Fragrance house

ema

Founded in 2024, ēma fragrance is a privately held brand created by three friends—Maia Neumann, Daniela Devitt, and Dawn Hoenie. The founders developed ēma in response to concerns about the complexity of traditional fragrance, alcohol, skin allergies, post-COVID scent sensitivities, and hormonal changes affecting scent experience. Its identity centers on customizable, alcohol-free solid fragrance for personal layering and self-expression. The brand’s approach also encompasses mixing and matching scents, vegan formulas, and refillable compacts.