Herb & Root Founder Julia Kahlig-Garuba Discusses the Power of Fragrance
For Herb & Root founder Julia Kahlig-Garuba , fragrance isn't just about smelling good—it's about connection, joy and tapping into our human history.
The family-run fragrance brand is beloved for its premium but affordable scents starting at just $25, with a lineup featuring perfumes, body oils, hand creams, dusting powders and more designed to turn everyday experiences into unforgettable moments. For Julia, scenting is self-care, and we got the chance to ask her all about her entrepreneurial story and the power of fragrance in the interview below.
Name: Julia Kahlig-Garuba
IG Handle: @juliadkg
Hometown: Temple, Texas
Zodiac sign: Gemini
1. Julia's work with fragrance is really rooted in her spirit of adventure.
"In my early 20s, I backpacked through North Africa and the Middle East. I've always been intrigued by this part of the world because it's an ancient melting pot of continents and cultures.
I was shopping in the ancient souk of Marrakech, Morocco when I stumbled upon a fragrance shop. I started talking to the shop owner, an older man and his grandson, who were running the shop. They told me their family had been fragrance merchants for generations. As they told me stories of the people who had visited their shop through the ages, I looked up at the bottles filled with different shades of liquid on the shelf. I was smitten! I bought some fragrance vials there and started making my own blends when I returned from my trip.
My early blends were inspired by ancient perfume recipes like our Attar of Roses, a simple rose and sandalwood blend that has been used since the 16th century. How fascinating is it that for thousands of years, we humans have been stirring up fragrant oils to wear that really bear no functional purpose aside from beauty? Fragrance is so deeply rooted in our human history, in our worship of the gods, in our interactions with the planet and each other. It's a way that our ancestors found joy, beauty, and connection to the natural world around them."
-Julia Kahlig-Garuba
(via Herb & Root)
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2. Her personal favorite Herb & Root fragrance is Silk Road.
"It's made with saffron, cinnamon and cardamom, and it's deeply mysterious, intriguing and sexy. It reminds me of camels caravanning through the desert, of piles of spices in Cairo spice shops. It's earthy, spicy and a bit dusty. It reminds me of my time in the Middle East, which was pivotal in my life's journey."
-Julia Kahlig-Garuba
(via Herb & Root)
3. Julia and her husband came up with the name "Herb & Root" as they were walking through Harlem, New York.
"We were married in Harlem and lived there as newlyweds.
I liked the word 'Herb' because it evoked plants, and our product packaging uses botanical illustrations. 'Root' harkens back to our history, which played an important role in inspiring our first line of fragrances.
When you put the two words together, you have a play on words, which sounds like 'Urban Root.' This seemed to fit, given that we had our roots as a couple in Harlem, which is a very urban place, itself a melting pot of cultures. The best ideas come from melting pots like this. And we had our own little melting pot, since I was from Texas and my husband was from Nigeria. I loved the sentiment of urban, roots, herbs, natural, melting pot. It all seemed to speak to who we are and what we wanted to create."
-Julia Kahlig-Garuba
(via Herb & Root)
4. Herb & Root is about making every day something special by mindfully engaging the sense of smell.
"Our mission is to help inject a bit of joy into the mundane parts of the day, to encourage people to adorn themselves with fragrance as our ancestors have done, as a way to practice self-care, to appreciate the moment and to connect with the senses.
We are different from other fragrance companies in many ways—we are family owned and operated. My husband and I are responsible for sales and marketing. My parents run our manufacturing operation in Texas. My nieces and nephews work at our factory. Our daughter helps us with our social media videos. I'm proud of what we have built and how the business brings us together as a family.
We are also different from other brands because we offer high-quality fragrances that are affordably priced. That's because we believe the joy of fragrance should be accessible to everyone."
-Julia Kahlig-Garuba
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5. The best advice she ever received is that you only truly fail when you give up.
"We are a self-funded brand that has been operating continuously since 2013. We have never taken outside investment and are cash-flow positive. Our business is built on strong foundations of customer service, quality products and word of mouth. We took the long, slow, patient route, and I'm proud that we can continue to mold the business into what our customers want, rather than external motivations of profit margins. We have only gotten to this point because we refused to quit."
-Julia Kahlig-Garuba
(via Herb & Root)
6. She says her persistence is the biggest thing that's gotten her to where she is today.
"Some days, I feel like I'm spinning my wheels. Some days, I feel like I'm wasting time. Some days, I take the afternoon off and go to the movies with my kids. But every day, I work on this business, and every day it grows.
Also serving our customers. Our customers are the most important part of our business. I always listen to their feedback. I strive to make them happy, and I anticipate their needs as best I can. And when I can't, I apologize and make amends."
-Julia Kahlig-Garuba
7. She believes people can—and should—have multiple signature scents.
"Seasons change and we evolve. I like to choose a scent based on the season. Summertime for me is always about something sweet and light, like A La Mode, or a heady floral like Moonflower (which is perfect for a summer night out!). In the fall and winter, I prefer something more introspective, smoldering, and moody, like Silk Road, Santal or Wanderlust.
Perfume is personal, so if you're looking for a signature scent, identify the notes in your favorite scent and explore from that perspective. For example, patchouli always makes me feel confident, so I gravitate toward patchouli blends when I seek out something new. The key is to try it, wear it a while and choose whatever gives you the most joy."
-Julia Kahlig-Garuba
(via Herb & Root)
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8. Julia says she feels most rewarded when she gets to hear back from her customers.
"Recently, I had a customer whose mother had passed away from cancer. She ordered our Rose Dusting Powder because her mother used it all the time. When she was really missing her mom, she would pull out the powder, and the smell brought back memories and a sense of peace. Because scent is connected to our memories, we can do so much to bring comfort and joy to people! It's a special gift."
-Julia Kahlig-Garuba
(via Herb & Root)
9. If there's one thing Julia wants people to know about her, it's that she's energetic, curious and always stirring up a new adventure.
"I never turn down invitations to spend time with people I love. I'm living every day, and will continue to do so til the day I die."
-Julia Kahlig-Garuba
For more on the great minds behind our favorite brands, click HERE to read our interview with Tina Dao, founder of skincare brand YOUZU.