home-fragrance
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The $7.3 Billion Business of Selling a Feeling
Bath & Body Works turned scent into a retail operating system - part product lab, part seasonal theater, part loyalty machine. Now it is trying to carry that formula beyond the mall without losing the ritual that made it work.
The $7.2 Billion Company Hiding in Your Junk Drawer
Sharpies, slow cookers, strollers and scented candles look like unrelated purchases. Behind the shelf, they are one sprawling experiment in making 50 familiar brands behave like one company.
Scentsy, Inc. (Corporate Office)
The Idaho company turned a flameless wax warmer into a global direct-selling system. Now its real product is not just scent, but an assisted way to choose it.
Red Flower
Red Flower is a New York City natural lifestyle company founded in 1999 by cultural anthropologist and herbalist Yael Alkalay. It makes biodegradable, biocompatible botanical beauty - certified organic perfumes, aromatherapeutic body and hair care, bath-house-inspired home spa collections, and its signature petal-topped candles. Vegan, cruelty-free and free of parabens, sulfates and petrochemicals, the brand turns everyday washing and bathing into deliberate sensory rituals, and supplies luxury hotels and spas with award-winning guest-room amenities.
Homecourt
Homecourt is a luxury home and personal care brand founded in 2022 by actress Courteney Cox and beauty-industry veteran Sarah Jahnke. It applies beauty-grade standards to everyday household products, selling non-toxic, plant-based, fine-fragrance cleaning sprays, candles, body care and laundry products through its own site and retailers including Nordstrom, Bluemercury, Revolve and Amazon. The company raised an $8 million Series A in October 2025 led by CULT Capital after doubling revenue every year with a famously tiny team.