Sandy knows noses. She started her own business 4 years ago in the perfume and aroma industry.

What’s your story?
I was exposed from the very early age to perfume, thanks to my mum who is a perfume junkie. She would never leave home without spraying perfume, sometimes four times a day! So it’s quite natural that I ended up with a Masters in the Chemistry of Perfume and Aroma and this lead me to work in the perfume industry.
In the last 15 years, I have accumulated a wealth of experience as well as a vast knowledge of scents and fragrances. I have worked closely with perfumers to create winning fragrances for global companies including Procter & Gamble, Unilever and L’Oreal. I am a French native but I was lucky enough to live in London, Geneva, Mexico and now Singapore, where I have been for the last 9 years.
Almost 4 years ago, I decided to set up Nose Who Knows, to share my passion and expertise and train Asian noses to the pleasure of smell.

What excites you most about your industry?
It’s fascinating how little we know about our sense of smell, yet what we know is already mind blowing! Who knows what scientists and researchers will discover next and the impact it will have on our life. Smell is so powerful, yet so under-utilised!

What’s your connection to Asia?
My children. My youngest son was born here so for him, it’s a no brainer,  Singapore is home. My eldest  was 1.5 years old when we moved here. They both went to local preschool where they learnt the local language and they now both speak better English and Mandarin than French. They also enjoy speaking Singlish from time to time!

1Z1A0154 copy

Favourite city in Asia for business and why?
Well, it would have to be Singapore.
Singapore is easy to do business. The systems are accessible online, the people are knowledgeable and there are countless numbers of entrepreneur events to network. It’s a great hub for the rest of Asia.

What’s the best piece of advice you ever received?
Be clear about where you are heading and why you are doing what you do, the rest will unfold naturally.

Who inspires you?
My husband for always being so supportive, my children who are fearless, confident and so much more prepared for the future than I was at their age and of course all the people out there who dedicate their life to a worthy cause.

What have you just learnt recently that blew you away?
I have just met a guy working on an electronic nose that could be as sensitive as our human nose. It’s still a work in progress but they are very close to achieving their goal. This idea of technology improving the lives of millions of people is getting more real as I write and is definitely our future.

If you had your time again, what would you do differently?
I would definitely find a business partner to share the good and not so good aspects of having your own business. Someone to bounce ideas off, someone who would challenge you at times or support you and someone who would pull you up when you are down. Entrepreneurship shouldn’t be a lonely journey.

How do you unwind?
A glass of French wine, a good book and a quiet spot around the pool would do. But if I can, travelling and getting away is the best way to totally unwind. I am a globetrotter at heart and love to discover new places, meet new people, try new food and live exciting experiences.

Favourite Asian destination for relaxation? Why?
It would have to be Japan. Head straight to one of the onsens and you immediately feel relaxed.  I love this country in many ways. The people, the culture, the food. I can’t wait to go back.

Everyone in business should read this book:
I am currently reading Callum Laing’s book on Progressive Partnerships and I have to say there are great pieces of advices that would really benefit anyone running a business.

Shameless plug for your business:
We strongly believe everyone should care about their nose. It is the door to a happier and healthier life in many ways. That’s why we have decided to educate the Asian Noses and to offer workshops for kids and adults, training for corporates in the fragrance and cosmetic industry or team building.
We offer consulting for businesses who wish to create their own scented product or perfume their own space (showroom, office, home etc.) so we can touch as many noses as possible and make an impact!

How can people connect with you?
You can drop us an email at [email protected], check our website or connect on LinkedIn
We are also on Instagram (nosewhoknows) and nosewhoknows

Twitter handle?

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:

CallumConnectsCallum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.

Take the ‘Key Person of Influence’ scorecard <>

Connect with Callum here:
Get his free ‘Asia Snapshot’ report from

Recently Published

Key Takeaway: Recent neuroscience research suggests that popular strategies to control dopamine are based on an overly narrow view of its function. Dopamine is a neurotransmitter in the brain that tracks reactions to rewards, such as food, sex, money, or answering a question correctly. There are many types of dopamine neurons located in the uppermost […]
Key Takeaway: NASA’s independent study team released a report on UFOs, describing them as UAPs (unidentified anomalous phenomena) to move beyond the stigma associated with UFOs. The report found no evidence that reported UAP observations are extraterrestrial. The report also highlighted the need for transparency and reducing the stigma associated with UFOs. The study team […]

Top Picks

Key Takeaway: George Bernard Shaw referred to Ebenezer Howard’s “garden cities” concept in the late 19th and early 20th centuries, which he believed would offer the advantages of town and country without the drawbacks. Recently, a Silicon Valley consortium called Flannery Associates purchased land for California Forever, a contentious project that echoes Howard’s ideas. Howard’s […]
Key Takeaways: Starfield, a highly anticipated video game, allows players to build their own character and spacecraft, travel to multiple planets, and follow multiple story arcs. The game’s interactive music uses a palette of musical language that cultivates a contemplative soundscape, launching the listener into the vastness of space while remaining curious, innocent, and restrained. […]
Key Takeaway: The concept of “nudge theory” has gained prominence 15 years after its 2008 book, “Nudge: Improving Decisions about Health, Wealth and Happiness.” The book, which inspired politicians like Barack Obama and David Cameron, led to the creation of government teams to incorporate nudge theory into public policy. However, the success of these nudges […]
Key Takeaways: Nanotechnology is set to revolutionize clothing, transportation, and transportation. Clothing will be tailored to individual needs, with synthesizers in closets creating clothing that fits perfectly. Nanosuits, made of 5 microns thick fabric, will cover the wearer’s body, allowing separate holes for individual hairs and making them weightless. This technology will double the amount […]


I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.


Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics