Self-Development Coach Roxie Nafousi Has Manifested An Unexpected New Chapter: A Fragrance Line

There’s Main Character, which she describes as an everyday cool girl scent: “It’s really effortless – the you that’s cool, calm and grounded,” Nafousi says. “This girl doesn’t need to be anything for anyone, she just is.” With notes of angelica root, turmeric leaf, orange blossom, ambroxan and white musk, it’s soft, fresh and alluring all at once.

Completing the line-up: Power House (“a tobacco, woody-oud scent that’s about feeling ambitious, focused and fierce”), and Scene Stealer, which combines bergamot, jasmine and patchouli with musk and moss to form a juice that, Nafousi says, is “super feminine and made for girls’ night, or going on a date”.

Housed in chic and minimal 30ml bottles with sculptural wood lids, they are as practical as they are beautiful, being the perfect size to slip into your handbag. Keeping accessibility in mind, Nafousi was also conscious of price point. She set out to deliver a luxury experience that feels within reach, hence the £60 price tag. “I don’t want anyone to have to pay a huge amount of money to feel good,” she says.

Asked how she hopes the scents will make people feel, Nafousi doesn’t hesitate. “I want them to recognise that they are many things, and that every part of them deserves to be seen,” she says. “The Alia tagline is ‘infinite ways to be you’ – it’s designed to meet you at the edge of who you are, and who you’re becoming.”

Shop the line here:

Alia Main Character Eau de Parfum 30ml

Alia Power House Eau de Parfum 30ml

Alia Scene Stealer Eau de Parfum 30ml