Who Is Elijah is an Australian fragrance brand founded in 2018 by Raquel Bouris. The brand has gained significant attention on TikTok and among fragrance enthusiasts for its minimalist, gender-neutral scents that blend luxury with accessibility. Notably, the fragrances are crafted with a high perfume concentrate, ensuring long-lasting wear without a hefty price tag. citeturn0search8
Raquel Bouris’s journey began in 2017 when she was inspired by a fragrance oil she encountered at Coachella. This inspiration led her to create her own line of perfumes, starting from her garage in Sydney. The brand quickly gained traction, expanding from a few initial orders to selling over 22,500 units in Australia in 2024 alone. citeturn0search7
In March 2025, Who Is Elijah expanded into the UK market, making its products available through retailers like Boots and Anthropologie. citeturn0search2turn0search3 This expansion has introduced the brand’s unique fragrances to a broader audience, further solidifying its status as a TikTok-approved and niche favorite among consumers.
