Making scents of success
Local aromacare brand Eartheories to expand abroad
DISCOVERING the wonders of aromatherapy and how scents help deal with stress and depression, Fadz Subari started his entrepreneurial journey in 2019 by formulating aromacare products using local herbs and plants.
Narrating his experience, he tells Starbizweek that after graduating in the United Kingdom in hotel management, he started his own talent agency managing a pool of local talents where one of the artists under his supervision was awarded Most Popular Artist in Malaysia.
“However, even at the peak of my agency’s success, I still felt like the business did not sit well with me. Despite all of my achievements, I could not shrug off the feeling that something was missing.
“Soon, the business began to dwindle and I was forced to shut down the agency. I felt like I’ve lost everything I worked so hard for and struggled to cope mentally,” he adds.
In 2019, Fadz decided to prioritise his own mental and emotional health and began his healing journey. It was then that he rediscovered the wonders of aromatherapy and how scents can be used to help people recover from depression and other mental illnesses.
He remembered his grandmother and those memories sparked a newfound passion to pursue a new business venture: Eartheories.
Fast forward to present day, Eartheories is a homegrown aromacare brand renowned for its use of Malaysian herbs and plants to create artisanal scents.
The brand has won various international awards and it was recently named 2023’s Best Aromatherapy for Health and Wellness by The Beauty Insider.
Deriving values from the terms “agriculture” and “artisanal”, Eartheories is now committed to creating a sustainable “agri– sanal” ecology to champion homegrown ingredients.
Fadz says the emergence of the brand will be a platform to bring the essence of Malaysia to the world through the art of aromatherapy. It will also be a reflection of the country’s natural beauty and diverse culture.
“I founded Eartheories with the aim to encapsulate these elements into a unique aroma experience. Our brand is a tribute to the rich heritage of Malaysian plants (local ingredients) and a testament to the power of scent in enhancing well-being.
“The biggest inspirations for Eartheories have been the resilience of our native ingredients and the untapped potential of our local resources. By harnessing these, we’ve created a brand that resonates with people’s desire for authenticity and connection to nature.
“We are actively working on expanding Eartheories globally, with a focus on positioning Malaysia as a key player in the aromacare space. Our strategy includes collaborations with local and international partners, participating in global trade shows, and leveraging digital platforms to reach a wider audience.
“Our next big step is the launch of our artificial intelligence-driven application, ‘Scents for Every Soul’, which will offer personalised scent experiences to users worldwide,” Fadz explains.
For overseas expansion, he says, there are plans to venture into key markets such as the Middle East, Europe and parts of Asia within the next three years, showcasing the unique aromas of Malaysia to a global audience.
To penetrate various markets, Fadz says the company will be focusing on collaborations with industries like hospitality, aviation and healthcare.
“Our strategy includes creating customised scent solutions that enhance brand experiences and foster memorable connections,” he says.
While Eartheories is exploring to expand internationally, Malaysia will always remain the heart and soul of its business, Fadz says, adding that the brand’s commitment to promoting local culture and supporting sustainable practices will continue to drive its efforts in the Malaysian market.
Commenting on the scent market, Fadz says it is poised for significant growth in 2024. As people increasingly seek holistic wellness solutions, the demand for natural and therapeutic aromas is on the rise.
“We are well-positioned to capitalise on this trend, offering a range of products that cater to the evolving needs of consumers,” he points out.
On its environmental, social and governance (ESG) initiatives to create a safer environment for aromatherapy, Fadz says the brand’s ESG principles are reflected in its sustainable sourcing practices and community engagement efforts.
“We believe in creating a safer and more responsible environment for aromatherapy, ensuring that our products not only benefit our customers but also the planet. For example, we grow some of our ingredients on a local farm and hire a local farmer who is also differently abled.
“Our packaging is made from glasses and we encourage our customers to bring back the bottles to our outlets for us to recycle with an immediate discount for their next purchase. We are also in the midst of getting approval of myorganic certification from Jabatan Pertanian,” he says.
On another note, Fadz says, Eartheories’ recipe for success is a blend of passion, innovation and a deep commitment to sustainability.
“By staying true to our values and continuously pushing the boundaries of what’s possible in aromatherapy, the company aims to inspire and uplift and make a positive impact in the lives of many,” he says.