The story of Essence began on an airplane. Michael DeLeeuw, a financial services professional who traveled frequently for work, found himself on back-to-back flights seated next to passengers with overpowering odors – one heavy with cigarette smoke, another with strong body odor. Struggling through those flights, Michael realized there had to be a way to take control of the scents in his personal space. This sparked the idea of using aromatherapy to mask unpleasant smells and improve the travel experience.
Michael and his wife, Tamara DeLeeuw, returned from those uncomfortable flights determined to find a solution. They knew they needed a natural, discreet product that could provide pleasant aromas anywhere, anytime. Essential oils seemed like the perfect fit for a wellness-based approach. The DeLeeuws envisioned a product that would be small and inconspicuous enough to use in public without drawing attention, yet effective at delivering therapeutic scents.
Turning their idea into reality required innovation. Michael began researching materials and existing products. Finding nothing suitable beyond nose strips for snoring, he set out to invent something new. After attending a manufacturing convention in Los Angeles, he discovered a medical-grade silicone that could be infused with essential oils. This material was flexible, comfortable, and retained scents well. Using it, the team developed the Essence nasal diffuser ring – a tiny silicone ring infused with 100% therapeutic essential oils, designed to sit comfortably and almost invisibly around the septum of the nose. The ring provides aromatherapy for up to about four hours and is reusable; users can rinse it and reinfuse it with a few drops of oil to use it again (up to about 30 uses per ring).
What started as a personal solution for bad odors quickly evolved into a broader wellness concept. The founders realized that beyond travel, there were many situations where controlling one’s scent environment could be beneficial – such as during spa treatments, yoga sessions, or hospital visits. In the early days, Essence was first marketed to existing essential oil enthusiasts. The team even formed a partnership with a major essential oil company in Utah to reach that audience. This helped validate the product and get it into the hands of people already familiar with aromatherapy.
Feedback was positive, and the small startup began to gain traction. By leveraging their niche idea and keeping quality high, the founders saw steady sales growth. They soon pivoted to target the beauty and spa industry, realizing that spas and wellness centers were an ideal market for a product that enhances relaxation. Michael, Tamara, and Judah started attending spa and esthetician conventions to showcase the Essence rings, building relationships with wellness businesses. These efforts paid off: spas and massage therapists found the product to be a novel way to elevate client experiences. According to Michael, the company experienced double year-over-year growth in its early years as more retail spas came on board and online sales grew. By 2022, Essence had expanded its reach into day spas, medical spas, yoga studios, and even healthcare settings like oncology units.
As Essence’s popularity grew in the spa and wellness community, the company set its sights on larger opportunities. In 2022, the team began laying groundwork to scale up production and distribution. They invested in automation equipment to meet rising demand and started courting distributors to get the product into more stores. Even as a niche product, the Essence ring had few direct competitors at the time, so the main challenge was spreading awareness. The founders tackled this by expanding into new markets and use-cases for their aromatherapy rings.
One major push was into the hospitality sector. By 2023, Essence was collaborating with luxury hotels and resorts to incorporate aromatherapy into guest experiences. The company worked with the World Trade Center Utah to explore international expansion and reach customers overseas. They also developed a Travel Amenity Kit aimed at business travelers and hotel partners. Each kit included a set of nasal diffuser rings along with other personal care items and a reusable case, allowing hotels to offer guests a calming, multi-sensory wellness amenity on the go. Properties could even co-brand these kits with their own logo and choose custom signature oil blends.
By late 2024, Essence’s outreach in the hospitality industry resulted in notable partnerships. For instance, Caesars Entertainment, the large resort and casino group, became a leading partner. At a global wellness forum for meeting professionals held at Caesars Palace Las Vegas, the company provided aromatherapy wellness activations using Essence rings. The rings were also given out as branded keepsakes at IMEX 2024 to introduce more people to the concept. These collaborations marked a new phase of growth for Essence, extending its reach far beyond spas and into mainstream travel and corporate wellness settings.
Throughout its expansion, Essence has remained committed to its original mission of helping others live happier, healthier lives by making aromatherapy accessible anywhere. All Essence products are still made in the USA and the company has kept its operations family-run. What began as a homegrown startup out of southern Utah is now touching multiple industries, from health and beauty to hospitality, while maintaining a focus on quality and customer well-being.
The Founders
Michael Dean DeLeeuw (Co-Founder & CEO): Michael is the originator of the Essence concept and serves as CEO. Prior to founding the business, he worked as a financial advisor, a role that had him traveling often. Michael’s experience with travel discomfort drove him to create a product that could make everyday life more pleasant through aromatherapy. In the early stages, he spearheaded product development, discovering the key material and ensuring the diffuser ring was flexible, discreet, and effective. As CEO, he guides the overall vision and strategy of Essence, from scaling production to entering new markets. He has also been the public face of the company at industry events.
Tamara Susan DeLeeuw (Co-Founder & CFO): Tamara (Tami) is Michael’s co-founder and the Chief Financial Officer. She was there from the beginning and took on the role of managing the company’s finances, logistics, and day-to-day operations. As CFO, she oversees budgeting, accounting, and supply chain decisions. Tamara also set up Essence’s customer service practices and helped maintain quality control. Her management helped Essence navigate funding, production, and wholesale partnerships, supporting its steady growth.
Judah Khan Houser (Co-Founder & CMO): Judah leads marketing and creative direction as Chief Marketing Officer. With a background in marketing strategy, he helped develop the Essence brand identity and connect with target audiences. He manages social media, online outreach, and trade show appearances. Judah played a role in partnerships, media placements, and product messaging for spa and hospitality markets. His marketing leadership helped establish Essence as a recognizable brand in the wellness and travel industries.
