Shelley Callaghan co-founded the luxury fragrance brand, Antica Farmacista — best known for its sumptuous diffusers, though they also make candles, room sprays and body care products — in 2003, after her friend, Susanne Pruitt, had received a cancer diagnosis. Together, while facing down the big questions around purpose and meaning, they hit on a plan: Going into business together, following Callaghan’s lifelong passion for scent.
More than two decades later, the business is still going strong, continuing to innovate with new scents and product categories. Learn more about Antica's origin through a conversation between Shelley, and Paul L. Underwood, writer and editor.
What led you to start Antica Farmacista, and what has the journey been like since?
At the root of it all, it comes back to fragrance—my love of scent and how it’s been central to my life. I moved around a lot as a child—born in Pasadena, then Connecticut, Pennsylvania, and eventually back to Seattle, where my parents were from. My memories are deeply tied to scent. I also had an early fascination with making candles. I’d melt down every candle I could find in the house in the basement—probably a massive fire hazard!
I bet your parents loved that!
Oh, I’m sure! But that love of scent was always there. Then, 21 years ago, I was doing creative work for a friend in Seattle and I noticed a diffuser on his desk—an Italian reed diffuser, something I’d never seen before. I really fell in love with the whole idea of diffusing scent in this manner, especially the efficacy. It felt new and cutting-edge, and despite my friend’s unsuccessful attempt to distribute the product in the U.S., we did more research and realized there might just be a viable opportunity. At the same time, another dear friend— who had a financial business—was diagnosed with breast cancer. It forced 15 her to step back and ask, What do I really want to be doing? And in turn, I started asking myself the same question. Fragrance kept coming up as the answer. So I said, “Hey, let’s dig into this fragrance concept. We’re not curing cancer, but maybe we’ll bring some joy—to ourselves and others.” I’d always been obsessed with perfumery, and with her business background, it felt like the right team. We flew to Italy to meet the gentleman behind that original diffuser—he claimed to have pioneered it decades earlier. We established a partnership, and as a nod to its old-world roots, Antica Farmacista— which means “ancient chemist”—was born.
Amazing.
It was a wild start. We originally imported fragrance from Italy, but I was eager to create my own. Bergdorf Goodman and Nordstrom became our first retail partners, and we started telling a story: Fine fragrance for the body is already a thing—so why not for the home? Honestly, at the time, we thought, this is a fun project, a creative outlet. It was also a beautiful distraction for my friend during her cancer battle. We never imagined it would become what it is today.
How did you shape the brand’s identity?
Back then, home fragrance felt stagnant. There wasn’t much innovation, and I saw a real void. I was drawn to classic apothecary influences but wanted to infuse something modern—whether through color, typography, or, most importantly, fragrance itself. That contrast runs through everything I create. From the start, I wanted a bit of an edge in my scent creations. Classic fragrances can be soft and rounded, which is beautiful, but I love adding sharpness— something unexpected. That contrast runs through everything I create. I also think a lot about how scent functions within a space. A home fragrance shouldn’t just be a beautiful scent—it should set a mood, create a sense of comfort, or even transport you to another place. That’s something I think about with every new fragrance we develop. Today, I work closely with a perfumer who knows me so well we practically finish each other’s sentences. That kind of creative shorthand is invaluable.
A home fragrance shouldn’t just be a beautiful scent—it should set a mood, create a sense of comfort, or even transport you to another place. That’s something I think about with every new fragrance we develop.
What keeps you inspired to create new scents?
I have found my inspiration to really flow when my mind is open. And if I’m in that mode, inspiration is everywhere—including those destinations I frequent intentionally and also those most unexpected places. A weekend morning at home flipping through books and magazines I adore (old and new), walks through familiar and unfamiliar places, vintage markets—it’s all about my mindset. And that’s where the good stu! really originates. Sometimes, I’ll be in my office, pushing papers, bogged down with business, and suddenly feel the urge to experiment with my oils—just for the sake of it, no project in mind. The fact that I am able to create, from a personal angle, without focus groups—that’s the freedom that really keeps my creativity alive.
What else drives you?
I love how fragrance transforms depending on its foundation. The same scent behaves completely di!erently in a diffuser, a candle, or on the skin. Diffusers, for instance, are formulated like fine perfumes—the alcohol base carries the fragrance with brightness and clarity. But take that same scent and blend it into a candle base? Suddenly, it becomes creamy, softened by the wax. That nuance fascinates me—how fragrance interacts with different mediums and, ultimately, with people’s lives. There’s also an art to how a fragrance unfolds over time.
A great scent isn’t just about that first impression—it’s about the way the notes evolve, how the fragrance lingers in the air, how it subtly shifts throughout the day. That kind of complexity is what makes a truly great home fragrance.
Do you have a favorite scent from your collection?
Prosecco is my go-to. It’s the one that’s closest to my heart. I created it almost 20 years ago and what’s ironic about it, is that I originally created it as a holiday fragrance. But I didn’t want anything predictable—I shied away from the typical holiday profile. No evergreen, No cinnamon spice. I wanted this one to be special. I asked myself, “What are the holidays really about?” To me, they’re about gathering with those I love—celebrating with family and friends, sharing meals, and lifting a glass. Cherishing those special moments that aren’t about “things”, but about people, moments and memories. What captures that image more than a holiday toast? Very quickly, the celebratory nature of Champagne and Prosecco became my inspiration. I sampled different bottles, studied their complexities, and became obsessed with capturing that sparkling, effervescent feeling in a scent. It wasn’t easy. We struggled to get it right. I wanted those iconic notes of a great bubbly, but I was also intrigued by unexpected notes, like black currant and fuzzy peach, passionfruit, and crisp mandarin. And finally, we landed on one unique aldehydic note that gave it that perfect fizz. It was a celebratory moment indeed. Now, Prosecco is our number-one scent—outselling the next-best fragrance three to one. I think people connect with the feeling behind it. It’s uplifting, celebratory—a little pop of joy in their homes. Exactly what fragrance should do.
