This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Stephanie Ledda got her start on YouTube over a decade ago, making a name for herself, in part, by sharing her passion for perfume with her followers. In 2022, she launched Ledda, her own fragrance brand. For her first scent, she tapped famed perfumer Frank Voelkl to create the juice, signaling a seriousness about her craft. Though perfume is Ledda’s first venture into the beauty space, it is, in fact, her second brand. Her first, Esemelle, a wine company, launched in 2019.
What are you known for/how did you grow your following?
I’ve been in love with all things fashion and beauty my entire life, and I started creating content highlighting this passion on YouTube in 2009. My audience and social presence continued to grow steadily over time, as people sought my insight, recommendations and point of view on the various beauty topics I covered. I started partnering with some of my favorite brands, like Dyson, Skims and Armani Beauty, to create branded content, which helped raise my profile further. I’ve always been driven and entrepreneurial, and in 2019, I launched my first owned brand (a wine company – Esemelle). Today, my audience is as strong and engaged as it has ever been, which I attribute to staying true to myself through the 14+ year process.
Why did you decide to bring a brand into this crowded marketplace?
Having worked in the beauty space for more than 14 years, I’ve had a front-row seat to the trends and industry shifts that inform what consumers want. My audience is so wonderful and open about sharing their perspective, which is something I very much take into account when creating my content, or in this case, creating a product that is completely unique to anything out there. It also helps that my love for fragrance means I’m always going to be committed to crafting scents that I will want to wear on a day to day basis.
What makes the brand different?
LEDDA is different because it truly was born out of my own fragrance insight and experience, along with the feedback of my audience. Our first scent, 22 Orris itself is different than any other scent on the market – featuring a subtle blend of buttery iris, sandalwood and soft musk. Most importantly, LEDDA and any products we create under LEDDA are 100% authentic to me, which I am proud of.
22 Orris Eau de Parfum
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