Heritage
A house, in its own words
Gentle Habits was founded in 2020 in Australia, emerging from the founder's earlier project, This Is Incense. The story begins with a single stick of incense and an idea: that fragrance could be the starting point for more mindful living. Within its first year, the brand had already begun expanding beyond incense alone, layering in perfume oils and ritual diffuser oils to build out a fuller sensory world. By the second year, Gentle Habits had grown into an umbrella label, officially encompassing This Is Incense and other product lines under one coherent identity. The brand's tagline, Positive Outcomes, reflects this evolution, framing each product as a tool for creating moments of calm in daily life. Though young, Gentle Habits has moved quickly, from a one-woman operation lighting incense in Australia to a wholesale presence on platforms like Faire. The home base remains local, with every product still made in Australia, a point the brand returns to often in its communications. It is a story less about legacy and more about intentional growth, building slowly, adding products only when they fit the philosophy, and refusing to rush the creative process. At its core, Gentle Habits believes that fragrance is purpose-led. Every scent in the lineup is designed to hold meaning, to act as a small anchor for the person burning it or wearing it. The brand frames its products as luxury self-care tools rather than mere accessories, items meant to inspire daily rituals that soothe and center. Heartfire, one of the brand's notable creations, was designed specifically as a reminder to love, embedding emotional intention directly into the composition itself. This thinking extends beyond individual scents. Gentle Habits approaches fragrance as a gateway to better habits, a quiet intervention in the day that nudges you toward presence. The team is open about what they make: blends of fragrance oils with essential oils, formulated in small batches locally. There is no pretense of secrecy, no mythology layered over the formulas. Instead, the philosophy is grounded in transparency, accessibility, and the conviction that a well-made scent can genuinely shift how a room, or a person, feels.