Terry Jacobson (AKA Dan Terry) is the founder. He has been working in the industry for almost 20 years although he still considers himself (and his approach) as that of an outsider. Terry cut his stripes designing fragrances for brands. It was this process of working with people form broad walks of life and backgrounds that encouraged him to delve deeper into this super personal idiosyncratic world of fragrance and to formulate the hypothesis that giving people the tools to craft their expressions with fragrance would open up a world of possibility, personalisation and mastery of craft and of self.