Jen Fowler, a 37-year-old mother of two from Brunswick Village, Newcastle, has turned her ADHD into a driving force behind her award-nominated small business, Rebel Wax Co. The company, which produces alternative home fragrances, has been shortlisted as a finalist in the 2026 UK Small Business Awards in the category of best business branding.
From Frustration to Hyperfocus
Fowler started Rebel Wax Co around a year ago, frustrated by the sickly sweet branding of traditional home fragrances. She wanted to create something with a more alternative feel. Speaking to ChronicleLive, she said: "I have always loved home fragrance but felt that I didn't see myself reflected in what's available. It's always called things like 'ocean breeze' and that's never been me."
Despite having no background in business or design training, and with two young children, Fowler channeled her ADHD into hyperfocus. "That's where my ADHD came in, allowing me to hyperfocus on this as something I wanted to achieve. I've spent a lot of time on it, a lot of late nights and research time," she explained.
Reframing Neurodiversity as an Asset
Fowler emphasized the importance of reframing neurodiversity as a strength rather than a disadvantage. "For years I focused on what ADHD was taking away from me, I had so much self doubt and felt like I wasn't reaching my potential. Building Rebel Wax has changed that perspective and allowed me to see the strengths that come with neurodiversity; particularly creativity, problem solving, rapid learning and hyperfocus," she said.
She added: "The turning point was when I stopped focusing on what ADHD made harder and started recognising what it made possible. The same hyperfocus that once caused me frustration became my biggest business asset."
Building a Brand for the Unrepresented
Rebel Wax Co is now stocked in several local shops and tattoo studios. Fowler ensures each retailer aligns with her vision. "I feel like I'm making really good progress. Rebel Wax is in a few local shops, a couple of tattoo studios. I make sure that they are all aligned with my vision - and I think people have connected with the story behind this. I really do feel that my ADHD has helped massively," she said.
Regarding the award nomination, Fowler said: "I'm building a brand and community for people who don't see themselves reflected in traditional home fragrance brands. Not to mention my products smell lush!" She expressed pride in creating a distinctive brand in a crowded market, noting that seeing customers connect with the values and personality behind Rebel Wax Co means a lot to her.
Advice for Others
Fowler offered advice to others with ADHD: "Don't assume the way your brain works is a disadvantage. ADHD can absolutely create challenges, but finding your passion can unlock strengths you didn't realise you had."
