Fragrance house

Free Yourself

Free Yourself is a U.S. fragrance brand founded by Jeff Miller and Todd Thurman, whose backgrounds span entertainment and storytelling and luxury hospitality. Its earliest recorded fragrance editions date to 2024. The brand frames unisex scent as part of a ritual of reflection, emotional reset, and personal growth, drawing on Positive Psychology and well-being. Developed in connection with Grasse, France, its fragrances identify Maud Chabanis and Xavier Blaizot as key perfumers, with Alain Garossi mentoring fragrance development. The initial Elements Collection brought together four scents—Air, Eau, Feu, and Terre—organized around the classical elements and described as the brand’s signature scents. In June 2025, the collection became available as samples through Scentbird. A later addition, AETHER, was created by Ralf Schwieger and won Best Green Fragrance at the 2026 Marie Claire UK Fragrance Awards, where it was described as fresh and green. The packaging concept includes a 300-word “Wordblock” as a reflective element accompanying each fragrance.