Celebrating 20 years of Glasshouse with Nicole Eckels
Celebrating two decades at the helm of Glasshouse, founder Nicole Eckels has built a global fragrance empire on unfiltered ambition and an obsession with scent. From dealing with discerning beauty clients on the department store floors of Manhattan to moving across the globe and single-handedly creating Australia’s luxury candle category, Eckels’ story is as bold as her signature creations. Remix's Portia sat down with Nicole in Melbourne to chat through her remarkable journey, breaking industry rules and what it takes to build a brand that keeps the world coming back for more.
Let’s start right at the beginning—tell us how it all started for you. What was your very first job in beauty, and what did it teach you about the industry?
My first job was at JC Penney’s in the cosmetic department. That gave me the CV to go on to Macy's and work directly for Chanel, and then Saks Fifth Avenue as a makeup artist. Working with a prestige brand like Chanel meant dealing with very discerning, "Type A" customers.
What made you decide to make the move from the US to Australia back in 2005?
I was a single mum working very long hours in sales, and I worried about my son growing up in New York City with little supervision. I moved to California briefly and hated it because culturally I’m a New Yorker. So I looked at a map and thought, "Where can I go?" A friend in Manhattan had previously told me I’d love Australia. I came over to see if I liked it, applied for jobs, got offered one, and got sponsored. The stars just aligned.
What inspired you to start Glasshouse, and how did you turn it into a reality?
I identified a gap by not being able to buy what I wanted. At the time, the fragrance market was very prestigious department-store brands, but I wanted something exquisite, different, special and aspirational, while still being accessible. I set out to create an aspirational fragrance brand, starting with candles. I conceptualised everything first by combining the best attributes of various brands I liked. Once the concept was clear in my mind, I started figuring out how to bring it to life—learning about wicks, wax and manufacturing components from scratch.
Celebrating an incredible milestone with your 20th year launch, tell me about the Absolutely Everything All At Once candle—how did that come about?
When you visit fragrance houses, the buildings have a distinct scent that is completely unlike anything in the real world because they blend everything from fine fragrance to savoury flavourings. It smells like everything. I wanted to pull back the curtain and recreate that. The perfumers initially said it was impossible because IFRA industry laws cap a scent at 75 raw materials. So, I had Karen, who heads up my lab, go downstairs, open all the drums, take a little bit from each and make a candle out of it. We sent that sample back to the perfumers, and they replicated it within the allowed limits. It’s an indefinable experience—one day it smells salty and buttery, the next floral and citrus. No one in our industry has ever done anything like it.
After two decades, a lot of founders step back or play it safe, but you're still constantly innovating. What keeps you inspired to keep creating and pushing creative boundaries?
I love doing things no one else in our industry has ever done before. Fragrance is such a dynamic playground, and the ability to pull back the curtain, experiment and share those unique sensory experiences with our audience keeps me completely energised.
Glasshouse has collaborated with incredible brands and icons from Barbie to Emily in Paris and Peter Alexander—how have these collaborations come about, and what made each one such a natural fit for Glasshouse?
When Mattel approached us for Barbie, I thought about what scenting the Dreamhouse would actually mean—leaning into that nostalgic, plastic-fantastic, glamorous feel. For Emily in Paris, that’s naturally the Glasshouse customer—living abroad, dressing in fabulous clothes and going out. With Peter Alexander, back in 2008, our iconic Tahaa scent was nearly extinct because luxury retailers wouldn't stock it due to its caramel colour. Peter loved it, burned it in every store and single-handedly put Tahaa on the map.
You’ve collaborated with brands in some unexpected ways. What excites you most about pushing the boundaries of collaboration, and what would your ultimate dream partnership look like?
I like collaborating in very unexpected ways. If I could wave a magic wand, I’d love to collaborate with another fragrance brand or a luxury fashion house that stands for something totally different, like Loewe. Working with an out-there brand that thinks differently to create an amazing activation would be the ultimate dream.
Christmas and Holiday collections go hand in hand with gifting, celebration, and nostalgic scents. What does this time of year mean to you personally, and how do you capture that magic for Glasshouse consumers each year?
The older you get, the more you want that feeling you had as a kid—that "I can't sleep tonight" level of anticipation. My life goal is to get so excited about something that I can't sleep at night because I can't wait. That's what I strive to bring to our collections: expressive storytelling that brings the magic back.
You have successfully expanded Glasshouse into the US market—bringing your story full circle back to North America. What makes the Glasshouse value proposition stand out in such a crowded market?
Our products burn better and smell better, but that’s not enough to capture hearts. What makes us stand out is our packaging, storytelling and the sassy, irreverent nature of our brand. Competitors over there tend to roll out the exact same holiday collections every year—literally copy-pasting. We bring expressive, dynamic storytelling back into the experience.
What is the single piece of advice you wish you had known back when you were pouring those very first trial candles in your kitchen?
I know now that people are the absolute most important part of your business. At first, I thought it was all about the product and the value proposition, but without an incredible team to execute the vision and bring it to life, you really have nothing.
Who do you look up to for advice and inspiration?
I have a whole posse of people from lots of different places! Depending on your background, you can learn from almost everybody. I find myself constantly trying to become a better leader and hone that skill. I love listening to CEOs who have run exceptional businesses and overcome major challenges. I also listen to people within our industry who are super successful—so I draw inspiration from a wide variety of sources.
QUICK-FIRE ROUND
You travel constantly for work and personally—where is your favourite place in the world to visit?
I love visiting Marlborough in London—it’s just so magical. I also adore Tokyo, and of course Sydney and New York, as both feel like home! I've only experienced a few short trips to New Zealand, but it's high on my list to come back and properly explore.
As a native New Yorker, what are your top recommendations for someone visiting New York?
Get the Resy app—forget it if you don’t have it! Book your restaurants at least 30 days in advance. Go at a time of year when you can comfortably walk around and enjoy the city, ideally after July. And whatever you do, don’t stay in Times Square!
What is your personal favourite fragrance of all time?
A tie between Hamptons, Florence, and Tahaa.
What’s next in the pipeline for next year and beyond—can you give us any teasers?
Our Eau de Parfum (EDP) launch coming up in 2027 is going to be absolutely next level!
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