For episode 50 of the Waves Social podcast, we are joined by the co-founders of THE NEW SAVANT, Ingrid Nilsen and Erica Anderson. We talk about their respective journeys, from working in tech and content creation to running a D2C brand that builds one-of-a-kind olfactory experiences. Ingrid shares her decade-long journey growing her YouTube channel to over 3.5M followers and 6M across platforms, her experience interviewing President Obama and choosing to retire from content creation to explore a new path. Erica shares her experience working with MTV News, becoming one of the original Twitter employees and working at Google and Vox Media before deciding to go into business with Ingrid. True forces to be reckoned with, Ingrid and Erica show what it means to never settle for being predictable.Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Meet today’s guests, Ingrid Nilsen and Erica Anderson of The New Savant; a candle brand that’s disrupting the fragrance industry. How did Erica and Ingrid meet?What were their respective careers like before starting TNS? First, we dive into Ingrid’s career in content creation.Erica’s former career in the tech world, working with companies like: MTV News, Twitter, Google, Vox Media and more. What was it like for Ingrid to interview President Obama?Discussing the responsibilities creators have as role models, spokespeople and members of their communities. How TNS is working to disrupt the fragrance industry. What does it take to do a major career pivot?How Ingrid approached the creative process.How TNS is driving sales through organic social content and social selling. Elitism in the scent industry and how TNS is investing in their community’s education. Customer retention strategies they’re trying. What’s it like to create a fragrance?Why did they choose to make candles over another medium?How their unique backgrounds help them to build scents unlike any other brand. Balancing a romantic and professional relationship.The best pieces of advice Ingrid and Erica have been given. Who is TNS seeing making waves online?Discussed in this episode:THE NEW SAVANT: ​​https://thenewsavant.com/ THE NEW SAVANT on Instagram: @thenewsavantErica Anderson on Instagram: @ericaamericaIngrid Nilsen on Instagram: @ingridnilsenIngrid Nilsen on YouTube: https://www.youtube.com/c/ingridnilsenIngrid interviews Obama: https://www.youtube.com/watch?v=8c2Ro54Alkk  The Cripecast Podcast: https://cripescast.podbean.com/ Kackie Reviews Beauty: https://www.yoBuzzcastKeep up to date on the latest podcasting tech & news with the folks at Buzzsprout!Listen on: Apple Podcasts   Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/S6 - present Production by Morgan Berna, editing by Harrison Neef.