Parfumado's only way is up

They come in all shapes and sizes, but there's one thing they have in common: MASTERS likes to put them in the spotlight. We're talking, of course, about startups with a bold idea that deserve a spot on The Ony Way Is Up. This week, MASTERS speaks with the daredevil of Parfumado, which offers perfume in subscription form.Text: Patrick Stoffer
Image: ParfumadoOne week you use one perfume and the next week another. Surely many of us are not as steadfast as they think when it comes to using perfume. Isn't it a shame to get a full-size perfume in the house every time? Parfumado makes things a little easier and offers perfume in subscription form, where for a fixed amount you get a new 8 ml perfume through your mailbox every month. That's fishing for compliments on your constantly changing perfume. MASTERS spoke with the founder of Parfumado, Martijn van Rooy.

Started from the bottom and now we're...

''Parfumado has existed for over 3.5 years now and is in the midst of a turbulent growth phase. We have recently started to operate in the UK, in addition to Belgium. We are trying to strengthen our business in these markets this year, where our strategy is to grow in other countries. With our first-mover advantage, we believe this is possible.''

Best tip you've had?

''It's not a quote that has stuck with me, but as we began to grow solidly, the importance of building a rock-solid team became clear very quickly. That starts with finding and keeping the right people. What is equally important is to establish a culture where people feel confident and entrepreneurial and are willing to go the extra mile''.

Why do you think Parfumado is so successful?

''The perfume industry is very traditional. Digital innovation is scarce, especially because you can't smell perfumes online. Yet online is also a huge growth market in the perfume industry. Our underlying strength is data gathering (we create a scent profile of each visitor), something that in a traditional industry like this is of great value to many stakeholders. In short, our success is due to value creation for both brand and customer.''Photo: Parfumado

What company/service would you have liked to think of yourself?

''The beauty industry is fun because of its branding and storytelling nature. When technology is added to that, a lot of great opportunities arise. I see a company like IPSY in the USA as an inspiring example.''

What would you do with 1 million?

''We are investing that in further developing our data-driven platform to take personalization to an even higher level.''

Where do you see yourselves in 5 years?

''Then we are active throughout Europe, changing the way people discover perfumes and beauty for a million people a month.''

THE ONLY WAY IS UP

THE ONLY WAY IS UP is a column by MASTERS, where the founders of successful startups* are put to the test about the success, mission and future. Each week a new startup is spotlighted, so be inspired! Also curious how startups Felyx, Somnox, BridgeFund, Neurolytics as well as FIGO Mobility and Finnik manage to achieve their success? Then read this one too.

Your startup also in the spotlight? Mail for the possibilities to Patrick Stoffer (patrick@mastershq.nl).

*Startup: a company no more than five years old focused on rapid growth with an innovative idea: young, ambitious and innovative.

Photo: Parfumado