Heritage
A house, in its own words
Kristi Moe began developing Zodiac after spending three years conducting blind scent studies with participants. Her research tracked patterns in fragrance preferences, eventually leading her to conclude that zodiac signs could predict what scents people naturally gravitate toward. Before launching the full brand, Moe operated at local markets in Madison with a stand selling her fragrances. In 2019, local news outlet WMTV covered her early business, documenting her growth from market vendor to established brand. The company eventually expanded into a flagship retail location in downtown Madison. The brand name references the zodiac system, with each fragrance designed around the emotional characteristics and seasonal associations of its corresponding sign. Moe drew on her background in the beauty industry to develop the line, reportedly spending years refining formulations before broader release. The business represents a niche approach to perfumery, positioning itself at the intersection of astrology and fragrance rather than following traditional fragrance house structures. The core philosophy behind Zodiac centers on the belief that astrological signs influence sensory preferences. Kristi Moe developed the concept after observing patterns during her scent studies, where participants' zodiac signs appeared to correlate with which fragrances appealed to them. The brand structures its offerings around the twelve zodiac signs, with each scent intended to capture the essence of its corresponding period in the calendar year. The approach combines elements of seasonal fragrance design with astrological symbolism. Rather than launching all twelve scents at once, the brand has expanded its collection progressively, with releases spanning from 2023 through 2025. The philosophical foundation extends beyond marketing into the actual formulation process, where each scent is developed with specific emotional and seasonal characteristics in mind. The brand maintains that the zodiac framework provides a discovery mechanism for customers seeking fragrances aligned with their personality profiles.