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Behind the rapid growth of online fragrance brand Who Is Elijah

Fast-growing local fragrance brand Who Is Elijah is on track to hit $3 million in revenue this calendar year as it continues to expand its direct-to-consumer and wholesale presence in Australia, New Zealand and the US, and gears up to launch into the UK and Canada.  Founded by Raquel Bouris in 2018, Who Is Elijah makes vegan, cruelty-free and gender-neutral fragrances that are hand-bottled in Sydney. It was picked up by David Jones in 2019, and since launching on Adore Beauty last year, its