I am Simon Tooley, founder and CEO of Etiket. I live in Montreal, where I love leading the Etiket team and curating meaningful experiences through skincare, scent, and spaces that invite our clients to discover and embark on their own wellness journeys. Our head office and first store opened here in 2011, and I’ve called this vibrant city home for over 30 years. I love the mix of language, culture, and joie de vivre that makes Montreal so special.

Lately, I’ve been rediscovering Toronto — where I lived at 25 — thanks to our new store at The Well. It’s been exciting to watch the city grow into such a dynamic, world-class, and beautifully diverse place.

To me, a home or workspace is not complete without—

Candles burning, orchids that I seem to be able to keep getting to re-flower and music playing. These elements instantly create mood and presence — something grounding amid the energy and movement of a full life.

I recharge by—

Going inward and going to eat. Two very different directions, but both serve me in their own way. Sometimes, I need the quiet solitude of journaling, meditation, or a long, aimless walk through the city. Other times, it’s all about discovering a new restaurant with friends or sinking into the comfort of an old favourite, surrounded by laughter and love.

The scent of patchouli always reminds me of—

Living in Paris in my early 20s. There’s something about it that makes me feel like I’m breaking the rules — and yet, it soothes me. Anytime I wear a scent with patchouli, I catch myself constantly sniffing my wrist.

I light candles to—

Mark a transition — the end of the workday, the beginning of a quiet evening, or just to create beauty in a room.

My feel-good fragrance is—

ESEN — green, fresh, like nature after a rainstorm. It’s clean but with personality.

I'm currently obsessing over—

Working on the next Etiket store… location to be revealed!