Heritage
A house, in its own words
Ethan and Grayson Dolan built their audience through original comedy content on YouTube, where they accumulated millions of followers before entering the fragrance space. In 2019, the brothers joined forces with Kevin Gould, cofounder of Wakeheart, and his team at Kombo Ventures to launch their first scents. The initial collection included two individual signature fragrances, one for each twin, developed alongside Guillaume Flavigny of Givaudan. The launch represented a strategic move into the creator-economy fragrance market, where established personalities lend their names and creative input to scent development. According to multiple independent reports, the debut fragrances sold out shortly after release, signaling strong demand for the brand's approach. Wakeheart subsequently expanded its catalog, introducing additional scents to the collection and eventually making them available through retail platforms including Amazon. The brand's foundation in entertainment and digital influence gave it a built-in audience upon launch, distinguishing its market entry from traditional fragrance houses. Wakeheart positions itself around the idea that fragrance is a personal signature rather than a uniform accessory. Rather than marketing predefined identities, the brand invites wearers to associate individual scents with their own moods, memories, or self-concepts. This approach aligns with the broader philosophy of the cofounders, who built their public personas around authentic, personal expression in their content. The brand's expansion beyond the initial signature scents reflects a commitment to offering variety, allowing customers to select from multiple fragrance profiles within a single collection. Wakeheart's language around its products tends to emphasize individual discovery rather than prescriptive associations. The company does not position itself in comparison to established fragrance houses, instead framing its value proposition around accessibility and personal connection to scent.