Sigyn's Heart

Sigyn is Loki’s wife. Like many of the Norse deities, we don’t have a ton of stuff about Her, but what we do have is important. When Loki is bound with poison being dripped on Him constantly by a venomous snake, Sigyn is there holding the bowl, preventing all of the venom from making its way to Her husband. Often, stories of Sigyn speak to Her unending loyalty and Her steadfast adherence to her values.

I was accepted into the board of my MBA (Master of Business Administration) program for founders of companies focused on social or environmental impact. One aspect of the board I really liked is that, when they announced they were seeking founding board members, they wanted founders who knew that having a business and having values weren’t mutually exclusive. I regularly shit on my issues with the fragrance industry as a whole and unethical companies on Sillage and Sorcery, and while living in perpetual fear of doing something that a future version of ethics may look upon in disdain, I also feel like there is a strong moral undercurrent to everything that I at least attempt to do with this company.

So what are some of our values anyway?

1. Beauty is meant to be lived in, not reserved for special occasions.

So much of the fragrance industry is out of reach for most people. We reject that exclusivity and elitism. Our scents are designed to help you feel authentically you every single day. Everyone deserves a chance to feel comfortable and confident in their own body. It’s not about seduction for others; it’s about a reminder that the only thing you need to chase is your own dreams.

2. No one needs to become someone else.

Our fragrances are designed with the concept that you do not need to transform yourself into something “better.” You are exactly who you are supposed to be right now. Scars, rolls, flyaway hairs, and all. That deserves to be celebrated for your own uniqueness. True beauty is rooted in small moments that seem mundane: sunshine, your dog’s smile, the smell of a crisp fall air, not something out of reach and ethereal.

3. We love everyone we interact with, and that is how we formulate our products.

All of our customers come from different walks of life. What sets them apart is what makes them special. You shouldn’t have to put your health on the line to feel beautiful every day. That’s why we create all our formulas with care. I really mean it when I say I have worn every single formula for a long time to make sure it is up to snuff for my customers. Not tested on animals, tested on me. I want to make sure it is safe for the people I love. 

4. Magic exists in the everyday.

We can have rituals and magic in mundane activities, elevating life to something special. I once asked one of my customers why they loved wearing my fragrances. She told me that she has a bottle by her computer at home, and when she goes to work, she sprays some on. Even though she worked from home, just sitting at her desk with the scent helped her feel more connected to something bigger than just herself and her job.

5. Every fragrance tells a story.

Whether that story goes into how I formulated it, what impact it’s had on my life (a large part of why I do this blog), or the stories that I get from all of my amazing sniffies, each fragrance tells the story of the foundation it’s based on. It might be in my odd, chaotic, but always authentic way of storytelling, but it is always there. I hope that the intention to really encapsulate that story through scent shines through. When you wear one of our scents, I hope that you not only connect with its story but also use it as a reminder to live your own amazing one.

Holding steadfast to these values is an excellent way to honor Sigyn.