According to Jason Morrisby, founder of the smash hit home fragrance company Mask Co, he created his first product with a startup fund of just $300 and mixed the product at home in a protein shake.
Since its very humble kitchen beginnings, Morrisby’s brand Mask Co has morphed into Australia’s favourite air freshener. Sales have already surpassed three million bottles and the company is now taking its next step: customers will soon find them on shelves at retail stores.
“Launching a toilet spray with a ‘hot jam donut’ fragrance seemed like a good idea; at least it seemed to me at the time when I started out. And as it turns out, it was. Our sales figures are through the roof,” Morrisby said.
“Currently we operate online on a direct to customer business model for our sales but we’re ramping it up and we are moving to stock our products on retailers’ shelves as well. This is the next step for Mask Co and we’re ready for the challenge.
“Air fresheners with traditional or old fashioned scents just don’t do it for many people. They want something cute, fun and quirky. Surprisingly, a lot of people don’t want their farts to smell like roses, they want them to smell like something more cool like lemonade icy pole or bubblegum blast.
“Every year we now not only produce our standard range of sprays, we also experiment and create different and interesting sprays that knock your socks off with surprise and delight.
“So with so much growth and consumers wanting to experience more of the products we offer, we thought it was about time that we enhanced access to our products across the country.”
Fun fragrances
“Our tagline is ‘spray the fun’. We create products to make your home happy. We create instant feel-good times and nostalgic memories. Our products are everyday mood boosters and we like to think that we are reinventing the home by bottling fun, joy and happiness,” Morrisby explained.
“Our fragrances range from fruity, to sweet, to clean smelling. Our top three selling scents are lychee and peony, vanilla bean and caramel and musk sticks – yes really!
“Our all-time best seller is the musk stick scent so you can fill your home with the scent of this sugary sweet nostalgic fragrance.
“In terms of product line up, we have air fresheners, toilet spray, reed diffusers and the COVID essential, hand sanitiser. We also have bundles, mixed pack subscriptions and eco-friendly refill packs so you’ll never run out of your family favourites!”
Eco-friendly focus
“At Mask Co we see ourselves as an eco-friendly company, but we go the extra mile and extend it to every corner of the corporation as possible,” Morrisby said.
“From July this year, 50 percent of our 60ml and 100ml bottles will be made from recycled plastic. We are still striving to improve our environmental mission, and by the end of 2023, we expect that all our bottles will be 100 percent post-consumer recycled plastic. Post-consumer recycled plastic is manufactured from used and recycled plastic collected from beaches, oceans, landfill and recycling plants.
“Other than that, we’ve introduced 500ml refill packs which is great for our loyal repeat customers who already know their favourite fragrances. They can still get their home fragrances but in a more economical and environmentally friendly way.
“Elsewhere, in our warehouses, we invested $7000 in a cardboard perforating machine to recycle all cardboard boxes. Our commitment to the environment even extends to staff members going the extra mile to collect their used cans and bottles to take to a recycling station. Customers who support our businesses can shop with the trust that we are doing everything we possibly can to contribute to environmental recovery.
“Mask Co supports Australian charities and in particular, Reef Aid. Our beautiful and iconic Great Barrier Reef has experienced mass bleaching in the past five years alone. Currently over 60 percent of the reef has been affected. Mask Co makes monthly contributions as part of our commitment to fighting the destruction of our seas and shores. Mask Co is headquartered in Byron Bay, so the sand, sea and sky are all very dear to us.”
New horizons
“As we head into the next phase of our business plan and start rolling out our products onto retail shelves all over Australia, we are expecting our sales figures to continue to soar. We cannot wait for more Aussies to discover our amazing range of products and we hope that more consumers will soon be experiencing the fun, joy and happiness that we did in creating this truly scent-sational home fragrance range.”
