Building Max & Mace

Welcome to Building Max & Mace — your behind-the-scenes access to the journey of leaving a career in journalism to become a perfumer and build a fragrance brand from the ground up.

I’m Joshua, a former TV news producer turned perfumer. This channel explores both the art and science of perfumery and the real-world process of formulating fragrances, launching products, and growing the Max & Mace brand.

Here you’ll find:

• Perfumery education — raw materials, accords, dilution, formulation techniques, and scent structure
• Behind-the-scenes insight into creating, testing, and producing fine fragrances
• The story of how I transitioned from broadcast journalism to fragrance

Hit Subscribe and follow the ongoing journey of Max & Mace.

👉 New videos covering perfumery education, behind-the-scenes development, and the realities of building a fragrance brand
💬 Questions or ideas? Drop them in the comments — I read and respond!