Oil won’t mix with water,  but it will travel over it easily enough, if Yogandha is anything to go by. The company sells a range of body oils aimed mainly at yoga enthusiasts that are attracting interest from high-end retailers, including Harvey Nichols. Founded by Sligo entrepreneur Sinead Duffy, Yogandha is heavy on the eastern mysticism in its brand story. Sinead is well-travelled, having worked as a human rights lobbyist in Brussels and as a project manager for Concern in Sudan.

“I was working in Addis Ababa when I fell in love with yoga,” she recalls. “From that I came to aromatherapy, and I starting making a range of products based on the wellness needs of my yoga students. Product development started back in 2008, the business was established in 2011 and we launched our products in 2013.”

The use of the fragrant substances to enhance the calm and well-being in mind and body is an ancient practice called Gandha. “That’s where we got the name – Yogandha. We are using this powerful force to bring calm and wellness into today’s busy lives. The sense of smell connects directly with the subconscious. That’s why businesses are increasingly trying to find ways to use scent in marketing – it’s a most powerful emotional force.”

Wellness Lifestyle

Yogandha operates from the enterprise centre in old fire station in Dun Laoghaire. There are four people employed full-time and two part-timers. Some funding has come from the Local Enterprise Office, including an export grant.

In Association with

“Sweden is our strongest market as well-being is very established there,” says Sinead. “The Swedes have an appreciation that wellness is not about trying to get to the gym or a yoga class once a week. It’s a lifestyle, full of small daily decisions, like using 100% natural body oil that will boost your body and mind. In Ireland, we’re in Avoca and other outlets and we will be stocked in Lloyds Pharmacy this autumn.

“We didn’t expect the products to be so readily accepted in the mainstream,” she adds. “Being stocked in Avoca, Liberty of London and all eight Harvey Nichols Stores is just so heartening – these stores are recognising that wellness is a priority for all.”

Yogandha’s oils are priced from €20 and €30 and the company accounts indicate that margins are modest. Yogandha booked a profit of €10,000 in 2014 and ended the year with a negative net worth of €23,000. Sinead says that sales have doubled year-on-year thanks the brand’s authentic story. “The products, the packaging and the story has a coherence and a feel to it that can’t be faked,” she says.

Premium Packaging

The packaging was designed by Rossi McAuley of Distinctive Repetition in Dublin and is manufactured in Brighton. “The packaging is a post-recycled cairn board, using 100% natural print materials. The worst piece of advice I’ve been given was to do whatever it takes to keep your packaging costs down. Our packaging costs us a lot, but it doesn’t cost the earth.”

Sinead says that building a new brand with meagre resources and a small team is very hard work. She finds inspiration from counsel from her dad, also an entrepreneur. “You can achieve anything if you get up early enough in the morning.”