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Exploring Life & Business with Grant Pearce of GUY FOX

Today we’d like to introduce you to Grant Pearce.

Hi Grant, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hey! Thanks for taking the time. The story of GUY FOX started at Sonoma State University, a small school in California’s wine country. My best friend (and future co-founder) Liam had run out of the bottle of cologne he had been using for years, so he went to the mall and had a really subpar experience. The sales process was overwhelming: getting spritzed with a million different colognes, being sold on what’s “popular,” and walking out of there with a $100 bottle of cologne he didn’t love and couldn’t really afford at the time. We couldn’t help but ask ourselves, if a majority of guys have at least one bottle of cologne in their room, why was this process so weird and outdated? With this in mind, we set out to create a better process, offering a high-quality product and, while it’s not necessarily EASY to start a fragrance line, we made it happen. We launched with our original six fragrances and later launched what has become a really successful line of candles as well. The fragrances are named for some of our best friends, and the candles represent some of our favorite places on Earth. After starting the company with When we started the company Liam was in San Francisco and I was in LA, but we just recently moved our HQ to San Diego during the pandemic. We were both at a flexible point in life and decided that we should be in the same city to really kick GUY FOX into a higher gear.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Honestly, all of our “problems” have been good problems to have. I’m sure I’m jinxing us by saying that, but we started with a successful Kickstarter campaign and, since then, most issues we’ve run into have been related to not having enough product on hand. There are a lot of moving parts when it comes to fragrance and candle production, so if one component of our product is unavailable, the whole product is put on hold. That said, I like to think we’ve been pretty quick on our feet when faced with these challenges. The glass bottles we use for our 50ml fragrances were briefly sold out, which led us to be completely sold out of our best-selling fragrance, Jefe. Rather than just wait for months for the bottles to be back in stock, we shifted gears and purchased different black glass and called it our “Best Seller Bottle” to celebrate the success of the Jefe scent. People loved it and still ask when that bottle is coming back. Little do they know, it was used completely out of necessity. Obviously, COVID has exacerbated some of these supply issues, but we are really proud of how quickly we were able to launch the candle line toward the beginning of the pandemic. We figured everyone was going to be spending A LOT more time at home and wearing less personal fragrance, and we had always kicked around the idea of producing candles. COVID just accelerated that timeline, and it ended up being a fantastic way to expand our potential customer base to include women who love candles!

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
At GUY FOX, we strive to create a better smelling life for our customers. We aim to take the nonsense out of scents by offering high-quality products that most everyone would agree smell great at reasonable prices. We don’t have middlemen, we don’t have salespeople who earn commission for pushing the most expensive products, we don’t have celebrity endorsers driving up prices. We specialize in personal fragrances that you can wear day in and day out for any occasion. At the end of the day, if you feel great about the way you smell, you’re going to be more confident and comfortable. At that point, the compliments from other people are just gravy. I think the thing that makes me most proud about the GUY FOX brand is how much people connect with the voice. Whether we’re creating ads or writing emails announcing a new product, we use the same casual language we’d use if we were talking to a good friend, and people seem to really connect with that. It’s also so awesome to see how quickly our merch sells out when we drop it. It fires us up to see how people we’ve never met are incredibly excited to rep our brand!

What does success mean to you?
For me, success is one of those things where you know it when you see/feel it. The funny thing is, at least for me, the feeling of success is often quickly followed by yet another challenge. For example, we got a really exciting order from Bespoke Post when they decided to do one of their curated boxes featuring our fragrances, and that was a huge success, but it was immediately followed by 10+ questions that needed to be answered. Like, “Ok, how are we going to actually create all these products?” for starters! Long story short, I don’t think it’s something that you achieve, and that’s that. It’s a win often followed by the chance to get another win.


  • Starter Kit (6 samples + 1 50ml bottle) – $64.50
  • 50ml bottles – $59.50
  • Individual Candles – $24.50

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Aleasha Bahr is a sales & marketing strategist known for showing introverts and ambiverts the Secret Art of Subtle Selling.  She personally sold millions in revenue while discovering introverts are usually top sales people – as soon as they stop trying to act like extroverts.  We’ve partnered with her to produce Introverted Entrepreneur Success Stories. Check out episode 1 below:

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