We've Built and Sold. We've Built and Failed. We're Building Again.

That title isn't a tagline — it's just the truth about our co-founders, Robyn and Nate. Alongside running SWTCH HOUSE, they're building their own DTC brand, Osero Fragrance — a functional fragrance brand, in an industry that's in the middle of a massive shift.

Fragrance is a multi-billion dollar category right now moving away from traditional perfume toward cleaner, more functional products, and Robyn and Nate want to be part of that shift, not just watching it happen from the outside. This isn't a side project or a case study they're planning to write later. It's their real money, their real inventory, and them doing the exact things we tell clients to do.

Here's what has surfaced so far for them:

"Right now we're managing money for ads to build awareness and build our email list, testing landing pages and offers, and then there's managing money for inventory, working with the perfumer and lab to launch on time and manage the inventory we have available. It's all happening at once, all out of the same finite budget." — Robyn Kelly

"We're sharing this because we think agencies that only ever advise from the sidelines miss things that founders in the arena feel immediately. We've been on both sides, I built a service brand and sold it in my twenties, we built a natural deodorant DTC brand and closed it back in 2023, and we're building again with all of that learned experience. SWTCH HOUSE isn't just another advertising agency, we're in the trenches with you, doing the same things with our own brand that we're telling you to do with yours." — Nate Kelly

More on Osero as it develops. For now: back to building.