Discover F.Y.G.: beauty, quality, sustainability

F.Y.G.

Founded by Demi Pendakis, F.Y.G. - which stands for Find Your Glow - is a sustainable lifestyle brand that focuses on the immersive experience of fragrance.

Having launched at the start of the pandemic in 2020 with the Memories Collection, Demi has now brought three collections to the market - Back to Basics, Memories and Seasons - and the brand is sold globally.

The Memories Collection won the home fragrance category of the Giftware Association’s 2022 Gift of the Year Awards. Speaking about Memories, Demi said: “This collection is distinctly evocative, with the power to stimulate, calm, restore, excite and invigorate the senses.”

Growing up with the influence of his father’s fashion business, it was a natural progression for Demi to forge his own successful career in the fashion and design industry, and F.Y.G. has become the natural extension of his experience of, and love for, stylish, affordable and sustainable design.

In creating F.Y.G. it was important for Demi to produce not just another scented product, but an immersive experience. What started as a desire to recapture his childhood joy of family holidays spent in Greece, then developed into a project of encapsulating a range of significant and beautiful experiences from the past.

While each scent has a story and individual character to evoke memory, feeling and mood, it was equally important to create modern designs to fit in with and subtly enhance any living space. And with all of that, F.Y.G. had to be sustainable - which is why each product is 100% natural and recyclable.

Demi explained: “Our brand makes a difference. Everything can be reused or recycled, and we also plant a tree for every candle we sell. In addition, we donate a percentage of sales of all products to the Oli Leigh Trust.

“This is a suicide prevention and mental wellbeing fundraising trust, based very close to where I live and run F.Y.G. A few months ago I was fortunate enough to meet Oli Leigh’s mum Michelle, who is chair of the charity. As soon as I heard the tragic story of her son’s suicide, I wanted to find a way to support her work and enable F.Y.G. to make a small difference.”

2023 has been a big year for the brand so far. In January, Demi agreed a new partnership with Anthropologie UK, and the brand has also landed Stateside, appearing at both the Dallas and Atlanta gift fairs. F.Y.G. has so far been taken on by 22 stores across the U.S., with more in talks.

Next up for the brand is a brand-new collection of washes and lotions for the luxury international hotel market - so there is no time to rest for Demi!

Call: 0208 914 7974

Email: info@fyghome.com

Visit: www.fyghome.com