From Fragrance Startup to Retail Tech Pioneer
When Madeleine Patel co-founded Speak Scents in early 2021, she had one goal: to transform the way people buy fragrances online. The fragrance industry had been slow to evolve digitally, with customers struggling to navigate an overwhelming number of choices without the ability to test scents in person. Speak Scents aimed to solve that problem by combining a curated product range with AI-driven recommendations.
But what started as an ambitious attempt to modernise online fragrance shopping soon led to a bigger realisation—one that would completely reshape the company’s future. “We initially thought our strength would be in the products themselves, combined with advanced search technology,” Madeleine recalls. “But as we scaled, it became clear that the real value was in the technology. That’s when we knew we had to make a choice.”
We were essentially running two businesses—one selling fragrances and another developing the technology behind it. In the end, we had to ask ourselves - which of these models is scalable? Which has the potential to create the most impact?
The Pivot: Betting on Technology Over Products
For many startups, pivoting can feel like a high-stakes gamble. For Speak, it was a necessary evolution. “We were essentially running two businesses—one selling fragrances and another developing the technology behind it,” Madeleine explains. “In the end, we had to ask ourselves: Which of these models is scalable? Which has the potential to create the most impact?”
The answer came in the form of a breakthrough opportunity: a trial with Chemist Warehouse. The partnership was a turning point, proving that retailers were hungry for innovative tools to enhance their customers’ online shopping experience. “That was a huge moment for us,” she says. “It validated that our technology wasn’t just a nice-to-have—it was something major retailers needed.”
With that confirmation, Speak Scents rebranded as Speak and shifted its focus entirely to providing AI-powered recommendation technology for retailers.
Cracking the Code: What Customers Really Want
As the company transitioned from a consumer-facing fragrance brand to a retail tech provider, it uncovered key insights that shaped its future direction. The most surprising? Customers weren’t as interested in the complexity of the technology itself—they just wanted an intuitive, personalised experience.
“We initially focused a lot on the technical brilliance of what we were building,” Madeleine says. “But what we learned is that people don’t care about algorithms—they care about getting the right product without second-guessing themselves. That forced us to rethink our messaging and simplify how we communicate our value.”
This insight became foundational to Speak’s approach, reinforcing the idea that great technology should be invisible—it should simply work.
We had to adapt from marketing to everyday shoppers to pitching at the enterprise level. Large corporations have complex decision-making processes, so we had to be clear about what problem we were solving and why it mattered to them.
From Pitching to Powering Global Retailers
Selling directly to consumers was one thing, but convincing large retailers to integrate new technology into their platforms was an entirely different challenge.
“At first, it was a steep learning curve,” Madeleine admits. “We had to adapt from marketing to everyday shoppers to pitching at the enterprise level. Large corporations have complex decision-making processes, so we had to be clear about what problem we were solving and why it mattered to them.”
One of Speak’s biggest strengths was its team’s ability to leverage complementary skill sets. “My co-founder Ankit and I balanced each other out—one of us was better at the technical side, while the other focused on storytelling and strategy. That mix was invaluable when approaching big retail players.”
The team also learned the power of strategic connections. “New Zealand’s startup ecosystem has been a huge asset,” Madeleine says. “Through programs like Creative HQ, Ministry of Awesome’s Electrify Accelerator and Founder Catalyst programme, and Callaghan Innovation grants, we not only refined our business model but also built relationships that helped us open doors we wouldn’t have been able to access otherwise.”
We see endless potential, the same technology that helps you choose a fragrance could one day help you find the perfect bottle of wine, the right skincare routine, or even the ideal pair of running shoes.
Making Shopping Smarter: The Speak Experience
So, what does Speak actually do for retailers today? Imagine shopping for a fragrance online. Instead of scrolling through endless product listings, a shopper answers a few quick questions—like whether they prefer fresh or woody scents, or which well-known perfumes they’ve enjoyed in the past. Based on their responses, Speak’s AI instantly generates a personalised list of recommendations.
But the experience doesn’t stop there. “With every interaction, our algorithm gets smarter,” Madeleine explains. “The more customers use it, the better it understands individual preferences and trends across different demographics.”
Looking ahead, Speak plans to expand beyond fragrance into adjacent categories like skincare, supplements, and beauty products—and eventually, into broader retail sectors. “We see endless potential,” Madeleine says. “The same technology that helps you choose a fragrance could one day help you find the perfect bottle of wine, the right skincare routine, or even the ideal pair of running shoes.”
The Road Ahead: Investment, Expansion, and Bigger Dreams
With strong momentum and industry interest, Speak is now gearing up for its next major milestone: opening a pre-seed funding round. “This will allow us to develop more advanced insights tools, where retailers can access real-time dashboards to track customer preferences and behaviour,” Madeleine explains.
Another key focus is international expansion. “Australia and the US are high on our list. We’ve started conversations with retailers in those markets, and we’re excited about the potential there.”
As Speak scales, Madeleine envisions it becoming the go-to recommendation platform across multiple industries, setting a new standard for how consumers discover and buy products. “We’re moving toward a world where personalised shopping isn’t just a luxury—it’s an expectation. Our goal is to lead that transformation.”
The startup journey can feel isolating, but there are incredible networks out there that want to see you succeed. Surround yourself with people who challenge and uplift you.
Lessons from the Journey: Advice for Founders
Reflecting on her journey, Madeleine shares some advice for other entrepreneurs—especially those balancing startup ambitions with personal milestones.
“Lean into supportive ecosystems,” she says. “The startup journey can feel isolating, but there are incredible networks out there that want to see you succeed. Surround yourself with people who challenge and uplift you.”
She also emphasises the importance of adaptability. “You might start out thinking you’re building one thing, only to realise your biggest opportunity lies somewhere else. Stay open to that evolution.”
And above all? “Keep your vision clear,” she says. “Trends change, challenges arise, but if you stay focused on the problem you’re solving and the impact you want to make, you’ll find a way forward.”
The Future of Retail is Personal
Speak’s journey is a testament to the power of strategic pivots, deep customer understanding, and the right support systems. What began as a niche fragrance startup is now on its way to reshaping global retail technology—one personalised recommendation at a time.
For Madeleine and her team, the mission is clear: to make shopping smarter, simpler, and more intuitive for everyone. And if their track record so far is anything to go by, this is just the beginning.