Studio Rose Founder Julia-Rose Siegler Talks Building a Fragrance Brand and Finding Inspiration Out East

At just 23, Julia-Rose Siegler is reimagining the way her generation experiences fragrance. After graduating from NYU and interning at some of the industry’s most respected beauty brands, she launched Studio Rose — a “fragrance wardrobe” designed to celebrate every moment of the day. Having spent summers in the Hamptons since she was a little girl, Siegler spoke with Hamptons.com about building her brand, creating fragrances for every occasion, and finding inspiration Out East.

You founded Studio Rose at just 22. Was there a moment when you realized you were ready to stop learning from other brands and build one of your own?

When I was at Westman Atelier, I started posting TikToks just for fun. I would post my outfits, my fragrances, and all the beauty stuff that I was obsessed with. I realized there was a hole in the market for a young founder, specifically in fragrance. I feel like I’d seen it for makeup and a little bit for skincare, but not fragrance. There wasn’t a fragrance brand started by a young girl who gets the vibes and knows what all the young, cool girls are doing. I wanted to make a brand where I could create products I knew young girls would want to wear. That’s why my line is about having a fragrance for the most important times of your day rather than just having one signature scent. That’s when I really decided to hone in on fragrance and take it from there.

What made you choose to build a fragrance brand instead of another beauty product?

I have a zillion lip liners and a zillion lip products. When it comes to skincare, I kind of stick to the same routine. I felt like there wasn’t an attainable fragrance brand for young, cool girls on the market. I wanted something with chic, elegant packaging while still feeling young and fun. I get a lot of my inspiration from AERIN. Her packaging is so beautiful. It’s a little pricier than mine, but I wanted to take that vibe and create it for a younger consumer. Still elevated and elegant, but for a girl who likes to party, likes to work out, and still wants something chic.

You describe Studio Rose as a “fragrance wardrobe.” What made you think people wanted multiple scents instead of just one signature perfume?

I wasn’t necessarily sure people felt that way—I guess I sort of took a risk. My mom’s been wearing the same fragrance for years, but I have a crazy perfume collection of over 50 perfumes. When you wake up for your day, you’re not thinking, Do I want to smell like a floral or a gourmand or a vanilla? You’re thinking, I have Pilates at 8 a.m., then work, then drinks with my girls, then dinner. So I figured, You know what? Let’s divide it by occasions. I wanted to simplify the fragrance wardrobe for someone who doesn’t really know much about fragrance but still wants to tap into it and be chic.

Can you tell me about your creative process—from choosing ingredients to packaging and names?

My name is Julia Rose, obviously, so I wanted to incorporate Rose into the name. Rose is really symbolic for me, and each of our fragrances has a little bit of rose in it.

For the ingredients, I really went based off the vibes for each fragrance. For Walk Me Home, I knew I needed to have my favorite fruit in there. Lychee is my favorite fruit, and I wanted that summery, fruity, sweet touch. Satin Slip is like a little black dress in a bottle, so I was thinking woody, musky, and sexier while still having that feminine touch. Sincerely Rose is actually unisex. I wanted it to be a cleaner scent you could wear to work or honestly anywhere. Then Pilates Princess had to be feminine because, obviously, the word “princess” is in there, but I wanted it to be a rosy, subtle scent that wouldn’t distract people in a workout class.

On the creative side, I really wanted to do these bubble caps because they’re so fun to play with. I’m obviously 23, but I’m still a kid at heart, so I wanted something people could kind of fidget with while still looking really chic. I also wanted a bottle that was easy to throw in your bag. Our 15-milliliter size has really flown off the shelves because it’s the perfect travel perfume, but it’s still cute enough to keep on your nightstand.

Last but not least, I love this whole cottagecore vibe, and I think a lot of that comes from spending my summers in the Hamptons. The pink and brown really represented that for me. The pink feels feminine and daytime, while the brown reflects those muskier, sexier nighttime scents.

The names, Pilates Princess, Walk Me Home, Satin Slip, and Sincerely Rose, are instantly memorable. How important was it for the names to create a feeling before someone even smelled the fragrance?

The process actually started with the four names before even knowing what the notes would look like. I went into IFF on my own — it was a big day for me. I was super nervous because it was just me, five different executives, and my amazing perfumer, Andrew Everett. We went over the fragrance briefing I had created, and I brought in a mood board for each fragrance.

I know it sounds a little silly, but Andrew and I really built each fragrance around the emotional, vibey feeling behind the names. We started with those ideas, mixed different variations, and grew from there. I’m just so thrilled with how all four fragrances came out.

For the girls wearing Studio Rose, what do you hope they embody?

I really hope they wear the scents and live life through rose-colored glasses. That’s really our motto. I hope each of our four scents brings joy and happiness to different moments throughout your day and helps you embrace both the small moments and the big moments. For Sincerely Rose, for example, if you’re in the office waiting for five o’clock to hit so you can start your weekend, it’s supposed to remind you that the day is wonderful and joyous. I’m a very positive person, and I want to bring that idea of positivity and happiness to each of those moments.

If you had to choose one favorite Studio Rose fragrance, which would it be?

It would probably have to be Satin Slip. That’s my favorite. I’m obviously a hard worker, but I definitely work hard and play hard. I love a night out with my girls, so that’s definitely the scent I gravitate toward.

If you created a fragrance inspired by the Hamptons, what would it smell like?

It would probably be something earthy. Whenever I get out East, I always think about the difference in the air compared to the city. It’s just so fresh, clean, and earthy. I’d definitely have some earthy notes in there, but I’d also incorporate the beautiful hydrangeas. It would probably be similar to Sincerely Rose, but with a few more earthy notes.

When you’re not working on Studio Rose, where can you usually be found in the Hamptons?

I love that. You can definitely find me at Fairview Farm in Bridgehampton. I’ve known Harry since I was a little girl, and I love going there. They always have the freshest produce. I also love going there for pumpkin picking and apple picking.

I also just tried Babe’s Diner over Memorial Day weekend, and you’ll definitely find me there, too. I don’t care if I have to wait in line — they have the best bacon, egg, and cheese I’ve ever had.

Where do you see Studio Rose in 10 years?

Right now, we’re direct-to-consumer, so we’re not in any retail stores yet. But my dream would be to be in Sephora and eventually be everywhere. I want to be as big as we possibly can be and reach girls everywhere — from college towns to Italy and France. Right now, we’re only sold in the United States, but eventually, the goal would be to be sold everywhere. This is my passion, and I don’t plan on stopping anytime soon. I really want to capture all the Studio Rose girls around the world.

What’s next for the brand?

I can’t share too much yet, but I can say our next launch is going to be a completely new concept. It’ll still be fragrance, but it’s something that’s really on trend and hasn’t been done much yet. I think it’s going to be very exciting for all the girlies.