For now, the perfumes are only available in-store. The fragrance will sit alongside the brand’s wider product range, billed as a way of buying into the Cult Gaia brand world just as a shopper might do with a signature bag or dress — for sub-$300.
Building out
Fragrance is the latest in a line of category expansions for Cult Gaia, which began as a flower crown brand in 2012. Next came bags in 2013, starting with the Ark, which went viral. For a while, it was known as an ‘It bag’ brand, Hekmat says, unenthused. “Everyone thought we were a one-hit wonder.” It rode the wave before branching out further, with ready-to-wear in 2017, swim in 2019 and childrenswear in 2022. 2024 is for fragrance — will beauty follow suit? Perhaps, Hekmat says, but notes that there are no plans for this as yet.
To date, the bulk of Cult Gaia’s product has sat squarely with what the industry defines as ‘resortwear’, though Hekmat isn’t keen on such demarcations. This season, she’s actively moving in a different direction. Think autumnal hues, heavy denim, knits, and even some jackets. “I love a challenge,” she says. “And I don’t like to be labelled as one thing.”
It’s an important step for a brand that wants to establish itself as a serious cross-category contender. Cult Gaia is currently stocked in approximately 300 retailers — an important presence, but not one that is able to illustrate the scope of the brand, Hekmat says. “The product is so tangible, and you want to experience it across the breadth of categories,” she says. “Which I think wholesale doesn’t do justice. Whereas with DTC, you can really evoke the vision and the dream.”
In July, Cult Gaia took this customer experience back online: not back to its Instagram roots but to the blockchain. The brand launched on Web3-based community rewards platform Try Your Best (TYB), helmed by Outdoor Voices founder Ty Haney. On TYB, brand fans can join ‘The Cult’, where 2,500 members can purchase a Cult Gaia collectible membership pass to gain access to special content, challenges, events and rewards. Early access to new products, perhaps?
With fragrance under its belt, is more beauty next? “I think so,” Hekmat says — noncommittal but optimistic. “I won’t do anything just for the sake of a business and monetary need.” A fortunate position to be in.
Clarification: Article updated to reflect Jasmin Larian Hekmat’s full name. (edited)
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