Rather than positioning fragrance as a single signature scent, the launch collection presents a wardrobe of four perfumes—Sincerely, Rose, Satin Slip, Pilates Princess and Walk Me Home—each designed to accompany a different mood, occasion or moment.Studio Rose
Developed in partnership with IFF perfumer Andrew Everett and using a number of the company's key ingredients, Studio Rose centers on a simple philosophy: living life through "rose-colored glasses." Rather than positioning fragrance as a single signature scent, the launch collection presents a wardrobe of four perfumes—Sincerely, Rose, Satin Slip, Pilates Princess and Walk Me Home—each designed to accompany a different mood, occasion or moment. The concept reflects the growing consumer appetite for fragrance wardrobes, emotional storytelling and identity-driven scent choices, particularly among younger fragrance buyers.
Ahead of Studio Rose's debut, we spoke with Siegler about building a fragrance brand from the ground up, collaborating with IFF, translating lifestyle into scent, and why she believes fragrance should be as versatile as the person wearing it.
"Most people don’t wake up thinking “today I want a floral”—they think about where they’re going and how they want to feel," says Siegler. "So I’ve mapped four moments in my ideal day: a workout class, the everyday in between, a first date, and a night out. Each fragrance complements the energy of one of those rituals."Studio Rose
Q&A: Julia Rose Siegler, Founder & CEO
How does “living life through rose-colored glasses” shape your creative choices—and why is Sincerely Rose the hero scent?
Siegler: For me, it’s not a saying—it’s how I try to live. When you approach the world with gratitude and confidence, you experience it more fully, and that idea guides every decision we make building the brand.
I want Studio Rose to make more than beautiful fragrances. I want each scent to be a tool for confidence—to help people feel more like themselves and notice the beauty in everyday moments. Fragrance has always done that for me: when I feel confident in how I smell, I carry myself differently.
Sincerely Rose best embodies that, and it’s our hero because we demand the most from it.
The other scents take already-special moments and make them extraordinary—a first date, a night out. Sincerely Rose has the harder job: it has to lift the everyday—work, relaxing at home, shopping—and make those moments feel special too. It’s designed as an everyday signature, equally at home at the office, at lunch, or running errands. The scents we wear become part of our identity, something people instantly associate with us. I want Sincerely Rose to be that constant: a fragrance that inspires confidence, becomes uniquely yours, and leaves a lasting impression.
Your four fragrances—Sincerely Rose, Walk Me Home, Pilates Princess, and Satin Slip—are built around specific daily moments rather than traditional scent families. What was the strategy there?
Siegler: Most people don’t wake up thinking “today I want a floral”—they think about where they’re going and how they want to feel. So I’ve mapped four moments in my ideal day: a workout class, the everyday in between, a first date, and a night out. Each fragrance complements the energy of one of those rituals. Fragrance should be as intentional as the outfit you choose—Studio Rose is the scent wardrobe that makes that easy. I also want the names themselves to work as a simple, modern way to navigate fragrance—a system built around how we actually live. The name tells you what the scent is created for, with Sincerely Rose as the everyday signature. That doesn’t replace the traditional way of navigating fragrance by olfactive family, or the depth of the perfumer’s notes on each scent—both still exist for anyone who wants them. It simply gives our customer an intuitive starting point.
There’s a deeper shift underneath it, too. Traditional fragrance is about evoking memories. I want Studio Rose to be about making them — creating and romanticizing the many small moments that make up a life.
"Rather than naming scents after abstract notes, I want each one to instantly evoke a feeling our customer recognizes from her own life—the names act almost like memories," says Siegler. "The packaging follows the same logic. My generation values thoughtful design, so I want bottles you’d proudly display on your nightstand and reach for as naturally as a favorite accessory."Studio Rose
The collection leans on premium IFF and LMR raw materials. Can you speak to working with IFF, and the perfumers involved?
Siegler: Working with IFF lets us approach fragrance with the same intention we bring to the brand. Our perfumer, Andrew Everett, is instrumental—he treats perfumery as both craft and storytelling, which aligns perfectly with my vision. We refine each fragrance together until it not only smells beautiful but captures the exact emotion we’re after. IFF also gives us access to some of the world’s finest natural ingredients through LMR—Laboratoire Monique Rémy, their Grasse-based house renowned for the purity and traceability of its naturals. LMR is considered a benchmark for natural raw materials in perfumery, and working with ingredients of that caliber lets us build scents with real depth and nuance—refined and distinctive, but still approachable and wearable.
Your core customer is an urban, fashion-conscious woman aged 18–35. How did that shape the names, concepts, and packaging?
Siegler: I’ve always loved brands whose campaigns make me think “this was made for me”—and I don’t see that in fragrance. My generation bonds over small shared moments: getting ready with music on, the walk home after a great first date, the morning Pilates class and coffee run. Those routines shape everything.
Rather than naming scents after abstract notes, I want each one to instantly evoke a feeling our customer recognizes from her own life—the names act almost like memories. The packaging follows the same logic. My generation values thoughtful design, so I want bottles you’d proudly display on your nightstand and reach for as naturally as a favorite accessory.
Your audience values “vibe and storytelling as much as the juice itself.” How do you plan to use visual lifestyle content to capture attention on social?
Siegler: You can’t smell a fragrance through a screen, so the story around it has to be strong enough to make people emotionally invested. From the start, I’ve known Studio Rose has to be built around worlds people want to step into. Instead of just showing the bottle, we use familiar, aspirational moments to tell stories.
We want our channels to feel less like a fragrance brand and more like a lifestyle destination. If someone watches a video and thinks “that’s so me,” we’ve done our job.
"Everything I learned across companies like Estée Lauder, dsm-firmenich, Aerin, Dr. Dennis Gross Skincare, and Westman Atelier tells me that great brands begin with uncompromising craftsmanship, not marketing," says Siegler. "Working with Andrew Everett reinforces that—every fragrance has to stand on its own from a perfumery standpoint."Studio Rose
You’re positioned alongside identity-driven favorites like Glossier, Rhode, Byredo, and Loewe. What’s your long-term distribution strategy?
Siegler: We’re intentionally direct-to-consumer right now. It lets us build a direct relationship with customers, tell our story on our own terms, and grow a real community.
But fragrance is personal, and there’s something irreplaceable about experiencing a scent in person—which is why pop-ups are central to our growth. They let us introduce Studio Rose through immersive environments rather than just asking someone to smell a bottle.
Long term, I see selective retail complementing DTC rather than replacing it. Digital builds the global community; pop-ups and carefully chosen partners let customers experience the craftsmanship firsthand. That balance lets us grow while staying intentional about where Studio Rose lives.
Your scents are treated as “emotional objects.” How do you balance master perfumery with identity-based branding?
Siegler: Storytelling might get someone to pick up the bottle, but it’s the quality of the fragrance that makes them keep reaching for it. I never want Studio Rose to rely on branding alone.
Everything I learned across companies like Estée Lauder, dsm-firmenich, Aerin, Dr. Dennis Gross Skincare, and Westman Atelier tells me that great brands begin with uncompromising craftsmanship, not marketing. Working with Andrew Everett reinforces that—every fragrance has to stand on its own from a perfumery standpoint.
Our bottles are sourced from France, and every fragrance is developed in New York with our IFF team. Being based here lets me build a genuine relationship with our perfumer and visit throughout the process, so every decision is made together. The best brands are built when exceptional products and thoughtful storytelling exist in equal measure
