Albert Nichols, founder of elizabethW, started the brand with the idea of "using scent to carry on the memories of his great-grandmother". He recalled the natural scents he smelled on his great-grandmother's farm as a child, from the floral scents of roses, lavender, and lilacs in the garden, to the smell of fresh herbs such as rosemary, sage, and cucumber that permeated the home. These pervasive natural scents began Albert's interest in scenting.

Before founding ElizabethW, Albert was an architect by profession, he was good at finding a sense of balance in spatial structures, a talent that also influenced his mastery of the process of deploying scent, Albert said, design has always been his passion, he has designed houses, and now he is designing scent.

Since 1995, Albert has inherited his great-grandmother's insistence on quality. All products are produced in his own factory, and with purity, simplicity, and elegance as the core spirit of the brand, he has extended the brand to include fragrance, bath, skin care, and bedding products to make the home life more comfortable and beautiful, and one of the products emphasizes the 100% "Purely Essential" series, inspired by his great-grandmother's ranch in the Sierra Nevada mountains. The "Purely Essential" series emphasizes on 100%'s pure nature. Inspired by his great-grandmother's ranch in the Sierra Nevada Mountains, Albert uses the three key notes of cucumber, lavender and rosemary and insists on not adding any chemical ingredients to present the goodness of nature in front of the user.
In the cucumber related products, in addition to smell the fresh and pleasant cucumber scent, adding a little ginseng, ivy, comfrey aroma allows people to relax the body and mind can be complete; rich in herbaceous breath of lavender, is in the calm woodsy fragrance fusion, balanced and harmonious with natural floral scent; in the past, always give people a strong feeling of rosemary, in the mint and pine flavor cleverly reconciled, but also to make the overall Rosemary, which used to give people a strong feeling, has been skillfully blended with mint and pine to make the overall flavor more approachable, becoming one of the brand's three star scents. It is this pursuit of natural, simple heart that has made elizabethW the best choice for Oprah, Helen Hunt, Christina Aguilera and other quality-oriented actresses.