​Over the years, many perfumers have told me why they got into natural perfumery in the first place. Many have shared their personal experiences with having allergic reactions from synthetic perfumes or colognes, leading them to create natural perfumes for themselves. Others have said they enjoy the creative process of producing perfumes from natural materials. 
Regardless of how perfumers find their pathway to natural perfumes, from a business and marketing perspective it is not enough to only rely on internal experiences and policies to ensure business success. 
Yes, all natural perfumers need motivation, missions, visions and other important internal business practices, but more importantly, they need to balance their internal needs with an external focus on identifying, selling, and keeping Customers For Life. 
So, how can natural perfumers create Customers For Life (CFL)?

Improvements at Points-of-Sale and Points-of Consumption with CFL Strategies
Whether online or brick-and-mortar, points-of-sale are the interfaces between the entire supply chain and customers. Improvements to this critical touch point increase the likelihood of a profitable sale. Points-of-consumption are an even more important touch point, since it is here that customers determine product satisfaction and make the decision to repurchase or not. 
Approaching natural perfume marketing from a Customers For Life perspective positively changes the dynamics of points-of-sales and points-of-consumption strategies completely. For example, when natural perfumers decide to attend sales-related events, they should use CFL strategic mathematics: Each $200 perfume sale at an event + 1-$200 follow-up sale per year for 20 years = 21 CFL perfume sales or $4,200.  This strategy promotes proper follow-up from sales, which is typically a weak point in natural perfume marketing.

Be a lifetime Student and Teacher.
Never stop learning and then teaching customers, potential customers, and the rest of the supply chain. Learn more about your suppliers, gather as much information as possible from them on the value of their business practices and the products they supply, and then teach that knowledge to your supply chain community including consumers. 
No better place to share this knowledge can be found than IPF’s 2025 Natural Perfumery Summit, where besides gaining valuable exposure for natural perfumers’ businesses at IPF’s collective booth, perfumers can pass on CFL strategies to suppliers, distributors, the media and all others withing the natural perfumery community. Everyone in the supply chain benefits from a Consumers For Life strategy.

Instill Consumer Confidence and Trust in Yourself, Your Company, and Your Products
Natural perfumers wishing to get customers continually coming back for more products for a lifetime need satisfied customers who trust and have confidence in the products they purchase. This means demonstrating that perfumers are the experts in the communities they serve, and writing articles about your experiences is one way to do that. You can even submit those articles to IPF’s Newsletter that will be read by thousands in the supply chain. Participating in the New Luxury Awards is another opportunity to be recognized by your peers as an industry leader.

Customers For Life requires a complete commitment from natural perfumers to establish and maintain long-term relationships with every customer they sell. Keep in mind that it will always be a lot less expensive to keep customers for life than to acquire new ones.

​What inspired you to become a perfumer?
The joy of delightful smells and a good nose. To express myself in a different language. Speaking through perfumes as perfumes can replace words. When created from love with intention, attention and the right ingredients, perfumes have the power to impact a person in a positive way.
 
How did you start? What courses have you followed?
I started reading first - books, online. Then I talked to some Indian perfumers and gained more knowledge. Later I came across the Natural Perfumery Teacher’s Academy online courses for French style natural perfumery. I really like how the curriculum is structured. It is obvious that a lot of thought went into designing the courses. It’s a full spectrum curriculum that includes - gardening, oil extraction, perfumery, aromatherapy, perfume history, olfaction to marketing adhering to IPF’s New Luxury Code. They pack a lot of punch in the short format courses and the information is very practical and actionable. The courses broadened my horizons and I picked up a lot of knowledge in a short period of time and was able to design products and create my brand. For anyone wanting to learn natural perfumery, the ancillary information and is environmentally conscious, it's a good place to start. The faculty is friendly, kind, and knowledgeable.

What made you decide to create your brand?
Several factors. As you know, we all went through a very difficult pandemic, the past two years, and many people are still experiencing a deep sense of isolation, fear and uncertainty. I asked myself what would be the role of a perfumer? How can I contribute? How can one help restore some sense of well-being?
In this context, I would like to quote an ancient perfumer from India - Gangadhara, 1500 years ago, said:

So, I feel as perfumers we have a certain responsibility to help people cope with everyday post-pandemic life, and it was in that spirit, Xila Apothic, was created.
To me a brand is not just about selling products. It's about what you stand for.
Xila Apothic is not just about perfumes - it introduces people to a way of life. Brand is a unique expression of you - your values, belief system, culture, a community of people with shared interests and rituals. It is a way of self-expression.
 
What made you participate in the New Luxury Awards competition? 
I wanted to challenge myself. I think taking action is key to success. Entering a competition forces you think through things and paves way for smart and hard work. It stretches you and nudges you out of your comfort zone. In the process, you discover new facets of yourself and your strengths.
 
What was your feeling when you came to Paris and received the New Luxury Award?
It was very gratifying. A validation that belief in one-self and focused hard work pay off. I would like to thank Creezy Courtoy, IPF Chair, for creating this platform to showcase our talent and for encouraging natural perfumers. I would also like to thank the faculty at the Natural Perfumery Teacher's Academy for their guidance.

What has happened to you since this?
New opportunities are knocking on my doors, including investors and clients.
​We are launching a new product line for the upcoming festive holiday season starting from September 2022, besides what is already available.
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Social Media: @XilaApothic