We are pleased to introduce you to one of our generous presenting sponsors for the 2023 Global Ocean Cleanup — 5 SENS. 5 SENS is a vegan, cruelty-free, BIPOC-founded fine fragrance company on a mission to capture your mood in a bottle. They are proudly supporting Oceanic Society and the Global Ocean Cleanup as part of their efforts to make a positive impact on the world.
To learn more about their work and mission, we sat down for a Q&A with 5 SENS CEO and Founder, Divya Gugnani, a serial entrepreneur and investor. Here is what she had to say.
We sat down for a Q&A with 5 SENS CEO and Founder, Divya Gugnani, a serial entrepreneur and investor.
Q: What was the catalyst for creating 5 SENS?
My relationship with fragrance developed from duty-free perfume souvenirs that my dad would haul back from his business trips, which I would savor to the very last spritz. I developed a curated personal collection that I would rotate based on my mood. But then, I got diagnosed with an autoimmune disease and developed serious allergies and chemical sensitivities to my treasured perfumes. I tried the limited clean alternatives on the market, but I was never connected to them the way I was to my old favorites because they lacked storytelling and longevity. A few years ago, I made a choice to make my own space in the fragrance world, collaborated with a female French master perfumer, and a few months ago 5 SENS was born!
5 SENS is a sensory experience in fine fragrance. We created 5 SENS to ignite your senses, capture your ever-changing essence, and inspire new moments. Imagine your aura, emboldened, and your current mood, bottled. Our fragrance revolution will empower you to #ownyourenergy.
Q: When did you decide to be a “purpose driven” business, and what does that mean to you and the companies you create?
As a brand founder and someone who puts products out into the universe, we are held to a higher standard to create impact while we build our brand and community. Consumers shop brands that reflect their values, so building with purpose was in our DNA from day one. We believe that we need to have an impact in the world that we live in. We support work for our community through Bring Change to Mind, an effort to eliminate the stigma around conversations about mental health, and we support work for our planet through our support to Oceanic Society and your Global Ocean Cleanup.
We also partnered with EcoCart at our launch to offset carbon emissions with each purchase on www.5SENS.co.
Q: When did focusing on the sustainability aspect of your business come into play, was there an “aha” moment?
We truly focused on sustainability in a meaningful way when we started to formulate our fragrances. We worked with a French master perfumer and only chose sustainable ingredients and notes for our fragrance profiles. We also chose recyclable glass bottles and recycled wood caps. We opted for 35% PCR (post-consumer resin) for the inside of our bottle caps. Our unit cartons (aka outer packaging) are made from FSC (Forest Stewardship Council) certified paper that is fully recyclable curbside across the United States.
Beyond the product and packaging, we knew we had to have additional impact by partnering with Oceanic Society and EcoCart.
5 SENS’ outer packaging is made from FSC (Forest Stewardship Council) certified paper. Inner packaging is made of recyclable glass bottles and recycled wood caps.
Q: Were there any unexpected challenges?
We always admired the magnetic fragrance caps found in luxury fragrance brands, but magnets play a role in global pollution and climate change. Magnets are made from non-renewable resources like rare-earth metals, which are mined directly from the Earth causing significant destruction to natural ecosystems. So we passed on having magnetic caps!
Sustainability is part of your product ethos; how much does this philosophy influence how you conduct your everyday life?
I grew up in an Indian household, in which we never took the abundance of electricity and clean, drinkable water for granted. Now, as I have my own children, I try to impart the knowledge my parents shared with me. I cut down on our plastic waste by using reusable bags when I shop. We try not to use single-use water bottles, bags, and straws, and to avoid products made from or packaged in plastic whenever possible. We use plates to cover food in the fridge instead of plastic wrap, and we make a true effort not to waste water.
Q: What’s your favorite thing to do in nature?
I love to swim, and now that I live in Miami, I regularly enjoy swimming in the ocean. To me, swimming in the ocean helps me reconnect with nature and marine life. It eases my stress, and I find the sound of the ocean waves very soothing.
Q: What attracted you to working with Oceanic Society? What are you most excited about with the Global Ocean Cleanup?
When we were building the brand, we knew we didn’t want to just be all talk when it came to being a purpose-driven brand. We wanted philanthropic efforts to be meaningful, accountable, and part of our DNA. I spent months researching organizations that support the planet in various aspects, but many fell short of getting to the root cause of the problem…us. We as individuals, and especially consumer product businesses, are responsible for taking action towards cleaning up our oceans for a better planet for the future. Oceanic Society drives accountability and inspires connection to our beautiful oceans, which, in turn, inspires individuals to connect to the mission on a deeper level, and take more actionable steps towards creating more sustainable living.
Learn More About 5 SENS
Many thanks to Divya for taking time to speak with us! 5 SENS became our first Presenting Sponsor with a $25,000 contribution towards our 2023 Global Ocean Cleanup Campaign. We are thrilled to have them on board, and their support will help us amplify our reach and impact in this year’s campaign. Check them out!
