Meet Aaila: Honolulu's First Niche Fragrance Boutique

Aloha friend,

In a world that moves at the speed of a group text, it’s rare to find an experience built entirely around slowing down. A visit to Aaila, Hawaii's first niche fragrance boutique, is just that. And you don't need to be a “perfume person” to walk in and leave with something you didn't know you needed. That's kind of the whole point.

We chatted with the founder about why she opened, what you can expect to find (and what you won’t find), and her North Shore and Chinatown favorites.

Plus, some events across the islands you should know about.

Stay safe & dry this weekend!
The Edit Hawaii

Aaila’s founder Stephanie is a photographer by trade, based on Oahu's North Shore—but a few years ago, she fell hard for niche perfume. She'd hear about a fascinating brand, order samples, and then wait weeks for them to arrive in Hawaii (if they shipped here at all, you know the drill). Last year, standing in a California fragrance shop surrounded by bottles that would never make it to her doorstep, the idea clicked: why not bring that experience home?

Q&A WITH THE FOUNDER OF AAILA

What makes a niche and independent fragrance boutique different from buying perfume at a department store or Sephora?

I wanted Aaila to be the complete opposite of Sephora—loud, overstimulating, impossible to actually smell anything. Independent brands are doing their own thing, coming up with the most unique combinations: mezcal and chocolate, gold flakes inspired by Louis XIV's Orange Garden at Versailles, mango sticky rice, or the smell of a geisha passing you on the street with her lipstick and powder.

How did you choose which fragrance houses or perfumers to carry?

I agonized over that for weeks. I kept getting sent samples that were very tropical, fresh, and fruity, and I thought Hawaii would probably like something a little heavier and spicier too—and I was right. But I also had to think about who's shopping: a teenage boy, an older woman, someone buying their wedding perfume…I bring in brands I know, love, and already own.

What are some of the brands you're particularly excited about stocking?

I keep getting asked if I'll carry the bigger, well-known names, but at this point you can get those anywhere. I want to bring in what's landing in New York and LA—brands people here haven't heard of yet, but get excited to try once they're in the shop. I have new brands coming in at different stages right now.

Can you walk someone through what a fragrance consultation actually looks like?

People often come in with a preconceived idea of what they like—"I want something light and floral"—and leave with patchouli and leather. We usually start with things they're familiar with, then branch out once I can tell what they're responding to. Best advice: come in with an open mind and try everything. You'll fall in love with something you never expected.

Does Hawaii's culture influence which scents you stock or how fragrances wear here versus elsewhere?

Everyone's loving tea fragrances and citrus lately, but people here are open to trying heavier scents you wouldn't associate with warm weather. Brands keep sending me coconut and mango samples, but people are looking for something new. Funny thing: when people smell rhubarb, they swear it smells like lychee, since rhubarb isn't really something we have here.

You live on the North Shore; What made Chinatown the right location?

It had to be here. Chinatown has the history, the brick, the old door knobs and big windows—it couldn't have been a strip mall. I love cities, and being on the North Shore all the time can feel a little isolating. It's nice to come down here and be surrounded by great restaurants and shops.

What hidden gems have you discovered in Chinatown since opening?

So much good food. Fete, right across the street, is amazing. Pizza Mamo has some of the best pizza I've had. I always get the Japanese potato salad bao or egg sando at Mille Fete—the milk bread is incredible too. Po'ai Pono Potions makes great iced coffee, and Youpo Noodles' mushroom bowl is a favorite. There's a little Mexican spot next door reopening soon, and I'm really excited about it.

What are your go-to spots on the North Shore?

Kahuku Farms—the macadamia nut pesto pizza is my favorite. The quiche at Hi Pie. And the sweet potato black bean burrito with salad and homemade salsa from The Country Eatery.

Visit Aaila Wednesday through Saturday from 11 am to 6 pm, and on Sundays from noon to 5 pm // 7 N. Hotel St. // @aaila.honolulu

TO SHOP

This Las Olitas x Ron Herman Waikiki is so cute.
Herbivore Botanicals is having 25% off storewide, and some items are 50% off. We have been loving this retinol alternative, this body firming cream, and this face oil.
To celebrate 20 years (!!), Honey Girl Organics is offering free shipping on everything.

TO EAT

Find out where Top Chef’s eat in Hawaii.

TO STAY

photo by IJfke Ridgley

If you’re prone to procrastination and looking for a Maui getaway, check out the limited-time last-minute specials at the dreamy oceanfront Camp Olowalu in West Maui.

If you book a tentalow within 14 days of your stay, you can receive 25% off. When you book a cabin within 30 days of arrival, you’ll receive 40% off.

Both offers are valid for Sunday-Thursday stays from July 15 through September 30, 2026, with a two-night minimum. Email [email protected] for the exclusive offer.

TO READ

This article in Aloha State Daily about neon signage in Hawaii. Yet another thing lost to convenience and cost. Bring back (some tasteful) neon signs!

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Meet Aaila: Honolulu's First Niche Fragrance Boutique

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