [in Nevada City] because I was impressed with their emphasis on research and good clinical practice, and it was during the final days of that class that I was introduced to the idea of combining flower essences with aromatherapy [essential oils] and water to make scented flower essence sprays.
Q: How do organic perfume scents differ from traditional perfume?
A: Perfume oils made with essential oils the way I do them don't impact a room the way traditional perfume is designed to. There's no alcohol or other ingredients that purposely evaporate into the air and linger in the environment. They're more of a personal experience. They soak into the skin and the scent is released by body heat and perspiration. All the ingredients are chosen primarily for their healing benefits but I also wanted something that would smell good so people would enjoy using them.
Q: Where do you get your ingredients for your perfume?
A: I originally got my essential oils and flower essences from the Flower Essence Society. When I got more serious about the business, I switched to A Woman of Uncommon Scents in Roxbury, Pa., for my essential oils. She imports therapeutic quality organic and wild crafted essential oils purchased direct from worldwide farmers and distillers who practice sustainable farming, growing and collection practices. She's also really encouraging of new people in the business. I still buy the flower essences from Flower Essence Society.
Q: Tell me something you learned as an entrepreneur.
A: Persistence. Continually learning and growing, trying new ways of doing things, holding high intentions. One thing I didn't expect, which is actually the part I like best, is how much people in this business help each other. I didn't have to know everything before I walked out the door. My first stores answered really basic questions for me and gave me wonderful feedback about what might help with sales and marketing. They were very encouraging and I feel like I've made some good friends. Sometimes I deliver the perfumes myself, in the local area, just to have a chance to say hello.
Q Can you put a figure on how sales or revenues have grown since you started four years ago?
A The first year I sold $3,000 worth, the next $4,000, last year $5,000. And this year I'm starting off with three new stores and expect to add several more. I had some misconceptions in the beginning about needing to make regular sales calls. I do better with that now. What I see growing is ongoing sales, repeat business with the stores I have. And a few stores starting to contact me without me contacting them first because of the marketing I do online.
It's expanding organically, you could say, naturally, at a pace I can work with. I keep thinking about Burt's Bees. That started as a tiny, mostly local, business. If this were the only thing I did today, I'd have to go at a much faster and more intense pace. Instead I'm taking my time and letting it grow.
Q What's your most popular perfume? What's the price?
A My most popular perfume is "Mama Love for Releasing Worry and Fear" I sell twice as much of that than any other. All my perfumes are priced the same. Local stores tend to keep the price at around $12.50 for a dram-sized bottle.
© Copyright 2007 Sheryl Karas & Paul Hood
SC Sentinel Article 09/07
