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5 Surprising Facts About WHO IS ELIJAH Perfume: The Australian Brand Taking Over The World

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The question "Who is Elijah?" is one of the most intriguing mysteries in modern perfumery, yet the answer has nothing to do with a person named Elijah. As of December 22, 2025, the Australian independent fragrance house, WHO IS ELIJAH, has exploded onto the global scene, moving from a single inspired scent to a multi-million-dollar brand with a cult following, including high-profile celebrities. It's a brand built on a curious name and a commitment to genderless, minimalist, and ethical luxury, with its latest 2025 release, Chemical Addiction, set to solidify its status as a powerhouse in the beauty industry.

The brand's success is a testament to the vision of its founder, Raquel Bouris, who created WHO IS ELIJAH in 2018 after a serendipitous moment sparked an obsession. This deep dive uncovers the brand's secrets, its most famous scents, and why this minimalist house is now a major player in the global fragrance market.

The Visionary Behind the Scent: Raquel Bouris Biography

The story of WHO IS ELIJAH is inseparable from the journey of its founder, Raquel Bouris. She is the creative director and driving force who turned a single fragrance discovery into a globally expanding business.

  • Full Name: Raquel Bouris
  • Role: Founder and Creative Director of WHO IS ELIJAH
  • Established Brand: 2018
  • Origin: Sydney, Australia
  • Inspiration: Discovered a unique, captivating scent worn by a friend at the Coachella music and arts festival in the United States.
  • Brand Philosophy: Focused on creating genderless, ethical, long-lasting, and accessible luxury fragrances.
  • Recent Milestones: Led the brand to achieve significant financial milestones, with projections of reaching $10 million in revenue by the end of 2024, and overseeing its global expansion, including a U.S. debut at Revolve.

5 Surprising Facts That Defined the WHO IS ELIJAH Brand

The brand's name is the ultimate curiosity magnet, but the real story lies in its rapid growth and unique approach to modern perfumery. Here are the most compelling facts that explain the hype.

1. The Name "WHO IS ELIJAH" Was Inspired by a Single, Unforgettable Scent

The origin of the brand's name is the most frequently asked question. The truth is, there is no person named Elijah involved. The name is a direct reference to the moment of inspiration that launched the entire company.

Raquel Bouris was at the Coachella festival when she smelled an incredible, unique fragrance on a friend. She became obsessed with the scent, which was a layering of different perfumes. The friend, when asked what she was wearing, simply said, "Oh, it's just a combination of a few things."

The experience was so profound and transformative that Raquel became determined to recreate the exact feeling in a bottle. The name "WHO IS ELIJAH" was chosen to encapsulate that initial, unforgettable moment of discovery and the lingering question of the mysterious, perfect scent.

2. Nomad is the Celebrity-Favorite Scent That Went Viral

While the brand offers a diverse range of fragrances, one scent, in particular, has become a global phenomenon: Nomad. This woody-floral fragrance is a confirmed celebrity favorite, notably winning over figures like Sofia Richie Grainge.

Nomad is frequently described online as having a similar profile to the iconic Maison Francis Kurkdjian Baccarat Rouge 540, though with its own distinct character. The fragrance is known for its addictive, long-lasting nature and is a key driver of the brand's rapid success and global recognition.

3. The Brand is Committed to Being 100% Ethical and Genderless

WHO IS ELIJAH is a modern house built on strong ethical foundations, appealing directly to the conscious consumer. All their Eau de Parfums are designed to be genderless, reflecting a belief that fragrance should transcend traditional boundaries and be worn by anyone who loves the scent.

Furthermore, the brand is proudly:

  • Vegan and Cruelty-Free.
  • Made with the best ingredients for a truly luxury experience.
  • Committed to being Minimalist in design, allowing the focus to remain on the quality of the juice inside the bottle.

4. They Launched a New Fragrance, Chemical Addiction, in 2025

The brand is not resting on the success of its best sellers. In a clear sign of its current momentum and forward-looking strategy, WHO IS ELIJAH launched a new fragrance, Chemical Addiction, in 2025.

This new scent is a Floral Fruity fragrance for women and men, reinforcing the brand's signature genderless approach. The continuous release of new and innovative scents, such as EAU and Chemical Addiction, keeps the brand fresh and relevant in a highly competitive market.

5. Their Expansion Includes a Major U.S. Retail Debut

In a significant move that signals its global ambition, WHO IS ELIJAH has been aggressively expanding its reach. The brand made its major U.S. retail debut through the popular fashion and beauty retailer, Revolve.

This strategic placement, coupled with features in top-tier publications like Vogue, Popsugar, and Hypebeast, has cemented the Australian brand's position as a serious global contender. The brand's journey from a Sydney-based start-up in 2018 to a globally recognized name by 2025 is a remarkable case study in modern luxury branding.

Exploring the WHO IS ELIJAH Fragrance Portfolio

Beyond Nomad, the brand has cultivated a diverse portfolio of scents, each designed to evoke a specific mood or memory. The entire collection is available as a discovery set, allowing enthusiasts to find their perfect match among the various olfactory profiles.

The Essential Scents to Try

The brand's success is built on a foundation of unique and memorable compositions. Here are some of the most popular and highly reviewed scents in the collection, showcasing the brand's range from deep, complex notes to lighter, more ethereal blends.

  • HAZE: A complex, smoky, and warm scent, often praised for its depth and longevity, making it a perfect evening or signature winter fragrance.
  • MUSE: A lighter, more feminine-leaning fragrance that still maintains the brand's signature complexity and longevity.
  • WALL STREET: A scent that hints at sophistication and a modern, metropolitan feel, appealing to those who prefer a crisp, clean profile.
  • REBEL ROSE: A modern take on the classic rose, moving away from traditional powdery notes to a more rebellious, edgy, and contemporary floral composition.
  • NIGHT CAP: A rich, indulgent fragrance perfect for a cozy, intimate setting, often featuring deep, resinous or gourmand notes.
  • EAU: Described as a fresh, summery blend, this scent offers a more aquatic or light floral experience, perfect for warmer weather.

The entire WHO IS ELIJAH collection, with its focus on modern, gender-neutral, and high-quality compositions, continues to capture the imagination of fragrance lovers worldwide. The mystery of the name has successfully transitioned into the legacy of a truly innovative perfume house.

who is elijah perfume
who is elijah perfume

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