# Hawthorne

> Hawthorne is a New York-based direct-to-consumer men's fragrance and personal care brand founded in 2016 by Brian Jeong and Phil Wong. It pairs data-driven personalization with renowned perfumers to deliver affordable, high-performance colognes and grooming products. Built around its 'Surround Scent' system of layered colognes, body sprays, soaps, deodorants, and skincare, Hawthorne has grown from an online quiz-driven storefront into a brand sold through Ulta, Nordstrom, SSENSE and 1,000+ retail doors.

- **Founded:** 2016
- **Headquarters:** New York, United States
- **Founders:** Brian Jeong (Co-Founder & CEO), Phil Wong (Co-Founder)
- **Team size:** ~24 employees
- **Products:** Surround Scent Colognes, Personalized Scent Quiz, Body Care, Hair Care, Skincare
- **Notable:** Raised ~$22M across Seed, Series A and Series B rounds, Expanded from pure DTC to 1,000+ retail doors including Ulta and Nordstrom, Built a fragrance line with world-class perfumers at a $25 price point

## Products & services

- **Surround Scent Colognes** — Extra-strength core colognes (Night Swim, Frozen Flame, Santal Soundtrack 2, Studded Smoke, Dark Suede, Double Dare) priced around $25, built to last all day.
- **Personalized Scent Quiz** — A biometric/lifestyle quiz that matches customers to a 'Work' and 'Play' scent based on habits and body chemistry.
- **Body Care** — Body wash, body spray, bar soap and deodorant designed to layer with the colognes.
- **Hair Care** — Shampoo, conditioner and styling products including Avocado Seed Thickening Hair Clay.
- **Skincare** — Face care such as brightening eye cream and Papaya Enzyme Exfoliator.
- **Home & Sets** — Candles, the Night Swim System, Surround Scent bundles and Colony sets.

## Achievements

- Raised ~$22M across Seed, Series A and Series B rounds
- Expanded from pure DTC to 1,000+ retail doors including Ulta and Nordstrom
- Built a fragrance line with world-class perfumers at a $25 price point
- Pioneered a quiz-based personalization model for men's scent

## Latest updates

- **2021-11** — Raised $12M Series B led by Coefficient Capital.
- **2021-11** — Expanded retail into Nordstrom and SSENSE.
- **2025-01** — Continued releasing new Surround Scent colognes co-created with renowned perfumers.

## Links

- Website: https://hawthorne.co
- LinkedIn: https://www.linkedin.com/company/hawthorne
- Twitter/X: https://twitter.com/hawthornelab
- Instagram: https://www.instagram.com/hawthorne/
- Facebook: https://facebook.com/HawthorneLab/

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Profile page: https://yespress.io/hawthorne
Published by YesPress — https://yespress.io
Last updated: 2026-06-15