Heritage
A house, in its own words
All Good Scents, the company believed to operate The Good Scent, was co-founded in 2013 by Rajiv Sheth and his uncle, the former chairman of Unistar International Group, through their company Just Scents Pvt. Ltd. The launch marked a notable entry point in India's evolving fragrance market, where traditional attars and incense have long dominated but where a new generation of consumers was beginning to explore Western-style fine fragrance. Sheth, who carries the title of Master Perfumer and Creative Director, positioned the brand from its inception as India's first contemporary fragrance house operating on a direct-to-consumer model. This D2C approach distinguished All Good Scents from established Indian fragrance retailers, which typically relied on department store and multi-brand shop distribution. The brand built its early identity around accessible pricing, cruelty-free formulations, and a product range organized around mood and occasion rather than the gender-segmented model dominant in mainstream perfumery. In 2014, the company began more actively promoting itself under the All Good Scents name, with Sheth appearing in industry interviews as the public face of the brand. The timing placed the company amid a global surge in indie and niche fragrance popularity, when social media platforms made it possible for smaller fragrance houses to reach audiences far beyond their domestic markets without the marketing budgets required by traditional fragrance advertising. The Good Scent operates with a philosophy rooted in the democratization of fragrance. Rather than treating perfume as an esoteric art form accessible only to connoisseurs, the brand designs scents around familiar, comforting references that new fragrance wearers can immediately understand and connect with. Names like Whipped Banana Pudding, Gooey Butter Cake, and Manifest Your Future strip away the abstraction that characterizes much of the fine fragrance industry, replacing it with direct emotional and sensory cues. This approach reflects a broader shift in consumer expectations, where transparency and relatability have become as important as exclusivity. The brand's cruelty-free stance represents a values-driven positioning that has become increasingly significant in the beauty and fragrance industries, particularly among younger consumers. The decision to avoid animal testing connects to a wider ethical framework that prizes transparency in ingredient sourcing and production methods. The Good Scent appears to design for everyday wear rather than special occasions, creating fragrances that function as personal signatures rather than statement pieces. This practical orientation extends to the brand's naming conventions, which prioritize memorability and shareability in digital environments where consumers discover and discuss fragrances online.