Interview with Jessica Kiely, Founder of Sensoriam

Can you tell us a bit about your journey as a founder of Sensoriam? What inspired you to start this unique venture?

My journey as a founder has been a long one. I actually started my first business at the age of 19—a tutoring service supporting students with their schoolwork, which grew to include a team of tutors working alongside me. So entrepreneurship and bringing ideas to life have always been a part of who I am.

Years later, I ran a training organisation focused on youth development, but as life unfolded—as it does—I went through some deeply personal challenges. One of the most pivotal moments was the breakdown of my marriage, which left me at a low point while raising two very young children. It prompted a major turning point—a deep dive into self-development and a re-evaluation of everything in my life.

"That journey inward was mirrored by a journey outward. I became more conscious of the toxins in our environment, particularly in everyday products."

That journey inward was mirrored by a journey outward. I became more conscious of the toxins in our environment, particularly in everyday products. It was a time of cleansing and clarity, both internally and externally. One area that truly captivated me was perfumery. Discovering natural perfume felt like coming home—this alignment of nature, ancient history, and personal expression.

The more I learned, the more I saw how misunderstood the world of fragrance is—especially when it comes to what’s truly natural. I wanted to bridge that gap by using my skills in teaching, presenting, and facilitating to raise awareness and celebrate the best natural perfume brands from around the world. Sensoriam was born from that mission—to reconnect people with nature, self, and beauty through scent.

Every day I learn something new, and every day I fall more in love with the world of natural perfumery. It’s not just a business—it’s where I’m meant to be.

At the heart of Sensoriam is a deep commitment to 100% natural. This is our core, non-negotiable value. Every product we offer—whether it’s a perfume, room mist, or part of a sensory program—must meet this standard. I know firsthand how confusing it can be when labels claim “natural,” yet still contain synthetic ingredients. I created Sensoriam to offer peace of mind—for myself and for others—by curating only products that are truly, verifiably natural.

Transparency is another essential value. In an industry where full disclosure is rare, we list all ingredients clearly for every product we sell. There’s no second guessing, no hidden additives—just complete honesty and clarity. We are also guided by our reverence for nature. Sensoriam is about reconnecting with the natural world and honouring its wisdom and beauty. That respect extends to protecting it, too—choosing sustainable practices and working with brands that share that ethos.

 I know firsthand how confusing it can be when labels claim “natural,” yet still contain synthetic ingredients. I created Sensoriam to offer peace of mind—for myself and for others—by curating only products that are truly, verifiably natural.

Luxury is a value we hold deeply, though we define it differently. For us, luxury means craftsmanship, ritual, and sensory depth. It’s found in slow processes, traditional techniques, and the way a scent invites you into the present moment. True luxury, we believe, is the ability to reconnect with nature and with oneself.

Finally, we believe in the vibrational energy of scent. Natural fragrances—unlike synthetic ones—carry a frequency that can nourish both body and spirit. At Sensoriam, we explore how scent can help us return to our humanness, raise our awareness, and support our wellbeing. Our customers are seeking more than a beautiful fragrance—they’re seeking connection, consciousness, and a more aligned way of living.

At Sensoriam, we prioritise full transparency from the brands we partner with. We request detailed ingredient information for every product—including where each ingredient is sourced, whether it’s an essential oil, tincture, or botanical extract. Wherever possible, we seek traceability back to the source, ensuring that our products are aligned with ethical harvesting and production practices.

Vegan formulations are also a priority, and when a natural ingredient such as honey or beeswax is included, we make sure that’s clearly communicated. This empowers our customers to make informed choices based on their own values and preferences.

We rely on the integrity of our partner brands, selecting only those who are committed to careful, conscious sourcing. Many of them work closely with growers, farmers, and artisans who honour the land and the rhythms of nature.

From our side, all Sensoriam packaging is designed to be recyclable and low impact. Sustainability isn’t just about ingredients—it’s about the full lifecycle of a product, and we aim to minimise our environmental footprint at every stage.

We also stay actively informed on developments within the natural beauty and fragrance industries—especially around ingredient sustainability. Because our products are 100% natural, they’re directly impacted by seasonal shifts, climate events, and changing ecological conditions. So we treat sustainability as a living commitment—one that evolves and adapts, just like nature itself.

I love this question—because yes, I am deeply passionate about fragrance. For me, what makes a perfume stand out is a combination of elements, but it always begins with the scent itself. I’m drawn to perfumes that feel new or unexpected—something I haven’t smelled before, or a combination that evokes an emotion or memory the moment I encounter it. That immediate connection is powerful.

But beyond the scent, what truly captivates me is the story behind the perfume. I believe perfumers are artists—they paint with aroma. When I learn about the inspiration, the intention, or the emotion they wanted to capture, it adds a whole other layer to the experience. A great perfume always has a thread of meaning running through it—it’s never just a mix of ingredients.

In creating a truly captivating scent, I think longevity is important—but in the natural perfume world, that doesn’t mean permanence. We don’t want “forever chemicals.” Instead, a beautiful natural scent should evolve. I love when a perfume opens one way, then shifts as it dries down, and then leaves you with a soft, lingering finish that surprises you hours later. That unfolding journey is part of the magic.

And finally, I believe the bottle matters. The tactile experience of holding it, the way the lid lifts, the feeling of the spray or roll-on, the label design, how it looks on your shelf—all of it contributes to how you experience the scent. It’s about engaging all the senses, not just smell. When a perfume is crafted with care from concept to bottle, that’s when it truly stands out.

First, I have to say—I love the phrase “Female Founder in the Fragrance Industry.” There’s something about the alliteration that appeals to my background in communication and presentation skills. For over 20 years, I’ve worked as a facilitator and speaker, and I still coach others in how to use their voice and presence. So yes, I appreciate the sound of that title—it carries both elegance and strength.

Of course, being a founder comes with both challenges and rewards, often in equal measure. One of the biggest challenges for me has been entering an entirely new industry. I didn’t come from a background in perfumery, chemistry, product development, or retail. I stepped into this space in my 40s, driven by passion rather than experience, and had to teach myself everything from the ground up—from the basics of blending and aromatherapy to how to run a product-based business.

That kind of leap is confronting. The imposter syndrome is real. There have been countless moments where I’ve thought, Who am I to do this? But I’ve learned to acknowledge those thoughts, then keep moving forward anyway. That resilience, that process of becoming, has been its own reward.

And the most rewarding moments?

They come constantly. I absolutely love facilitating our perfume and scent experiences. Whether it’s at a hen’s party, a corporate team event, or a personal scent-making session, watching people relax into their senses and reconnect with themselves is deeply fulfilling. There’s something magical about how scent brings people into the present moment and into their own humanness.

I also find it incredibly rewarding to meet the founders behind the natural perfume brands we curate. They are passionate, courageous, and committed to bringing beautiful, botanical fragrances into the world in a conscious way. Their artistry and values inspire me every day.

And then there are the customers—those who discover Sensoriam and write to us saying things like, “I’ve been looking for something like this forever,” or “Thank you, I can finally wear perfume again.” Many are on healing journeys—through cancer, fertility, or chronic health conditions—and they’re looking for something safe, natural, and beautiful. Being able to offer that, to know we’re making a difference in their lives, is one of the greatest rewards of all.

I always find it exciting to welcome new brands into the Natural Perfume Collective, and partnering with SIUNO feels particularly special. I first discovered the brand on Instagram about a year ago and was immediately intrigued. The branding, the aesthetic, the ethos—it all resonated with me deeply. There was a clear reverence for the origins of perfumery—Greek, Egyptian, and ancient traditions—while still offering a contemporary, refined expression. I had a strong feeling the fragrances would reflect that same depth and beauty, and they absolutely do.

Each brand we bring into Sensoriam adds a new voice, a new narrative, a new layer of artistry. Natural perfumery is not just about scent—it’s about story, intention, and emotion. SIUNO  brings all of that, with an added elegance through its Italian heritage and global sensibility. It’s a beautiful addition to the curated collective we’re building.

"SIUNO  contributes something distinctive to that offering. It enriches the collective, deepens the sensory story, and gives our customers more opportunity to connect with a scent that speaks uniquely to them."

What excites me most is how this collaboration expands the experience for our customers. Scent is so personal. To help someone discover the fragrance they fall in love with—one that feels like them—we need a diverse and inspiring palette. SIUNO  contributes something distinctive to that offering. It enriches the collective, deepens the sensory story, and gives our customers more opportunity to connect with a scent that speaks uniquely to them.

I’m thrilled to be partnering with Amanda and the SIUNO  team. Their creative vision and dedication to natural ingredients align perfectly with Sensoriam’s values, and I know our customers will feel that too.

When I look through the looking glass into the next three to five years, I see Sensoriam continuing to grow into a global destination for 100% natural perfumery. One of my key visions is to expand the Sensoriam Collective beyond our strong Australian roots and welcome more exquisite natural perfume brands from around the world. I’ve already discovered some remarkable artisans in Europe, the Middle East, and beyond—and I’d love to bring their stories and scents to our community.

I also envision a physical space for Sensoriam—a scent sanctuary of sorts. A place where people can come to explore our curated perfumes in person, attend immersive scent experiences, and even create their own natural fragrances. This would be a space that awakens the senses and invites people into the beauty and presence that natural scent offers. A true embodiment of what Sensoriam stands for.

And yes, we have some very exciting projects on the horizon. We’re currently working on developing our own Sensoriam product range, which will include both home scents and perfumes. These are being crafted with the same values of purity, beauty, and connection to nature that define everything we do. I’m incredibly excited about what’s to come—it feels like we’re just getting started.

My first piece of advice: back yourself. Truly. Starting something of your own takes courage, and that belief in yourself will carry you through the inevitable highs and lows.

Second—do your research, and do your numbers. Create a budget, then add 30% to 50% more. Everything always takes longer and costs more than you expect, especially in product-based businesses. Planning for that gives you breathing space.

One of the most important things you can do is develop a clear sense of your uniqueness. In this space, your brand is everything. It’s not enough to have a great product or service—you need a compelling story, a clear message, and a visual identity that resonates. People connect to story, to feeling, to purpose. So invest in your brand as much as your product. It’s not an afterthought—it’s the lifeblood of your business.

If you’re entering the wellness industry, another essential is to walk your talk. You can’t just sell wellbeing—you need to live it. People are incredibly intuitive, and coherence between your message and your lifestyle is vital. Staying well yourself, continuing to learn and evolve, that’s part of your integrity.

And finally, think full circle. From product creation to packaging to disposal—every step is part of your brand’s impact. Be thoughtful about how you can reduce waste, lower your environmental footprint, and build something that is not just beautiful, but sustainable. That’s not just good business—it’s the future of business.

What is your favourite scent from nature and why?

This is such a tricky question—there are so many scents in nature that I love, each for different reasons. But the one that comes to mind most vividly is Australian Wattle.

Wattle blooms in winter here in Australia, right around my birthday, so it has a personal significance. Despite its small, delicate flowers, it releases a surprisingly rich, earthy-floral aroma that fills the air. It’s a scent that feels both comforting and uplifting—there’s a brightness to it, a quiet joy.

What I also love is its ephemeral nature. Wattle doesn’t bloom for long, so you really have to savour it while it’s here. That fleeting quality makes it all the more special. It’s also notoriously difficult to capture in perfume, which perhaps adds to its mystique. To me, Wattle holds the essence of the Australian landscape—wild, golden, grounding, and joyful.

My ultimate self-care ritual is REST—with a capital R-E-S-T. It’s something I’ve had to learn, to truly give myself permission to rest without guilt or the need to “earn” it. As someone who works hard and has always been driven, embracing rest has been an absolute game-changer for my wellbeing.

Rest can take many forms for me. Sometimes it’s an afternoon nap or a deeply restorative yoga nidra. Other times, it’s as simple as watching a show on Netflix, soaking in a warm bath infused with a blend I’ve made myself, or curling up with a good book. The form doesn’t matter as much as the intention—to pause, to soften, to restore.

In a world that often glorifies productivity, rest is a radical act of self-care. It’s the most nourishing gift I can give myself.

In my experience, there are a few key reasons why people can be hesitant to switch to natural perfume.

Firstly, it’s simply because it feels new. Anything unfamiliar can be overwhelming—especially when we’ve been conditioned to trust what we already know. When people feel uncertain, they often retreat to the comfort of their old favourites, even if they’ve begun questioning what’s actually in them.

Secondly, scent is incredibly personal. Maybe you fell in love with a fragrance in your twenties while travelling through Italy—and it became a part of your identity. When you later learn that it contains synthetic ingredients you’d rather avoid, it can feel daunting to let it go. The thought of starting over and finding something that feels just as “you” can be intimidating.

And thirdly, there’s a lingering myth that natural perfume smells like little more than essential oils or something overly earthy or “hippie.” But that’s simply not true. Natural perfumery has evolved into a sophisticated, luxurious space—blending ancient techniques with modern elegance. The artistry and complexity rival, and often surpass, conventional fragrances.

As for tips:

1. Start with samples. Many natural perfume brands, including Sensoriam, offer discovery sets or minis. These are a great way to explore without committing to a full bottle.

2. Be patient and open. Give yourself time to explore the variety of what’s out there. Natural perfume is a rich and diverse world—there truly is something for everyone.

3. Let go of the “signature scent” mindset. Instead of finding just one, consider building a fragrance wardrobe. With natural scents, you can choose a fragrance to suit your mood, the season, or even your intention for the day. Many natural ingredients also offer wellbeing benefits—so your scent becomes a tool not just for self-expression, but for self-care.

Switching to natural perfume isn’t just about changing what you wear—it’s about choosing something that aligns with your values, your body, and your connection to the natural world. It’s a beautiful transition worth embracing.

A book that changed your life? The Brain That Changes Itself, Norman Doidge

What is playing on your Spotify at the moment? St Finnikin

What does beauty mean to you? It’s a feeling

Best life advice you have ever been given? Just say yes, and then work out how on the way