What began as a high school hobby is shaping up to be one of the freshest fragrance startups to emerge from the Lassonde Entrepreneur Institute at the University of Utah. Malabar, founded by Calder Stratford, Marshall Moorehead, and Tenney Palmer, is redefining what it means to wear scent in a conscious, modern way.
The three co-founders, all originally from New York, came together over a shared interest in fragrance and concern over what goes into it. Traditional perfumes, they noticed, were often packed with synthetic chemicals, many of them unregulated and potentially harmful. That insight led them to start experimenting with natural alternatives, eventually developing their first scent using only organic essential oils and sugar cane alcohol as a clean, skin-safe base.
“We wanted to create something that not only smelled great but that we actually felt good putting on our skin,” said Stratford.
From launching with a single scent, Malabar has grown into a multi-product line that now includes three signature fragrances, hand-poured candles, and a wax-based perfume. Each item reflects the founders’ commitment to simplicity, transparency, and elevated design.
“We’re not trying to reinvent fragrance, we’re just doing it better,” said Palmer. “We have cleaner formulas, more intentional design, and no unnecessary extras.”
The founders have participated in programs at the Lassonde Entrepreneur Institute to grow their business, including a recent grant from the Get Seeded milestone funding program, which is open to all students at the University of Utah.
Their clean beauty ethos is only part of the story. With backgrounds in marketing and business – Stratford is studying marketing and Tenney is pre-business – the team is making smart moves to grow their presence. They’ve invested in a full brand refresh with upgraded bottles, revamped packaging, and a more polished retail experience to accompany the launch of their expanded line. “The new look really represents how far we’ve come since the beginning,” said Palmer. “It’s minimal but elevated, just like the scents themselves.”
The new collection will feature all three scents in three sizes: 10 mL, 50 mL, and 100 mL, designed to accommodate everything from on-the-go touchups to centerpieces for your vanity.
Malabar isn’t just building a product line, though; they’re also building a community. Their Instagram showcases their sleek aesthetic and behind-the-scenes process while giving voice to a growing base of clean fragrance lovers. They’ve also launched an affiliate program and are collaborating with influencers to grow their reach organically.
As they work to break into boutiques in both Salt Lake City and New York, the team sees this next chapter as the beginning of something bigger: a movement toward fragrance that’s not only better for you but designed to feel as good as it smells. “This is just the beginning,” said Moorehead. “We are building more than a product; we are building trust.”
Explore more at malabarnewyork.com.
