Most people would say quitting their job to focus on their start-up full-time would be the biggest career risk they’ve ever taken, but not Raquel Bouris. When the Australian entrepreneur decided to give it all to her fragrance brand, WHO IS ELIJAH, there was no sense of foreboding, no feeling of risk. Rather, “I felt excitement and confidence,” she tells Cosmopolitan Australia.
Since Raquel founded the fragrance house in 2018, it has gone from strength to strength, finding fans in the likes of Sophia Richie Grainge. For this instalment of In CC, Raquel chats to Cosmo about the importance of building an inclusive brand and why there’s no need to lead with ego to be powerful.
in cc...
Cosmo: What inspired you to start Who is Elijah? How did your personal experiences shape its ethos?
Raquel: I went to Coachella in 2017, and someone in our group was wearing a fragrance oil and I was instantly obsessed with the scent.
When I got back to Australia, I tracked down the oil and was able to purchase, as I started to wear it, everyone around me was OBSESSED, and asking me ‘what fragrance are you wearing’ it was just different, and it made me realize how powerful and personal scent could be.
I tried to recreate it with the help of a perfumer, but in the process, we created a completely new fragrance that I loved even more. I wore it everywhere, and people kept asking me what it was. I launched WHO IS ELIJAH with our first fragrance HIS|HER in October 2018.
When I said I wanted to turn WHO IS ELIJAH into a business, I got serious pushback, especially from my dad. He didn’t get it, and honestly, that only fuelled me more. I wasn’t here to do what was expected. I wanted to create a brand that challenged norms, and gave people permission to wear what feels like them, not what the bottle says they should. That rebellious, unapologetic spirit is still at the heart of everything we do.
"collaboration beats competition, always"
Cosmo: Turning an idea into a thriving business is no small feat. What were the pivotal decisions that helped you bridge the gap between vision and execution?
Raquel: One of the biggest turning points was deciding to invest in my first proper batch of product before I had any retail interest, a team, or certainty it would sell. It was a leap. But I believed in the concept so deeply that I was willing to take that risk. Another pivotal decision was staying independent and nimble. I wanted to launch products when inspiration struck, not just when the corporate calendar said so. That flexibility has been key to growing with intention, rather than just scaling for the sake of it.
Cosmo: Can you describe some of the most significant challenges you faced in the early stages of building the brand? How did you overcome them?
Raquel: Cash flow was a constant stress in the beginning. I didn’t come from a background in business or retail, so I had to learn everything as I went. There were also moments where I felt imposter syndrome creep in, especially in meetings with big retailers. But every challenge taught me something. I overcame them by staying gritty, being transparent, and building a team that truly believed in the brand’s mission.
Cosmo: Do you think that being a woman in an executive role has shaped your leadership style and business strategies?
Raquel: I care deeply about building a brand that’s inclusive, not just in our products, but in our culture. I’ve seen firsthand that you don’t need to lead with ego to be powerful. That said, I’ve also come to realise that I don’t need to lead in the traditional sense to have impact.
Most of the business leadership now sits with my husband Adam, our CEO. He’s a natural-born leader, and I trust him completely in that space. I’m the big-picture creative, and I’m really enjoying not having to lead the day-to-day strategies anymore. It gives me the freedom to focus on storytelling, vision, and the soul of the brand, while still being deeply connected to the people and purpose behind it all.
Cosmo: Who were your biggest supporters or mentors along the way, and how did they influence your career?
Raquel: Adam has been one of my biggest supporters in all areas of my life and is amazing at reminding me of my “why” on the hard days. I honestly couldn’t do it without Adam. I’ve also leaned on other women founders in the industry who were generous with their knowledge and advice. Those relationships reminded me that collaboration beats competition, always.
"I want to inspire the next generation to take up space, ask for what they deserve, and rewrite the rules if they don’t fit"
Cosmo: What was the biggest career risk you’ve ever taken? Did it pay off?
Raquel: Most people would say, quitting their job to go full time in their business, but I just didn’t feel that feeling of risk, I felt excitement & confidence. I make much harder decision now within the business than ever before. The biggest risks we will take are yet to come, stay tuned!
Cosmo: What skills or qualities do you think are most important for a successful leader today?
Raquel: Adaptability, empathy, emotional intelligence, and vision. You need to be able to pivot quickly, understand your people deeply, and hold a clear, unwavering belief in where you’re going, even when the path isn’t linear.
Cosmo: Beyond your own success, what impact might you hope to have on the next generation of women entrepreneurs?
Raquel: I hope to show them that it’s possible to build something powerful and meaningful on your own terms. That you can be both fierce and soft, driven and nurturing. I want to inspire the next generation to take up space, ask for what they deserve, and rewrite the rules if they don’t fit.
Cosmo: What is a mantra or motto you swear by?
Raquel: “Unapologetically you.”
It’s not just a brand message, it’s how I live. Every decision, every product, every piece of content we put out is a reflection of that ethos. Don’t shrink to fit in. Take up space.
