SCENTS OF SELF: EM SMITH ON CRAFTING UNIVERSAL FRAGRANCES FOR EVERY MOOD
Lenny, Harper, River, Ash, and Bobby might sound like the members of a cool new soft rock band, but they’re also the muses behind Orb Oils’ signature scents. After recovering from the hottest hotel party of the year, we caught up with Em Smith to talk about how Orb came to be and why you shouldn’t feel bad about wearing a different fragrance every day – because life’s too short for one signature scent.
Tell us how Orb came to be?
I saw an opportunity to make a fragrance with the same complexities as the luxury favourites and designer cult scents but in a more accessible format. Fragrance is so deeply linked to memory that I loved the emotion behind the product, and therefore thought that it should be wearable, usable, giftable and relatable enough to wear every day, even just at home on your own. A multi-use concept that is an extension of your personality and story at every touchpoint. Fragrance should be fun!
How did the concept for the house party come together? What experience do you want guests to walk away with?
It was a collaborative play The StandardX and ORB that brought each scent profile to life; to experience each scent almost as if they were their own person. ‘Meeting’ your fragrance through food, drink, immersive visuals, sound and, of course, smell. It is a way to truly explain the notes of each ORB fragrance in a way that immediately makes you resonate with one of them intensely. The StandardX was the perfect location to bring this to life.
Each Orb scent has its own personality—is one of them closest to your own?
This is a great question…I do believe there is a little bit of me in all of them (or maybe who I want to be!). Harper is probably the one I modelled the closest and the one I wear the most, but they change per mood and situation. Bobby is my go to when I need a little extra spark.
Tell us more about the names. Are Orb fragrances named for specific people, or characters you’ve invented?
The ORB fragrances name came purely out of a brainstorm over a bottle of pinot. The concept was there, but we wanted to create five truly stand alone personalities (people), and we felt like these personality builds and names would resonate with consumers. It’s so much fun creating more than just the scent profile but also the idea of the person wearing those fragrance notes. There’s a lot more in the bank!
What’s your first scent memory?
My first scent memory is one that some might find slightly less romantic than others. My aunty used to take care of my brother and I when we were young and she was a smoker, but always used to try and cover up the smell with this insanely strong musk-based perfume. I’ll never forget her giant hugs in her giant coat that smelt like the medley of both cigarette smoke and musk.
What do people always get wrong about fragrance?
I think the point of ORB is to show people that fragrance doesn’t just have to be for a special occasion and you also don’t need to just have one signature bottle on your bathroom shelf. Fragrance can be worn sparingly, it can be layered, and you can change day to day. It also doesn’t have to be for other people; it can be just for you.
What’s the most Melbourne thing about you?
Its an obvious one, but probably that I struggle to inject any colour into my style. The Melbourne uniform of black, denim and grey is a true representation of my wardrobe. Oh, and I also love a longneck!
What’s the least Melbourne thing about you?
I hate riding a fixie and minimal techno in parks.
What other female-founded brands do you admire?
I have always been in awe of my friend Eloise who started the lube brand FIGR, also here out of Melbourne. She created such a community by being on the front line and producing engaging events for people looking for connection, and her product is amazing.
