In recent years, the therapeutic benefits of aromatherapy have enjoyed a surge in popularity, becoming a staple in many luxury spas and wellness routines. However, for many individuals, accessing these benefits can often seem more like a special treat than an everyday necessity. This is where Gregory Allen and Daniel Smith see an opportunity. These two former beauty executives have joined forces to launch Moods, a lifestyle brand that aims to bring the traditional practice of aromatherapy into the contemporary realm, making it approachable and applicable for daily life. Their vision is to integrate the soothing power of scent with scientific backing to provide effective tools for mental health and overall well-being.
Allen and Smith have reimagined aromatherapy into a modern line of products, featuring eight distinctive blends presented as convenient mists and rollers. Each blend is thoughtfully designed to resonate with specific states of mind. For instance, the Charisma blend boosts confidence, while Chill aims to relieve stress. Other offerings include Hustle for focus, Genius to inspire creativity, and Euphoric for joy. With Moods, they hope to normalize the practice of using these blends in daily routines, keeping them handy for moments when mood elevation is needed rather than relegating them to special rituals or spa visits. This shift in approach is clear in Smith’s assertion that they aimed to make their products integral to everyday self-care.
The backing of scientific research distinguishes Moods in a crowded market often oversaturated with anecdotal claims. Partnering with Professor Mark Moss from the University of Northumbria, they conducted what has been noted as the largest aroma-focused clinical study to date, involving over 400 participants. The findings were promising: the Charisma blend was shown to reduce social anxiety by up to 30%, while Chill reduced blood pressure by 10%. Similarly, the Genius blend improved memory clarity by 15%, and the Hustle blend enhanced concentration by 10%. Allen highlighted a frequent frustration with the wellness industry—many products lacked the serious therapeutic focus that can elevate aromatherapy beyond mere luxury.
Both Allen and Smith have personal ties to aromatherapy, each incorporating it into their lifestyle over the years through baths and candles. Smith, who has been using essential oils for two decades, credits their mood-enhancing properties with inspiring him to create a more accessible approach. They wanted to simplify aromatherapy, making the blends not just effective but also foundational to daily living, rather than limited to occasional use. The products are affordably priced—rollers at 25 pounds and mists at 45 pounds—making them accessible for individuals looking to enhance their daily mental wellness.
To bring Moods to life, Allen and Smith navigated the initial phases of funding through a two-pronged approach. They first secured an investment between £50,000 and £100,000 from personal and close investors, which helped establish a strong brand identity and initiate development. With this groundwork laid, they successfully attracted more significant investments to support the launch of a well-rounded product line, streamline operations, and enhance marketing strategies as they prepared to enter the market.
Looking ahead, Moods aims for ambitious growth, estimating revenues in the single-digit multimillion range during its first year. In addition to the current product offerings, Allen and Smith plan to expand their line into shower and bath essentials, maintaining a focus on innovation. Both founders, who share not just professional but personal ties as partners, bring a wealth of experience from their previous careers in beauty and publishing to elevate Moods beyond traditional expectations. As they explore exciting new ideas for their product line, their mission remains to connect consumers with the holistic benefits of aromatherapy through modern, science-backed means.
