Today we’d like to introduce you to Toni Barnes.
Hi Toni, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
What began as a skincare idea eventually evolved into Vitae Parfum
. We originally started in our kitchen experimenting with castile soaps, essential oils, and skincare ingredients like hyaluronic acid and niacinamide. During that process, we realized the part we loved most was creating fragrances and learning the art and science behind scent.
From there, we dove deeper into perfumery, researching raw materials, fragrance composition, and the cultural stories connected to certain ingredients and scent profiles. What started with ordering materials from Amazon quickly grew into building a full fragrance house from the ground up. As Toni (Owner) and Bernardo (Partner), we handled everything ourselves, from branding and packaging to working directly with manufacturers and developing the overall vision for the brand.
The name “Vitae” comes from the idea of life itself. A memory, emotion, atmosphere, and human connection. We wanted every fragrance to feel like an experience rather than just a product. The sunflower emblem within the brand is directly inspired by Oshun, the Yoruba goddess of love, beauty, prosperity, and fertility, which reflects our focus on culture, storytelling, and artistry.
Although the journey has come with challenges, especially learning manufacturing, trademarking, and building trust as an independent luxury fragrance house, those experiences helped shape the brand into what it is today. One of our biggest moments was seeing people genuinely connect with our fragrances at the Dallas Fragrance Festival. It reminded us that something that started in our kitchen had the ability to resonate with others in a meaningful way.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely has not been a completely smooth road, but every challenge helped shape the brand into what it is today. One of the biggest struggles early on was simply learning the industry without mentorship or prior experience. We were figuring everything out in real time. From sourcing raw materials and communicating with manufacturers to understanding packaging, production timelines, and luxury presentation standards.
Trademarking was also a major lesson for us. Looking back, that’s something we would have prioritized much earlier in the process. Building an independent luxury fragrance house also comes with the challenge of earning trust, especially at a higher price point. Because of that, we became very intentional about creating an experience that feels thoughtful, artistic, and memorable from the moment someone receives a Vitae Parfum package.
Patience has probably been the biggest personal challenge overall. There were definitely moments where things felt overwhelming, but seeing people genuinely connect with the fragrances and the story behind the brand always reminded us why we started. Those moments made the difficult parts worth it and pushed us to keep building.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Vitae Parfum, we create luxury fragrances rooted in culture, storytelling, and emotional experience. We specialize in building scents that feel immersive and personal instead of trend driven. Every fragrance is designed almost like a world or scene, something that evokes memory, atmosphere, texture, and emotion.
What we are most known for is our focus on storytelling and presentation. We believe fragrance should feel discovered rather than announced. From the scent compositions themselves to the packaging and overall experience, everything is intentionally designed to feel artistic, thoughtful, and memorable.
One thing that sets us apart is our perspective on culture within fragrance. We draw inspiration from different countries, histories, and artistic influences while still remaining authentic to our roots in Fort Worth, Texas. The sunflower emblem within the brand is directly inspired by Oshun, the Yoruba goddess of love, beauty, prosperity, and fertility, which reflects our belief that fragrance should honor beauty, heritage, and human connection.
What we are most proud of is seeing people genuinely connect with something that started as an idea in our kitchen. Watching complete strangers experience the fragrances and emotionally resonate with the story behind the brand has been incredibly rewarding. We are also proud of building the brand independently from the ground up without industry connections or mentorship and staying committed to our vision throughout the process.
Is there a quality that you most attribute to your success?
We believe the most important quality behind our success has been patience and authenticity. Building a fragrance house from the ground up taught us that meaningful brands are not created overnight. There is a great deal of time, research, trial and error, and refinement involved in developing not only the fragrances themselves, but also the story, presentation, and experience surrounding them.
Authenticity has also been extremely important to us. From the beginning, we never wanted to create something that simply followed trends or imitated what already existed in the market. We wanted Vitae Parfum
to feel personal, intentional, and rooted in culture and storytelling. Staying true to that vision, even through challenges, is what has allowed people to genuinely connect with the brand.
Pricing:
- Vitae (Green) – $170
- Vitae (Red) – $170
- Vitae (Teal) – $170
- Vitae (Black) – $170
- Vitae Discovery Set – $50 (If purchased, you will receive a $15 credit towards a full bottle)
Contact Info:
- Website: https://vitaeparfum.net/
- Instagram: https://www.instagram.com/vitae_parfum
- Facebook: https://www.facebook.com/people/Vitae-Parfum/61586766050546/
- Other: https://www.tiktok.com/@vitaeparfum
