Kristina Rasmussen creates good-vibes fragrances with The Heart Company: "We use TikTok, among other platforms, to reach the younger target audience."
FEMPRENEUR STORIESFEATURED
Kristina Rasmussen created a very special vegan fragrance line for her beauty brand, The Heart Company, during the COVID-19 pandemic. Her perfumes not only captivate with their enchanting, heart-shaped bottles but also allow customers to choose the perfect scent to match their mood. Whether it's Good Vibes, Happiness, Kindness, Positivity, Me Time, or Love – Kristina's creations are guaranteed to spread positivity.
And that's exactly how I experienced her during our conversation. With a radiant smile and a confident business drive, Kristina knows exactly what she wants. Instead of launching her product in Germany first, she went straight for one of the world’s largest markets – the U.S. She embodies the "Think global" mindset, introducing her fragrance line online via Amazon and Walmart, and is now bringing her creations to German customers as well. An inspiring entrepreneur from whom we will undoubtedly hear much more in the future. But see for yourself in this FEMPRENEUR interview.
Interview with The Heart Company founder Kristina Rasmussen
What was your inspiration behind founding The Heart Company, and how did you come up with the idea to launch your own perfume and beauty line?
The inspiration came from my belief that beauty products and fragrances can evoke positive emotions in people. I wanted to create a brand that combines high-quality products with universal values such as love and kindness.
Together with the renowned fragrance house Givaudan, we developed sustainable eau de parfums that offer quality and innovation. Our certification by The Vegan Society underscores our commitment to sustainability and ethical standards.
What background knowledge did you already have that helped you in your entrepreneurial journey, and what did you have to learn from scratch? Do you have any resources you would recommend to other founders?
My background in brand and PR communication, along with my international experience, including time in New York, helped me build a strong and emotional brand. What I had to learn from scratch was knowledge about vegan fragrance development and international e-commerce strategies.
I highly recommend networking and online platforms like Beauty Independent, as well as exchanging insights with industry experts.
You have built strong branding around your company. How would you describe your brand essence, and what message is particularly close to your heart?
The core of The Heart Company is based on love and kindness—universal values that resonate with people all over the world. Our fragrances are designed to evoke emotions such as well-being and joy.
A unique concept we offer is our fragrance wardrobe: our scents can be layered and combined to create a personal signature that matches one's personality and mood.
Currently, you offer six different fragrances with enchanting names like “Love in a Bottle” and “Happiness in a Bottle.” Through which channels do you sell them? Who are these fragrances created for, and how would you describe them?
Our fragrances are available through our online shop, Amazon USA and Germany, as well as Walmart USA. We also utilize the TikTok Shop USA to reach a younger audience and are planning to expand into the travel retail sector in the U.S.
Our scents are designed for people who want to highlight their personality with unique creations. They make the perfect gift, evoke emotions like love and happiness, and can be layered to create a personalized fragrance signature.
You initially focused on the U.S. market when launching your brand. What led you to this decision, and what experiences have you had?
We chose the U.S. market because online shopping trends and the demand for emotionally driven fragrance names are particularly strong there—especially among Gen Z. U.S. consumers love associating scents with positive, personal messages like "Love in a Bottle." In contrast, European customers tend to focus more on details such as vegan certification and specific fragrance descriptions.
You are currently working on scaling your brand globally and expanding into the German market. What are your plans for 2025? What challenges do you anticipate, and what advice would you give to other founders looking to build a global brand?
For 2025, we plan to further expand The Heart Company through strategic partnerships, brand collaborations, and working with micro-influencers.
Our partnership with Givaudan enables global growth, while our certification by The Vegan Society adds credibility. My advice: Build on strong values, foster authentic partnerships, develop a clear brand strategy, and always listen to customer feedback.
Website: www.theheartcompany.co
Instagram: @theheartcompany.co
TikTok: @the_heart_company
Gallery
Founder Kristina Rasmussen and her parfums
