Behind the Brand with Ficifolia Fragrances founder Sophie Marcoux

Can you tell us a bit about your journey to entrepreneurship; did you always know you wanted to start your own brand?

I knew from a young age I wanted to one day work for myself. In every aspect of my life growing up, I was creative and always had a clear vision for whatever task I wanted to tackle. I always had an entrepreneurial spirit - when I was 14, a friend and I started a custom denim shorts company, upcycling op-shop jeans to Tumblr-esque shorts (lol). I wasn’t expecting to start a ‘real’ business so young, but during the Melbourne lockdowns the concept for Ficifolia came quite naturally and so I followed my nose!

When did you develop an interest in the fragrance industry, and how did you get involved in developing your own fragrances?

I’ve always been fascinated by perfume. When I was young I would always admire my grandmother’s extensive perfume collection as my mum never wore perfume. Perfume can become an expensive habit so my favourite thing to do when travelling is to buy perfume to remind me of said holiday. I love the deep connection between scent and memory, so buying perfume always makes for an extra special souvenir. 

I have worked as a product development manager for over 4 years, and this was how I learned more about how fragrances are created and the many exciting innovations in the fragrance industry. I fell even more in love with the art of perfumery as I truly began to understand it as a science, an artform, and a personal expression.

Your three signature fragrances draw on the essence of your favourite Melbourne spots. What other cities or locations inspire you?

Paris holds a special place in my heart. As one of the perfume capitals in the world, I feel it just makes sense! I love the culture, architecture and history - I’m a massive Marie Antoinette nerd. The name Ficifolia comes from the scientific name of the Red Flowering Gum, which is native to south-west WA. Growing up, I spent a lot of time around this area, so it is a very special place to me and the surrounding bush & forests are incredibly fragrant.

Ficifolia’s branding is unique and memorable, can you tell us a bit about finding the brand’s look and tone of voice?

This was the hardest part of creating the brand. I’m a freelance graphic designer and brand consultant so I work on other people’s brands all the time BUT working on my own brand was incredibly difficult. I found it super hard to make decisions and changed the direction 5 or 6 times. I ended up connecting with another graphic designer to get help, which meant the two of us worked together to round table ideas and finalise the look. Since then, I’ve allowed the brand’s look and voice to evolve naturally as it is authentic to me and my personal style. 

The sensory experience of product packaging is an important aspect for beauty products. How did you develop and manufacture Ficifolia’s signature packaging?

Sustainability was incredibly important to me as I approached the box packaging. We use a unique material which is made from 40% post-agricultural waste with 100% green energy, so all the boxes are entirely compostable. The bottle itself, I had a clear vision for pretty immediately. I loved the idea of a signature silhouette, and the rounded curves of the bottle and lid execute this perfectly. My favourite touch is the images printed on the inside of the label, which is a physical embodiment of the brand’s ethos of ‘a bottled ode to Melbourne’. Considering all the little elements and one-percenters was incredibly important as I moved through the packaging development stage. 

What skills from your studies and previous jobs have been the most valuable in launching and scaling your own brand?

I have worked across e-commerce and FMCG, which offered me a significant amount of insight into consumer behaviour and fast-moving trends. My experience in both industries taught me the importance of building a brand with strong values. However, my most valuable skill is my creativity and graphic design abilities, this has been a huge cost saver and allows me to have quick turnarounds whenever inspiration strikes.

What challenges have you faced with growing a brand and customer base primarily online?

You can’t smell perfume online! That is why I created the concept of our Flight deck, so customers can sample all 3 scents and then redeem the cost on a full-size bottle of their choice. Discovery sets aren’t new to the fragrance world but they aren’t typically redeemable! This has been a great entry point for customers who want to experience the brand, without the commitment of buying a full-size fragrance. 

Can you tell us about some of the daily tasks that are involved in the behind-the-scenes of running Ficifolia?

My daily tasks include customer service emails, conversing with suppliers and manufacturers, packing orders, managing finances (10/10 recommend finding a good accountant), managing a small team of contractors, filming content for socials, and planning shoots, pop-ups, and new products. In the lead-up to a pop-up or event, it's a lot of hands-on work to source items, paint, get on the tools, and a lot of heavy lifting. It’s not always as glamorous as it seems from the outside, it’s such a hustle but I wouldn’t change a thing. 

Do you have any advice for other entrepreneurs looking to break into the highly saturated beauty and fragrance market?

Find a niche and stay true to yourself. PR has been an integral part of the first-year growth of my brand - when creating my brand, I knew the story needed to be buzzworthy with innovative concepts. No one wants another ‘me-too’ product, so find a niche that has a great hook and multiple USPs. It’s also important to start a brand you are passionate about, as your authenticity seeps through the brand and customers will take notice. 

‘Stay in your own lane’ is also the best piece of advice I have been given. No matter how many competitors there are in your industry, it’s important to keep your eyes on the road and not be distracted by all the background noise because you are what makes your brand special.

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