Nicole Townend of Celui Fragrance: How To Successfully Ride The Emotional Highs & Lows Of Being An Entrepreneur

Authority Magazine Editorial Staff
Authority Magazine
Published in
12 min readMay 12, 2021


Tenacity and Persistence: The drive to never give up. Reminding yourself why you are doing what you are doing and not getting paid for it for several years. You have to be really strong to keep it up!

Being a founder, entrepreneur, or business owner can have many exciting and thrilling moments. But it is also punctuated with periods of doubt, slump, and anxiety. So how does one successfully and healthily ride the highs and lows of Entrepreneurship? In this series, called “How To Successfully Ride The Emotional Highs & Lows Of Being An Entrepreneur” we are talking to successful entrepreneurs who can share stories from their experience. I had the pleasure of interviewing Nicole Townend.

Nicole launched a successful children’s brand, Teddy Needs A Bath, and starred on ABC’s Shark Tank accepting a deal with the coveted shark, Marc Cuban.

After two years of research and development and over nine formulations carefully curated by a master perfumer in Los Angeles they finally landed our signature aroma! They found their ride or die, “the one” or in French “Celuí“!

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I’m an entrepreneur at heart, the kind of person who thinks of a new idea daily! I went to school in Los Angeles at FIDM, developed a brand Teddy Needs A Bath that aired on ABC’s Shark Tank, and eventually sold the brand. My latest venture incorporates my passion for fragrance with the help of my business partner, Veronica Hu called Celui Fragrance.

What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?

My dear friend from high school, Veronica Hu, and I would meet up for lunch in Los Angeles and dream about starting a business together. We were both working in Beverly Hills at the time and Veronica was living nearby with her husband. She was working…