Ellis Brooklyn
Ellis Brooklyn is a privately held clean fragrance brand founded in 2015 by Bee Shapiro, selling vegan, cruelty-free Eau de Parfums, perfume mists, fragrance oils, and body oils via DTC e-commerce, Sephora retail, and international shipping to clean-beauty and premium fragrance consumers.
- Company typePrivate
- Founded2015
- HeadquartersNew Canaan, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ellis Brooklyn does
Ellis Brooklyn is a privately held clean fragrance brand founded in 2015 by Bee Shapiro and headquartered in New Canaan, Connecticut. The company designs, markets, and sells vegan and cruelty-free fragrances built on ingredient transparency, green chemistry principles, and sustainable sourcing, including the use of upcycled and biotech-derived inputs. Its portfolio spans 15+ signature Eau de Parfums priced at $115 for 50ml, a perfume mist line at $26-$39, 15ml fragrance oil rollerballs at $35, and 95ml scented body oils at $65-$70, with curated discovery sets and gift bundles acting as entry-tier SKUs. The product line leverages proprietary supply-chain technologies including dsm-firmenich's HALOSCENT® triggered-release system for fragrance longevity, Banana Firad cold-concentration extraction for natural fruity notes, and Firgood™ solvent-free extraction; select products carry EcoScent Compass AAA environmental and social ratings.
The company operates a direct-to-consumer e-commerce model at ellisbrooklyn.com with regional storefronts in the United States (USD), Canada (CAD), and the United Kingdom (GBP), complemented by wholesale distribution and retail placement at Sephora. Customer acquisition relies on a multi-channel mix spanning Instagram, TikTok, Facebook, YouTube, email, an affiliate program, and a Give $15 / Get $15 referral program, with editorial coverage in Allure, Harper's Bazaar, Who What Wear, the New York Times, Bustle, and NewBeauty reinforcing earned-media positioning. Customers are primarily clean-beauty enthusiasts and premium fragrance consumers, with secondary segments in allergen-conscious buyers and lower-priced perfume mist users. The company has secured $9M in outside capital in October 2023 led by REDO Ventures, with participation from strategic operators Dieux, Odacité, Stage 1 Fund, The Nue Co., and Vacation, and has expanded into men's fragrance, cross-category collaborations (notably a 2026 partnership with Amika for a co-branded Guava Granita dry shampoo), and seasonal gifting collections through 2025-2026.
Ellis Brooklyn firmographics
Firmographics- Name
- Ellis Brooklyn
- Legal name
- Ellis Brooklyn
- Website
- https://ellisbrooklyn.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ellis Brooklyn is a privately held clean fragrance brand founded in 2015 by Bee Shapiro, selling vegan, cruelty-free Eau de Parfums, perfume mists, fragrance oils, and body oils via DTC e-commerce, Sephora retail, and international shipping to clean-beauty and premium fragrance consumers.
- Ownership category
- akta.pro rank
Ellis Brooklyn industry classification
Industry- Product category
- Clean Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
- akta.pro secondary industries
- Natural & Clean Fragrance (CRABADAG), Eau de Cologne & Light Fragrances (CRABADAD), Fragrance Gift Sets & Discovery Kits (CRABADAI)
Keywords
Where Ellis Brooklyn is headquartered
LocationHeadquarters
- HQ city
- New Canaan
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ellis Brooklyn business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Eau de Parfum Sales: Direct-to-consumer sales of premium Eau de Parfum fragrances in multiple sizes (50ml, 10ml travel spray, 7.5ml mini dabber). Products priced at $115 for 50ml, with various gift sets and bundles available.
- Perfume Mist Sales: Sale of lightweight body mists in 240ml and 90ml sizes, priced at $26-$39. These are alcohol-free fragrance mists designed for everyday wear and layering.
- Fragrance Oil Rollerballs: Sale of fragrance oil rollerballs in 15ml size for approximately $35. These offer a different application format for consumers preferring oil-based fragrances.
- Scented Body Oils: Sale of scented body oils (Myth and Salt varieties) in 95ml sizes priced at $65-$70. Extension of fragrance into body care category.
- Gift Sets and Bundles: Curated fragrance gift sets and duo/trio bundles offering value pricing compared to individual purchases. Includes discovery sets and fragrance layering collections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Eau de Parfum pricing |
| Unit Pricing | Pay-as-you-go | Perfume Mist pricing |
| Unit Pricing | Pay-as-you-go | Fragrance Oil pricing |
| Unit Pricing | Pay-as-you-go | Body Oil pricing |
| Unit Pricing | Pay-as-you-go | Discovery Sets |
| Unit Pricing | Pay-as-you-go | Collaboration Products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Ellis Brooklyn product offering
Product offeringCore offering
Ellis Brooklyn designs, formulates, and sells clean, vegan, cruelty-free fragrances directly to consumers under its own brand. Its core offering is a portfolio of Eau de Parfum fragrances in 50ml and 10ml formats across 15+ signature scents, extended with alcohol-free Perfume Mists (90ml/240ml), Fragrance Oil Rollerballs (15ml), Scented Body Oils (95ml), curated Discovery Sets, and limited-edition collaborations such as the Amika x Ellis Brooklyn Guava Granita dry shampoo.
Product overview
Ellis Brooklyn is a clean fragrance brand founded in 2015 by Bee Shapiro, offering a diversified portfolio of fine fragrances and scented products. The core offering consists of Eau de Parfum in 50ml and 10ml formats across 15+ signature scents (APPLE LOVE, BEE, DEAR SKY, FLORIST, GUAVA GRANITA, ISLA SIRENA, MIAMI NECTAR, MYTH, QUEENS CARAMEL, SALT, SUN FRUIT, VANILLA MILK, VANILLA SALT, VANILLA MAN, WORTH AVENUE), complemented by a Perfume Mist line (BANANA MILKSHAKE, FIRST DATE, FOREVER PISTACHIO, LOVE POM, MARSHMALLOWS, MISS STRAWBERRY, NEW CRUSH, VANILLA SIN), Fragrance Oil Rollerballs (BLOND MUSK, MILK WOOD, VANILLA SANTO), and Scented Body Oils. The brand also collaborates with partners like Amika on co-branded products. All products emphasize clean ingredients, sustainability, upcycled ingredients, and cruelty-free/vegan formulations.
Differentiator
Problem solved
Functional benefit
Products and services
- APPLE LOVE Eau de Parfum Signature amber gourmand Eau de Parfum (50ml/10ml) with red apple, mandarin, plum blossom, sandalwood, vanilla Madagascar, and praline notes; paraben-free, phthalate-free, vegan.
- BEE Eau de Parfum Warm and spicy Eau de Parfum with honey, dark rum, vanilla bean, sandalwood, and cocoa absolute notes; clean and vegan formulation.
- DEAR SKY Eau de Parfum Modern fruity floral Eau de Parfum with bergamot, honeydew melon, strawberry leaf, white peony, and galbanum notes.
- FLORIST Eau de Parfum Citrus floral Eau de Parfum with Italian bergamot, golden gardenia, jasmine sambac, honeysuckle, and upcycled cedarwood notes; Allure Best of Beauty Award Winner Clean Beauty 2023.
- GUAVA GRANITA Eau de Parfum Tropical gourmand Eau de Parfum with guava juice, banana, Cavaillon melon, coconut palm, mango blossom, vanilla, sandalwood, and almond milk notes.
- ISLA SIRENA Eau de Parfum Solar Eau de Parfum with Blue Java banana, coconut water, lime, vanilla orchid, ginger flower, vetiver, and brown sugar notes; 50ml and 10ml formats.
- MIAMI NECTAR Eau de Parfum Lush tropical gourmand Eau de Parfum with Pink Pineapple, coconut water, plumeria, vanilla, sweet amber woods, and salted woods; EcoScent Compass AAA-rated.
- MYTH Eau de Parfum Sophisticated musk Eau de Parfum with bergamot, ambrette seeds, tiger orchid, pink lotus, jasmine petals, patchouli, and white cedarwood notes.
- QUEENS CARAMEL Eau de Parfum Royal decadent Eau de Parfum with caramel, maple sugar, wild honey, pink salt, whipped coconut, vanilla orchid, white chocolate, jasmine, and milky musks notes.
- SALT Eau de Parfum Aquatic Eau de Parfum with ylang ylang, Tahitian tiare, magnolia, musk, vegan ambergris, and sandalwood notes.
Quantifiable outcome
- 100% recommendation rate for Isla Sirena fragrance
- +3 more outcomes
Companies that use Ellis Brooklyn
Customer profileSegments4 records
Ideal customer profiles3 records
Ellis Brooklyn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Ellis Brooklyn partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmikacoreAmika and Ellis Brooklyn collaborated on the Perk Up Guava Granita Dry Shampoo and Guava Granita Eau de Parfum gift set. This collaboration combines Amika's haircare expertise with Ellis Brooklyn's fragrance, creating a scented hair care experience. The limited edition set features the Guava Granita scent profile (guava, banana, vanilla) in both a dry shampoo format and travel-size fragrance.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Ellis Brooklyn competitors and assessment
Company assessmentDirect peers
- Henry Rose: Henry Rose is a clean fragrance brand founded by Michelle Pfeiffer, focused on transparent ingredient disclosure and EWG-verified formulations. Direct competitor in the clean/natural prestige fragrance niche with similar sustainability narrative and Sephora distribution.
- Phlur: Phlur is a digitally native clean fragrance brand built on ingredient transparency and direct-to-consumer storytelling. Closely comparable to Ellis Brooklyn in target customer (ingredient-conscious premium buyer), distribution model (DTC + Sephora), and editorial-driven brand building.
- Skylar: Skylar is a clean, hypoallergenic fragrance brand offering body mists and Eau de Parfums designed for sensitive skin. Overlaps with Ellis Brooklyn on the allergen-conscious consumer segment and the perfume mist format, with similar pricing tiers.
- By Rosie Jane: By Rosie Jane is a clean fragrance brand known for natural formulations, multi-format products (eau de parfum, body mists, oils), and Sephora distribution. Directly comparable product mix and clean beauty positioning to Ellis Brooklyn.
- D.S. & Durga: D.S. & Durga is a niche fragrance house built on storytelling, unconventional scent profiles, and editorial recognition. Comparable to Ellis Brooklyn in DTC-first indie brand building, distinctive fragrance portfolio, and cult following among fragrance enthusiasts.
- Maison Louis Marie: Maison Louis Marie is a clean, botanical fragrance house offering Eau de Parfums, candles, and body products with a focus on natural ingredients and sustainability. Comparable product mix, clean beauty positioning, and DTC + retail omnichannel model.
- Heretic Parfum: Heretic Parfum is a clean, gender-neutral fragrance brand built around natural essential oils and transparent formulation. Comparable positioning in the natural/clean fragrance niche with overlap on price tier and target customer.
Broad incumbents
- Le Labo: Le Labo is an Estée Lauder-owned prestige fragrance house with cult following and DTC + Sephora distribution. While not specifically a 'clean' brand, it operates in the same prestige niche and represents the scale incumbent that indie clean brands benchmark against.
- Maison Margiela 'Replica': Maison Margiela's Replica line is a L'Oréal-owned prestige fragrance franchise selling through Sephora with storytelling-driven positioning. Comparable in editorial prestige positioning and Sephora shelf presence, though owned by a major conglomerate.
Emerging players
- Salt & Stone: Salt & Stone is a clean personal care brand offering body care and fragrance-adjacent products (body mists, oils) with strong sustainability credentials. Comparable in clean beauty positioning, multi-format body care portfolio, and DTC-first distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ellis Brooklyn social profiles
Digital presenceEllis Brooklyn compliance and trust
Trust signalCompliance4 records
Ellis Brooklyn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ellis Brooklyn leadership team
Management profileNumber of profiles
Profiles1 record
Ellis Brooklyn funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ellis Brooklyn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ellis Brooklyn
What does Ellis Brooklyn do?
Ellis Brooklyn designs, formulates, and sells clean, vegan, cruelty-free fragrances directly to consumers under its own brand. Its core offering is a portfolio of Eau de Parfum fragrances in 50ml and 10ml formats across 15+ signature scents, extended with alcohol-free Perfume Mists (90ml/240ml), Fragrance Oil Rollerballs (15ml), Scented Body Oils (95ml), curated Discovery Sets, and limited-edition collaborations such as the Amika x Ellis Brooklyn Guava Granita dry shampoo.
Is Ellis Brooklyn a public or private company?
Ellis Brooklyn is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ellis Brooklyn founded?
Ellis Brooklyn was founded in 2015. It employs 11 to 50 people.
Where is Ellis Brooklyn based?
Ellis Brooklyn is headquartered in New Canaan, United States, in the North America region.
How does Ellis Brooklyn make money?
Five revenue lines are on record. Eau de Parfum Sales are the primary driver. The others are perfume Mist Sales, fragrance Oil Rollerballs, scented Body Oils and gift Sets and Bundles.
Who are Ellis Brooklyn's main competitors?
Direct peers on record are Henry Rose, Phlur, Skylar, By Rosie Jane, D.S. & Durga, Maison Louis Marie and Heretic Parfum. Broad incumbents are Le Labo and Maison Margiela 'Replica'. Salt & Stone is listed as an emerging player.
Does Ellis Brooklyn have an API?
No public API is recorded for Ellis Brooklyn.
What industry is Ellis Brooklyn in?
Ellis Brooklyn's product category is Clean Fragrance. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRABADAG, Natural & Clean Fragrance. Its NAICS code is 45612 and its SIC code is 2844.