Seth O. shared their story and experiences with us recently and you can find our conversation below.
Hi Seth, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you most proud of building — that nobody sees?
I’ve been building a new product over the last couple of years in the aromatherapy industry designed for creators, athletes, and everyday high performers. Besides my team and close friends, nobody has seen it yet.
It’s been a fun roller coaster working with CAD designers, manufacturers, and formulators. I’m proud of the progress we’ve made over the last two years, especially because I have a filmmaking background and I didn’t know anything about Aromatherapy or how to create a product from scratch until I came up with the idea. Although the product isn’t fully launched yet for another couple of months, we call it the Hufi Air.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Seth, a filmmaker turned founder, and the CEO of Hufi. I dropped out of school at 17 to chase my dreams of being a filmmaker, shot music videos for artists, went on tour, and later moved into a content house in Los Angeles called Clubhouse BH as a media guy. Today my entire focus is Hufi, a premium aromatherapy company creating a new, portable way to use scent for mental clarity, emotional balance, and spiritual grounding.
The idea came after a long music video shoot when I randomly picked up an ‘Aromatherapy for Dummy’s’ book. I stumbled across a sentence which said, “Your sense of smell is directly connected to your emotions and memory.” Being a filmmaker can be extremely stressful at times, especially when you’re spending 16 hours a day directing and editing videos every single day.
Rather than smoking or taking substances to calm down the stress, I knew I needed to create something that I would personally use during those long hours.
I’ve been documenting the whole journey in real time. My new YouTube episode, “Moving Into a $20,000,000 Mansion with $0,” shows my entire process of picking up a camera for the first time to moving into a content house and then completely shifting industries into Aromatherapy. If you’re into creators building products that actually help people, this is where I’m putting everything @WeAreSozen on YouTube.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
At 17, I discovered self-development books that explained how our inner world shapes the outer one. That idea changed everything, and it made me realize that by working on myself, I could create the life I wanted. It’s what inspired me to speak things into existence like traveling the world and moving to Los Angeles to pursue filmmaking.
A few books I highly recommend that shifted my mind in a positive direction are “The Magic” by Rhonda Bryne, “Think & Grow Rich” by Napoleon Hill, “The War of Art” by Steven Pressfield, and “Becoming Supernatural” by Joe Dispenza.
What fear has held you back the most in your life?
The fear of embarrassment. I saw a tweet from Russ the other day that really clicked with me. He said “fear of embarrassment is holding so many people back”. Looking back now, I made so many decisions based on how people will perceive me and if there was a chance I could feel embarrassed. This is a weakness for so many talented people out there who are sitting on a song that has the chance of going platinum or a YouTube video that could literally change their life.
This is a tough one to overcome but you just have to remember the clock is ticking.
Sure, so let’s go deeper into your values and how you think. What do you believe is true but cannot prove?
I’ve always believed the earth isn’t exactly what we’ve been taught. I don’t see it as a perfect spinning ball in space. I can’t prove it and I know people get fired up about the topic so I usually keep it lighthearted. For me, questioning things even something as big as the shape of the earth, keeps life interesting.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Are you doing what you were born to do—or what you were told to do?
I’m 100% doing what I was born to do. I’ve been my own boss since the age of 17 and have had ultimate freedom from doing so. Being a freelancer or the CEO of your own company has its pros and cons but bringing an idea into the world, even if you’re not making a single dollar yet, is the whole point of life. Creation is the gift each and every one of us has and I won’t let someone else get in the way of that.
Contact Info:
- Website: https://www.hufiair.com/
- Instagram: https://www.instagram.com/sonfilms/
- Youtube: https://www.youtube.com/@WeAreSozen
