Introducing Olivia Davies: The Founder of Yusei
When I sat down with Olivia Davies, founder of Yusei, it didn’t take long to feel her passion for the beauty of nature and the art of perfumery. Her story is a delightful blend of nostalgia, wellness, and creativity—rooted in a childhood filled with potion making using the flowers around her and a nursing career that deepened her understanding of how scents can transform our well-being.
As we chatted, Olivia shared how her mum’s love for holistic living inspired her early experiments with flowers and natural remedies. “Launching Yusei feels like coming full circle,” she said with a warm smile. Her fragrances are much more than beautiful scents—they’re carefully crafted experiences designed to connect people with nature, evoke cherished memories, and inspire mindful living.
In our interview, Olivia opened up about the challenges and joys of natural perfumery, her commitment to sustainability, and the moments that make it all worthwhile (like when a certain movie star casually pulled out one of her perfumes!). What struck me most was how deeply she cares about every element of her brand—from sourcing premium ingredients to crafting fragrances that resonate on a personal level.
Read on to discover more about Olivia’s journey, her inspirations, and how Yusei is redefining natural luxury.
How did you become interested in natural perfumery? How long has YUSEI been around?
My journey into natural perfumery is rooted in both my nursing background and my childhood. Growing up, my mum had a deep passion for aromatherapy and embraced a natural, holistic lifestyle. She taught me the power of nature's remedies, and I would spend hours picking flowers, placing them in water, and leaving them under the sun and moon to create my own “perfumes.” Launching Yusei Fragrances feels like a full-circle moment, combining my passion for wellness with the beauty of natural scents.
What or who inspires your work in creating fragrances?
My mum’s love for aromatherapy has been a lifelong inspiration, instilling in me an early appreciation for the healing power of natural remedies. I’m also inspired by the cycles of nature and my nursing background, which gave me insight into how scents can profoundly impact our emotions and overall well-being.
How have your life experiences lead to you becoming an entrepreneur and launching your own business?
As a nurse, I learned so much about the deep connection between mind, body, and spirit. Pairing that knowledge with my childhood love for creating natural scents made launching Yusei Fragrances a natural evolution. It’s a blend of science, art, and heart—bringing together everything I value most.
What was your previous experience in the world of perfume?
While Yusei Fragrances is my first step into creating a perfume line, my lifelong fascination with scents and wellness has always shaped my perspective. My experiences have given me a unique understanding of how fragrances can nurture both emotional and physical well-being.
What is YUSEI all about for you?
For me, Yusei Fragrances is about creating meaningful, intentional moments. It’s not just about wearing a scent—it’s about evoking memories, grounding yourself in the present, and finding joy in the simplicity of life’s rituals.
What makes your products unique?
Our fragrances are more than scents—they’re experiences. Crafted with premium, natural ingredients, free of synthetics, each fragrance is designed to evoke specific moods and moments, making them as much a part of your self-care routine as they are an accessory.
How do you choose and source your natural ingredients?
Sustainability and quality are at the core of everything we do. We carefully select suppliers who prioritise ethical and environmentally-friendly practices, and we focus on ingredients that are both pure and complex, allowing us to create rich, layered scents.
Are there specific regions or suppliers you prefer for certain materials?
Yes, we love working with regions known for their expertise in specific ingredients, such as lavender from Provence, sustainably-harvested sandalwood from Australia, and yuzu from Japan. Honouring the origins and traditions behind these materials is an important part of our process.
How would you describe the character or personality of your fragrances?
Yusei Fragrance’s are sophisticated yet approachable, blending depth with freshness. Each scent is designed to adapt to the wearer, becoming a personal reflection of their energy and mood.
PURCHASE ALCHEMY BY YUSEI AT SENSORIAM
This scent is designed for those who savour the rich aromas of aged timber, leather, and Japanese whiskey.
PURCHASE FLORESCENCE BY YUSEI AT SENSORIAM
This scent captures the essence of nature's renewal in a portable, luxurious form.
PURCHASE INCENSE BY YUSEI AT SENSORIAM
Embark on an exotic journey where contrasts collide — The perfect scent for meditation and ritual.
PURCHASE PETRICHOR BY YUSEI AT SENSORIAM
Petrichor is more than just a scent — it's a sensory experience that transports you to the serene moments after a summer storm.
What aspects of your work bring you the most satisfaction or joy?
Hearing how our fragrances make people feel—whether it’s confidence, calm, or a sense of nostalgia—is the most fulfilling part. Knowing I’ve created something that touches people’s lives so personally brings me so much joy.
Do you have a story or a moment in business so far that you cherish deeply?
One of my most memorable moments was when a major movie star casually pulled out a bottle of our perfume, saying, “Of course I wear this.” It was such a surreal and affirming moment for me.
What change do you want to see in the world?
I’d love to see more people embracing natural, intentional living—slowing down, savouring moments, and finding beauty in the everyday.
What challenges do you face in the world of natural perfumery?
Balancing the artistry of crafting high-quality, natural fragrances with the challenges of sustainability is one of the biggest hurdles. It’s not always easy to find ingredients that meet our high standards, but it’s a challenge I’m passionate about overcoming.
What’s your dream for the future?
My dream is for Yusei Fragrances to become a trusted name in natural luxury—one that inspires people to connect with nature and themselves in meaningful ways.
Finally, when do you wear each of your scents?
I wear them every day! Depending on my mood, what I’m wearing… They are all so different. All are on constant rotation for me!
