Press Release- January 5th, 2026

For Immediate Release: January 5, 2026

From Cult Survivor to Founder:

Melissa Sifjardóttir Transforms Trauma Into an Inclusive Fragrance Brand

Stamford, CT (January 5, 2026) — Melissa Sifjardóttir’s path to entrepreneurship began in an unexpected and deeply personal place. What started as an attempt to combat pandemic isolation through online learning ultimately led her into a coven that evolved into a psychologically manipulative cult. Today, Melissa is the founder and CEO of Sif Sniffs, a clean fragrance brand rooted in empowerment, accessibility, and creative reclamation.

During the early months of the COVID-19 pandemic, Melissa enrolled in online spiritual and educational classes to find connection. After participating in large-group sessions, she was invited to one-on-one instruction focused on Norse magic. Over the course of two years, she invested thousands of dollars and attended weekly lessons that gradually escalated into coercive psychological control. She was ultimately encouraged to participate in a retreat in the Catskills, where altered states, ritualized drug use, and reinforced beliefs of divine connection blurred personal autonomy and consent.

As control intensified, the group’s leader urged Melissa to sever ties with her former life—pressuring her to quit her work as an adolescent therapist, give up personal relationships, and even abandon her dog. While she resisted some demands, she was encouraged to channel her creativity into starting a fragrance company. That company became Sif Sniffs—and, ultimately, the catalyst for her independence.

Shortly after launching the brand, Melissa left the cult. What began under coercive circumstances transformed into a powerful act of reclamation. By focusing on clean ingredients and accessible pricing, Sif Sniffs filled a gap in the fragrance market—serving customers who are often excluded due to sensitivities, allergies, or the high cost of clean perfumes. The response was immediate and lasting.

Less than two years later, Sif Sniffs has customers across the United States who not only love the fragrances but also describe them as tools for self-expression and identity connection.

Sif Sniffs offers witchcraft-inspired, clean fragrances at an accessible price point. Founded and run by a lifelong witch, the brand blends fine fragrance with themes drawn from Norse heathenry, broader magical traditions, and literary influences—crafting scent experiences rooted in intention, beauty, and autonomy.

For interview requests or additional information, please contact Melissa Sifjardóttir at melissa@sifsniffs.com or 475-619-9779.

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