Today I chat with Raquel Bouris, founder of Who Is Elijah - the independant fragrance house that is taking the industry by storm! Who Is Elijah occupies a previous gap in the luxury parfume industry, built on cruelty free, genderLESS foundations & hand-filled in Sydney. Since launching in 2018, the brand has grown astronomically with a valuation of $20M and YoY growth of 150%. Today - they are stocked in roughly 600 stores across Australia, NZ & US and sell a bottle of their popular NOMAD every 5 minutes in Australia.


@whoiselijahparfum

@thelazyceo_podcast

 Hosted on Acast. See acast.com/privacy for more information.

Today I chat with Raquel Bouris, founder of Who Is Elijah - the independant fragrance house that is taking the industry by storm! Who Is Elijah occupies a previous gap in the luxury parfume industry, built on cruelty free, genderLESS foundations &amp; hand-filled in Sydney. Since launching in 2018, the brand has grown astronomically with a valuation of $20M and YoY growth of 150%. Today - they are stocked in roughly 600 stores across Australia, NZ &amp; US and sell a bottle of their popular NOMAD every 5 minutes in Australia. <a href="https://www.instagram.com/whoiselijahparfum/" rel="noopener noreferrer" target="_blank">@whoiselijahparfum</a><a href="https://www.instagram.com/thelazyceo_podcast/" rel="noopener noreferrer" target="_blank">@thelazyceo_podcast</a><hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

Join Jane Lu, Founder & CEO of the global fashion brand Showpo, as she chats with the amazing entrepreneurs behind some of the most iconic brands we all know and love, as well as the trailblazers and subject matter experts in their respective industries. This podcast will cover all things business, mindset, personal development while taking you on a journey to become your best self.

Join Jane Lu, Founder &amp; CEO of the global fashion brand Showpo, as she chats with the amazing entrepreneurs behind some of the most iconic brands we all know and love, as well as the trailblazers and subject matter experts in their respective industries. This podcast will cover all things business, mindset, personal development while taking you on a journey to become your best self.

The Lazy CEO Podcast with Jane Lu

#14 Who Is Elijah: How Raquel Bouris Built a Perfume Brand That's Worth $20 Million

In this episode of Help My Small Business, Jane is joined by Brittney Saunders, founder of Fayt The Label, who built one of Australia's most engaged fashion communities from the ground up and scaled it into a multi-million-dollar retail brand with stores across the country. Now she's bringing that brand-building firepower to review Monika's business, IQM Store, an Australian online retailer of curated educational toys, games, and gifts designed to spark creativity, imaginative play, and skill development in kids.

By the end of this episode, you'll learn:
How to stand out in a crowded market, even when your product isn't unique, by leaning into storytelling, content, and clear positioning
How product discovery, curation, and testing can differentiate your brand and double as engaging, trust-building content
Why sometimes the best thing you can do for your business is rebrand, and how a fresh identity or positioning can breathe new life into a company

This episode is brought to you by Xero. Blast past tax time stress with Xero. That's Xero with an X!
See what Xero can do for your business, by checking them out now! 

Connect with us:
Follow The Lazy CEO podcast: @thelazyceo_podcast@thelazyceopod
Stay updated with Jane Lu: @thelazyceo
Connect with Brittney Saunders: @brittney_saunders
Follow Fayt The Label: @faytlabel
Check out Brittney's Podcast!: @bigbusiness_podcast

 

In this episode of Help My Small Business, Jane is joined by Brittney Saunders, founder of <a href="https://faytthelabel.com/?srsltid=AfmBOopyIPMEC0blBCF3FVzcZHXw663op7TpQApzOTBrfds9cWW386kZ">Fayt The Label</a>, who built one of Australia's most engaged fashion communities from the ground up and scaled it into a multi-million-dollar retail brand with stores across the country. Now she's bringing that brand-building firepower to review Monika's business, <a href="https://iqmstore.com.au/?srsltid=AfmBOoovPvE0zXt-4Ix4-ZOwUX0Is23xVT43QIWP_yXBZ3_0uAflhess">IQM Store</a>, an Australian online retailer of curated educational toys, games, and gifts designed to spark creativity, imaginative play, and skill development in kids.
By the end of this episode, you'll learn:
<ul>
<li>How to stand out in a crowded market, even when your product isn't unique, by leaning into storytelling, content, and clear positioning</li>
<li>How product discovery, curation, and testing can differentiate your brand and double as engaging, trust-building content</li>
<li>Why sometimes the best thing you can do for your business is rebrand, and how a fresh identity or positioning can breathe new life into a company</li>
</ul>
This episode is brought to you by <a href="https://www.xero.com/au/try-now/accounting/xero-accounting-software/?utm_source=GOOGLE&amp;utm_medium=cpc&amp;utm_campaign=AU+-+B+-+LF+-+SMB+-+Exact_adai&amp;utm_content=Xero&amp;utm_term=xero&amp;ds_kid=294791067&amp;gclsrc=aw.ds&amp;gad_source=1&amp;gad_campaignid=23037583627&amp;gbraid=0AAAAAD0EBI2Ua4_MJz9ZZMciAv-oQo9RR&amp;gclid=CjwKCAjwhqfPBhBWEiwAZo196u-VehnVtgcK87YNboA6RTr6l9iZ8vViJqWdzwhjlhI55S0sii0_FhoC3lsQAvD_BwE">Xero</a>. Blast past tax time stress with Xero. That's Xero with an X! See what Xero can do for your business, by checking them out now!&nbsp; Connect with us: Follow The Lazy CEO podcast: <a href="https://www.instagram.com/thelazyceo_podcast/">@thelazyceo_podcast</a> <a href="https://www.tiktok.com/@thelazyceopod">@thelazyceopod</a> Stay updated with Jane Lu: <a href="https://www.instagram.com/thelazyceo/?hl=en">@thelazyceo</a> Connect with Brittney Saunders: <a href="https://www.instagram.com/brittney_saunders/">@brittney_saunders</a> Follow Fayt The Label: <a href="https://www.instagram.com/faytlabel/">@faytlabel</a> Check out Brittney's Podcast!: <a href="https://www.instagram.com/bigbusiness_podcast/">@bigbusiness_podcast</a>
&nbsp;

Help My Small Business: Does Your Business Need a Rebrand?

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/96d0b523-35bf-4792-84ad-b4360017cd95/transcript

This week on The Lazy CEO Podcast, Jane sits down with Michael Porter, Founder of Skin Control, the Aussie pimple patch brand that became Australia's number one acne care brand, selling over 4.8 million packets in 2025 alone.

Growing up around his family's Four Seasons Condoms empire, Michael had entrepreneurship in his DNA. But nothing could prepare him for what it actually took to get Skin Control off the ground.

In this episode, they dive into:
How growing up around family businesses like Four Seasons Condoms shaped his entrepreneurial mindset and led to the creation of Skin Control.
The strategy behind standing out in a crowded skincare market, landing major retailers, and scaling a brand that now dominates both retail and e-commerce.
His best hustle stories as proof that no matter the business size, sometimes the founder needs to get their hands dirty to make shit happen.


Connect with us:
Follow The Lazy CEO podcast: @thelazyceo_podcast@thelazyceopod
Stay updated with Jane Lu: @thelazyceo
Connect with Michael: @michaelwporter
Follow Skin Control: @skincontrolau

This week on The Lazy CEO Podcast, Jane sits down with Michael Porter, Founder of Skin Control, the Aussie pimple patch brand that became Australia's number one acne care brand, selling over 4.8 million packets in 2025 alone. Growing up around his family's Four Seasons Condoms empire, Michael had entrepreneurship in his DNA. But nothing could prepare him for what it actually took to get Skin Control off the ground. In this episode, they dive into:
<ul>
<li>How growing up around family businesses like Four Seasons Condoms shaped his entrepreneurial mindset and led to the creation of Skin Control.</li>
<li>The strategy behind standing out in a crowded skincare market, landing major retailers, and scaling a brand that now dominates both retail and e-commerce.</li>
<li>His best hustle stories as proof that no matter the business size, sometimes the founder needs to get their hands dirty to make shit happen.</li>
</ul>
 Connect with us: Follow The Lazy CEO podcast: <a href="https://www.instagram.com/thelazyceo_podcast/">@thelazyceo_podcast</a> <a href="https://www.tiktok.com/@thelazyceopod">@thelazyceopod</a> Stay updated with Jane Lu: <a href="https://www.instagram.com/thelazyceo/?hl=en">@thelazyceo</a> Connect with Michael: <a href="https://www.instagram.com/michaelwporter/">@michaelwporter</a> Follow Skin Control: <a href="https://www.instagram.com/skincontrolau/">@skincontrolau</a>

Skin Control: He Hauled 17 Suitcases of Pimple Patches Through the Airport to Save His Business...

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/023c8d4a-78de-4ef4-b3f6-b432000ce5cf/transcript

After 15 years of building Showpo, Jane’s learned a lot about hiring, scaling, and leadership but nothing really prepares you for people leaving. In this solo episode, she unpacks one of the hardest truths of building a business: no matter how experienced you get, resignations never really get easier.

In this episode, you’ll learn:
Why resignations feel exactly like breakups and the different exits every founder will recognise - from people leaving for “hotter” opportunities, to ego hits, to the ones that just quietly fizzle out
How to deal with the hard ones: blindsides and losing people you genuinely love working with
Why letting people leave is actually part of scaling and how to stop taking it so personally

Connect with us:
Follow The Lazy CEO podcast: @thelazyceo_podcast@thelazyceopod
Stay updated with Jane Lu: @thelazyceo

Leave a comment letting Jane know if you like this style of solo episode and send any questions you want her to unpack further to hello@thelazyceo.com!

After 15 years of building Showpo, Jane&rsquo;s learned a lot about hiring, scaling, and leadership but nothing really prepares you for people leaving. In this solo episode, she unpacks one of the hardest truths of building a business: no matter how experienced you get, resignations never really get easier. In this episode, you&rsquo;ll learn:
<ul>
<li>Why resignations feel exactly like breakups and the different exits every founder will recognise - from people leaving for &ldquo;hotter&rdquo; opportunities, to ego hits, to the ones that just quietly fizzle out</li>
<li>How to deal with the hard ones: blindsides and losing people you genuinely love working with</li>
<li>Why letting people leave is actually part of scaling and how to stop taking it so personally</li>
</ul>
Connect with us: Follow The Lazy CEO podcast: <a href="https://www.instagram.com/thelazyceo_podcast/">@thelazyceo_podcast</a> <a href="https://www.tiktok.com/@thelazyceopod">@thelazyceopod</a> Stay updated with Jane Lu: <a href="https://www.instagram.com/thelazyceo/?hl=en">@thelazyceo</a> Leave a comment letting Jane know if you like this style of solo episode and send any questions you want her to unpack further to <a href="mailto:hello@thelazyceo.com" aria-haspopup="menu">hello@thelazyceo.com</a>!

#142: I've been dumped over 100 times...

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/8cde9b58-bcf4-409d-aae6-b42b0048f9e4/transcript

#14 Who Is Elijah: How Raquel Bouris Built a Perfume Brand That's Worth $20 Million

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