Welcome back to Found, where we explore the stories behind the startups. This week, Darrell and Becca are joined by Keta Burke-Williams, the founder and CEO of Ourside, a direct-to-consumer fragrance company. Keta discusses what sparked her interest in disrupting the behemoth – and outdated – fragrance industry and what it’s been like to develop a product that each consumer will experience differently. She also shares her personal connections to scent and what it was like to raise venture money as a Black woman.
About Ourside
Ourside is a direct-to-consumer fragrance company founded by Keta Burke-Williams. The company aims to disrupt the traditional fragrance industry by offering unique, personalized scents that cater to individual preferences. Unlike traditional fragrances, which are often mass-produced and follow standardized formulas, Ourside’s products are crafted with high-quality ingredients and designed to evoke distinct emotions and experiences.
Keta’s Journey into Fragrance
Keta’s interest in fragrance began at a young age. Growing up, she was fascinated by the way scents could evoke memories and emotions. Her grandmother, an avid perfumer, would often experiment with different fragrances and share their stories behind each scent. This exposure sparked Keta’s curiosity about the art of perfumery.
The Fragmented Fragrance Industry
Keta became increasingly disillusioned with the traditional fragrance industry as she delved deeper into its workings. She discovered that most fragrances were formulated to appeal to a broad audience, often sacrificing individuality and nuance in the process. This led Keta to realize that there was an opportunity to create something new – a product that could cater to diverse tastes and preferences.
The Rise of Direct-to-Consumer Fragrance
Keta’s vision for Ourside aligns with the broader shift towards direct-to-consumer (DTC) models in various industries. By cutting out intermediaries, DTC companies can offer more tailored experiences and higher-quality products at competitive prices. This approach has proven successful for other companies like Casper mattresses and Warby Parker eyewear.
Personalizing Fragrance
Ourside’s product is designed to be unique to each consumer. Using advanced algorithms and scent profiling, the company creates bespoke fragrances that reflect individual preferences. This approach not only offers a more personalized experience but also allows Ourside to continually adapt and improve its offerings based on customer feedback.
Challenges and Opportunities
As Keta navigates the complexities of raising venture capital as a Black woman, she highlights both the challenges and opportunities. On one hand, she faces systemic biases and underrepresentation in the industry. However, this also presents an opportunity to challenge these dynamics and pave the way for more diverse voices.
Darrell’s Secret: A Fragrance Enthusiast
In a surprising twist, Darrell Etherington reveals his affinity for fragrance – he’s what Keta affectionately calls a ‘frag head.’ This unexpected revelation adds a touch of humor to their conversation while also underscoring the universal appeal of scent.
Ourside: A New Frontier in Fragrance
Keta Burke-Williams and her team at Ourside are redefining the fragrance industry with innovative products that cater to individual tastes. By embracing direct-to-consumer models, personalization, and diversity, they’re not only disrupting a traditional market but also creating new opportunities for consumers.
Bonus Material: Raising Venture Capital as a Black Woman
Keta’s experiences raising venture capital as a Black woman are both poignant and empowering. She shares her insights on navigating systemic biases and building a network of allies within the industry.
Conclusion
Ourside is an exciting example of innovation in the fragrance industry, where traditional norms are being disrupted by personalized products and direct-to-consumer models. Keta’s journey serves as a testament to the power of entrepreneurship, creative vision, and perseverance.
