I often get asked, how in the world are you so successful with an online business that sells fragrances, when customers cannot even smell the product.
It is a great question, and honestly one I think about often. How have I built something so successful in a category that is this difficult to sell online? The truth is people do not come to Saide for the smell first. They come for the vibe and the brand and what we stand for, and then they stay for the fragrance. We are lucky to have such a strong presence in our community, and the fragrances themselves are the cherry on top.
So What Does It Come Down To?
Two things.
The vibe – that minimal, modern, coastal feel with chill undertones. And what we stand for – making sure everything we do, from packaging to fragrance to how we test, sample and curate, is ethically sourced, completely vegan, and free from phthalates, sulphates and parabens.
Ten years of running this business and creating those products here in our Brisbane studio. We have been supported by an incredible Saide community, and over eighty plus stockists around Australia who see our vision and see what we are doing.
The Hardest Part of Selling Fragrance Online
Now do not get me wrong, this is a huge challenge, and something we think about regularly. How do we clearly communicate what our fragrances smell like to a customer who knows exactly what they love and exactly what they hate, but is not sure they are ready to explore something new without the chance to smell it first.
That is exactly why we spent so much time curating and collecting scents into our discovery set
Five Years in the Making
For the last five years we have tried to find a way to let people truly discover and understand our fragrances. We approached it differently many times over those five years, and never quite felt we had it right. Until now.
We even ran an eighty nine days of scents campaign two years ago, launching a new candle fragrance every single day, to better understand our customers' fragrance profiles and to add six new fragrances to the range.
Through all of that, I realised this was such an important part of the Saide journey that we needed to get it right. We did not want a few hollow questions that just pointed you toward our bestsellers. We wanted a truly curated journey, one that helps you understand not just Saide fragrances, but fragrance as a whole, so you walk away feeling more confident choosing fragrance in general, no matter the brand.
Introducing: Your Fragrance Journey
After years and years, I am so proud to say we finally did it. We built a way to begin your fragrance journey with us, and I am genuinely excited to share it. I wanted it to be unique, interactive and genuinely fun.
And the one thing I always hate myself, being asked for your email before you even see your result. None of that here. This is not a marketing activity, it is a genuine experience, for our customers and anyone else, to discover fragrances they may never have felt confident exploring before.
Give yourself two minutes. A few thoughtful questions are all it takes to find your signature fragrance.
Begin your fragrance journey → here
About the author.
Hailey Vukadinovic is the Founder and Creative Director of saide, an Australian fragrance house built on the belief that everyday rituals should feel both grounding and luxurious. With a background in creating high-quality, clean fragrances, Hailey blends artistry and intention to design scents that transform spaces and moments into something memorable.
When she’s not developing new collections, you’ll find her exploring coastal towns and cute cafés, taking road trips, and finding inspiration in nature and the art of slow living. Through saide, Hailey hopes to share that same sense of calm, beauty, and connection with others - one fragrance at a time.