Beautytap Founder Spotlight: Josh Meyer and Ashod Simonian of Imaginary Authors

Enter the enchanting world of Imaginary Authors, where perfumes are portals into immersive tales and whimsical moods. Co-founded in Portland, Oregon by self-taught perfumer Josh Meyer and creative director Ashod Simonian, this artisan perfumery weaves scent into storytelling with a playful, literary flair.

In 2010, Meyer followed a dream and began mixing extraordinary elixirs in his basement. Alongside co-founder Ashod Simonian, whose vibrant artwork brings every fragrance to life, they built a brand that is as visually captivating as it is unforgettably aromatic.

Meyer's mission is to create transcendent scents that ignite memories and spark inspiration; and he is a total virtuoso. Best-sellers include Cape Heartache, a soulful duet of pine and strawberry; Saint Julep, a charming dance of sweet mint, magnolia, and bourbon; In Love with Everything, a lush bouquet of raspberry, coconut palm sugar, and stardust; and A Whiff of Waffle Cone, a gourmand delight of vanilla, salted caramel, and cinnamon—made in collaboration with Salt & Straw’s ice cream innovators.

Imaginary Authors’ Complete Works Sample Collection is an invitation to discover their full fragrance library. We dove in headfirst and are completely mesmerized.

Join us for an exclusive Q&A with Meyer, exploring the spirited artistry that transforms this fragrance brand into wearable masterpieces.

What inspired you to create Imaginary Authors?

I had a vision that my fun, little ideas might bring something new to the already saturated world of perfume.

How did you bring your vision to life?

I quit my job and started blending perfumes in my basement, just trying to learn the materials on my own. I really love the puzzle of trying to find the right components to create something more than the sum of its parts. Ashod came on board as creative director and oversees anything and everything that contributes to our branding. 14 years in, we’re still chasing the thrill of coming up with something truly unique, immensely wearable, and with a fun, robust story behind it that fans can latch onto. 

What influences your creative process in weaving scents and storytelling together?

Anything and everything… Recent fragrances have been inspired by food, drink, travel, books, television, music, and memories. Everything has a story and deep research is definitely a huge part of our process. My co-founder, Ashod Simonian, brings his illustrations and creative genius to our packaging to animate each scent's story.  

Which comes first—the story or the perfume?
Historically, the perfumes have come first. We’d sit and smell the work and talk about the memories it conjured or what type of person might wear that scent. But there have been a couple lately that were born out of curiosity. A Little Secret came from a dream that Ashod had, could we capture the especially Pacific Northwest scent of cherry pie and diner coffee, not a silly, cloying cherry perfume but something dark, moody, and mysterious. 

Imaginary Authors infuses notes like fresh tennis balls, stardust, and tree bark… how do you select and blend a harmonious essence?

The magic in fragrance is building accords that help tell your story as clearly and efficiently as possible so that when someone gets a sniff, a whole world unfolds before them. Listing 30 or 40 ingredients with complex names does nothing to excite someone about a new fragrance. Our “fantasy” notes help build a bridge deeper into the story and actually do a lot of work to unlock memories that might have been buried in the wearer’s subconscious.

What hurdles did you meet launching Imaginary Authors and how did you turn them into triumphs?

I think part of creating a successful brand is turning hardships into achievements. Mountains can be fun (and extremely gratifying) to climb. Our goal has always been to have fun and make the best product possible. When you’re having fun, even a challenging day doesn’t stress you out too much. It’s a privilege to get to do this and we don’t take it for granted. 

What advice would you give someone dreaming of launching their own perfume brand?
Do it! Finish this article and then start having fun with it. Making perfume is like tennis, it takes more work than it seems like it should but it’s incredibly fun along the way and especially rewarding when you get a win. 

Your fragrance library is enchanting, what are standout favorites and why are they special?

Cape Heartache came early in our journey and remains a beacon for us due to it’s unlikely pairing of notes. It’s a resinous pine perfume that is so rich and deep, there just wasn’t anything like it out there on the market at the time… and then adding a strawberry note to help sweeten the richness was particularly special and still even after all these years is constantly a best seller.

I personally adore Slow Explosions, a seriously delectable perfume that has leather, apple and a rich, jammy rose. I gave myself the challenge of recreating a saffron C02 oil I loved …and the result is so much more special than I ever expected. Sundrunk has this bitter rhubarb and sweet neroli that is absolute magic. I think it’s one of those experiences that makes you a better friend to everyone around you. 

The fragrance market has become highly saturated. What marketing strategies do you employ to make noise?

I don't think a perfume needs to be for everyone. Our aim is to make perfumes that resonate with a particular personality, mood, or occasion. We’d rather make a huge bang with a select few than be mildly appealing to a wider audience.

People have no qualms sharing their negative opinions online but rather than be bothered by this, we embrace it. A recent review of one of our most popular fragrances, Bull’s Blood (an audacious mix of patchouli, rose, and sandalwood) compared it to a steak that had been marinated in cat urine, so, obviously, we turned that into an ad.

We’re always looking to surprise and delight and this applies to collaborations as well. When Absolut and Kahlua approached us about making an espresso martini perfume our first thought was, who would want to smell like that? But the photorealistic and extremely wearable formula was incredibly delicious and rich in a way that perfume rarely gets to be; particularly in the spotlight that perfume received. 

What unique or surprising channels are you exploring to build brand awareness?

We believe there’s a huge number of people who don’t wear fragrances because they’ve never had an experience that spoke to them and truly blew their minds. Finding these people where they are, be it book clubs, concerts, or culinary events has been an exciting avenue of growth for us.

Are there new aromas, stories, or projects on the horizon that you’re excited to share?

We’ve got a few candle releases on the horizon that are super exciting, starting with Sundrunk which is based on the brightest, most fun perfume we’ve ever created. Later in the year we have a collaboration with a renowned culinary publication coming out and, if all goes as planned, a candle version of a beloved limited edition perfume that is no longer available. On the perfume front, fall will bring the reverse, as we turn one of our best-selling candles into a perfume. 

What is the significance of trusted reviews around your products? And what do you look for in a solid and authentic review?

What’s the old adage, talking about art is like dancing about architecture? It’s so hard to talk about perfume and my favorite reviews articulate ideas that I’m unable to communicate myself. It's also fun to hear about a formula that didn't resonate initially but does after coming back to it again and again. Some of my favorite albums eluded me on first listen, but it wasn’t because they were bad, it was because I wasn’t ready for them yet. 

Please finish this statement: When you wear Imaginary Authors …

You become the main character in the story you always wished to read.