SCENTXPLORE
Jeff Miller & Todd Thurman
Free Yourself: Transformative Scents
By DANIEL BARROS
Join us in this exclusive interview with JEFF MILLER and TODD THURMAN, the founders of FREE YOURSELF, a visionary fragrance house that intertwines the art of perfumery with positive psychology. Drawing on their extensive backgrounds – Jeff’s in entertainment, and Todd’s in hospitality – the founders bring a unique perspective to the world of scent. Their mission goes beyond crafting exquisite fragrances; they aim to inspire personal growth, mindfulness, and self-reflection. Rooted in artisanal craftsmanship, innovation, and sustainability, Free Yourself creates transformative olfactory experiences that resonate on a deep emotional level.
Jeff and Todd, as the founders, could you share your backgrounds and what influenced you to establish Free Yourself? What is the brand’s ethos?
Jeff Miller: Free Yourself was born from a lifelong passion for fragrance and a desire to create scents that go beyond mere olfactory pleasure. My background spans over 30 years in the entertainment industry, where I’ve had the privilege of collaborating with acclaimed creatives across film, television, music, theatre, and advertising. This experience in storytelling and narrative crafting has deeply influenced our approach to fragrance creation.
The journey that led to Free Yourself was shaped by a series of pivotal moments in my personal and academic journey. A key turning point was my introduction to Positive Psychology, the study of human well-being that shifts focus from pathology to the conditions and processes that enable individuals and communities to thrive. This perspective opened my eyes to the idea that psychology could be about what’s right with us, rather than what’s wrong.
My academic path then led me to earn a master’s in theatre lab at RADA (Royal Academy of Dramatic Art) in London, where I honed my skills in devising narrative. This experience deepened my understanding of storytelling and its power to connect people.
The true crystallization of Free Yourself’s vision came during my time earning a Master of Applied Positive Psychology (MAPP) from the University of Pennsylvania. It was here that I had a profound realization: everyone matters, and everyone’s story matters. I began to see scent as the most immediate connection to emotions and, by extension, to each person’s individual story.
This understanding of fragrance as a potent storytelling medium and its unique ability to evoke emotions became the foundation of Free Yourself. We saw an opportunity to use scent not just as a pleasant experience, but as a tool for personal growth, self-reflection, and ultimately, as a way of connecting people rather than dividing them.
This stands as the central ethos of Free Yourself – using the art of perfumery combined with evidence-based practices for flourishing to create fragrances that go beyond mere olfactory pleasure. Our goal is to craft scents that serve as catalysts for personal transformation, fostering a sense of connection to oneself and others.
Todd Thurman: My background complements Jeff’s creative vision with over three decades of expertise in high-end hospitality. Managing iconic establishments, including Tom Colicchio’s Craft restaurant and Peter Morton’s restaurant Mortons on Melrose in Los Angeles where I orchestrated prestigious events like the Vanity Fair Oscar parties, Rock and Roll Hall of Fame events, Emmy parties, and more that honed my understanding of luxury experiences and client satisfaction. This insight has been crucial in shaping how we present our fragrances and engage with our customers.
Our ethos at Free Yourself is rooted in the belief that fragrance can be transformative. We’re not just creating scents; we’re crafting olfactory experiences that inspire self-reflection, mindfulness, and personal growth. Our name embodies our mission – to help individuals liberate themselves from conventional expectations and embrace their authentic selves through the power of scent.
Jeff Miller: We’ve built our brand on four key pillars: artisanal craftsmanship, innovative ingredients, sustainability, and the integration of positive psychology principles. Each fragrance is designed not just to smell exquisite, but to evoke specific emotional states and experiences that contribute to overall well-being.
At the heart of Free Yourself is our dedication to the art of perfumery. We approach each fragrance as a carefully composed olfactory narrative, meticulously crafted to evoke emotions, tell stories, and transform experiences. Our perfumers are true artisans, skillfully blending tradition with innovation to create evocative scents that resonate on a deep, personal level with our customers.
Grasse, France, and Bennington, Vermont, are significant locations for Free Yourself. Could you tell us about the roles they play?
Jeff Miller: Grasse and Bennington represent the perfect fusion of luxury heritage and accessible craftsmanship that defines Free Yourself.
Grasse, renowned as the world’s perfume capital, is where our fragrances are born. We collaborate with a fifth-generation perfumery house there, tapping into centuries of rarefied expertise. This connection to Grasse allows us to honor time-tested techniques while pushing the boundaries of modern perfumery. The region’s unique terroir and rich history in fragrance creation infuse our scents with an unparalleled depth and authenticity, bringing a touch of French luxury to our brand.
Bennington, Vermont, is where we bring the accessibility aspect of our vision to life. It’s here that our candles are hand-poured by skilled local artisans, ensuring meticulous quality control while supporting American craftsmanship. The choice of Bennington reflects our commitment to creating luxury products with a sense of place and community.
Todd Thurman: Additionally, we partner with Farmhouse Pottery in Woodstock, Vermont, for our handcrafted, one-of-a-kind ceramic vessels. This collaboration embodies our dedication to supporting skilled local artisans and creating products that are as beautiful and unique as they are functional. Each vessel is individually thrown and glazed by master potters, ensuring that every piece is a work of art in its own right.
The juxtaposition of these locations – the storied tradition of Grasse and the honest, meticulous craftsmanship of Vermont – mirrors our brand’s essence. We’re bridging Old World luxury with New World innovation, creating fragrances and vessels that are both aspirational and relatable, timeless yet contemporary. This unique combination allows us to offer a taste of luxury that’s grounded in authentic, accessible craftsmanship, where every fragrance and its vessel tell a story of artisanal excellence and individuality.
Who are the perfumers behind your fragrances? What is the creation process like, and how much creative freedom are they given?
Jeff Miller: We’re fortunate to work with three exceptional perfumers, each bringing a unique perspective to our fragrances:
Xavier Blaizot hails from a seven-generation perfume legacy in Grasse. His deep connection to perfumery traditions infuses our scents with a rich heritage.
Maud Chabanis, a native of Nîmes, draws inspiration from the diverse scents of Provence, bringing a true sense of place to her creations.
Overseeing our fragrance development was Alain Garossi, our revered mentor with over four decades of experience. His vast knowledge helped enrich our process immeasurably.
Our creation process is a collaborative journey in storytelling through scent. It begins with Todd and me articulating a vision for each fragrance, often inspired by elements of positive psychology or transformative personal experiences. Our perfumers then carefully select and arrange aromatic notes to craft a sensory experience that unfolds as a unique tale, inviting the wearer to explore its nuances throughout the day.
We view our perfumers as artists and give them significant creative freedom within our brand ethos. Their expertise in blending notes and accords brings our vision to life, creating not just a fragrance, but an olfactory narrative that resonates with each individual wearer.
The process often involves numerous iterations, each version evaluated for its scent profile and alignment with our goal of creating transformative experiences. We’re not afraid to push boundaries or challenge conventional norms if it serves our vision.
In this way, each Free Yourself fragrance becomes a personal journey, evolving with the wearer and open to individual interpretation. It’s our humble attempt to capture the complexity of human experience in scent.
Does Free Yourself have a specific target audience? If you had to introduce a potential customer to just one of them, which one would it be?
Todd Thurman: Free Yourself doesn’t target a specific demographic. Instead, we celebrate the diversity of human experience across all generations. From Gen Z to Boomers, we believe that each age group brings valuable perspectives, fresh ideas, and grounding insights that contribute to human flourishing. Our fragrances are designed to resonate with individuals who:
1. Value the connection between scent and well-being
2. Appreciate the intersection of luxury, sustainability, and personal growth
3. Seek fragrances as tools for self-reflection and mindfulness
4. Recognize the importance of intergenerational dialogue and shared experiences
We believe in creating scents that bridge generational gaps, emphasizing our shared humanity. Our ethos is rooted in the belief that everyone matters, every story has meaning, and we all have a responsibility to lift each other up and create space for collective flourishing.
If I had to introduce a potential customer to just one of our fragrances, I would choose Terre. This scent embodies the essence of Free Yourself in many ways. Its rich, earthy profile, featuring notes of saffron, davana, and a specially extracted labdanum, offers a grounding experience that invites introspection and mindfulness – qualities that resonate across all age groups.
Terre is also a testament to our commitment to innovation and sustainability, incorporating unique extraction techniques and unexpected elements like a touch of absinthe. It’s a fragrance that evolves beautifully on the skin, revealing different facets throughout the day – much like the journey of personal growth and self-discovery that we aim to inspire, regardless of one’s age or background.
Moreover, Terre’s complex character makes it an excellent introduction to the artistry and depth we strive for in all our creations. It’s a fragrance that can be appreciated on multiple levels – from its immediate olfactory appeal to the deeper emotional resonance it can evoke. This multilayered approach allows it to speak to diverse experiences and perspectives, fostering a sense of connection among wearers of all generations.
Consumers are increasingly concerned about sustainability and ethical sourcing. How do you address these aspects?
Jeff Miller: Sustainability and ethical practices are foundational to Free Yourself. We believe that luxury and responsibility are not mutually exclusive – in fact, true luxury in the 21st century must encompass care for our planet and its people.
Our approach to sustainability is multi-faceted:
1. Ingredient Sourcing: We prioritize sustainably sourced natural ingredients and complement these with safe synthetic materials. This balance allows us to create complex, long-lasting fragrances while minimizing environmental impact. We’re also exploring innovative ingredients like upcycled materials and natural isolates.
2. Green Chemistry: Our production processes adhere to green chemistry principles, focusing on designing efficient processes that maximize the yield of desired compounds while minimizing waste and unwanted by-products. We’re committed to continual improvement, constantly researching and implementing innovative techniques that enhance the sustainability of our fragrance creation. This approach not only reduces our environmental impact but also often results in higher quality, purer fragrances.
3. Packaging: Our minimalist packaging design isn’t just aesthetic – it’s purposefully crafted to minimize waste. Our candles come in reusable ceramic vessels, promoting a circular economy approach. As part of our commitment to continuous improvement, we’re always exploring innovative ways to enhance the sustainability of our packaging, ensuring that our environmental responsibility evolves alongside our product offerings, including refillables and reusables.
4. Ethical Production: We ensure fair labor practices throughout our supply chain, from ingredient sourcing to final production. This includes supporting local artisans in Vermont and maintaining close relationships with our partners in Grasse.
5. Transparency: We believe in being open about our ingredients and processes. While we protect our proprietary formulas, we’re committed to educating our customers about what goes into our products and why.
6. Ongoing Improvement: Sustainability is a journey, not a destination. We’re constantly evaluating our practices and seeking ways to improve our environmental and social impact.
7. Philanthropy: We donate 10% of our profits to initiatives fostering environmental stewardship, social well-being, education, and the arts. This allows us to extend our positive impact beyond our immediate business operations.
By addressing sustainability at every level of our business, we aim to create products that our customers can feel good about using, knowing they’re supporting responsible practices.
What do you consider Free Yourself’s differentiator in the current perfumery landscape? How do you envision the brand evolving over the next few years?
Jeff Miller: Free Yourself’s key differentiator lies in our unique integration of positive psychology principles with the art of perfumery. We see fragrance creation as a true art form, and our collaboration with renowned fragrance psychologist Dr. Joachim Mensing further enhances this artistic approach. We’re not just creating scents; we’re crafting olfactory experiences that aim to contribute to personal growth and well-being. Our goal is to design fragrances that not only please the senses but also inspire introspection and positive change in our wearers’ lives.
Todd Thurman: Another significant differentiator is our ‘Word block’ concept. Each fragrance comes with a unique 300-word/phrase text, ranging from thought-provoking to whimsical, inviting users to reflect on various aspects of life. This addition transforms our packaging into a daily source of inspiration, further reinforcing our mission to enhance well-being through every aspect of our brand experience.
Another key aspect that sets Free Yourself apart is our distinctive visual aesthetic. We’ve embraced a clean, minimalist design approach that reflects the purity and intention behind our fragrances. Our packaging features a predominantly black and white palette, accented by sleek, modern lines. This classic yet contemporary look not only embodies our brand’s ethos of simplicity and sophistication but also allows the fragrance itself to take center stage. The stark contrast of black and white symbolizes the duality present in our fragrances – the interplay between tradition and innovation, simplicity and complexity, personal growth and collective well-being. This intentional design choice extends beyond our packaging to all aspects of our brand identity, creating a cohesive and memorable visual experience that resonates with our commitment to mindful, purposeful living.
Jeff Miller: Looking to the future, we envision Free Yourself evolving in several exciting directions:
1. Expanded Product Line: While maintaining our core fragrance collection, we’re embarking on an exciting journey of expansion and innovation. We plan to introduce new scents that not only explore specific themes in positive psychology but also push the boundaries of how people can connect through fragrance. We’re developing novel ways to enhance both individual and collective well-being through olfactory experiences. Currently, we’re in the process of creating our 5th and 6th ‘elements’, expanding our foundational collection. Moreover, we’re working on a groundbreaking global project that we believe will advance the fragrance industry in unprecedented ways. This initiative aims to redefine the role of scent in our lives and society, further cementing our position as innovators in the field of transformative perfumery.
2. Scientific Collaboration: We’re thrilled to be working with Dr. Joachim Mensing, a renowned scientist and author of “Beautiful SCENT”. Dr. Mensing is developing a neuropsychological fragrance self-test for Free Yourself, based on the ingredients and scents of our four Eau de Parfums and associated candles. This unique advisory tool, grounded in the latest findings in neuroscience and neuroperfumery, will help our customers discover personalized fragrance blends that can positively influence their moods and emotions.
3. Customization: We’re exploring the development of a bespoke fragrance service, allowing customers to create personalized scents aligned with their well-being goals. This could involve an interactive online platform where customers can explore different scent combinations and learn about their emotional and psychological effects.
4. Educational Initiatives: We plan to launch workshops and online courses that delve deeper into the connection between fragrance and well-being, empowering our customers with knowledge and tools for personal growth. These could include masterclasses on the science of scent, guided olfactory meditation sessions, and tutorials on how to use fragrance to enhance daily rituals.
5. Sustainability Leadership: We aim to be at the forefront of sustainable practices in the fragrance industry, continually innovating in areas like ingredient sourcing, packaging, and production methods. This includes exploring new eco-friendly materials for our packaging and developing more sustainable extraction methods for our natural ingredients.
6. Global Expansion: While maintaining our niche positioning, we plan to thoughtfully expand our presence in key global markets, bringing our unique approach to fragrance to a wider audience. This expansion will be carefully managed to ensure we maintain our commitment to quality and our core values.
Through these evolutions, we’ll stay true to our core mission of using fragrance as a catalyst for personal transformation and societal well-being.
What mark would Free Yourself like to leave in history?
Jeff Miller: We aspire for Free Yourself to be remembered as a pioneer that redefined the role of fragrance in people’s lives. We hope to be recognized not just for creating beautiful scents, but for elevating perfumery to a tool for personal growth and societal well-being.
Historically, we aim to be seen as a brand that successfully bridged the gap between the art of perfumery and the science of positive psychology. Our goal is to leave a legacy of fragrances that do more than please the senses – fragrances that inspire introspection, foster mindfulness, and contribute to individuals’ journeys towards self-actualization.
We strive to be a catalyst for positive change in the fragrance industry, setting new standards for sustainability, ethical practices, and transparency. We hope our efforts will inspire other brands to prioritize environmental stewardship and social responsibility.
Ultimately, we envision Free Yourself as more than just a perfume brand. We aspire to be remembered as a movement that encouraged people to embrace their authentic selves, to find meaning and joy in everyday moments, and to use scent as a powerful medium for personal and collective transformation. Through our work, we hope to demonstrate how the integration of art, science, and storytelling can create products that truly enrich people’s lives.
In 2 or 3 words, how would you define perfume?
Jeff Miller: Freedom through Fragrance.
Thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
We’d like to express our gratitude to our customers, partners, and the fragrance community for their support and enthusiasm. Their engagement fuels our passion and inspires us to keep pushing the boundaries of what fragrance can be and do.
We’re excited to announce a special giveaway for ScentXpress readers. One lucky reader will win a full-size bottle of their choice from our Elements Collection and a corresponding 10oz. candle that is hand-poured in our barn in Vermont. We believe the best way to understand our vision is to experience it firsthand, and we’re thrilled to offer this opportunity.
Lastly, we invite everyone to join us on this olfactory journey of self-discovery and well-being. Fragrance has the power to transform moments, moods, and lives. We aspire to help unlock that potential for everyone.
Thank you for this opportunity to share our story with your readers.