846 Steve Sun: Founder & CEO of Biology Fragrances

What does it take to turn fragrance into something you don’t just wear — but actually feel? On today’s episode, we welcome Steve Sun, Founder and CEO of Biology Fragrances — a brand redefining scent as a daily ritual rooted in emotional well-being. With a background spanning design, media, and storytelling at companies like The Walt Disney Company, Warner Bros., and Paramount Pictures, Steve brings a unique lens to building brands that connect on a deeper level. Raised between Taiwan and the United States, Steve’s early experiences with scent—from traditional remedies to everyday rituals—shaped his perspective on fragrance as something functional, not just aesthetic. That perspective led him to study perfumery and ultimately launch Biology Fragrances — a small-batch, plant-based brand designed to support mood, energy, and overall well-being. Today, the brand is growing across DTC, Amazon, and retail, including a nationwide launch in Sprouts Farmers Market, bringing fragrance into a completely new channel. In this episode, Steve shares what it takes to build a new category around “functional fragrance,” how he blends storytelling with science to create emotionally resonant products, and why consumers are starting to think about scent as part of their wellness routine. We also discuss his unconventional approach to distribution, lessons from building billion-dollar entertainment brands, and what it means to create something that truly connects with modern consumers. Steve also reflects on the founder journey, the challenges of educating a new market, and what’s next for Biology Fragrances. If you’re interested in building a differentiated brand, creating products that connect on a deeper level, or redefining how consumers experience everyday rituals — this episode is for you. Tune in now on The Kara Goldin Show.   Are you interested in sponsoring and advertising on The Kara Goldin Show, which is now in the Top 1% of Entrepreneur podcasts in the world? Let me know by contacting me at [email protected]. You can also find me @‌KaraGoldin on all networks.   To learn more about Steve Sun and Biology Fragrances:https://www.biologyfragrances.com/https://www.linkedin.com/company/biology-fragrances/https://www.instagram.com/biologyfragranceshttps://www.instagram.com/stevecsun/https://www.linkedin.com/in/steve-sun-5ab17b28/   Sponsored By: Stamps.com - Go to Stamps.com and use code kara to get sixty days risk-free! AT&T Business - Switch to AT&T Business at business.att.com LinkedIn Jobs - Head to LinkedIn.com/KaraGoldin to post your job for free. Upwork - Visit Upwork.com right now and post your job for free. Physician's Choice - Go to Amazon or PhysiciansChoice.com and use code PCPODCAST10 for 10% off your entire order Rippling - Head to Rippling.AI/KaraGoldin and get the only AI to give you full visibility across your business and take complex actions across your entire organization. NFP - NFP is ready to help you succeed. Visit nfp.com/karagoldin to unlock your full potential.   Check out our website to view this episode’s show notes: https://karagoldin.com/podcast/846