“It has a really nice balance between masculine and feminine, and that’s sort of everything I’m drawn to in life,” said the TV personality and entrepreneur. “I don’t like anything too overly sweet or obviously too hard.”
The unisex scent is a blend of florals and woody notes, with rose, hibiscus, incense and tobacco, along with pepper, bergamot, cedarwood, sandalwood and orcanox.
“No other name could represent the perfume like Hard Feelings could,” she went on. “And Hard Feelings kind of evokes different emotions within people and makes you think of some of your own memories and things that you’ve been through. And I think with a perfume, that’s kind of what you want, is when someone smells it and hears the name, that it kind of makes them feel a certain way.”
Two years in the making, it drops on July 30 under her lifestyle brand Uncommon James. The brand expects $2 million in projected sales for the fragrance for the fiscal year.
“When we started it, I didn’t realize it was going to take that long,” she said of timing. “Also, when I launched Uncommon James, that changed the landscape for me. Now that this is my company, instead of me working with another company, I’m way more incentivized to do more things.”
It was a challenge keeping up with the growth the business experienced early on, she said, but now that she’s hired a C-suite, it’s allowed her to focus on developing new products. Leaning into beauty, she’s constantly formulating new ones, she said.
“We still have a lot of new skin care products coming out, so for the next year and a half, we’re going to continue to roll out new skin care,” she revealed. Her core consumer is women aged between 22 to 45, she added.
“I’ve always said that I feel like I’m designing for me,” Cavallari said of the brand, which she launched in 2017.
A first look at Hard Feelings.
Hard Feelings was developed in a lab in New York, with Cavallari collaborating with many perfumers. It’s “clean,” EWG (Environmental Working Group) Verified — meeting the strict criteria for goods produced free from harmful chemicals — and Leaping Bunny certified, vegan and cruelty free. The brand will display its entire ingredient list on the product packaging and on the Uncommon James website. Priced at $72 for a 50-ml bottle, Hard Feelings will be available at uncommonjames.com and Uncommon James locations in Nashville, Chicago, Dallas and Charleston, S.C.
“I’m super decisive, so I know immediately if I like something or not,” she said of the end product. “The second I smelled it, I knew that I liked it.”
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