How Aerre’s co-founder Alec Ramsey turned a fragrance startup into a sensation

In the competitive world of luxury fragrance, Aerre has quickly made a name for itself as a brand synonymous with quality and innovation. Co-founded just ten months ago by Alec Ramsey, Aerre has captivated Australian consumers with its unique approach to high-quality, accessible perfumes. We spoke with Alec to delve into the strategies behind Aerre’s rapid ascent and explore how their pragmatic approach to TikTok, among other factors, has contributed to their remarkable success.

Discovering Aerre’s Path

Alec Ramsey’s journey to founding Aerre wasn’t a traditional path of personal passion or a serendipitous discovery. Instead, it was driven by a keen sense of opportunity. “We weren’t initially perfume aficionados,” Alec admits, “but we saw a gap in the market to make high-quality fragrances accessible online.”

With multiple ecommerce success stories already under his belt, he knew he had the right team in place to test and scale at pace in the Australian market.

Building from the Ground Up

Starting with a clean slate, Aerre’s initial focus was on securing high-quality production. “It was crucial for us to have our fragrances made in France,” Alec explains. “Not just for the quality, but for the trust signal it sends to consumers. It’s a challenge to sell scents online because people can’t smell them through a screen. Telling them our perfumes are crafted in Provence, alongside luxury giants, gives them confidence in the product.”

Aerre launched with a modest inventory of 1,000 bottles. The response was overwhelming, quickly selling out and propelling the company into an accelerated growth phase. “We saw immediate validation of our concept,” Alec recalls. “By the Christmas period, we knew we had something special.”

Navigating Product-Market Fit

For many startups, finding product-market fit is a critical milestone. For Aerre, it was about more than just confirming that consumers liked their products. “Understanding which marketing channels resonate with your audience is equally important,” Alec explains. “It’s not just about having a great product; it’s about knowing how to reach your customers effectively and sustainably.”

This insight led Aerre to invest heavily in online channels, particularly TikTok. “TikTok was a natural fit for us because it’s a platform where discovery happens,” says Alec. “People aren’t searching for perfume dupes —they don’t even know the category exists. We needed a way to introduce our products in a compelling and engaging manner.”

Harnessing the Power of TikTok

TikTok presented an exciting opportunity for Aerre to showcase its brand in a dynamic and authentic way. “We didn’t approach TikTok with scepticism,” Alec recalls. “We saw it as a platform where we could genuinely connect with our audience through creative and engaging content.”

Aerre’s strategy on TikTok has been heavily influencer-driven. “We believe in our products so much that we were confident influencers would love them too,” Alec shares. “We give them free rein to talk about our perfumes in their own voice. No scripts, just authentic enthusiasm.”

This approach has resonated deeply with TikTok’s audience. “We’re not just buying ads; we’re building a community of brand ambassadors who are excited to share our story,” Alec says. “That’s the magic of TikTok—it allows us to create real connections and drive genuine interest in our products.”

Balancing Brand and Performance

For a young company like Aerre, striking the right balance between brand-building and performance marketing is crucial. “Brand awareness and immediate sales aren’t mutually exclusive,” Alec explains. “On TikTok, we blend both by creating content that not only highlights our brand but also drives action. Our videos showcase the excitement of discovering a new fragrance while making it easy for viewers to purchase immediately.”

Aerre’s commitment to making the buying experience risk-free has further fueled its success. “We offer a 30-day return policy, free shipping on orders of three or more perfumes, and significant discounts for bulk purchases,” Alec notes. “This gives customers the confidence to try our products, knowing they have nothing to lose.”

The Future of Aerre and TikTok

Looking ahead, Aerre plans to continue expanding its product range and refining its TikTok strategy. “We started with 10 fragrances, and now we’re aiming to have 80 to 100 by the end of the year,” Alec reveals. “Each new scent is an opportunity to reach a new audience and grow our community.”

Aerre is also exploring new ways to leverage TikTok’s capabilities. “We’re constantly testing different content formats to find what works best for us,” Alec says. “Our goal is to identify and amplify the content that resonates most with our audience, driving both engagement and sales.”

Advice for Aspiring Entrepreneurs

For other entrepreneurs looking to harness the power of TikTok, Alec offers pragmatic advice. “Understand your product and your audience,” he emphasises. “TikTok works exceptionally well for products that can capture attention and create curiosity. If your product fits that mould, dive in and measure your success at a business level. Don’t be afraid to experiment and find what works for you.”

Aerre’s story is a testament to the power of opportunity, innovation, and strategic thinking. By embracing TikTok and fostering genuine connections, Alec Ramsey has turned a fledgling fragrance company into a burgeoning success. As Aerre continues to grow and evolve, it serves as an inspiring example for ecommerce businesses across Australia.

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