The Heritage
The Story of Mojo
Mojo is an American fragrance house founded in 2008 by brothers John and Doug Kennedy. The label positions itself as a bridge between niche artistry and everyday wear, offering a catalogue that ranges from mood‑driven scents like Be Different, Be Magic and Be Candy to the city‑inspired Live Now series that debuted in 2010. Mojo’s bottles sit on a shelf with a clean, modern silhouette, while the scents aim to capture a moment, a place or a feeling that can be worn by anyone who wants a personal signature. Over the years the brand has expanded its reach through department‑store partnerships and a growing online community, yet it remains anchored to the founders’ original belief that fragrance should be approachable, expressive and, above all, give you a little extra mojo.
Heritage
John and Doug Kennedy grew up in a family that prized creativity and entrepreneurship. After years of experimenting with home‑blended colognes, the brothers launched Mojo in New York City in 2008, naming the venture after the colloquial term for personal charm and confidence. Their first releases – the Be series – were framed as mood‑based fragrances rather than gender‑specific offerings, a subtle shift that resonated with a generation seeking individuality in scent. In 2010 Mojo introduced the Live Now collection, a series of city‑inspired perfumes that included Live Now Inspired by Buenos Aires, New York, Paris, Shanghai and later Berlin in 2011. Each fragrance was developed after on‑site research trips, where the team gathered ambient aromas, local markets and cultural cues to translate urban atmospheres into olfactory form. By 2013 the brand broadened its narrative with Mojo Magique, a line that highlighted the unique scents of Louisiana, again drawing on regional storytelling. Throughout the 2010s Mojo secured shelf space in major retailers such as Nordstrom and Bloomingdale’s, while maintaining a direct‑to‑consumer platform that allowed the founders to stay connected with their community. In 2018 the company announced a shift toward more sustainable packaging, incorporating recycled glass and biodegradable caps, reflecting a growing industry focus on environmental responsibility. Today, Mojo continues to release limited‑edition drops and seasonal reinterpretations, staying true to the founders’ original mission of making distinctive fragrance accessible without sacrificing quality.
Craftsmanship
Mojo works with a network of independent perfumers, many of whom are based in France, Italy and the United States. The development process begins with a brief that outlines the intended mood or city, followed by a series of scent sketches that blend natural absolutes, essential oils and modern aroma chemicals. For the Live Now collection, the team conducted field research in each target city, collecting samples of street food aromas, local flora and even the scent of public transportation, then translating those impressions into a fragrance brief. Ingredient sourcing follows a dual approach: botanical extracts such as Bulgarian rose, Madagascan vanilla and Brazilian cedar are procured from certified farms, while synthetics like Iso E Super and Calone provide stability and depth. Production takes place in a certified fragrance laboratory in New Jersey, where each batch undergoes rigorous quality control, including gas chromatography analysis to verify composition consistency. Bottles are manufactured in a glass facility that adheres to ISO 9001 standards, and since 2018 the brand has shifted to using 30 % recycled glass and plant‑based caps. Final products are hand‑filled, sealed with a tamper‑evident liner, and packaged in recyclable boxes printed with soy‑based inks. This blend of artisanal attention and industrial precision ensures that every Mojo perfume delivers the intended olfactory story while meeting safety and sustainability benchmarks.
Design Language
Visually, Mojo embraces a minimalist yet vibrant language. The brand’s logo features a clean, sans‑serif typeface paired with a subtle swirl that hints at a scent trail. Bottle designs are sleek cylinders or rectangular flacons with smooth shoulders, allowing the perfume to sit comfortably in a hand or on a vanity. Color palettes differ by line: the Be series uses bold, saturated hues – electric blue for Be Wild, bright pink for Be Candy – while the Live Now collection adopts muted, city‑inspired tones such as terracotta for Buenos Aires and steel gray for Berlin. Labels are printed on matte paper with a spot‑UV finish that catches the light, reinforcing a sense of understated luxury. Marketing imagery often incorporates urban photography, maps or abstract representations of city skylines, aligning the visual narrative with the olfactory one. Seasonal campaigns feature lifestyle shots that depict diverse individuals in everyday settings, reinforcing the brand’s inclusive ethos. The overall aesthetic balances modern design sensibilities with a playful edge, making Mojo’s products instantly recognizable on a shelf without relying on overt extravagance.
Philosophy
Mojo’s creative vision rests on the idea that scent is a personal narrative, not a static product. The founders speak of fragrance as a way to capture a fleeting emotion or a specific place, then bottle it for everyday use. This philosophy translates into a portfolio that balances mood‑centric titles – Be Different, Be Magic, Be Wild – with geographic storytelling in the Live Now line. Mojo emphasizes inclusivity; the brand avoids gendered marketing and instead invites wearers to choose a scent that matches their current state of mind. Transparency is another pillar: ingredient lists are published on the website, and the brand openly discusses the blend of natural extracts and synthetics that give each perfume its character. Sustainability entered the conversation in 2018, prompting a redesign of packaging to reduce waste and a commitment to source responsibly‑produced raw materials wherever possible. Community feedback loops, facilitated through social media and direct email surveys, inform new launches, ensuring that the creative process remains collaborative rather than top‑down. In essence, Mojo strives to democratize the art of perfumery, offering scents that feel both personal and universally resonant.
Key Milestones
2008
Mojo founded in New York by brothers John and Doug Kennedy and launches the Be series.
2010
Live Now Inspired by Buenos Aires and Live Now Inspired by New York released, marking the start of the city‑inspired line.
2011
Live Now Inspired by Berlin added to the collection, expanding the global reach of the series.
2013
Mojo Magique line introduced, focusing on Louisiana’s regional scents.
2018
Brand commits to sustainable packaging, incorporating recycled glass and biodegradable caps.
2022
Mojo celebrates its 14th anniversary with a limited‑edition reinterpretation of Be Magic.
At a Glance
Brand profile snapshot
Origin
United States
Founded
2008
Heritage
18
Years active
Collection
1
Fragrances released
Avg Rating
5.0
Community sentiment
Release Rhythm