Owen Mears, founder and CEO of natural fragrance brand Ffern, has sold out every drop for seven consecutive years. The brand operates by sending one $129 bottle per season to a private list of clients, whom Mears only allows to purchase. The company uses short films to promote its seasonal scents and communicate its ethos through its shortfalls. Over one million people are currently on the waitlist to join Fefern. Mears started the brand in 2017 after graduating from Oxford and ran the bootstrapped business out of a garden shed for two years.