Lifestyle

The scent brand that built a fanbase before it sold a single bottle

Meyu didn’t start with sales—it started with stories. Here’s how the B.C. fragrance brand built a loyal community by tapping into emotion, nostalgia and slow-burn anticipation.

By Vivian Chong /

From community events to late-night chats, newly launched Meyu’s Instagram feed tells their story of starting a small business in Vancouver. Here’s how they used social media to build a loyal following months before opening.

Whiff of genius

No product, no problem. Shipping hiccups delayed their launch, but instead of disappearing, co-founders Felicia Chan and Pammy Ongsangkoon leaned into transparency and authenticity. Ditching the hyper-polished, luxury-feel aesthetic, they used Instagram to document every step—sharing wins, flops and founder feels from day one.

 

 

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A post shared by Meyu (@meyu.scents)

Behind-the-scents moments

For an Asian-inspired brand, partnering with a fragrance manufacturer based in Thailand just made scents. They took followers along for their aroma-tasting trip—sharing the selection process, sample sniffs and how each scent is created with intention—like Arun, a crisp white tea and floral blend inspired by childhood memories of family hotel stays in Asia.

 

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A post shared by Meyu (@meyu.scents)

Note to self: Talk to strangers

Trust your gut—even if you cold email 100 cafés and only one gets back to you. Shifting their content from product promo to community impact, Meyu’s first two

Between Us gatherings sold out fast. Shared via socials, the event brought strangers together to talk, connect and experience the brand’s values offline.

 

 

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A post shared by Meyu (@meyu.scents)

Vivian Chong

Vivian Chong

Vivian is a Vancouver-based writer and communications professional with a soft spot for design. Her work has appeared in publications such as Vancouver magazine, Western Living, BCBusiness and BCLiving. When she’s not working, she’s usually reading or debating between a coffee or matcha.