Divya Gugnani is dipping her toes into fragrance with a latest brand.

The investor and serial entrepreneur — she also cofounded Wander Beauty — has developed a latest brand of fragrances called 5 Sens. Based on the thought of democratizing luxury fragrance collections, the eaux de parfums are priced at $65 for 30-ml. Each is available in a 10-ml travel size as well, priced at $29. It launches this month direct-to-consumer on the brand’s website.

From her purview across different sectors of the industry, Gugnani posited that fragrance was the last remaining category in beauty ripe for a shake-up.

“The beauty market has been disrupted in hair, in skin, in color. Fragrance hasn’t been disrupted — it’s dominated by luxury fashion houses and a number of small indie brands,” she said. “I’m self-expressing every moment, my mood is changing, my life is changing, and with the final word self expression in fashion and sweetness, I desired to progress to principally putting my mood in a bottle.”

The brand can also be a response to post-pandemic consumer behaviors. As self-expression became a key driver of fragrance purchases, Gugnani hope to tap into that emotionality with 5 Sens’ brand ethos.

“The true power behind it’s the self-expression — today, everyone seems to be expressing themselves via fashion, via what they wear, their accessories, their beauty and makeup.”

To that end, the five fragrances feature names like Lifetime of the Party, Catch Feelings, Burn for You, Lit and Twin Flame, and so they’re meant to represent a full wardrobe for wearers to decide on base on their mood and the occasion.

Luxury fragrance collections have been a boon for the scent category, and one in every of the engines behind its growth. Gugnani’s goal is to create a luxury-quality product to an accessible price.

“There’s a really limited universe that’s clean, and many of the clean fragrances don’t have longevity. I used to be struggling to have the ability to make use of fragrance and have enough options for me,” she said.

Based on recent data from the NPD Group, fragrance grew 11 percent to $1.3 billion within the third quarter. Though Gugnani didn’t comment on sales, industry sources expect the brand to achieve between $3 million and $5 million in its first yr in the marketplace.

Gugnani began ideating the brand after she met a friend’s mother in Paris who modified her scents throughout the day. “She smelled amazing, after which in a while, she smelled totally different, but still amazing. It was all a mirrored image of her mood, her appearance, and her identity in that moment. I would like a complete generation of individuals to specific themselves — [5 Sens] is all about capturing your ever-changing essence,” she said.

The brand is targeting consumers across millennial and Gen Z cohorts, Gugnani said, which also played into the brand’s purpose-driven initiatives. The products are vegan, Leaping Bunny-certified cruelty-free and follow a no-list of 10 ingredients. The packaging consists of glass, wood and post-consumer recycled plastic. 5 Sens may also donate a percentage of profits to Bring Change to Mind’s High School program, which focuses on eliminating stigmas around mental illness in high schools. The brand can also be pledging $25,000 to the Oceanic Society’s global ocean cleanup efforts.