For some people, entrepreneurship isn’t just a passion—it’s been with them from the start. That’s certainly the case for Ayden Fowler, a sophomore majoring in entrepreneurship and management at UW-Madison whose already made waves with not one, but two standout ventures: DaViTe, a custom scenting business, and Unbar, a subscription soap service.
Ayden’s entrepreneurial journey started earlier than most. At just two years old, he was picking up rocks and selling them to neighbors. By three, he was assisting his grandparents in selling soaps, candles, and lotions as part of their cosmetics business. While other kids were asking for toys for Christmas, Ayden was asking for money to reinvest in his businesses.
Middle school saw Ayden’s entrepreneurial spark evolve into a full-on flame during a national lemonade stand competition. His team didn’t just sell lemonade—they made nearly $7,000 in just four hours and earned him the title of “Entrepreneur of the Year.” Fast forward to high school, and Ayden was pitching innovative air freshening products in national business competitions.
Since starting in the Wisconsin School of Business, Ayden’s ventures reflect his passion for mental wellness and self-care. DaViTe, his custom scent business, creates unique fragrances for businesses and homes. Ayden is a firm believer in the power of scent, saying, “If you smell a chocolate chip cookie while walking in Grainger Hall, you are going to want a chocolate chip cookie. There’s a psychological aspect to scent.” He’s got big plans for DaViTe, including expanding into partnerships with hotels to create memorable, scent-scaped experiences.
His latest business, Unbar, takes his commitment to well-being a step further. Born out of the challenges posed by recent hurricanes, Unbar is more than just a subscription soap service — itis a wellness community. Each soap is crafted with intention, featuring scents like cedarwood and juniper designed to promote mental health. Each bar also comes with links and resources to navigate positive mental wellness through inspirational videos and community platforms, bringing a holistic self-care experience to customers. And for every pre-order, Ayden donates soap to hurricane victims. “We are trying to show that self-care can be as simple as using a bar of soap,” Ayden says.
As a Business Emerging Leaders (BEL) scholar at the WSB, Ayden has tapped into a wealth of resources, from alumni connections to industry insights, that have helped fuel his entrepreneurial journey.
When asked what advice he would give to budding entrepreneurs, his answer is refreshingly straightforward: “Do it and don’t look back…embrace failure and learn from it.” He admits to feeling imposter syndrome at times but believes that growth comes from risk-taking. “If you are not failing, you are not pushing yourself hard enough,” he adds.
So, what’s next for Ayden? He envisions a future where mission-driven work continues to be at the heart of his entrepreneurial efforts. With a passion for helping others and a commitment to mental health, Ayden embodies what it means to be a purpose-driven entrepreneur. He is the kind of guy who has a nose for detail and is comfortable getting up on a soapbox — which makes total scents.
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