He Built a Luxury Perfume Brand by Making a Short Film for Each Launch. It’s Sold Out Every Drop for 7 Years Straight

Founder and CEO Owen Mears breaks down how he built a brand with a waitlist of more than one million people.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Photos: Courtesy company; Elena Heatherwick

Owen Mears loves the concept of a cinematic universe—and so do his customers. The founder and CEO has cultivated a large and devoted fanbase for his natural fragrance brand Ffern by advertising the launch of its seasonal scents through stylized, highly produced short films that regularly go viral........

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