
"ONE Fragrance House is a luxury, unisex and intentionally crafted fragrance brand inspired by the belief that scent is an extension of identity and purpose," says Shawn Pettieway, the brand's founder and CEO.
ONE Fragrance House

ONE Fragrance House will take part in NYSCC's Suppliers' Day 2025 Indie Pavilion (booth 2319), "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization. The event will also allow voting on participants as part of its People's Choice Award of Indie 360°.
The award announcement will take place during a champagne toast on Wednesday, June 4, 2025 at 3:00 p.m. at the Indie Pavilion.
Here, Pettieway tells us more about his brand, the challenges of indie beauty and much more.
ONE Fragrance House's Eau de Parfum Collection
Pettieway: Our current collection features three signature Eau de Parfum scents:
- Fougère — Romantic, floral, warm amber. For evenings of connection and intimacy.
- Roi Amos — Sparkling champagne citrus and spiced ginger. For celebration, confidence, and effortless charm.
- Élite Noir — Smooth woods, lavender, creamy vanilla. For powerful presence and executive elegance.
My Vision for the Future of ONE Fragrance House

In the next 18 months, I plan to elevate ONE Fragrance House into more retail locations and cultural spaces while expanding our product line with more intentionally crafted fragrances.
I also aim to deepen our presence through strategic partnerships, high-visibility events, and global storytelling—connecting more with the luxury consumer while remaining inclusive to all.
Ultimately, I want ONE to be known not just as a fragrance brand, but as a cultural movement—celebrating individuality, purpose, and intentionality.
Trusting the Journey: Lessons in Purpose-Driven Branding
Pettieway: The most important lesson I’ve learned is to trust the timing of your own journey. As an indie founder, especially as a Black entrepreneur in the luxury space, it can be easy to compare your growth to others. But staying true to your mission, being patient with the process, and leading with authenticity is what builds a brand that lasts. Purpose-driven branding is powerful when done with integrity. I have learned to stay consistent and celebrate every win, big or small along the journey.
Building an Indie Beauty Brand in 2025: Challenges and Opportunities
Pettieway: Running an indie beauty brand in 2025 is both exciting and challenging. It’s a space where consumers are more conscious, culturally aware, and craving authenticity—which creates a beautiful opportunity for brands like ONE to shine.
At the same time, it requires resilience — building community, telling your story consistently, and adapting to fast-evolving trends while staying rooted in your values.
For me, it’s about embracing innovation, honoring cultural richness, and bringing true representation to the luxury fragrance world.