Sophie Marcoux – Ficifolia Fragrances
Life Instyle chats with Sophie Marcoux, Founder & Director of Ficifolia Fragrances to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
Ficifolia was born during Melbourne’s first lockdown whilst I was working full-time in product development. The absence of everyday culture made me hyper-aware of the sensory joy found in cafés, laneways, and late-night haunts. I wanted to bottle those moments and create fragrances that celebrated Australian cities and the stories they hold.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Life Instyle brings together considered, design-led brands, which really aligns with Ficifolia’s philosophy. We obsess over storytelling, sensory detail, and thoughtful presentation, so it felt like the perfect space to share our world with like-minded retailers and collaborators.
What gap in the market—or personal passion—sparked the creation of your brand?
The idea for Ficifolia came to me during Melbourne’s first lockdown. I wanted to create fragrances that were an ode to the culture of Australian cities, something I became deeply conscious of and grateful for when it was suddenly out of reach.
What do you believe sets your brand apart in today’s competitive retail space?
We’re not just making nice-smelling perfumes, we’re reverse-engineering memories through scent. Every Ficifolia fragrance is tied to a specific cultural reference point or mood from Australian life, delivered in packaging that’s as aspirational as the perfume itself.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
‘Out of Office’ is my go-to. It was part of our original Melbourne trio and evokes that golden-hour feeling of knocking off work and heading to the Yarra for drinks. It’s vibrant, a little cheeky, and always gets compliments. It reminds me why I started Ficifolia in the first place.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Wearing every hat, from creative to logistics to financial, was a huge learning curve. I had to learn to prioritise, outsource, and most importantly, stay connected to my original why. Finding manufacturers who were aligned with my values also took longer than expected, but it was worth the effort.
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
Besides loving the fragrances, customers love our packaging. I’ve worked really hard to differentiate our product on the market and I’m really proud of what we’ve created. Customers particularly love the Flight Deck as a first touchpoint with the brand. Having an introduction that’s a full sensory experience, through touch, feel, look, and smell, creates a lasting impact.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
I’ve always admired the calibre of brands Life Instyle attracts, so I knew it would be a valuable space to show up in. Events like this allow us to go beyond the screen, giving buyers and customers the chance to smell, touch, and connect with the brand in real time, which is essential for fragrance.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
We’ve been fortunate to receive so much amazing press. Two highlights for me were being interviewed for Broadsheet and Harper’s Bazaar. HB was especially special as I interned in their fashion cupboard back in 2018, so it felt very full circle. Another proud milestone was securing a wholesale partnership with Lore Perfumery in Fitzroy. I love the relationship I’ve built with Jess and Jade, and it’s very special to join forces with two powerhouse businesswomen who excel in the field of fragrance.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Keep showing up! Some days feel glamorous, and others are just packing orders in silence, but consistency has been key to growing a loyal, engaged audience.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
I really love the French brand Officine Universelle Buly. You’d easily believe they were rooted in a long-standing brand history, but they only launched in 2014. The brand offers so much more than nicely perfumed products. They convey a lifestyle and sense of affluence. They’re identifiable through their store architecture and language, which to me signals future-proofed cult status.
How do you stay in tune with what your customers want and need as trends evolve?
I fit within my own demographic, which I feel gives me good authority! But beyond that, I stay connected through DMs, pop-ups, and feedback from customers. Our audience is savvy, vocal, and full of ideas, so we listen closely.
Could you outline the core values that steer your brand's decision-making processes and relationships with customers?
Integrity, community, and pleasure. I created Ficifolia to be an authentic yet aspirational brand that celebrates Australian life while giving back. I wanted to romanticise our cities and offer a touch of luxury, something indulgent but never out of touch.
What’s next for your brand—and what dreams are you chasing over the next few years?
We are excited to continue to grow our suite of fine fragrances and expand into the personal care and home fragrance sectors. I see Ficifolia evolving into a lifestyle brand that’s synonymous with the Australian cool-girl.
Rapid Fire Questions
Do you have a personal motto or mantra that keeps you motivated?
There is growth in adversity.
If you could have dinner with anybody, who would it be and why?
Wes Anderson. He’s brilliant, iconic, and a creative mastermind.
What's a hobby or interest of yours that people might be surprised to learn about?
I’m very outdoorsy and love hiking.
What’s your go-to song when you need a pick-me-up?
Just Dance by Lady Gaga.
What is your advice to those looking to start their own journey?
Save at least an extra $10k before you start!