Sonoma State Grads Launch Fragrance Brand, Fund Scholarship

A disappointing trip to buy cologne at Macy's turned into a million-dollar idea for two Sonoma State University graduates.

Liam Eriksson and Grant Pearce met as business students at Sonoma State over a decade ago. Today, they run GUY FOX, a men's fragrance brand that's making luxury scents more accessible.

The spark came when Eriksson walked into a department store in Santa Rosa looking for cologne. The experience left him frustrated and his wallet empty, but it also planted a seed.

"We wanted to democratize the world of fragrance," Eriksson said. He and Pearce spent two years researching and developing their vision before launching GUY FOX in November 2018 with six original colognes.

Eriksson credits his Sonoma State education with preparing him for the entrepreneurial leap. Marketing professors Liz Thach and Rich Campbell became mentors, while an introductory psychology course revealed how human behavior drives successful marketing.

After graduating in 2014 with a business administration degree, Eriksson worked in recruiting, solar energy, and software sales. When his software company closed, he finally had the opportunity to pursue the fragrance idea he and Pearce had been dreaming about since college.

The brand has since expanded beyond cologne to include candles and home fragrances. Eriksson serves as CEO while Pearce, based in Austin, Texas, handles marketing as chief marketing officer.

Why This Inspires

Success hasn't changed where their hearts are. The duo recently established the GUY FOX Aspiring Entrepreneur Scholarship for business majors at Sonoma State, investing in the next generation of students with bold ideas.

The scholarship represents more than financial support. It's a message to current students that their big ideas matter, even if they start with something as simple as a frustrating shopping trip.

Eriksson will share more about the founders' journey during a March 17 Industry Insights webinar for Sonoma State students and alumni. Their story proves that the right education, combined with genuine problem-solving, can transform everyday frustrations into lasting impact.