In a world where beauty brands often take predictable paths, Meyander stands as a testament to founder Sachi Parekh’s unconventional vision—a fragrance house that’s as unconventional as its creator. Meeting her at her studio in Mumbai, it becomes clear that this isn’t just another perfume brand—it’s a reflection of Sachi’s multifaceted journey from psychology graduate to theatrical costume assistant to beauty industry insider.

Her eyes light up as she recalls the pivotal moment that sparked Meyander’s creation: a late-night tarot reading where the Magician card sparked an epiphany. “It was like all the pieces suddenly fell into place,” she shares, gesturing to the elegant fragrance bottles surrounding us. Drawing from her experience with major beauty brands, Sachi realised that she wanted her brand to celebrate the consumers’ abundance, rather than point out their shortcomings.

Today, Meyander stands as a testament to her vision: a fragrance house that views scent not as a necessity but as a portal to joy and self-expression. As we delve deeper into our conversation, it becomes evident that Sachi isn’t just selling perfume; she’s reimagining how we experience beauty itself. In conversation with TheGlitz co-founder Rajeev Mokashi, presenting an exclusive heart-to-heart with Sachi Parekh.

In Conversation with Sachi Parekh, Founder, Meyander

Can you introduce yourself and share the story behind the name Meyander?

I am Sachi Parekh, a 27-year-old entrepreneur, marketer, and tarot reader. My educational journey began with an undergraduate focus on psychology, theatre, and communications, which eventually led me to work in digital marketing for about four years. Later, I pursued a master’s degree in entrepreneurship, where I realized that entrepreneurship is about much more than strong business skills. It’s about understanding consumers on a deeper level and discovering that even in a saturated industry, there’s always room to create something unique.

Typically, the word ‘meander’ refers to a body of water with twists and turns. Similarly, fragrance is also a liquid, where the scent doesn’t follow a linear path. With Meyander’s energetic ethos, the concept reflects energy waves that are constantly meandering. A flat, linear wave signifies the absence of energy altogether. As for the “Y” in Meyander—it’s a nod to the natural journey of a river, which flows toward a point before opening into the ocean. This idea is embodied in our logo, symbolising the constant movement, transformation, and expansion of energy, much like the path of a river.

Sachi, what inspired you to fuse psychology, business acumen, and esoteric sciences in creating Meyander, and how do they influence your brand’s identity?

Through my journey in psychology, marketing, entrepreneurship, and the esoteric sciences, I found myself consistently drawn to the softer, more intangible aspects of these fields. It took time to realise that this perspective was a strength and that I needed to build a career anchored in a purpose that truly resonated with me—a purpose deeply rooted in a founder’s ethos, which creates a solid foundation that effortlessly flows into the team, products, and messaging.

For Meyander, the ethos is profound, but I’ve worked to make the narrative light-hearted and approachable. I believe many people have encountered the energetic concepts woven into my fragrances—they just may not have taken the time to fully notice or reflect on them. My aim is to gently highlight this energetic space, raising awareness without overwhelming consumers with the depth of the ethos. The branding reflects this balance: it feels youthful, chic, and bold while carrying a thoughtful and specific narrative. This is how Meyander’s unique brand identity came to life.

How did your background in theatre and costume design contribute to your creative process at Meyander?

My background in theatre and costume design has had a profound impact on my creative process at Meyander. In theatre, every detail—from the costumes to the set design—plays a crucial role in telling a story and immersing the audience in a specific world. This emphasis on storytelling and emotional experience is something I carry into building Meyander. Building the brand was about crafting an identity that reflected these values and created a space where people felt connected to something greater than just the product.

Theatre also taught me to think about mood, atmosphere, and how people connect to their environment. In a similar way, at Meyander, we strive to craft fragrances that not only enhance an individual’s mood but also deepen their connection to themselves and the world around them. This background allowed me to build Meyander not just through a technical process but as an art form capable of evoking powerful emotional and energetic shifts.

Your profile mentions a late-night tarot reading sparked the idea for Meyander. What’s the story behind that?

When I returned to India after earning my master’s degree, I found myself adrift without direction, a sense of purpose, a fulfilling career, or even a strong connection to myself or a community. Desperately seeking clarity, I often turned to my tarot cards for guidance. One night at 3 a.m., I drew “The Magician.” This card, representing power, strength, and potential, struck a chord deep within me. My first thought was, “How can I channel this energy right now?” And the only word echoing in my mind was “Scent.”

At first, I wondered if I was being unrealistic. But as I began to piece together my skills, passions, and unwavering desire to create something of my own, fragrances seamlessly became the perfect fit. I truly believe that Meyander came to life not just as a product but as a purpose-driven brand. Meyander serves as a gentle reminder that amidst the mundane chaos of daily life, there is magic all around us—we just need to pause and notice it.

Drawing from your experience with major beauty brands, how is Meyander reshaping traditional beauty marketing, and what’s your vision for this evolution?

In my experience with beauty brands, I’ve noticed traditional marketing often plays on insecurities—suggesting consumers need “fixing” or “upgrading.” This approach, while effective for sales, can be emotionally draining for consumers.

With Meyander, I took a different path, particularly in fragrance. Instead of promoting scarcity or inadequacy, we celebrate abundance. The core idea is simple: you don’t need to limit yourself to one signature scent. Fragrances can be tools for expressing your ever-changing emotions and energies.

Our vision moves away from highlighting “problems” to celebrating what consumers already possess. Beauty marketing doesn’t need to capitalise on insecurities—it can instead remind people of their inherent worth and the abundance of possibilities available to them.

What do you hope people feel or experience when they wear Meyander fragrances?

Through my scents, I want people to feel abundant, both within themselves and in their surroundings. Each fragrance is carefully crafted to serve as a reminder that abundance is not just about material wealth, but about the richness of experiences, emotions, and connections that fill our lives. I want people to feel more deeply connected with their true selves, tapping into their inner strength, peace, and potential.

At the same time, I hope they experience a sense of unity with the powerful forces that surround us all, the energy of nature, the universe, and the invisible threads that link us to one another. My goal is to create an immersive experience that not only enhances their day but also elevates their spirit, leaving them feeling more grounded, inspired, and aligned with the world around them.

How do you create fragrances that balance spiritual ingredients with elegant whimsy to craft a meaningful sensory experience?

This brand is shaped by the creative and energy-driven experiences I’ve gathered over the years. We use a blend of high-quality natural and synthetic ingredients to ensure the best balance of sustainability, safety, and lasting scent. My approach to developing a scent is unconventional; I start with a concept that deeply resonates with me. From there, I dive into research to ensure I can clearly communicate the idea to my team. Together, we work to craft a scent that embodies the essence of that concept.

There’s a reason why Twin Flame has its distinctive aroma, while 5 5 5 smells entirely different. Each fragrance reflects its unique energy, and I’m constantly seeking inspiration for the next concept. I understand that much of this process and its outcomes are open to interpretation, which is where the true depth of creativity lies and what ultimately sets us apart from other fragrance brands. This process allows us to develop scents that are quite different from one another, creating a palette where I believe most people will find something they like.

Outside of Meyander, how do your interests in coffee shops, tarot readings, swimming, golf, and cinema fuel your creativity?

I’ve come to truly enjoy spending time alone, engaging in activities like golf, swimming, and practicing tarot. These hobbies help me reflect on my growth and inspire curiosity about my personal changes. I also love visiting coffee shops to observe people and conversations, often finding something intriguing or inspiring. Discovering patterns, both within myself and in the world, grounds me and shapes my perception of life’s energy.