Joshua Mano Gilbertson, a name that might not ring a bell in his native Novel Zealand, is carving a significant niche in the UK luxury fragrance industry. From humble beginnings in Whangārei, he has become a multimillion-dollar entrepreneur, known for his innovative approach to fragrance creation. As he prepares to spend more time in Auckland with his family, he reflects on his journey from being ‘flat broke’ to founding a successful brand.
Gilbertson has collaborated with notable figures like Tommy Hilfiger and Paul Smith and his fragrances have caught the attention of esteemed perfumers worldwide. He even dined with King Charles, mingling with the elite of London. Now, as he gears up to unveil his latest fragrance line, MANO X MNRL (MXM), he is ready to step into the limelight more fully.
At 45, Gilbertson embodies a blend of charm and sophistication, welcoming visitors into his St Marys Bay home with the warmth of an old friend. After years of splitting his time between London and Aotearoa, he and his partner William are focusing on their life in Auckland, especially to be closer to their young children, Tiaki and Kowhai.
The excitement surrounding the launch of MXM, set to debut in the UK this April, is palpable. This line marks Gilbertson’s second venture into the fragrance world, following the establishment of The Lab Co, a luxury brand he started five years ago. He shares that his fascination with scent began even as studying performing arts at Unitec in Auckland, where renowned theatre director Raymond Hawthorne ONZM introduced him to the significance of fragrance in character development.
“Raymond one day came up and handed me this bottle and said, ‘Josh, this is your character,’” recalls Gilbertson, reflecting on a moment that sparked his enduring passion for fragrance. His childhood memories of scents are rich, including the aromas from his grandfather’s award-winning tomatoes and his stepdad’s Brut cologne.
His new fragrance, Red Earth Temptáre, draws inspiration from these nostalgic scents, encapsulating his heritage and childhood experiences. Gilbertson reminisces about selling tomatoes with his grandfather, an adventure that holds a special place in his heart.
A Journey of Resilience and Innovation
Growing up in Whangārei, Gilbertson faced challenges, particularly as his mother raised him and his sister as a solo parent. She was a pioneering female leader in the Auckland City Council, a role that instilled in him the values of hard work and adaptability. “I am immensely proud of my mum,” he shares, citing her determination as a key influence in his life.
His early experiences with technology also shaped his entrepreneurial spirit. Encouraged by his mother to code his computer games before playing them, he learned the importance of perseverance from a young age. After attending performing arts school, he appeared in popular shows like Xena and Shortland Street, and even starred in a memorable Anchor Milk advertisement.
With aspirations to explore the world, Gilbertson moved to London, where he forged valuable connections during a time when he and his peers were “flat broke.” Reflecting on his time in East London, he notes, “A lot of my connections came not through traditional networking; they were the seeds of great trees and branches now.” He mingled with iconic figures such as Amy Winehouse and Lily Allen, participating in creative endeavors that would later inform his business ethos.
The Shift to Fragrance
Gilbertson’s transition from a tech and software entrepreneur to a fragrance founder was born out of necessity and passion. Fifteen years ago, he was diagnosed with an autoimmune condition, which led to a doctor recommending he eliminate fragrances from his life. “That was confronting,” he admits, as he had always been a “true fragrance junkie.” Despite his condition, he held onto the dream of creating a safe fragrance line.
With the support of his business partner, Tess Richards, he began to explore the broader implications of fragrance on health. Their discussions revealed a gap in the market for clean, safe fragrances free from harmful chemicals. Gilbertson took his quest seriously, traveling to Grasse, France, to study perfumery and deepen his understanding of fragrance chemistry.
His hard work culminated in The Lab Co becoming the first fragrance house approved by Breast Cancer UK, a significant milestone that he worked diligently to achieve. “It took years of development with our chemists, with our perfumers, with loads of people, to get to that point,” he states proudly.
Collaborations and Future Plans
Gilbertson’s journey has included notable collaborations, such as working with Paul Smith on a luxury fragrance detergent and having his products featured at New York Fashion Week, where they were handed out instead of traditional perfumes. “People thought I was mad when I first started,” he recalls, highlighting the skepticism he faced from investors.
Now, he is excited about the potential of Lab Atelier Brands, aiming to establish a strong presence in both Aotearoa and London. He envisions a luxury fragrance identity for New Zealand that transcends traditional travel and scenery themes. Gilbertson is currently in discussions with local perfumers, including self-taught Māori perfumer Nathan Taare, to feature Aotearoa’s unique characteristics in his high-luxury MXM collection.
His fragrances are already drawing interest from high-profile names in the industry, including Dora Baghriche, known for her work on ‘Glossier You.’ Gilbertson plans to make his products available online in New Zealand mid-year and is exploring retail partnerships with brands like MECCA and Woolworths.
A Mission Beyond Business
Life for Gilbertson has transformed dramatically, not just in terms of business success but also in experiences he never imagined, such as isolating in Mexico after being exposed to Covid during a dinner at Buckingham Palace with King Charles. His social media presence showcases a glamorous lifestyle filled with high-profile events and celebrity encounters.
Yet despite his achievements, he emphasizes the importance of “stewardship over hype.” “The really cool thing about Kiwis is we help each other no matter where we are. We’re very iwi-based,” he says, reflecting on the communal values that guide him.
For Gilbertson, his Māori heritage profoundly influences his work, not through overt displays of cultural motifs but through values like collaboration, care, and a commitment to future generations. As he continues to innovate in the fragrance industry, he remains grounded in the principles that have shaped his life and career.
As Gilbertson prepares to launch the MANO X MNRL line, the industry will be watching closely. With a market poised for growth, the question remains: which retailers will lead the charge in promoting clean, luxury fragrances? Engage with us by sharing your thoughts on this emerging trend in the comments below.
