What Otherland does

Otherland is a digitally-native home fragrance brand that designs, produces, and sells premium scented candles and smart fragrance refills. Its core product line consists of single wick (8 oz, $20) and three wick (26 oz) candles hand-poured from a coconut and soy wax blend with lead-free cotton wicks, formulated without parabens, sulfates, phthalates, or synthetic dyes and marketed as vegan and cruelty-free. The catalog is organized across six scent families (Fresh, Woody, Floral, Spicy, Fruity, Gourmand) with sub-collections and individually named SKUs such as Rattan, Daybed, Canopy, and Cardamom Milk. Through the 'Otherland X Pura' partnership, Otherland also offers $18 refill vials compatible with Pura V3/V4 smart diffusers, adding an app-controlled, recurring-refill revenue stream capable of delivering up to 120 hours of fragrance per vial.

The brand operates a multi-channel go-to-market model: direct-to-consumer e-commerce through otherland.com (with a self-serve scent quiz, a Build Your Bundle tool offering 10-15% tiered discounts, and a Give 10%/Get 10% referral program), wholesale distribution through over 11,000 doors enabled by its June 2023 acquisition by CURiO Brands, retail placement in Target, and distribution through the Pura smart fragrance ecosystem. Marketing is concentrated on visual organic social (Instagram, Facebook, Pinterest, TikTok, YouTube), an email newsletter, and editorial coverage in outlets such as Fortune, People, and BuzzFeed. Pricing is consistent across SKUs at the unit level, with revenue mix combining one-time candle purchases, recurring diffuser refills, and discounted bundle transactions.

Founded in 2015 by Abigail Stone (co-founder & CEO) and Sayyid Markar (co-founder & COO), Otherland raised a single $2.7M funding round in October 2019 (led by Lerer Hippeau) before being acquired by CURiO Brands, LLC in June 2023. The legal entity governing operations is CURiO Brands, LLC, headquartered in Minneapolis, Minnesota (629 9th Street SE), with the Otherland team located in Brooklyn, New York and reported headcount of 101-250 employees. Otherland serves two primary consumer segments: home fragrance enthusiasts seeking premium, art-inspired design objects, and gift buyers purchasing curated or build-your-own bundles for occasions such as weddings, holidays, and housewarmings.

Name

Otherland

Legal name

CURiO Brands, LLC

Website

https://otherland.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Otherland is a digitally-native premium scented candle brand selling hand-poured coconut-soy wax candles and smart fragrance diffuser refills directly to home fragrance enthusiasts and gift buyers via e-commerce, wholesale (11,000+ doors via parent CURiO Brands), Target retail, and the Pura smart home ecosystem.

Ownership category

akta.pro rank

Product category

Home Fragrance / Scented Candles

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

akta.pro secondary industries

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Scented candles
• Home fragrance
• Smart diffusers
• Artisan candles
• Soy wax candles

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Candle Sales: Direct-to-consumer sales of artisanal scented candles in single wick (8oz) and three wick (26oz) formats. Revenue generated from one-time product purchases through e-commerce and wholesale channels.
2. Pura Diffuser Refills: Replacement fragrance vials for Pura smart diffusers. Provides recurring revenue through consumable refills at $18 per unit, offering up to 120 hours of fragrance.
3. Curated Candle Bundles: Pre-curated and build-your-own bundle options offering 10-17% discounts to drive larger basket sizes and encourage multi-product purchases.
4. Wholesale Distribution: Revenue through wholesale channels including Target and 11,000+ other wholesale doors following CURiO Brands acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Otherland designs, hand-pours, and sells premium scented candles in single wick (8oz) and three wick (26oz) formats made with a coconut and soy wax blend and 100% lead-free cotton wicks. The portfolio is organized across six scent families (Fresh, Woody, Floral, Spicy, Fruity, Gourmand) and is offered through curated bundles, a build-your-own bundle tool, and an outlet section. Otherland also offers fragrance refills for Pura V3 and V4 smart diffusers under the 'Otherland X Pura' line, enabling app-controlled, flame-free scenting.

Product overview

Otherland is a direct-to-consumer scented candle brand offering a unified product portfolio centered on hand-poured candles and smart fragrance technology. The core offerings include Single Wick Candles (8 oz) and Three Wick Candles (26 oz), both made with premium coconut and soy wax blends featuring layered fragrance profiles. The product line is organized across six scent categories: Woody, Fresh, Floral, Spicy, Fruity, and Gourmand, with individual products like Rattan, Cardamom Milk, Daybed, Canopy, Nectar Pop, and others serving as signature offerings. Additionally, Otherland has developed a Pura smart diffuser ecosystem through the 'Otherland X Pura' partnership, offering proprietary fragrance refills compatible with Pura V4 and V3 Smart Diffusers that provide app-controlled, scheduleable scent experiences. The portfolio also includes Curated Bundles (pre-selected themed sets), a Build Your Bundle option for custom combinations, and an Outlet section for discounted discontinued scents. The company was acquired by CURiO Brands in June 2023 and gained access to 11,000+ wholesale doors following the acquisition. Candles are formulated without parabens, sulfates, phthalates, and are cruelty-free and vegan, with some products available at Target.

Differentiator

Problem solved

Functional benefit

Brands

• Otherland X Pura: Partnership collection featuring Otherland fragrances formulated for Pura smart fragrance diffusers, allowing customers to experience Otherland scents through a smart, customizable device format.

Products and services

• Single Wick Candles (8 oz)

Quantifiable outcome

• Up to 55-hour burn time for single wick candles
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• PuracoreStrategic or Co-development PartnerStrategic partnership creating the 'Otherland X Pura' product line featuring smart fragrance diffuser refills compatible with Pura V4 and V3 Smart Diffusers. Refills offer up to 120 hours of fragrance with app-controlled scheduling and intensity adjustment.
• TargetminorChannel Partner/ Reseller/ DistributorRetail distribution partnership offering curated candle bundles at Target store locations, providing additional retail presence beyond e-commerce.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boy Smells: DTC premium candle brand founded in Brooklyn with a similar art-forward, gender-neutral aesthetic positioning and soy/coconut wax formulations; directly comparable as a digitally-native indie candle brand competing for the same gift and self-purchase occasion.
• Homesick: DTC and mass-retail candle brand selling scented candles organized around scent narratives (places, foods, moods); comparable product format, price band, and e-commerce GTM, though positioned more on nostalgia than avant-garde design.
• Brooklyn Candle Studio: Brooklyn-based DTC candle brand with hand-poured products in minimalist vessels, comparable to Otherland on craft positioning, NYC origin, and direct-to-consumer e-commerce; smaller in scale but operates in the same premium-niche lane.
• Nest Fragrances: Premium home fragrance brand offering scented candles across lifestyle scent families (similar Fresh/Floral/Woody structure), sold DTC and through department stores; comparable price band, product format, and brand-aspiration positioning.
• Voluspa: Premium candle brand known for decorative vessels and clean-burning coconut wax blends; comparable product format (coconut wax, decorative vessels) and price band, sold DTC and through specialty retail including department stores.
• Capri Blue: Premium DTC and wholesale candle brand known for decorative vessels and clean-burning formulations; comparable on product format, price band, and multi-channel retail strategy, with strong presence in specialty retail.

Broad incumbents

• Diptyque: Established luxury French fragrance house with a flagship candle line, sold globally through own retail and department stores; comparable product category and aesthetic, but at a higher price point and as part of a broader luxury fragrance portfolio.
• Yankee Candle: Largest US mass-market candle brand with broad distribution through retail chains; comparable category but positioned at lower price points and higher volume, illustrating the mass-market ceiling Otherland must defend against from below.
• Bath & Body Works: Mass-market home fragrance and personal care retailer with a large candle business across own stores and wholesale; comparable category but operates a much broader CPG portfolio, representing the mass-channel incumbent competing for candle gifting dollars.

Emerging players

• Pura: Smart home fragrance device platform and Otherland's direct partner; operates a competing brand portfolio of fragrance refills sold through the same smart-diffuser hardware. Comparable as the channel ecosystem powering Otherland's smart fragrance line and as a competitive refill supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@OtherlandCo
• Facebookfacebook.com/otherlandco
• Instagraminstagram.com/otherlandco
• Pinterestpinterest.com/otherland
• TikToktiktok.com/@otherland?lang=en
• Xx.com/otherlandhome

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Otherland