Interview with Iris Ho, Founder and CEO of Aroma Vera

Iris believes aromatherapy can elevate quality of life, but a healthy lifestyle is essential for building personal charm and natural beauty.

Hong Kong is known for its fast pace of life, but as people’s quality of life improves, their pursuit of refinement and art also deepens. Aroma Vera, which has been established in Hong Kong for over 35 years, has always believed that fragrance can elevate personal taste and offer a much-needed escape from the city’s hustle and bustle. Founder and Managing Director Iris Ho believes that having a wide range of products is not enough—truly understanding customer needs and providing targeted solutions is the key to long-term success in the industry.

In-House Factory Enables Product Innovation

Iris’s entry into the aromatherapy industry is quite interesting. She initially worked in the electronics industry, which had nothing to do with essential oils. Later, she took over her sister’s beauty salon and became familiar with aromatherapy products. It was then that she came across Aroma Vera, a brand from the United States. At the time, very few people in Hong Kong knew about aromatherapy, so she introduced the brand to Hong Kong and became its distributor. Today, the company operates its own local factory, allowing it to develop a variety of formulas to meet different needs. It also creates bespoke fragrances for various venues—such as shopping malls, hotels, and spas—to craft a sophisticated and luxurious atmosphere.

Aromatherapy can be used in many settings and offers mood-stabilising and antibacterial benefits. Essential oils, extracted and refined from flowers, herbs, and trees, are a key source of fragrance and are incorporated into different products. There are countless aromatherapy scents with varying effects. Lavender is a popular choice, known for its relaxing and sleep-improving properties. However, Iris points out that single essential oils are relatively limited, so the company focuses on producing blended oils. By combining various plant extracts with professional blending techniques, Aroma Vera creates complex, layered scents and effects. The company has also embraced technology, offering smart aromatherapy diffusers that can be pre-activated via a mobile app, releasing atomised essential oils for better absorption by the user.

Don’t Neglect Customer Needs for the Sake of Sales Numbers

Scent influences a person subtly and gradually. What works for one individual may not work for another, so the key is not only to respond to customer needs but also to deeply understand the characteristics of each product. Iris once encountered a customer who complained that aromatherapy was ineffective. After further questioning, she discovered that the customer wanted to relax, but salespeople from other brands had randomly offered several scents. The customer chose mint, yet mint is known for increasing alertness over time—it does not help with insomnia. Drawing on her experience, Iris took the time to learn about the customer’s age, lifestyle, and desired outcomes. She then recommended gentler scents such as tea tree and lavender, which resolved the problem. This shows that aromatherapy is not just a product; it is a deeply experiential process involving communication, empathy, and a customised approach.

The Art of Wholeness

Iris acknowledges that the pandemic had a significant impact on consumer spending, but she believes every crisis also brings opportunities. For example, she shifted her focus to online sales and high‑end B2B clients, creating customised fragrance products to expand her customer base. This ability to adapt comes from years of experience and a clear vision for the future of the aromatherapy industry. She repeatedly emphasises that aromatherapy is a holistic art and a lifestyle. The right scent can enhance one’s personal image and charm, but true beauty also requires a balanced diet and regular exercise to maintain good health.