On the streets of Chicago, a young boy walked through a swirl of aromas—crispy street food sizzling on the corner, the buttery sweetness of croissants escaping from a nearby bakery, the smoky mystique of sandalwood drifting from a tucked-away shop. For John Townsell, those scents were more than fleeting moments. They were memory markers, permanent imprints that would one day inspire something bigger.
John says - “That inspiration became RIAJN—a high-concept, genderless fragrance house founded not to chase trends, but to redefine luxury through storytelling, individuality, andpurpose.”
Fragrance as Memory, Not Commodity
Fragrance, for John, was never about what’s trendy on a department store shelf. It was about what lingers long after the bottle is closed. “Fragrance has always been more than a passion—it’s been the heartbeat of my story,” he shares.
With RIAJN, he set out to create scents that don’t conform to gender or category. Instead, each fragrance is crafted to express a mood, a memory, a piece of individuality. To wear RIAJN is to step into presence, power, and purpose.
Designing a Vessel Worthy of the Story
But for a brand so deeply rooted in storytelling, fragrance alone wasn’t enough. The packaging had to tell its own story—to feel as intentional and unforgettable as the scents inside.
Enter Suya Ben, a Moroccan Creative Director whose artistry fuses elegance with daring.
Together, John and Suya created packaging that felt luxurious but not predictable—unapologetically bold, deeply unconventional. Rich colors and intricate patterns pull from Moroccan heritage, while modern contrasts keep the design fresh.
The result? A tube that doesn’t just protect fragrance—it commands attention. It’s the kind of packaging that feels like an heirloom and looks like an invitation to something extraordinary.
Luxury Meets Responsibility
RIAJN’s design choices go deeper than aesthetics. Every package is created in partnership with The Paper Tube Co., using biodegradable, recyclable, and FSC-certified materials. It’s proof that luxury and sustainability don’t just coexist—they enhance one another.
“RIAJN is powered by purpose, rooted in individuality, and packaged with intention,” John
explains.
That purpose extends beyond packaging. Each fragrance is handcrafted with ethically sourced natural ingredients. And with every sale, RIAJN contributes to 1% For The Planet and plants at least 300 trees annually through its partnership with One Tree Planted. For John, fragrance is not only about leaving a memory—it’s about leaving the world better than it was found.
More Than a Brand, a Movement
RIAJN is still young, founded in 2024, but it carries itself with the weight of a legacy brand. Its vision is bold: to become a global force for good, where beauty products aren’t just indulgences but catalysts for love, connection, and change.
For John, it’s also personal. Building RIAJN has been a way to teach his children about
entrepreneurship, resilience, and impact. It’s a family story as much as it is a brand story.
“With every scent and every package,” John reflects, “RIAJN invites you into something bigger. Because when you wear RIAJN, you don’t just smell good—you do good.”
✨ RIAJN isn’t just a fragrance brand. It’s a memory reborn, a culture honored, and afuture reimagined—packaged beautifully for the world to experience.
