What Scent Beauty does

Scent Beauty, operating as Edge Beauty, Inc. DBA Scent Beauty, is a private US-based e-commerce fragrance platform founded in 2018 and headquartered in New York. The company develops, licenses, and distributes celebrity and lifestyle fragrance and beauty brands through direct-to-consumer e-commerce at scentbeauty.com, major US retailers including Walmart and Ulta Beauty, and a network spanning 54 international markets. Its portfolio centers on five sub-brands: Sabrina Carpenter's Sweet Tooth collection (gourmand EDPs including Sweet Tooth, Caramel Dream, Cherry Baby, Me Espresso, and Lemon Pie), Dolly Parton's fragrance and makeup line, Kylie Minogue's Darling and Disco Darling fragrances, AllSaints' unisex EDP collection, and Stetson's men's fragrances and grooming products.

Scent Beauty co-develops its products with Firmenich, the world's leading fine fragrance house, leveraging Firmenich's perfumers and sustainably-sourced formulations. Glorious Brands serves as exclusive distributor for the Sabrina Carpenter line, and the company runs Shopify-powered DTC infrastructure. Pricing spans $7.97 entry-level Stetson grooming items to $325 for the Dolly Crystal Edition Parfum, with bundled mini collections (Bite Sized at $20-$45), free shipping over $50, and free full-size gift with purchase. Distribution has expanded into UK and EU via fragrancebysabrina.com and regional warehouses, with planned 2026 entry into Brazil, Mexico, India, and Sri Lanka.

The business model combines licensing royalties and product sales from celebrity partnerships, with Sabrina Carpenter's franchise generating over $100M in cumulative sales by 2025 within three years of launch. CEO Steve Mormoris leads the company. Scent Beauty has raised approximately $10 million in Series A funding led by KSV Global in October 2021, with subsequent undisclosed funding activity and a headcount of 11-50 employees.

Name

Scent Beauty

Legal name

SCENT BEAUTY INC

Website

https://scentbeauty.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Scent Beauty is a US-based e-commerce fragrance platform that develops and distributes celebrity and lifestyle fragrance and beauty brands, including Sabrina Carpenter, Dolly Parton, Kylie Minogue, AllSaints, and Stetson, across DTC, retail, and international channels.

Ownership category

akta.pro rank

Product category

Celebrity Fragrances

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

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Celebrity fragrance brand
• E-commerce fragrances
• Perfume and beauty
• Unisex fragrance line
• Men's grooming cologne

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fragrance Product Sales: Primary revenue stream from selling fragrance products including Eau de Parfum, Eau de Toilette, Body Mists, and colognes across multiple celebrity and lifestyle brands including Sabrina Carpenter's Sweet Tooth, Dolly Parton, Kylie Minogue, AllSaints, and Stetson. Sabrina Carpenter's fragrance line alone surpassed $100 million in sales in 2025, demonstrating significant revenue generation from celebrity partnerships.
2. Celebrity Brand Licensing: Revenue generated through licensing deals with celebrities and cultural icons for fragrance and beauty brand development. Scent Beauty creates, develops, and manages these brands with artists taking active creative roles in product development.
3. Makeup and Beauty Products: Secondary revenue stream from makeup and beauty products including lip gloss, lipstick, lip liner, mascara, eyeliner, and skincare items, primarily under Dolly Parton's brand.
4. Stetson Men's Grooming: Revenue from Stetson branded men's grooming products including cologne, shave oils, after-shave balms, and 2-in-1 face/beard washes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Scent Beauty develops, markets, and distributes a portfolio of celebrity and lifestyle fragrance and beauty brands through its own e-commerce storefront and major US retailers. The company partners with Firmenich to create perfumes, colognes, body mists, lip and eye makeup, and men's grooming products sold under Sabrina Carpenter's Sweet Tooth, Dolly Parton, Kylie Minogue, AllSaints, and Stetson sub-brands.

Product overview

Scent Beauty is a fragrance and beauty company operating as a platform hosting multiple celebrity and lifestyle sub-brands. The portfolio centers on fragrance products across five main collections: Sabrina Carpenter's Sweet Tooth (gourmand scents), AllSaints (unisex fashion-inspired fragrances), Dolly Parton (floral and woody scents), Kylie Minogue (dance-pop inspired fragrances), and Stetson (classic masculine fragrances). Beyond fragrances, the company offers complementary beauty products including lip and eye makeup predominantly from the Dolly Parton line, men's grooming products under Stetson, and body mists. The company develops products in partnership with Firmenich (a leading fine fragrance house) and offers a Scent Quiz tool to help consumers find their signature fragrance. Distribution includes direct-to-consumer e-commerce, major US retailers (Ulta Beauty, Walmart), and international markets.

Differentiator

Problem solved

Functional benefit

Brands

• Sabrina Carpenter Fragrances: Celebrity fragrance line by Sabrina Carpenter featuring Sweet Tooth collection with scents including Sweet Tooth, Caramel Dream, Cherry Baby, Me Espresso, and Lemon Pie
• Dolly Parton Fragrances
• Kylie Minogue Fragrances
• AllSaints Fragrances
• Stetson Fragrances

Products and services

• Sweet Tooth Fragrance Collection Celebrity fragrance line by Sabrina Carpenter featuring gourmand, dessert-inspired scents including Sweet Tooth, Caramel Dream, Cherry Baby, Me Espresso, and Lemon Pie. The line surpassed $100 million in sales in 2025 and is available in 54 markets.
• AllSaints Fragrance Collection Unisex fragrance line co-developed with fashion brand AllSaints, including Sacred Sands, Naked Woods, Sunset Riot Intense, Shoreditch Leather, and Ravaged Rose priced from $72.
• Dolly Parton Fragrance Collection Celebrity fragrance collection by Dolly Parton inspired by her Tennessee roots, featuring Smoky Mountain, Scent From Above, Tennessee Sunset, and the premium Dolly Crystal Edition Parfum (up to $325).
• Kylie Minogue Fragrance Collection Celebrity fragrance line by Kylie Minogue featuring Darling, Disco Darling, and Lovers Noir fragrances sold in multiple sizes.
• Stetson Fragrance Collection Classic American fragrance brand featuring masculine scents including Stetson Original, Stetson Legend, Stetson Black, Stetson Spirit, Lady Stetson, and Preferred Stock at accessible price points from $10.99 to $34.99.
• Lip Cosmetics Lip makeup products including Heaven's Kiss Lipstick, Hi-Gloss Lips, and Hi-Definition Lip Liner, predominantly from the Dolly Parton beauty line.
• Eye Cosmetics Eye makeup products including Dolly-Eyes Mascara and Hi-Definition Eye Pencil from the Dolly Parton beauty line.
• Stetson Grooming Products Men's grooming products under the Stetson brand including Stetson Spirit 2-in-1 Face and Beard Cooling Exfoliant Wash, Cooling Shave Oil, Cooling Moisture After Shave, and After Shave Cooling Balm, priced from $7.97.
• Bite Sized Fragrance Minis Miniature 10ml travel-size fragrance atomizers in collectible chocolate bar-inspired bottles featuring Sweet Tooth, Caramel Dream, Cherry Baby, and Me Espresso scents.

Quantifiable outcome

• $100M+ in sales achieved within 3 years
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• FirmenichcoreStrategic or Co-development PartnerFirmenich, the world's leading fine fragrance company, partners with Scent Beauty to develop fragrance and beauty products. Products feature sustainably-sourced formulas created by Firmenich's world-class perfumers, representing a core strategic partnership for product development.
• Glorious BrandscoreChannel Partner/ Reseller/ DistributorGlorious Brands serves as the exclusive distributor for Sabrina Carpenter's Sweet Tooth fragrance collection, managing retail distribution and brand expansion across markets worldwide.
• Gil ClavienminorStrategic or Co-development PartnerPerfumer Gil Clavien collaborated on the creation of Sabrina Carpenter's Lemon Pie fragrance, contributing to the gourmand and citrus scent profile featuring candied lemon, Italian bergamot, jasmine, and vanilla notes.
• Gabriela ChelariuminorStrategic or Co-development PartnerPerfumer Gabriela Chelariu collaborated on AllSaints' EDP collection fragrances including Sacred Sands and Naked Woods, developing unisex fragrances embodying contrast and modern sensuality themes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Luxe Brands: Luxe Brands is a leading celebrity fragrance incubator and manufacturer behind Ariana Grande, Justin Bieber, and other major celebrity scent lines. It is the most direct peer to Scent Beauty's model of building, producing, and scaling celebrity fragrance brands.
• Parlux Ltd: Parlux is a long-standing celebrity fragrance manufacturer and brand owner for Paris Hilton, Jay-Z, and other celebrity licenses. It directly competes with Scent Beauty in developing and distributing celebrity-driven fragrance portfolios.
• Kylie Cosmetics: Kylie Cosmetics is a celebrity-owned beauty brand with fragrance and color cosmetics sold DTC and through Ulta. It shares Scent Beauty's celebrity-led, omnichannel GTM motion and target consumer of fandom-driven buyers.
• Rare Beauty: Rare Beauty is Selena Gomez's celebrity beauty brand spanning color cosmetics and fragrance with strong DTC and Sephora distribution. It is comparable to Scent Beauty as a modern, celebrity-led, inclusive beauty brand with a high-engagement fan base.
• Victoria Beckham Beauty: Victoria Beckham Beauty is a celebrity-founded prestige beauty brand in color cosmetics and fragrance, sold DTC and at Sephora. It is closely comparable to Scent Beauty's premium celebrity brand positioning.
• Glossier: Glossier is a digitally native beauty brand spanning skincare, makeup, and fragrance sold DTC and in select retail. It is a direct peer in the modern, brand-led, omnichannel beauty model Scent Beauty operates.

Broad incumbents

• Coty Inc. Coty is a global beauty giant with a large celebrity and designer fragrance portfolio including CoverGirl, Calvin Klein, Gucci, and Hugo Boss. It is a broad incumbent that competes across Scent Beauty's price tiers and retail channels.
• Estée Lauder Companies: Estée Lauder Companies owns a broad portfolio of fragrance and beauty brands including Tom Ford, Jo Malone, Le Labo, and Clinique. It is a broad incumbent competing with Scent Beauty across multiple price tiers and distribution channels.
• Bath & Body Works: Bath & Body Works is a mass-market fragrance and personal care retailer with strong US mall and DTC presence. It overlaps with Scent Beauty's affordable fragrance and body mist category, particularly in Walmart-adjacent shopper demographics.

Emerging players

• Florence by Mills: Florence by Mills is Millie Bobby Brown's Gen Z-focused celebrity beauty brand spanning color cosmetics and skincare. It is an emerging player with a similar celebrity-led, digitally native model to Scent Beauty's younger brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/myscentbeauty
• YouTubeyoutube.com/@DollyPartonBeauty
• Facebookfacebook.com/MyScentBeauty
• Instagraminstagram.com/scentbeauty
• Pinterestpinterest.com/scentbeauty
• TikToktiktok.com/@myscentbeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors1 record

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 Scent Beauty