EXCLUSIVE: Moods, a New Lifestyle Brand Is Adding Science to Aromatherapy
Gregory Allen and Daniel Smith, two former beauty executives, have come together to launch Moods, a lifestyle brand that wants to take the old-age holistic healing treatment into the modern world.
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'We've basically taken the category — which has always had potential — and rebuilt it with clinical trials, precision blends and a modern brand sensibility. We wanted to merge scent and science for serious self care into a tangible healing therapy, hopefully helping customers with their mental health and mindset,' Allen said in a joint interview with Smith.
The brand's first launch is eight blends in the form of a mist or roller with each blend targeting a different state of mind.
'We needed to make the use of the MoodsRoller, our primary product, be part of a daily routine and available on hand when needed rather than something saved for a ritual,' Smith said.
The Moods include Charisma for confidence; Chill for stress; Hustle for focus; Genius for creativity and intelligence; Euphoric for joy; Fit for energy and recovery; Found for grounding, and Frisky for sensuality.
The brand commissioned Professor Mark Moss at the University of Northumbria's department of psychology to conduct its clinical research, which according to Moods is the 'largest aroma-focused clinical study to date.'
The study used the Charisma, Chill, Genius and Hustle blends on more than 400 participants testing mood, performance and emotional resilience.
According to the research, the Charisma blend reduces social anxiety by up to 30 percent; Chill helps lower blood pressure by 10 percent; Genius enhances memory and clarity by up to 15 percent, and Hustle improves concentration by 10 percent and cognitive processing by 5 percent.
Smith said he has been using aromatherapy in his daily life for 20 years in mostly baths and candles.
'I know essential oils make a difference to my mood — especially with stress, sleepiness and energy. That was the start of the concept really — the idea to perfect the use of oils in order to elevate your mood, but simplified, accessible and proven [scientifically],' he added.
Allen said that the market was saturated with products that were either 'anecdotal, or wrapped in really soft language. No one was treating aromatherapy like a serious therapeutic tool. We felt like the wellness world was ready for something that was natural and backed by science.'
A Moods roller is priced at 25 pounds, while a mist costs 45 pounds.
The brand has opened with a direct-to-consumer model, but a wholesale plan is in the works, as is opening in spas in London.
In financing Moods, Allen and Smith took a two-step process — they first raised between 50,000 to 100,000 pounds with personal and close investors upon the concept of the brand.
'This was vital as it allowed the step to putting together a solid brand identity, beginning the formulation process and refining the business plan. This allowed us to successfully secure a much larger investment that allowed us to invest in full products, a small but highly efficient team, great communications and launch activations,' Smith said.
In the first year of business, Moods is estimating 'single-digit multimillions in terms of revenue.'
Allen and Smith are also set on expanding Moods' categories into shower and bath essentials.
'There will also be some new innovations we haven't seen before. We get a little cheeky at the end of the year too,' Smith said.
Allen and Smith, who are partners in work and life, both come from beauty backgrounds.
Allen has held editorial positions within Glamour U.K. and Elle U.K. before pivoting to PR as a director at CGC Global, while Smith has worked in director roles at companies such as GHD, the Rodial Group and 111Skin.
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