Women’s History Month celebrates the incredible contributions of women throughout history– and today, we’re shining a light on one of our own. Experimental Perfume Club is a female-founded business, led by talented entrepreneur and visionary perfumer, Emmanuelle Moeglin.
To mark this special occasion, we sat down with Em to hear her inspiring story and the passion behind the creation of EPC. Ready for an inside look? Let’s dive in.
What sparked your first interest in fragrance?
Being French, I naturally grew up surrounded by perfume culture. Fragrance is such an integral part of life in France, from the way people wear scent daily to the deep heritage of French perfumery. My passion for fragrance started very early, around the age of 10 or 12. I was completely obsessed– I collected anything related to perfume, from bottles, both small and large, to magazine ads and fragrance samples. I had hundreds of them, meticulously organised. There was something so poetic, so creative and undeniably cool about the world of fragrance, and I was drawn to it instinctively.
At the same time, I grew up with a mother who was passionate and extremely knowledgeable about botanicals, as it was her work. Our house was always filled with plants and flowers– I think that constant exposure to natural scents played a role in shaping my love for olfaction. It wasn’t just a fascination: it was a world I wanted to study and work with. From a young age, I knew I wanted to dedicate my life to fragrance… not just as a passion, but as a career.
So that’s what drew me in – that fascination for the marketed product that is perfume, combined with the more scientific interest of botanical and ingredients.
Tell us about your fragrance education. Did you learn anything that surprised you?
I studied at ISIPCA, one of the most prestigious perfume schools in the world, and then went on to train for a couple of years before taking on various roles in perfumery. Eventually, I started my own creative lab in London, which became the foundation for EPC.
I absolutely loved my training years– it was truly a dream come true. I had spent my entire childhood obsessed with fragrance, and suddenly, I was inside the industry I had longed to be part of! I’ll always remember my first day crossing the gates of ISIPCA: I couldn’t believe I was actually there. It felt surreal to be one of the few chosen ones to access this incredible school, knowing how competitive it was. I felt incredibly lucky, but also deeply determined to make the most of it.
One of the most important things I learned during my training is that olfaction is not just an innate talent: it’s a skill that is trained and acquired over years. The ability to memorise scents, recognise raw materials and compose a balanced fragrance takes relentless practice. It’s not about having a ‘good nose’ from birth: it’s about dedication, discipline and refining your sensory perception over time. That was a revelation to me and something I always remind aspiring perfumers– perfumery is a craft that can be learned, mastered and continuously improved.
Why did you decide to start your own business?
I started EPC because I wanted to make perfumery more accessible and to break down the barriers of traditional fragrance creation.
The industry has often felt quite closed, with scent creation reserved for a select few. I wanted to offer a more hands-on, personal experience– giving people the tools to explore, create, and truly understand fragrance in a way that hadn’t been done before.
One of my biggest passions when I started EPC was olfactory education: AKA, helping people develop their sense of smell and understand the art of perfumery beyond just wearing a fragrance. Scent is such a powerful emotional sense, yet most people haven’t been taught how to engage with it in a deeper way. I wanted to create a space where people could train their nose, experiment with raw materials, and develop an appreciation for the craft of perfumery.
Over time, EPC evolved from an educational platform into a brand offering a personalised experience, where customers could not only learn but also create and tailor fragrances to their own individuality. But at its core, the ethos remains the same: making perfumery more open, creative and personal.
What have you learnt in your journey as a female founder and entrepreneur?
Being a female founder has been a journey of resilience, self-belief and constant learning.
One of the biggest lessons I’ve learned is the importance of trusting my instincts. It’s easy to be swayed by external opinions, but ultimately, no one knows your vision better than you. I’ve also realised that building a business isn’t just about having a great idea– it’s about execution, persistence and surrounding yourself with the right people who understand and support your goals.
It’s also about taking risks. When you start a business, you have no safety net. You have just yourself and a bit of your personal savings, and have to continue believing in that crazy dream, even when the outcome is uncertain. There’s a lot of sacrifice involved, and as a mother of two, that balance becomes even more challenging. My business is like my other baby, and I’ve had to constantly split my time, energy and emotions between both. That’s not easy, and there’s often a sense of guilt on both sides.
At the same time, entrepreneurship is also a journey of belief– believing in this dream, even when things go wrong. It’s a journey of trial and error, starting again, pivoting when necessary, and embracing the moments of uncertainty and being comfortable with the uncomfortable.
But beyond the challenges, it’s also a journey of creativity and connection. I’ve had the privilege of working with so many talented people, and I learned so much from them, and some of my closest friends today are people I’ve met along the way while building EPC. There’s something incredibly rewarding about sharing creative moments, brainstorming new ideas and shaping something unique together.
If there’s one thing I’ve learned, it’s that entrepreneurship isn’t a straight path: it’s a series of leaps, failures, reinventions and breakthroughs. And through it all, you have to stay passionate, adaptable and open to the unexpected.
What advice you would give to female founders embarking on their own journey, or someone wanting to immerse themself in the fragrance industry?
Own your vision: Don’t be afraid to take up space and stand by your ideas, even if they challenge the norm.
Be patient: Success takes time, and building something meaningful doesn’t happen overnight!
Stay curious and open: Whether it’s perfumery, branding or business, stay curious and never stop learning.
Find a support network: Surround yourself with people who inspire and challenge you… it makes all the difference.
Don’t wait for perfection: Start before you feel completely ready. No need for a polished business plan for ten years (it’ll go out of the window from day 1 anyway). You’ll figure things out along the way because everyone else does!
Can you tell us your vision for the future of EPC?
Looking ahead, I see EPC continuing to grow in ways that feel meaningful and exciting. We are expanding internationally, bringing our unique approach to fragrance to new audiences. Our Covent Garden boutique is now fully booked, which is an incredible milestone, and as demand continues to grow, opening another store may become necessary to welcome more customers into the EPC experience.
At the same time, I want to keep exploring new ways for people to engage with fragrance, whether through customisation, education or immersive experiences. The future of EPC isn’t just about selling perfumes. It’s about giving people the tools, knowledge and confidence to explore fragrance in a deeper, more personal way.
I also want to continue finding like-minded perfume partners and distributors who truly believe in our brand and can help us introduce EPC to international markets. Expanding in the right way, with partners who align with our values, is incredibly important to me.
One of my biggest focuses right now is perfecting the personalisation experience, ensuring that every customer, whether in-store or online, feels like they are creating something truly their own. Whether this means integrating new technology or refining the in-boutique experience, I want EPC to remain at the forefront of luxury personalisation in perfumery.
As we grow, we are also deeply committed to aligning with our new B Corp standards, ensuring that EPC continues to prioritise sustainability, ethical sourcing and responsible business practices. Becoming B Corp certified reinforces our dedication to creating a business that is not only innovative and customer-focused, but also mindful of its social and environmental impact.
And, of course, I’d absolutely love to open more shops! There’s something magical about having a physical space where people can discover, explore and create their own scent in an inspiring environment. I see EPC evolving into a brand with flagship locations in key cities, offering an unparalleled immersive fragrance experience.
Ultimately, my vision is for EPC to remain a pioneer in personalised perfumery, a brand that continues to inspire, surprise and invite people to create something uniquely their own… all while staying committed to craftsmanship, sustainability and responsible growth.
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