The former CEO of Rhode has just launched her own beauty brand, and it's truly exceptional.

      Welcome to Second Life, a podcast that highlights individuals who have successfully transitioned in their careers and bravely embraced change. Hosted by Hillary Kerr, co-founder and chief content officer of Who What Wear, each episode connects you with influential figures in their respective industries. Subscribe to Second Life on Apple Podcasts, Spotify, or wherever you enjoy your podcasts to stay updated.

      Entering the fragrance industry is no small challenge, yet Melanie Bender, the founder and CEO of the new scent brand Lore, has carved out a unique niche in the olfactory market. Indeed, we recognized Lore's Disfruta Eau de Parfum as the top smoky fragrance in October.

      However, before establishing herself as the creative force behind Lore, Bender was calculating rocket trajectories in Oahu. A self-identified "STEM girl," she began her college journey as an aerospace engineering major but later switched to environmental science, gaining experience as a sustainability consultant.

      After relocating to New York, she exchanged lab coats for mood boards, fully immersing herself in fashion and beauty marketing—making a significant mark in the industry. Her reputation soared rapidly: if you needed to transform a solid idea into a cultural phenomenon, Bender was the go-to person. She previously served as Who What Wear’s VP of Marketing and Brand Development, where her responsibilities quickly grew to include the launch of skincare success Versed and the minimalist makeup trendsetter Merit. Most recently, she was the CEO of Hailey Bieber's Rhode, where she drove extraordinary growth and seamless global expansion, turning a viral grey hoodie and peptide lip treatment into a thriving beauty brand.

      After years of realizing the visions of other founders and turning them into nine-figure successes, Bender was ready to craft her own narrative: hence, Lore was born. The brand was launched in September through an exclusive partnership with Sephora, aiming to create entire environments through scent. Each fragrance is designed as a portal, with layered, narrative-driven compositions that seek to evoke memories, places, and emotions with the precision of a writer. Bender applies the same “engineering mindset” that once focused on fuel efficiency to achieving emotional connection: through obsessive experimentation, thorough testing, and a commitment to never releasing anything that doesn’t embody a fully realized world.

      Tune into the latest episode of Second Life to hear how Bender, after a decade of making others’ dreams successful, has finally bottled her own vision. Continue scrolling to shop some of our favorite Lore fragrances.

      Lore

      Lovely and a Little Twisted 50ml

      LORE

      Everything Set in Bag

      Next: The Luxury Childrenswear Brand That's Royal Family–Approved

      Explore More:

      Second Life