Established in 2018, Who Is Elijah has gained a strong following for its accessible, luxurious, and genderless fragrances, all hand-filled and packaged in Sydney. The brand has seen exponential growth, from receiving just 21 orders at launch to selling 22,550 units through its direct-to-consumer Australian site in 2024 alone—amounting to a staggering $10 million in sales.
Raquel Bouris’ journey began at Coachella 2017, where an encounter with an unforgettable oil fragrance sparked the idea to create her own line of perfumes. By October 2018, she launched Who Is Elijah with its first fragrance, His | Her, a scent that resonated with both men and women. Since then, the brand has expanded to a collection of ten signature scents, with an eleventh launching later this year.
Through disruptive marketing tactics, extensive sampling, and grassroots consumer engagement, Who Is Elijah has successfully captured the attention of major retailers. In Australia, the brand is stocked at Sephora, Adore Beauty, Priceline, and The Iconic. Its expansion into Boots UK solidifies its position as a formidable player in the global fragrance market.
Securing a partnership with Boots UK was no easy feat. Bouris spent years flying back and forth between Australia and the UK, strategically placing the brand in front of consumers through street sampling and forging relationships with key retail decision-makers. This persistence has paid off, as Who Is Elijah now joins the prestigious lineup of beauty and fragrance brands at one of the UK’s most recognised retailers.
“Moving to London was a bold step, but it felt like the right time to focus on growing our presence in the UK. Boots is an iconic retailer, and this partnership aligns perfectly with our vision to bring Who Is Elijah to a wider audience,” said Bouris.
Despite its indie status, Who Is Elijah has carved out a space in the competitive fragrance industry. The brand recently won Popsugar’s Beauty Award for Best Spicy Fragrance in 2023, and its cult-favourite scents continue to sell out quickly. A bottle of Nomad is purchased every two minutes, while a Discovery Set is sold every five minutes—testament to the brand’s strong consumer loyalty.
Beyond its commercial success, Who Is Elijah remains committed to sustainability. The brand avoids plastic packaging, is vegan and cruelty-free, and embraces a minimalist approach to fragrance that challenges traditional gender norms.
With its UK expansion well underway, Bouris envisions a future where Who Is Elijah fragrances will be worn for generations. “My goal is to ensure that people will be wearing my creations in 100+ years from now,” she says. The brand’s competitive pricing, high-quality ingredients, and authentic storytelling continue to set it apart from multinational fragrance houses.
As Who Is Elijah continues to push boundaries in the fragrance industry, its journey from a Sydney garage to global recognition serves as an inspiration to indie beauty brands everywhere. With Boots UK as its latest retail partner, this Australian-born fragrance house is set to make an even bigger impact on the world stage.
Read the SUMMER ’25 issue of Retail Beauty below:
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