How Collins Hume helps MASK make Scents with Strategy
- Collins Hume
- Apr 8
- 3 min read
Updated: Apr 8
MASK isn’t your average home fragrance brand.
Their scents are nostalgic, fun and designed to spark positivity.
Behind the scenes, Founder and CEO Jason Morrisby knew he needed more than great product-market fit for his start-up – he needed a financial structure that could protect assets, and support growth and sustainability.
From Playful Fragrances to Serious Financial Priorities
Building a profitable brand starts with getting the financial framework right and keeping it fresh
Strategic business advice can make all the difference when scaling without external capital
Working with advisors who understand your growth goals inside and out pays off in both cash flow and confidence.
As a bootstrapped business with no outside capital, MASK’s biggest challenges weren’t product development or marketing – they were cash flow management and ensuring the right people and systems were in place.
“For any brand, it's always people and money,” Jason said. “We were bootstrapped from the start, but paid attention to our cash flow so we have remained profitable and in control.”
That’s where Collins Hume came in.
A Full-Service Accounting Partnership That’s Personal
From the outset, Collins Hume set up MASK with a solid business structure that included asset protection aligned to Jason’s long-term vision.
The Collins Hume team worked with Jason to build a tailored business plan – one that not only mapped out growth initiatives, but also drilled into the numbers to help inform better cash flow decisions.
Collins Hume’s 360-degree approach aligned closely with MASK’s own financial philosophy: focus on high gross margins, aim for a net profit of 20% and choose consumables to reduce ongoing customer acquisition costs.
Jason has engaged Collins Hume for tax structuring and market expansion planning to regular bookkeeping and payroll support. The benefits of having such an indepth relationship has given Collins Hume a unique understanding of MASK as a business as well as Jason’s goals.
“Having a reputable accountant is important,” Jason shared. “As a business owner time is important and, although it's wise to check P&Ls and financials, we can't do it all so it's reassuring that Collins Hume is helping us make key decisions that impact financial performance in the best way possible.”
Results that Smell Like Success
MASK has remained consistently profitable, agile and entirely self-funded. Their financial systems now support rapid product development and ongoing innovation, all while keeping their team and operations lean.
Jason’s success story is proof that when a business owner has access to insightful and timely advice, anything is possible, especially when your brains trust is willing to go beyond compliance and act as a true strategic advisor.
About MASK
MASK is formerly a Sydney now Gold Coast-based home fragrance brand on a mission to spark positivity, delight and surprise. All their feel-good scents are proudly crafted in the Northern Rivers, where they’re just as passionate about creating local jobs as they are about creating uplifting fragrances. With an amazing team and a unique community vibe, MASK is all about delighting customers and doing business with heart. Discover more on their website or follow along on Instagram and Facebook.
Learn How to Maximise Cash Flow in Your Business at Cash Is King Event 6 May
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