Will Southard of Third Eye Fragrance Co

Will Southard of Third Eye Fragrance Co.

Profile: Growing up in the late 80’s and early 90’s in Ocala, Florida as an only child raised by great-grandparents, creative self-entertainment in my childhood was mandatory. Without much money nor a large home, I’d often spend my days outside discovering the natural world and novel ways to interact with it. My great-grandmother loved landscaping and gardening, but she was also a talented artist. While her eyes were still good, she often spent her afternoons painting serene landscapes and nature pieces, some of which still adorn the walls of my house today. I admired her ability to have multiple passions and outlets for her creative energies. Always a STEM student at heart, I remember stealing some of her flowers and sticking them in a mason jar with some rubbing alcohol and thinking I was making the world’s finest perfume in my own backyard.

Will Southard of Third Eye Fragrance Co with his dad and mom

Given the large age gap in our household, I was often left to my own devices and needed to find ways to entertain myself. I helped my great-grandmother in the garden and developed an early appreciation for scent and aesthetics. I taught myself computers and began developing early versions of websites and rudimentary graphic design – I still maintain MS Paint is the best computer program ever created. I inherited her eye for art and used to draw and sketch quite frequently. I took up music when I was in middle school and followed in the footsteps of my uncle who is lifelong professional drummer. If there was a way to express yourself creatively – I was all for giving it a try.

Will Southard of Third Eye Fragrance Co ‘s Great-Grandmother

My great-grandfather passed away from cancer when I was a sophomore in high school, leaving me to run the household. Realizing I had to grow up fast, I looked for ways to set myself up for success. On a whim, I took the ASVAB one day in high school and scored well. Recruiters came calling. The Navy approached me about a new program that allowed someone to go to college before they were shipped off, and seeing a viable path forward I gave it a shot despite never initially thinking military life would be for me. Initially I wanted to be an English major because I loved literature and had a soft spot for the classics, but the Navy mandated a technical field. A physics major seemed a great choice – you get to learn the “why” of the world, but you weren’t an engineer, so the details of the “how” were someone else’s problem. I attended the University of Florida from 2001 to 2005 during the glory days of Gator football and played guitar in a rock band on the weekends.

Will Southard of Third Eye Fragrance Co Had a Band In College

I went on to serve ten years total of active duty as a Naval Nuclear Engineering Officer. In my heart I always knew I wanted a family – especially since I grew up in such a unique way, largely by myself – and military life isn’t well suited for one, so I got out before I crossed the “point-of-no-return” 10 year halfway mark to a military retirement.

Lt. Southard on the deck of the USS GEORGE H W BUSH (CVN-77)

I ended up taking a hybrid engineering management and sales role with an industrial products company and got to work on some of the most unique applications in the world, from NASA rockets to power plants, and from oil refineries to chemical companies, including fragrance raw material manufacturing firms. I moved back to Florida at the beginning of COVID with my two kids and my wife at the time. Perfumery started as a divorce hobby. After my divorce I decided my style needed an upgrade. New clothes – new look – new me. I noticed my fragrance collection still housed the 2000’s classics – A&F Fierce, Hugo Man, CK One, etc. There had to be better scents by now. A quick trip to Macy’s and I was in love. Smelling Sauvage (stop laughing) for the first time blew me away. My collection quickly grew from there – designer to niche and beyond.

Will with his family Stacy, Keegan, Lilia, and Micah

I needed a hobby to do after my kids went to bed that wasn’t TV or video games and could be done from home since my kids were little. Throughout life I had already explored most creative things you can think of – written and played music, painted, woodworking, landscaping, computer building – so I looked at my fragrance collection and wondered if I could finally make good on my stolen-roses-and-rubbing-alcohol dream as a child. We had to find out.

Will Southard of Third Eye Fragrance first perfume organ

I started with some beginner equipment, a few materials, YouTube, and a dream. The first attempts were awful, but over time and with practice, concepts started to come together. Pairing a structured engineering approach with an inquisitive, creative and open mind, I started studying successful fragrances and GCMS reports looking for patterns and synergies. At what levels are my materials commonly used by professionals? What sorts of materials are often paired together? Perfumery is equal parts art and science, but also a ton of patience and trial and error. I had one singular goal: to make a fragrance that housed all my favorite notes in one place. Three years and hundreds of batches later, I finally arrived at my first finished fragrance, Red Rum, showcasing dark cherry, plum, tobacco, immortelle, vanilla, spiced rum, and rich woods.

Third Eye Fragrance Co Brand logo

The greatest part of this entire journey was the unexpected community and friendships along the way, and the same ones that now form the cornerstone of Third Eye Fragrance Co. It was the encouragement of the community and new friends in fragrance groups to give me confidence that I could launch a brand with my creations and be successful. It was the mentoring of perfumer and industry friends such as the incredible Darren Alan, Jana Menard of Fragrance Vault, Michael Salazar, Hez Binkowicz, Niles Ramadhin, Dustin Lujan, Chris Martin of Statik Olfactive, Paul Kiler, Harry Sherwood and others who gave me the confidence that I could do this and do it in an IFRA compliant and professional way.

I seek to make fragrances that are accessible, approachable, and wearable, but also incredibly memorable and unique. I believe that over-blending and market-testing leads to fragrances that are forgettable and simply smell like “perfume”. Fragrances, like people, need a soul, energy, and passion to thrive. That’s also where the name comes from. To me, the concept of “Third Eye” is about leading a mindful, present, and aware life. Thinking for yourself and living authentically. Scent is an extension of our unique individuality, energy, and confidence. My hope is that our fragrances allow as many people as possible to identify with a scent that allows them to celebrate and further express who they are. Additionally, as a community-focused brand centered on customer service, focus, and quality, I feel that means creating fragrances using rich, natural, high-quality materials, maintaining IFRA compliance, and being available at accessible price points.

Additionally, I also believe that fragrances are art and want the brand to reflect that. Rather than using AI, we partnered with Earl Funk who is a local 20-year accomplished artist and co-owner of The East Tattoo in Orlando to bring our scents to life. All our fragrances have unique, vibrant, hand-drawn art that captures the imagery and overall vibe of each scent, incorporating the notes, Third Eye logo, and reinforcing our belief in keeping humanity in art and supporting local artists.

I believe that sustaining a successful fragrance business for the long term relies equally on good people as much as good fragrances.

Will Southard of Third Eye Fragrance Co studio

On American Perfumery: To me, American perfumery is about freedom. While traditional styles, heritage and history are important to study and appreciate, I love the freedom to take scents in new directions – both stylistically and with novel interpretations of notes and scent profiles. Perfumery to me is truly a blank canvas. I challenge the idea that you need a great brief to create a scent for yourself. I enjoy starting with a simple accord or combination of notes and having the scent direct me to where it wants to go. It’s an exciting time in American perfumery with so many free available resources to learn and such a resurgent consumer interest in fragrance. The community aspect is also incredible. Perfumers and enthusiasts alike are happy to offer advice, feedback, and support, and watching people enjoy experiencing a new fragrance is incredibly rewarding. America is also a welcoming environment with less restrictions than overseas on acquiring materials and regulations which offers more people the opportunity to enter the space if they choose.

Maynard James Keenan IMDb

Favorite American Artist: I’ve always really admired anyone who can express themselves and create with a variety of mediums. Modern day Renaissance artists, you might say. To me, it shows not only the positive work ethic and dedication required to become proficient in various crafts, but also freedom and desire to live authentically and without constraints. Maynard James Keenan embodies that completely—whether through music (the lead singer for TOOL), winemaking, writing, comedy, art, jiu-jitsu, or the performing arts, he approaches each discipline with the same intensity and intentionality. Nothing he creates is accidental; it all feels deeply considered, yet unapologetically his own. His refusal to be boxed in, cater to social norms, and his incredible proficiency over a variety of crafts is something I try to emulate in my life.

Will Southard, perfumer and founder of Third Eye Fragrance Co

Third Eye Fragrance Co new for 2026 Moon Lotus

Thanks to perfumer Will Southard of Third Eye Fragrance Co we have a draw for a registered reader in the EU, USA, UK and Canada for a 50mL bottle of the newest release Moon Lotus. To enter the draw, you must be a registered reader. Please leave a comment with what you found fascinating about Will Southard of Third Eye Fragrance Co’s path to perfumery, a quote that resonated and where you live. Draw closes 4/6/2026

Notes: Mandarin, Peach, Pineapple, Ylang Ylang, Jasmine, Blue Lotus, Sandalwood, Vanilla, Ambergris

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Will Southard of Third Eye Fragrance Co is the 183rd in our American perfumer series, which officially began in 2011 with Dawn Spencer Hurwitz of DSH Perfumes.

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