Today we’d like to introduce you to Emma Gonsalves.
Hi Emma, please kick things off for us with an introduction to yourself and your story.
The Roster is a cheeky Nashville perfume brand inspired by modern dating stories. After a breakup, I spent months talking with women about relationships, dating advice, and everything in between. I’ve always loved the beauty industry and storytelling, so I started wondering how perfume could feel more personal and relatable. I scribbled the idea on a piece of paper, and The Roster was born.
Traditional perfume marketing often felt removed from real life, with celebrities and models in designer gowns with names we couldn’t pronounce, wandering through picture perfect forests. I wanted to bring the beauty of fragrance into a more familiar world, with gorgeous scents, elevated branding, a sense of humor, and stories women recognize. “Break Up with Boring Perfume” became our motto and the spirit behind the brand.
The Roster is woman run, with women shaping every part of the brand, from our marketing and social media to packaging and fragrance creation. We love working with Nashville friends and local women who genuinely connect with what we’re building. What began as a scribbled idea has grown into a brand carried by boutiques, featured in beauty magazines, and loved by women who see a little of their own stories in our scents. It’s been the adventure of a lifetime!
We all face challenges, but looking back would you describe it as a relatively smooth road?
Has it been a smooth road? Woof, no. Breaking into fragrance without the backing of a celebrity or a major fashion house is a real challenge. The industry can feel intimidating, and as a woman building a brand in a space that has long been led by men, there was a lot to learn. I was figuring out how to build a brand while building one.
Running The Roster primarily on my own has also meant wearing a lot of hats and learning as I go. I love a challenge, but I had no idea how much time and persistence it would take to grow a small business. It’s a long game, and you have to keep showing up even when progress feels slow.
I’m incredibly proud of how far we’ve come. We’ve had opportunities to put The Roster in front of people and retailers much bigger than us, and it means a lot when they’re impressed by what we’ve built as a small, independent brand. Those moments remind me that we’re onto something special, and they make all the hard work feel worth it!
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?
The Roster offers six 50 mL Eau de Parfums, plus our Matchmaker Mini Set, which includes all six scents so you can try them before choosing a full bottle. Each fragrance has its own personality. Perfect Gentleman pairs honey, rose, and magnolia, while Rebel brings a moodier mix of leather, cedarwood, and tobacco. The Gaslighter, one of our best sellers, is a bright blend of sea salt and lime.
Our Matchmaker Mini Set was featured in Marie Claire’s Best New Beauty Launches, and it’s a popular gift for bachelorette parties, birthdays, holidays, and breakups. We also have fun with dating themes in our campaigns, with concepts like “All Our Exes Live in TX,” “What We Bring to the Table,” and “Dating Pool.”
I’m proud that the collection makes discovering fragrance feel personal and fun. You can find a scent that suits your mood, try the minis before choosing a full bottle, or layer fragrances to create a combination of your own.
Any advice for finding a mentor or networking in general?
From the beginning, I knew I needed to learn from women who were more talented than me in all kinds of ways. They didn’t have to work in fragrance or have decades of experience. I looked for independent creatives with heart, curiosity, and a strong work ethic, and I learned so much from photographers, packaging designers, videographers, even woodworkers. Each person brought a different perspective and helped me see possibilities I might not have thought of on my own.
My advice is to stay curious and build genuine relationships with people whose work you admire. You don’t have to wait for a formal mentor. Ask questions, listen closely, and look for ways to support each other. We also live in a time when knowledge is so easy to access. I love a good podcast, especially *How I Built This*, and have learned a lot from hearing business owners talk honestly about how they got started. Sometimes the best lessons come from people who are still figuring it out, just a few steps ahead of you, or even want to learn right along with you!
Pricing:
- 50 mL bottle, $55.00
- Matchmaker Mini Set, $28.00
- Collection Box, $120.00
Contact Info:
- Website: https://www.therosterfragrances.com
- Instagram: @therosterfragrances
