Heritage
A house, in its own words
Jeff Miller grew up surrounded by vintage perfume bottles, while Todd Thurman studied chemistry before turning to olfactory art. Their shared belief that scent can act as a catalyst for personal growth sparked the creation of Free Yourself in 2023. Early conversations took place in a small studio in Grasse, where the founders met local master perfumers and explored sustainable extraction methods. By late 2023 they secured a partnership with Maud Chabanis and Xavier Blaizot, two respected noses known for their work on clean, evolving compositions. The first collection launched in early 2024, introducing Air, Eau, Terre, Feu, and VIBE, each named after elemental concepts and designed to be gender‑fluid. The brand’s launch coincided with a growing consumer interest in transparent ingredient lists and eco‑friendly production, allowing Free Yourself to attract a community of fragrance enthusiasts seeking authenticity. In 2025 the house expanded its portfolio with Savor and AWE, both receiving positive commentary from independent reviewers for their layered development and longevity. The following year, 2026, saw the debut of Numinous and Aether, scents that incorporate rare botanicals sourced from certified organic farms. Throughout its short history, Free Yourself has maintained a consistent narrative: to craft scents that encourage wearers to “free” their inner voice, while operating with a clear commitment to sustainability and social impact. The brand’s charitable model, donating ten percent of profits to mental‑health initiatives, reflects the founders’ belief that fragrance can contribute to broader well‑being beyond the personal realm. Free Yourself treats perfume as a conduit for emotional balance rather than a mere accessory. The founders articulate a vision that blends scientific rigor with artistic intuition, a stance reinforced by their collaboration with chemist‑perfumer Xavier Blaizot. The brand’s values center on transparency, ecological stewardship, and community empowerment. Ingredient lists are published in full, allowing consumers to trace each note back to its origin. Green chemistry principles guide the extraction and formulation processes, reducing solvent waste and energy consumption. Free Yourself also embraces a “well‑being” ethic: ten percent of each sale supports mental‑health charities, a practice the founders describe as “fragrance for good.” Creative direction favors narratives that celebrate personal freedom, encouraging wearers to choose scents that match mood rather than conform to gender norms. The house avoids over‑promising performance; instead, it focuses on the evolving nature of each perfume, inviting users to experience a scent’s journey over hours rather than a static impression. This philosophy resonates with a growing segment of consumers who view personal care products as extensions of lifestyle and values.