Patrick Whitney now founder of one of few Black-owned luxury fragrance brands changing the scent industry

Abu Mubarik December 19, 2023
Patrick Whitney, the Founder and CEO of American Luxury Unlimited (ALU). Photo credit: Black Business

Patrick Whitney is the founder and CEO of American Luxury Unlimited (ALU). He is among the few back people who own luxury fragrance brands in the United States. What makes his brand outstanding is that he offers a unique and sophisticated selection for both men and women, according to Black Business.

The brand, which is only a year old, is already making waves in the luxury fragrance industry. The rising popularity of the fragrance is also due to the brand’s commitment to quality, sustainability, and representation. 

Whitney turned his attention to the fragrance industry after purchasing one from a popular store and got compliments wherever he went. The simple compliments he got inspired him to create his own fragrance brand that would embody confidence, admiration, and success.

“I wanted to show that luxury items didn’t have to come from foreign brands with a long history; rather, they could be made in America by people of all backgrounds,” he said.

Whitney sources his ingredients from sustainable suppliers, using no animal products or derivatives in his fragrances as part of his commitment to cruelty-free practices. His products have been praised by celebrities, politicians, athletes, and business leaders alike. Whitney’s brand also spotlights the works of great women including WBC, WIBA, IBU, & IWBF Women’s Boxing Champion Melissa St. Vil, who advocates for children with autism.

ALU is more than a fragrance but a movement, according to Whitney. A movement that seeks to empower people of diverse backgrounds to feel confident and successful.

“The fragrances are a reminder that luxury is not about price or brand name; it’s about feeling good about yourself,” he said.

Data shows that the fragrance industry has a diversity issue. Black fragrance consumers outnumber the Black creators behind the brands, according to Kimberly Waters, who was an avid perfume collector before opening MUSE.

Last Edited by:Mildred Europa Taylor Updated: December 19, 2023


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