In a quiet pocket of Yamba, surrounded by the rhythm of nature and neighbours who still pop in for a cup of coffee, Sophie Marshall, founder and creative director of Gentle Habits, is translating her daily rituals and values into a brand that turns mindful living into a practice, not just a concept.
As creative director, a mother, coastal dweller and curator of rituals, Sophie lives by the ethos her brand was named for.
A gentle life, in her words, “is choosing calm over chaos.”It’s the sound of the ocean instead of car horns, the slow mornings, bare feet on crazy-paved floors and letting scent shape the rhythm of the day.
Rituals in Scent
For Sophie, the day doesn’t begin with urgency, it begins with presence. “I really try to begin my day without the business,” she shares. Her husband brings her coffee every morning which she considers a gentle ritual in itself. From there, it’s a walk along the beach, a gym session, the school run and an ice bath in summer, always accompanied by an incense.
Incense is more than fragrance in Sophie’s world. “Scent can change a mood. It can change a space,” she explains. Whether it’s burning Yamba after an ice bath as a reward, lighting Grounded while journaling, or choosing Snake Flower for an evening wind-down, each scent has its own purpose and personality. There is also seasonality to a scent, Tasmania in winter, Noosa and Byron in summer, all a sensory map of Australia that follows the sun.
For Sophie, this practice has become what she calls ‘scent-scheduling’, the art of aligning fragrance with moments in the day to create rhythm and presence. “Burning incense is something I do when I wake up, when I go to bed or when I need creative inspiration,” says Sophie. “It anchors me”. And during the pandemic, that little ritual became a lifeline for many. “Husbands and wives were emailing us saying, ‘Your incense got us through some really dark times.’”
Spaces That Breathe
Step into Sophie’s home and you’ll immediately feel the intentionality. “Living in a simple, uncluttered space allows me to be creative,” she says. The micro-cement walls, the textured flooring, the oversized bench, every element is designed to bring people together. “The kitchen bench is the heart of the home. It’s where we cook, connect, have impromptu dance parties and share deep conversations and laughter over a glass of wine with friends.”
The house was a true collaboration, thoughtfully designed by her neighbour and lovingly brought to life with the help of close friends. “It was 45 weeks of absolute stress,” Sophie laughs, “but also 45 weeks of absolute fun.”
In this home, rituals are woven into the fabric of everyday life. From the quiet of the morning to the laughter at dinner, daily practices have become part of how the family moves through the day together. Connection cards are read at dinner or in the car, sparking conversations about gratitude, the future and how the day went. Positive outcomes journals are filled in the quiet of the morning or the calm of night. Dive masks are used for underwater meditation breaks in the middle of the day, a way to reset and connect.
Shaped by a Moment of Stillness
Gentle Habits didn’t happen overnight. It emerged from a moment of stillness during the COVID pandemic. “We were travelling every six weeks, then suddenly we had to stop.” Sophie recalls. With that stillness came space to think, feel and create. The incense brand This is Incense was born first, followed by the overarching brand Gentle Habits. “We got the trademark globally, the domain, everything. I just knew it was meant to be.” Says Sophie.
But Sophie isn’t interested in scale for scale’s sake, “We don’t participate in Black Friday sales. We don’t want to grow so fast that we lose our way,” she says. Instead, they focus on sustainability of the planet, but also on lifestyle. “We make sure we’re living the life we’re promoting. Otherwise, it’s just not good for anyone.”
That means working with stockists who align with the brand’s values. From museums and wellness spas to lifestyle and fashion stores, each one is considered an extension of Gentle Habits. “We have a ‘no-ego’ policy,” Sophie says, unapologetically. “We only want to deal with really good humans.”
Her husband who is also in the business, is the final say on every scent. “No scent goes to market unless he approves it,” she laughs. “Because partners have to smell it too.”
Creative Joy & Conscious Growth
Sophie’s background in working with creatives informs every part of the brand. “I get so much joy out of watching other people create,” she says. Collaborations aren’t just brand deals, they’re friendships. Take their recent collaboration with The Dirt Company, two years of scent swapping led to a connection that went far beyond product development.
Now, Sophie is planning for the next chapter. A new warehouse is being built in Yamba, creating jobs for the local community. For the first time, she’s looking ahead. “Every decision until now has been reactive,” she reflects. “But being here, I can ask myself, what will the next five years look like?”
About Gentle Habits –
Founded by Sophie Marshall and guided by her personal philosophy Gentle Habits, Positive Outcomes, is an Australian lifestyle brand that inspires intentional living through ritual. Born from a desire to slow down, reconnect and be present, the brand creates thoughtful, sensory tools designed to soothe, centre and elevate the everyday.
Originally known through its cult-favourite product This is Incense, Gentle Habits was sparked by Sophie’s own journey as a working mother seeking moments of calm in the chaos. What began as a simple ritual of lighting incense after work, evolved into a powerful daily practice of mindfulness, presence and self-connection. This ritual became the foundation for a brand that now reaches thousands across Australia and beyond.
Rooted in the coastal lifestyle and shaped by Australia’s bush, ocean and vast in-between spaces, Gentle Habits invites people to return to themselves through small, meaningful moments. Each product, from incense to body care and other sensory ritual tools, is designed to evoke feeling, encourage reflection and create stillness amidst the rush of modern life.
Gentle Habits is more than a brand. It’s a reminder to breathe, to pause, to enjoy the now. With a deep respect for nature, community and the art of slowing down, the brand empowers individuals to cultivate daily rituals that bring joy, presence and personal transformation.
paper mâché x Gentle Habits Spotify Playlist
Drawing from the atmosphere of Sophie’s home and the mood of our latest shoot, we’ve co-curated a signature playlist designed to complement the narrative of “Gentle Space.” The mix is a soundtrack for quiet rituals, deep focus and intentional moments.
