MUSE-Harlem's Neighborhood Fragrance Shop

                                    ABOUT

Modern Urban Sensory Experiences, MUSE, is a lifestyle rooted in authentic connections and emotional appeal to scent. We’re a source of fragrance inspiration for individuals seeking to go beyond trends, celebrity endorsements, and mass marketed fragrances, to something more original. Housed in a modern townhouse in the heart of central Harlem and online, we offer clients an elevated shopping experience, along with a curated collection of niche, indie, and luxury fragrances from global and emerging brands.

                                    MISSION

The mission of MUSE is to redefine how local and international clients discover, perceive, and relate to fragrance. By introducing the best selections of hard-to-find fragrances, we steer individuals away from trends, so they can experience a broader range of perfumery that may be unbeknownst to them. By doing so, it shifts perspectives and fosters more curiosities leading to a higher level of engagement and connection to scent. 

THE PROBLEMS WE ARE SOLVING

The problem that MUSE is trying to solve is the lack of representation of Black fragrance retailers in the industry. With annual spending power exceeding $1.3 trillion, the Black consumer represents one of the only reliable engines for future growth economically.  In 2017 alone, Black consumers spent $151 million on perfumes, accounting for 22% of the total fragrance marketing in the US at that time (Neilson). Yet, despite strong interest and buying power from Black consumers in fragrance, they remain underrepresented and excluded in many respects.

                             THE SOULUTION 

MUSE solves this problem through our unique approach to retail and community. We curate a unique collection of fragrances from emerging, indie, and globally recognized brands, making them attainable to diverse communities.  This allows us to showcase brands that may not have mainstream visibility but still offer an exceptional perspective. We create multi-sensory experiences focused on education and inclusion, broadening one’s knowledge of the fragrance industry and building confidence in the process. These experiences allow us to foster a sense of inclusion and awareness, removing the “gate-keeper” perception and making fragrance accessible to everyone.

As a Black-owned business in Harlem, we recognize the importance of culture, community, entrepreneurship, and aspiration. As tastemakers, we understand the power we have to lead change and influence industries.  Fragrance has always been part of our lives and expression. Having our location in this community, enables us to craft a unique perspective that may not have been heard or shared before.  It is representative of the work we do every day.

                    MARKETSIZE/OPPORTUNITY

The global perfume market size was valued at USD $31.4 billion in 2018, $32.50 billion in 2019, and is expected to reach $40 billion by 2025. The market growth is attributed to the growing trend of personal grooming, coupled with increasing demand for luxury and exotic fragrances. Moreover, increasing consumer spending on premium and luxury fragrances due to the high-income level, along with improving living standards, is driving the global market. In recent years, perfumes have evolved into a significant business in the cosmetics and personal care industry. Perfumes have emerged as an essential product driven by the growing trend of personal care, forming a part of pride and confidence.

Women accounted for the largest share of 58.6% in 2019. It is observed that women in the U.S. purchase a new perfume as often as once a month, in comparison to men who buy it on an average of 1-2 times per year, mainly for the purpose of replenishment. Key factors that are driving the perfume market growth include the increasing trend of personal grooming, coupled with increasing demand for luxury and exotic fragrances.

WHY CROWDFUNDING?

Crowdfunding is an effective way to prove the demand for a product or service and get the much-needed capital to get a business off the ground.

We will use the funds raised to expand our inventory selections, improve our marketing strategies and website capabilities, establish resources and educational opportunities to support emerging creatives of color in the fragrance space, and expand the visibility of MUSE in the Harlem community and abroad. Our ultimate goal is to make MUSE a premier privately held fragrance company catering to the needs of underrepresented communities.

               Our Founder, Kimberly Waters