In this Fragrances With Friends interview I chat with Joel Berg about his love for Happyland Studio, a quirky, indie perfume house. Joel Berg is an active member of many popular Facebook fragrance groups, where he and I met. For Joel, Happyland isn’t just a brand: it’s his gateway to the wider, weirder world of fragrance.
Drawn in by YouTube reviews during the pandemic, Joel’s first foray into Happyland was with Barbershop, a citrusy, leathery concoction that garnered unexpected compliments. (Joel doesn’t wear perfumes for the compliments, but like most of us, he appreciates them when he gets them.)
What truly sets Happyland apart for Joel is the passion and creativity poured into each bottle. Happyland’s fragrances boast a distinct DNA–a loud and unique voice that speaks volumes about the heart and soul behind the brand.
Get ready to learn about Joel’s favorite Happyland perfumes, the hidden gems he hopes more people will try, and the things that make the brand special in his eyes.
To kick things off, tell me what about Happyland captured your heart. What attracted you to their scents in the first place?
During the pandemic, working from home, I found myself watching a lot of YouTube reviews to pass the time. Happyland came up in many of these reviews and I was curious for a couple of reasons.
- I discovered that the founder, EJ Wells, and I were both born in the same part of upstate New York, and grew up in very similar small towns. Though we never met, I felt as if we had a local connection.
- Happyland is an affordable indie house. At the time, I was mostly into designer scents and wanted to try something new. The price point made Happyland feel approachable.
In addition to these factors, Happyland’s positive reviews on YouTube and in the online fragrance community convinced me to give their perfumes a try. Barbershop was my first purchase. It’s smells of bitter orange, leather, and a heavy dose of ambroxan.
What drew you deeper into Happyland after that?
Happyland is all about creating powerhouse fragrances – bold and synthetic, but fantastic smelling and very fun. I don’t really care about compliments, but I got them. I got compliment after compliment when I wore Barbershop. Everybody was like, “Wow, that smells great. What is it?” After that, I purchased samples and started posting about Happyland in the online fragrance community.
Happyland wasn’t like the designer perfumes I was used to. I could feel the passion, the hard work, and the story behind every bottle. With a designer fragrance, they pump out thousands or millions of bottles and it smells good, but it doesn’t have heart. Happyland is a small brand and there’s a lot of creativity and backstory behind everything they do, and they’re just all around fun. The perfumes perform all day, too.
What ignites your passion for this fragrance hobby?
I’ve always enjoyed accessories, and fragrances are like the ultimate accessory. There’s always something new to explore. I gravitate toward mysterious, dark scent profiles. I like things that are a little weird as well. This is not something you would expect about me based on my personality. It’s unexpected and I like that.
What I like about fragrances isn’t just about the way they smell. It’s the creativity and everything behind them. With small indie perfume houses, you can get to know the perfumer and what they’re all about. That connection is important to me.
Now that you’ve explored Happyland more, do you have a favorite fragrance, and why does it hold a special place in your collection?
I have two favorites.
My sentimental favorite is Roundhouse. EJ originally created it for himself, but later released it as part of a summer duo alongside Haymaker. The scent is fantastic and wearable year-round: boozy but not overpowering, with hints of rose and a creamy quality. Haymaker, on the other hand is more citrus-heavy. I own both, but Roundhouse edges it out for me.
My all-time favorite Happyland fragrance is Inlandish. It evokes the feeling of burning wood, like sitting next to a campfire – a scent memory that I find very soothing. It’s a complex blend with notes of sandalwood, oud, leather, eucalyptus, tobacco, cardamom, birch, herbs, patchouli, cannabis, and mate. This one definitely makes it into my top 10 perfumes. I wear it year-round and consistently get compliments on it.
How would you describe Happyland’s DNA?
It’s hard to describe exactly, but there’s a distinct character to Happyland fragrances. Even without a label, I’m confident I could pick one out. They all share something unique that makes them instantly recognizable as Happyland. On top of that, their fragrances are all beastly performers.
Are there any lesser-known fragrances from Happyland that you think deserve more attention?
Yes, there’s definitely a hidden gem called Malpaso. Named after Clint Eastwood’s production company (the name actually translates to “misstep”), it was one of several fragrances launched a few years back and I think it got overshadowed. It has a really appealing, cowboy vibe with notes of citruses, castoreum, florals, incense, leather, patchouli, spices, woods, and vetiver.
For someone new to this house, what would you recommend they try first?
I suggest they start with Happyland Signature. It’s one of Happyland’s biggest sellers and a great introduction to the brand. Signature has notes of blueberry, tobacco, and honey, woods and spices. I love it and wear it in the fall and winter.
However, if someone’s fragrance preferences lean more towards citrus, Haymaker would be a good option.
For someone who enjoys florals, I would recommend either Bad Time Charlie or Hinterland. Bad Time Charlie offers a unique combination of incense and florals, while Hinterland features fresh florals.
And finally, if they’re a fan of Dior Sauvage, Barbershop would be a good starting point.
We’ve been talking about themes in Happyland fragrances, like the Western vibe. What do you see as the artistic vision behind the brand?
There’s definitely a Western feeling and everything has a backstory. For example, Inlandish was inspired by an album and song by Hans-Joachim Roedelius. The brand draws inspiration from a variety of media, especially music and cinema.
Believe it or not, “Happyland” was actually the name of EJ’s professional recording studio back in the early 2000s!
What do you like about Happyland as a business?
Happyland offers affordable fragrances, typically priced between $30-$45 for a 30 ml bottle, under $60 for a 50 ml, and $30 for a solid perfume. In addition, they often have discounts available. Shipping is fast as well, often getting your orders to you within just a few days. Their customer service is also second-to-none. If a problem comes up, they take care of it right away.
Happyland’s founder, EJ Wells, recently passed away, is there anything you’d like to share in his memory?
EJ was a great guy; very artistic, with a great sense of humor. We’d chat about everything. I wish we had met in person. He and Happyland are the reason I got into this big hobby.
For me, Happyland was the gateway to the wider fragrance community and other indie brands I’ve learned to love. It started me down a path of joining fragrance groups and forming friendships with people all around the world. I’m glad EJ’s family is carrying on with the brand, and I hope they’ll continue to create new and exciting fragrances in the future.
All fragrance images used with kind permission from Happyland Studio. Headshot courtesy of Joel Berg.
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Thanks for joining me for this first installment of Fragrances With Friends.
See ya later!
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