Joshua Peagler launches Max & Mace fragrance brand

After 12 years at CBS News, journalist Joshua Peagler transitioned from newsroom work to entrepreneurship by launching Max & Mace, a fragrance brand. Using US$20,000 of his personal savings, Peagler developed a line of scents designed to evoke specific memories through storytelling.

The brand has expanded from an initial four fragrances to seven. Peagler projects first-year revenue of approximately US$50,000 and intends to scale the business by moving from single-person production to outsourcing and increasing inventory.