I first met Belinda Everingham at Pitti Fragrance in Florence, where we bonded over a shared belief in nature’s quiet luxury and the beauty of botanicals. As the founder of Bondi Wash Belinda embodies the rare balance of pioneering spirit and gentle integrity, reminding us that we can be leaders, innovators, and kind humans all at once.
Born in Melbourne, raised among the native bushland of Canberra, and now based in Bondi with her children and Billie, her border collie, Sensitive to chemicals yet captivated by scent, she has built brands that merge purity with beauty, proving that natural formulations can be both effective and sensorially extraordinary.
Today, SIUNO sits alongside Wyalba and Samuel Gravan in the Natural Perfumery tucked behind Bondi Wash in Sydney's Paddington — three Australian perfume houses all handcrafted by artisans with a commitment to authenticity, creativity, and respect for nature’s raw materials.
Belinda shares her journey, creative philosophy, and the scents that continue to inspire her.
Looking back, what inspired you to start Bondi Wash — and what did you feel the world needed that wasn’t there yet?
When I first launched Bondi Wash, there were very few truly effective natural products that also smelt beautiful. Even now, many brands still use synthetic fragrance. We wanted to bring products to the home and body that allow people to make the switch to safer, yet equally beautiful, alternatives.
How did the idea for a Natural Perfume Boutique come about? What inspired you to bring this vision to life?
Experiencing fragrance — whether for Bondi Wash or our perfume brand Wyalba — is such an important part of the customer journey. Everyone has a different ‘nose’ and responds differently to scent. We wanted to create tranquil spaces where people could explore and connect with fragrances in their own way.
Bondi Wash made you somewhat of a pioneer in Australia’s natural beauty space. How did that experience shape your approach to the boutique?
It’s interesting — I deliberately didn’t do much research on what others were doing. I still take this approach. Looking with fresh eyes allows true innovation in product design, scent design, and the retail experience.
What are the core values behind the Natural Perfume Boutique, and how do they connect with the products you select and the community you serve?
We’ve designed the space so people can simply try things — there’s no pressure to purchase. We also aim to educate people about the natural Australian scents we use. It’s both informative and wildly experiential.
What role does place — Australia, Bondi, or elsewhere you’ve lived — play in your sense of scent and creativity?
Australia is always at the heart of what inspires me. Our country is vast and rich with flora that offers truly unique scents, many of which are still undiscovered. It’s part of my vision to find and introduce them.
Our country is vast and rich with flora that offers truly unique scents, many of which are still undiscovered. It’s part of my vision to find and introduce them.
What have been some of the most rewarding moments in your journey as a founder?
Hearing that people love our products is always rewarding. But it’s also been incredible to watch the industry transform as people choose natural products for their homes and bodies. That shift is powerful.
And the most challenging aspects — how have you navigated them?
The blatant copying has been challenging. I’ve learnt to shrug it off and focus on what’s next — staying creative, innovative, and true to our values.
What made you choose to bring SIUNO into your store?
SIUNO shares our values in creating scents that are innovative and grounded in nature. The range is beautifully designed and truly unique in a world where many perfumes smell alike. Perfumery in the natural space is hard — scents need to be more than just essential oil blends. SIUNO really achieves that; the compositions are complex and captivating.
Perfumery in the natural space is hard — scents need to be more than just essential oil blends. SIUNO really achieves that; the compositions are complex and captivating.
Which is your favourite SIUNO scent, and why does it resonate with you?
It’s Sunetto. I’m drawn to citrus — it features neroli and green mandarin as key notes. There’s a seductive smokiness too; it’s such an interesting scent.
Do you have any exciting projects or launches on the horizon?
Yes — we’re launching a permanent Bondi Wash store in Shinsegae Gangnam, Seoul, one of the world’s top department stores. After a successful pop-up in July, being offered a permanent space there feels like a huge milestone. South Korea is at the forefront of retail and beauty right now, and it’s an honour to be part of that.
What advice would you share with women or entrepreneurs wanting to build a brand in wellness, fragrance, or lifestyle?
Create something that stands out — something genuinely original. And invest in design. The look and feel of your product is a customer’s first experience — it needs to be special. Even for services, design matters.
What is your favourite scent from nature and why?
I can’t pick just one. I love lemon-scented gum after rain, gardenia in summer, frangipani, cardamom, tomato leaves, and freshly brewed coffee. Nature offers so much to delight the senses.
What’s your ultimate self-care ritual?
Going to bed early! I love drifting into dreamland. I’ve even started a dream diary — they often reveal meaning. I spray our new pillow mist and use silk pillowcases to enhance the sleep experience.
Switching to natural perfume isn’t just about changing what you wear — it’s about values, health, and connection. How do you explain this to someone new to natural fragrance?
It’s a different experience. Natural scents can feel stronger at first but dissipate more quickly — unlike synthetics, which can linger for days. I always suggest people buy smaller sizes and reapply throughout the day. The act of topping up is a ritual in itself. I also recommend spraying perfume down the décolletage — the warmth helps the scent unfold beautifully.
A book that changed your life:
Perfume by Patrick Süskind — it inspired me to launch my business and reminded me of scent’s power.
What’s playing on your Spotify right now:
Sweet Dark-Haired Man by Joan Shelley.
What does beauty mean to you:
A healthy body and a calm mind — a natural glow that radiates from within.
Best life advice you’ve ever been given:
“In a gentle way, you can shake the world.” – Gandhi
A favourite quote:
“Honesty is the best policy.”
Life is…
A wonderful adventure.