Fragrance house

Wakeheart

Wakeheart launched in 2019 as a fragrance brand founded by Kevin Gould and twins Ethan and Grayson Dolan, with its first collection becoming available online on July 12 that year. Its early identity centered on gender-neutral fragrance for Gen Z and young millennial consumers, framing scent around self-confidence and making memories. The launch fragrances were developed with Givaudan perfumer Guillaume Flavigny, whose work shaped the brand’s initial scent direction. Wakeheart’s two original signature fragrances sold out within four hours, and their launch drew more than one million unique website visitors in its first 24 hours. In January 2020, the Enterlight collection introduced Wakeheart’s first standalone staple fragrance line, moving its presentation from scents named for the Dolan twins toward a brand-led identity. The twins designed the bottles and created the scents themselves.