The local fragrance scene continues to grow rapidly, with both international and homegrown scents flooding the market, and online communities becoming increasingly active. But while perfume culture thrives, not everyone feels welcome enough to explore it comfortably, and for many young Filipinos, entering the world of perfume can feel overwhelming.

That was exactly the experience that pushed 22-year-old student Lyle Chavez and six of his friends to open The Fragrant Fox. Located inside the Autocomplex, Quezon City, it is a perfume store designed to make fragrance shopping feel approachable instead of intimidating.

“We wanted to create a safe haven for perfume lovers,” Lyle tells Manila Bulletin Lifestyle. “A place where people can freely explore and find the perfect scent for them without pressure.”

The idea came from years of being fragrance collectors themselves. The seven friends met through their shared love for perfume, bonding over scent discoveries, weekend hangouts, and conversations that eventually turned into business plans.

“Perfume really brought us together,” he says. “We would meet at one friend’s house, test fragrances, go out together every weekend, and eventually we thought, what if we shared this hobby with more people?”

Unlike the intimidating atmosphere they experienced in some department stores, The Fragrant Fox was built to feel welcoming, especially for beginners.

“Sometimes people feel like they’re being judged when they enter perfume stores,” he explains. “That feeling of being shooed away. We didn’t want people to experience that here.”

That experience also inspired the store’s name. He explained that foxes are often portrayed as animals that get chased away by larger predators, similar to how some customers can feel unwelcome in traditional fragrance spaces.

“At The Fragrant Fox, we want people to feel like they belong,” he said. “You’re here to enjoy perfume and discover your signature scent.”

Currently studying Marketing at Enderun Colleges and set to graduate this July, Lyle balances student life while helping manage the growing business. If not in school, you can find Lyle at the store interacting with the customers or making content for their social media pages.

Since opening in January this year, the store has steadily gained attention, growing online while building a loyal community of fragrance enthusiasts. But for the team, growth is not just about numbers.

“We want more people to know our story and our purpose,” Lyle said. “We want to reach more people and share our love for perfume.”

When asked if business is something that runs in the family, he openly admitted that it is the opposite. His mother works in a company while his father is a musician. But ever since he was young, Lyle has been interested in business, which is why opening a perfume shop with a group of friends was a no-brainer for him.

The store carries mostly international fragrances, around 50 brands from Amouge, Tom Ford, to Hermes, sourced from distributors in Europe and the Middle East, allowing them to offer perfumes at lower prices. Their curation process focuses on variety and wearability while still making room for more experimental scents.

“We try not to limit people,” he says. “Whether it’s easy to wear, hard to wear, old school, or trendy, we want to have it here.”

The only Filipino perfume brand they carry is Wren Atelier, a local fragrance house by Filipino perfumer Renato Lopena Jr. Lyle says he was particularly fascinated by scents inspired by Filipino ingredients.

“It’s amazing how local ingredients can become something beautiful,” he says. Beyond perfumes, the store also aims to become a lifestyle hub for hobby-driven communities. They recently collaborated with Manila Penography, a fountain pen group, and hope to partner with watch communities in the future.

The Fragrant Fox also recently partnered with Velura, an artisanal chocolate and coffee brand, so inside the shop, customers can sip coffee or enjoy chocolate while testing fragrances.

“It goes hand in hand,” he says. “When you’re sniffing perfumes and you want to rest, you can sit down, drink coffee, and just enjoy the experience.”

Looking ahead, the group plans to host more collaborations, create content, and launch vlogs to further connect with younger fragrance enthusiasts online. The Fragrant Fox wants to remain simple: creating a space where curiosity is welcomed.

“It’s also a place for people to learn about perfume,” he says. “You don’t need to know everything before coming in. That’s part of the experience.”