Ourside (fka) Aspen Apothecary

Ourside, formerly known as Aspen Apothecary, is a New York-based fragrance house redefining the luxury scent market with a focus on inclusivity, self-care, and community. The company was founded by sisters Keta and Kaja Burke-Williams, women of color with Jamaican immigrant roots. The initial idea sparked around 2020 during the COVID-19 pandemic from a conversation between the sisters about the lack of non-toxic, relatable fragrance options and how many perfumes made them sneeze. Their journey was deeply influenced by their mother's story of experiencing the scent of midnight-blooming jasmine in Tunisia, which highlighted the power of scent to evoke memories and connect people.

Keta Burke-Williams, a Harvard Business School MBA graduate with experience at KraftHeinz and Carnival Cruise Lines, leads the company as CEO. Her business acumen, combined with Kaja's creative background, formed the foundation of the brand. They launched a proof-of-concept fragrance, "Moon Dust," using grants from Harvard, which gained early media attention. Initially named Aspen Apothecary and producing CBD-infused perfumes, the company rebranded to Ourside to better reflect its mission of creating a more inclusive and diverse luxury fragrance space. In 2022, Ourside secured $500,000 in a funding round that included investors like Sku'd Ventures, The Graduate Syndicate, and Techstars.

Ourside operates on a direct-to-consumer model through its website and has expanded into retail partnerships with prominent stores like Credo Beauty and Bergdorf Goodman. The business targets consumers who value authenticity, sustainability, and inclusivity and are looking for scents that serve as a form of self-expression. The products are formulated and manufactured in small batches in the Bronx and New Jersey, emphasizing local production and community impact. The company offers unisex, vegan, and cruelty-free-certified perfumes. Their packaging utilizes FSC-certified materials and recycled glass, underscoring their commitment to sustainability.

The product line features a core collection of Eau de Parfum, including scents named "Dusk," "Moon Dust," and "Nostalgia." Each fragrance is designed to tell a story and create an emotional connection, moving beyond traditional gendered scent profiles. For instance, 'Dusk' is described as warm and seductive, 'Moon Dust' as bright and grounding, and 'Nostalgia' as floral and earthy. Customers can purchase full-size bottles or a discovery kit to sample the range. By focusing on untold stories and conscious formulation, Ourside aims to disrupt the conventional fragrance industry and build a brand where everyone feels seen and included.

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