Meet The Founders
Celebrating 25 Years: From Glebe to the Globe
Behind the brand is a story of grit, ingenuity and passion. Leanne and Scott share their 25-year journey building a successful business in the evolving world of fragrance.
Can you share the journey of building Urban Rituelle from a small market in Glebe to the global brand you are today?
LEANNE: Building Urban Rituelle has been a remarkable journey of passion and perseverance. The leap from a market stall to exhibiting at trade fairs was a pivotal step, introducing us to national retailers and global opportunities. This hands-on approach helped us build resilience & also ingrained a deep understanding of the industry. Over 25 years, we’ve grown to a globally recognised brand, continually adapting and evolving, while staying true to our core values of exceptional quality and authenticity.
Sustainability is a key focus for Urban Rituelle. Can you discuss how your commitment to eco-friendly practices has influenced your business decisions?
SCOTT: Our commitment to sustainability strongly influences our business decisions. We prioritise eco-friendly practices by choosing sustainable & natural ingredients, optimising manufacturing processes and reducing packaging waste. This commitment not only aligns with our values but also appeals to our customers, influencing our product offerings and enhancing our brand reputation.
How have your personal values and experiences influenced the ethos and products of Urban Rituelle?
LEANNE: At Urban Rituelle, our ethos reflects my core values—determination, resilience, creativity, kindness, and curiosity. We are determined to innovate and remain resilient in navigating change. Our creativity drives our product design, while our team’s kindness and focus on results create an exemplary workplace. I am passionate about self-care and wellness, which is why our products are designed to enhance everyday rituals.
How have you diversified and adapted to challenges & setbacks?
SCOTT: Throughout our journey, our ability to implement change and make quick decisions has been crucial in navigating challenges, demanding that we constantly evolve, re-think, and re-imagine our business. By embracing flexibility and innovation, we’ve successfully diversified our operations and strengthened our resilience, ensuring that we emerge stronger.
How has Urban Rituelle evolved in product development and brand identity?
LEANNE: We’ve transitioned from simple packaging and scents to elegant designs and bespoke, complex fragrances. By embracing natural and organic ingredients, we’ve responded to our customers’ desire for sustainable and eco-friendly products. This evolution underscores our commitment to quality, luxury, and the importance of listening to customer feedback.
How is it working in a husband and wife partnership, and do you both have clearly defined roles?
SCOTT: One of the greatest benefits is sharing a common goal, making the best decisions for our family, business, and team. However, the challenge lies in the fact that work often blends into all areas of our life.
LEANNE: Our roles are well-defined, yet there’s always some overlap. I handle creative direction, marketing, brand building, and product development. Scott takes charge of operations, overseeing key accounts, international business, and driving the adoption of new technology and systems. This division allows us to leverage our strengths and maintain a dynamic balance in our business
Looking back over 25 years, what are you most proud of?
SCOTT: Manufacturing in Australia has allowed us to maintain quality and support local industry. Exhibiting at the New York Gift Fair, supplying Anthropologie USA in over 150 stores, and receiving multiple product & business awards, are all achievements that highlight our commitment to excellence and innovation. Being selected as the scent of Australia for the Olympic villages in Tokyo, Beijing & Paris is a pinch-me moment.
What are your aspirations for the future, and how do you envision the next decade?
LEANNE: We aim to continue the legacy we’ve built over
25 years, maintaining our commitment to manufacturing in Australia. Our vision for the future involves constantly evolving, learning, and adapting to new trends and challenges. We plan to diversify our strategies to ensure we are prepared for a strong future. Sustainability will remain a key focus as we strive to create eco-friendly and sustainable products.