Friday, December 19, 2025

#MenMatter

Men Matter

I'm going to say this.

I’ve struggled with heavy bouts of anxiety.

While I manage it better now, it hasn’t disappeared. There are days it still hits me hard. Pressure builds. My head won’t shut up. Everything feels heavier than it should, even when life on paper looks “fine.”

What pisses me off is knowing how many men are living in that exact place silently. Carrying it. Burying it. Telling themselves to just push harder, don’t complain, don’t be weak, don’t let anyone down.

For me, I’m fortunate. I won’t pretend otherwise. My wife and my family are there for me. Not to fix me. Not to lecture me. Just there. Solid. Present. Supportive.

If you’ve ever had that kind of support, you know how much it matters.

A lot of men don’t; and that’s where this starts to turn into something dangerous.

Why This Matters to Me?

This matters to me because men are breaking, and we’re still pretending they’re fine.

We talk about men as providers, protectors, workers, leaders. We talk about grit. Responsibility. Endurance. What we don’t talk about is the cost of carrying all of that year after year with nowhere to put it down.

We don’t talk about the pressure.

We don’t talk about the isolation.

We don’t talk about the fear of failing the people who rely on us.

And when men finally collapse under all that weight, everyone acts surprised. What? Really?

Silent Epidemic

Men make up the majority of suicide deaths across North America. Almost 80% of all known suicides are men. That alone should stop the conversation in its tracks

These weren’t weak men. They weren’t lazy. They weren’t looking for attention. They were men who carried too much for too long and didn’t feel like there was a safe place to unload it.

I'll go a step further and suggest the majority of them didn’t want to die.

They wanted the pain to stop....The noise to stop.... The pressure to stop.

And the fact that much of society refuses to acknowledge the stark reality of this epidemic is staggeringly woeful to me.

Even I need to step it up. I should be doing more. Reaching out more. Saying the uncomfortable things louder.

Men need each other

I believe this without hesitation: men need one another.

Not for the chest-thumping macho bullshit. Not for being told to “man up.” Not for half-baked advice.

We need presence.

A guy who will sit there and listen without trying to fix it. A guy who says, “I get it,” and actually means it.

Sometimes it’s a call. Sometimes it’s a text. Sometimes it’s simply just knowing someone would notice if you went quiet.

I'm sure it saves lives. 

If you’re doing okay right now, check on someone who might not be.

If you’re struggling, hear this clearly.... needing support doesn’t make you weak. It makes you normal.

We need an Army

There are those who have seen the devastation. Who are willing to take heat for telling the truth.

One such person is my friend, Chloe. (@RomaArmy) Chloe does the work that many  people are afraid to touch.

She speaks openly about men’s rights and men’s mental health. The causes and effects. She speaks to a culture that often laughs at it, dismisses it, or tries to shut it down.

That takes backbone. The work she does matters.

I’m grateful. Genuinely grateful, that I’ve been able to support her movement, even in a small way.

Standing beside people who are willing to stand up for men when it’s unpopular matters to me.

The world needs more Chloe's.The Roma Army is growing, and I support it fully. Men need advocates. They need allies. And they need people who refuse to stay quiet.

Thank you, Chloe.

What We Can Do

I don’t have all the answers. Anyone who says they do is lying.

But I know this; change doesn’t usually come from big speeches. It comes from small, consistent actions. Things like:

  • Check in on your friends.
  • Talk honestly about how you’re actually doing.
  • Stop treating therapy like a weakness.
  • Stop confusing staying silent with strength.

We don’t need to throw masculinity away. We need to stop using it as a weapon against ourselves.

You Are Not Alone

If you’re reading this and you’re struggling — really struggling — hear this without the fluff:

You matter.

Your life matters.

And being worn down doesn’t mean you’re failing.

There is strength in staying. There is courage in speaking up. And there is nothing weak about needing help.

If this reaches even one man at the right moment, then writing it was worth it.


#MenMatter

If you or someone you know is in crisis, reach out to local mental health services or suicide prevention resources. Help exists — because you matter.

— Vach

Wednesday, December 10, 2025

Becoming Vach Cittoni: A Journey I Never Expected to Take

(Written by Vach Cittoni)


It still surprises me how quickly life can change.

Just three or four years ago, I wasn’t creating fragrances — I was selling watches. Mostly Invicta, a brand I admired for their creativity and originality. Selling watches taught me something important: people connect with products that express who they are.

I thought that path was enough.

I had no idea something completely different was waiting.


When Fragrance First Entered the Picture


At first, fragrance wasn’t meant to be a passion or a new craft.

It was supposed to be an add-on — a practical business idea to offer something extra alongside the watches.


But the more I explored scent, the more it drew me in. The way fragrance can shift a person’s confidence… how it can shape a moment… I couldn’t ignore it.


A watch tells you where you are in time.

A fragrance tells you how you show up in that time.


Little by little, what was meant to be a side venture became something much deeper.


CEO — The Scent That Started Everything


My first fragrance, CEO, was born from instinct and emotion.

No professional background. No training. Just drive.


When CEO entered the fragrance community, I quickly learned how passionate — and brutally honest — this world can be. There were moments I felt overwhelmed, uncertain, completely out of my depth.

And honestly?

There are still days I feel way in over my head — but at least now I can laugh about it.

That feeling usually means I'm pushing forward instead of staying still.

Then came a moment that changed everything — and it didn’t involve a fan.

It involved a man named Mike Sirilla, who found me in a way I could’ve never predicted.


How Mike Sirilla Actually Entered My Story


Mike didn’t discover me through CEO’s scent.

He discovered me through a Facebook fragrance chat, where I was — unknowingly — breaking all the unspoken rules.

I was in Edmonton.

He was in Calgary.

And there I was, arguing with what I perceived to be rude, self-proclaimed connoisseurs. I wasn’t holding back. I was saying exactly what I felt.

For reasons I still can’t fully explain, something about that moment intrigued him enough to reach out and start asking questions.

That message changed the course of everything.


The Harsh Review That Opened My Eyes


Not long after we connected, Mike sent me a message and said:

“You might want a comfy seat and maybe a stiff drink for this one.”

He sent me the harshest critique of CEO I had ever seen.

It didn’t just critique — it destroyed everything:

the website

the bottle

the original Phoenix CEO design

the branding

even the way the name was presented


They hated ALL of it…

except the actual fragrance.

Reading it didn’t make me angry.

It made me think.

It made me realize something I truly needed to understand:

I really didn’t know anything.

And instead of discouraging me, that moment motivated me more than anything. It forced me to grow.


The Beginning of Real Mentorship


From that point on, Mike became more than a contact — he became a guide.

He taught me patience, something I badly lacked.

He helped me interpret the community’s culture.

He grounded me, challenged me, and supported me when I didn’t know which direction to go.

Today, I call Mike my “nose.”

Every scent idea still goes through him first. His honesty has become a pillar of this house.

Some people show up in your life exactly when they’re meant to.

Mike was one of those people.


Learning the Craft From the Inside Out


With renewed perspective, I threw myself into learning perfumery. I wanted to understand every detail — materials, balance, structure, emotion.

I focused on:

premium naturals

modern aroma molecules

true extrait concentrations (28%)

small-batch precision

packaging that reflects intention


The deeper I went, the clearer it became:

this wasn’t just a business decision anymore.

It was becoming a part of me.


The Moment I Realized I Was Building a Fragrance House


As our second fragrance, Eleven took form — and then the all-new Canada-inspired Wizdem began to be created — I realized something important:

I wasn’t just expanding.

I was transforming.

These weren’t just products.

They were pieces of a much bigger story.

And that’s when it became clear:

I wasn’t just making fragrances.

I was building a fragrance house.

A house shaped by mistakes, mentorship, curiosity, passion, and the willingness to grow.


What Comes Next


Everything I’ve experienced — from selling watches to arguing with strangers online, from facing brutal critique to building meaningful mentorship, from learning the craft to creating scents that truly mean something — all of it guides where the brand goes next.


More fragrances.

More stories.

More evolution.

More honesty.


This blog is where I share that journey.


Thank you for being here.

This is only the beginning.


Welcome to Vach Cittoni.

Visit us at VachCittoni.com

#MenMatter

Men Matter I'm going to say this. I’ve struggled with heavy bouts of anxiety. While I manage it better now, it hasn’t disappeared. There...