Alex Elle has a message for you and it smells good
On her new fragrance, writing, and the quote she turns to again and again
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I first met
when I was working at Chronicle Books, we were publishing her book, After The Rain and I was heading up the marketing and publicity department. I liked Alex immediately from our first call. She felt down to earth and was curious about the process in a way that I could tell meant she would be a good partner in promoting her book. She was thoughtful and patient and asked smart questions. And she was grateful to our team and our work, which wasn’t always the case. I will never forget the gift she sent me when I announced I was leaving Chronicle, it was so unexpected and thoughtful. She sent me a collection of some of her favorite pens, paper, and books along with a very kind note. That’s Alex, considerate and kind, and full of gratitude, she genuinely cares about and appreciates people and is sure to let them know. Alex’s writing is open and vulnerable, she shares deeply personal stories hoping to impart wisdom and healing on her readers. She’s gracious with her time and her advice. She’s an all-around good vibe and I feel lucky I got to be in her orbit.I was thrilled to see Alex release a fragrance with Snif —it was such a fun intersection of my worlds. I knew I had to talk to Alex about what it was like to create a fragrance. I received a bottle about a month ago and reach for it weekly, often after a long exhausting day, or when I want to feel more grounded and cozy. Once while traveling, I sprayed it on my pillow before falling asleep and I swear I had the most peaceful dreams. I woke up in what felt like a fluffy cloud of the most delightful scent. Heal The Way is part gourmand, part woody, part warm hug. When I spray it I feel like I’m spraying a cloud of protection and serenity around me. A sweet little bubble to keep any bad shit the day wants to give me at arm’s length. It smells sweet but not sugary, there’s a nuttiness off in the distance, a musk that stays close to your skin. It’s like your toes are landing on the softest creamiest shag rug you have ever walked on, it’s brand new and so soft it feels dewy, and once your feet hit the rug you just feel grounded and safe like you’re in the coziest room on a wet winter day and there’s someone in a far off kitchen baking cookies. It’s probably my favorite scent I have smelled from Snif. If you like slightly sweet woodsy scents I highly recommend Heal The Way.
Read on to learn more about how this collaboration came to be and what Alex hopes you feel when you wear it. And be sure to subscribe to Alex’s substack,
!Congratulations on the launch of your perfume with Snif! It smells fantastic. Can you tell me a little about what the process was like making this fragrance?
Thank you! As a creative and a writer, I love to roll-up my sleeves and be hands-on when creating something new. Diving into the world of scent has allowed me to tap into my artistic side in new ways. I worked extremely closely with the Snif team for over a year to bring Heal The Way to life. This actually came to life after I bought a Snif fragrance (Sweet Ash) back in 2021. I loved this subtle yet sweet fragrance, and I have always dreamed of designing my own scent. I decided to reach-out to the Snif with the idea to partner together. After shooting my shot via email, they replied and said YES!
After sharing my vision and ideas for the scent, we attended in-person smell sessions in NYC with my oldest daughter. It has been such a special experience to share this fragrance with her, and it’s created something else we can bond over. In the past year + of development, we have made over 60 modifications to this scent in order to perfect it with involved testing and feedback at each step of the process. This creative process has been extremely collaborative with the Snif team, and we’ve crafted a scent we are so proud of.
I heard someone online describe the scent as a warm hug in a bottle. What feeling do you want people to have when they wear and smell Heal the Way?
I often share “gentle reminders” with my community, which are messages to help acknowledge your healing journey and be proud of where you are. I wanted to create a fragrance that served as a daily gentle reminder, having a soft and subtle presence throughout its wear that can bring a sense of calmness and confidence. Almost everyone I have talked to has told me it smells like a warm hug - and I love that! That is exactly what I wanted individuals to experience in Heal The Way - comfort, familiarity, and joy.
What was your inspiration behind Heal the Way?
I am a long-time lover of all things fragrance. After my pregnancies, though, I became more sensitive to the extra fragrant perfumes I used to love. I wanted to create a fragrance for others who also struggle with sensitivity, but still want to enjoy a beautiful, indulgent scent. My evolution with scent and healing is the source of inspiration for this fragrance. It is designed to be a reminder of our power, and ability to love ourselves even through changes outside of our control.
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Did you have a signature scent as a teen?
I remember my Nana having a beautiful perfume bottle in her room with a red fringed pump to express the fragrance. The bottle and scent was beautiful—this is my first real memory of wanting to smell good and use perfumes in beautiful bottles. As I became a teen, I would always steal my mom’s Warm Vanilla Sugar from B&BW. Then in young adulthood I loved Prada Candy and Light Blue by Dolce & Gabbana. I can wear NONE of these now, lol.
What is your favorite smell?
This is a tough one! Heal The Way features a number of my favorite smells - vanilla, palo santo, creamy musks. But the one that stands out the most to me is Pink Davana. The first thing my daughter said when smelled the Pink Davana at our perfumer session was “Mom, this smells like you!” I loved that. I’ve been a longtime fan of Pink Davana essential oil, which can serve as a mood booster. Pink Davana is a beautiful scent that brings me a sense of joy and light.
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What is a quote or piece of advice you turn to again and again?
From the wisdom of Maya Angelou, “Nothing will work unless you do.”
So much of your work involves meditation and healing, what advice do you have for people who have trouble feeling centered and calm?
Be patient with yourself, and realize that your healing journey will take time and repetition. Start with baby steps and do one, small thing that could bring you ease that day. A simple meditation (I offer a few on Insight Timer) or even going for a quick walk (which I do daily) to move our bodies and get back into them with intention, are two easy ways to start feeling more grounded. The micro things we do to self-regulate can impact our lives and healing journey in macro ways down the line.
What’s the best lesson you’ve learned from your career so far?
It’s impossible for me to pick the “best” lesson. There’s so many lessons I have collected over the years, and they each serve me in different ways. One that is really sticking with me right now is you don’t know until you try. When I wrote that first email to Snif, I had no idea if anyone would see it or if anything would come from it. I was an author reaching out wanting to make a perfume, not a book. It was daunting! But I had this dream and idea, and I wanted to take one small step towards making it happen. That one step evolved into a conversation that brought this dream of mine to life. When you feel stuck, or uncertain of where to go, think of one way you can make progress towards that goal and do it.
To learn more about Alex and buy her books head here. You can order Heal the Way here. Thank you Alex!
Thank you, Christina! This means a lot to me.
A beautiful piece. Thank you.
Always interesting to find out how these collaborations come to be
Now I’m really keen to get my nose on Heal the Way.