Sniph

What Sniph does

Sniph is a Stockholm-based direct-to-consumer perfume discovery and subscription service operating since 2015. The company curates a catalog of more than 500 niche fragrances from 100+ international perfume houses (Room 1015, BDK Parfums, Akro, Gallivant, Maya Njie, Fugazzi, Voyages Imaginaires, and others), delivering them primarily in an 8 ml travel-size format through its own e-commerce storefronts at sniph.com (Sweden) and sniph.co.uk (UK). The core product is a 195 SEK/month no-commitment subscription that ships one curated 8 ml fragrance monthly with free shipping, supported by an interactive doftguide (fragrance quiz) that maps user preferences across four collections, a doftblogg editorial library, and influencer-curated "Curated by..." trios.

The business extends beyond pure curation into private-label and exclusive brand ownership: Sniph Drops is an own-label line developed with Flair Paris; NEH is a wholly owned mindfulness-fragrance house founded by co-founder Tara Derakshan; and MA|LO is an exclusive perfume house co-founded with Martin Lorentzon (co-founder of Spotify and Tradedoubler). The company also operates a book ("Doft: Din guide till ett rikare liv"), seasonal boxes (Sniph Summer Drops), themed discovery boxes and trios, full-size bottles (750–2,350 SEK), gift cards (3/6/12 months), accessories, and an experiential wedding vertical (Scented Celebrations).

Revenue mechanics combine a recurring subscription stream (195 SEK/month) with one-time purchases (8 ml at 195–225 SEK, 3-for-2 promotions, full bottles, discovery sets at 950 SEK from 1,700 SEK, themed trios at 495 SEK) and gift cards (495–1,695 SEK). The go-to-market is product-led with a community/influencer overlay: customers are acquired via the website and quiz, retained via no-commitment flexibility and free shipping, and amplified through creator-curated collections and editorial content. The company has raised approximately $1.78M across four disclosed rounds ending in July 2019, and currently operates with 1–10 employees.

Name

Sniph

Legal name

Sniph

Website

https://sniph.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Sniph is a Stockholm-based DTC perfume discovery platform that curates 500+ niche fragrances from 100+ houses and delivers them through a 195 SEK/month 8 ml subscription, supported by its own e-commerce sites in Sweden and the UK.

Ownership category

akta.pro rank

Product category

Niche Fragrance Subscription and Discovery E-commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industry

Fragrance Gift Sets & Discovery Kits (CRABADAI)

Keywords

• Perfume subscription service
• Niche fragrance discovery
• Curated fragrance e-commerce
• Private label perfume
• Fragrance discovery boxes

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Monthly Perfume Subscription: Core subscription product delivering one curated 8 ml niche fragrance per month. Customers can choose their collection (one of four) or let Sniph's experts select. No commitment — cancel, pause, or switch frequency anytime. 25% off first month with code 25OFF. Subscription is the primary recurring revenue stream.
2. One-Time Perfume Purchases: Customers can purchase individual fragrances in 8 ml sizes (195–225 kr), full bottles (typically 750–2,350 kr depending on brand), or multi-unit deals (3-for-2 on all 8 ml scents). This covers both impulse purchases and post-subscription full-bottle upsells.
3. Discovery Sets, Trios & Bundles: Pre-curated discovery boxes (6 scents at ~950 kr, down from 1,700 kr), themed trios with case (495 kr each), and curated seasonal sets (e.g., Summer Drops at 695 kr). These serve as both acquisition/try-before-you-subscribe products and standalone gifts.
4. Gift Cards / Presentkort: Digital and physical gift cards for 3, 6, and 12-month fragrance subscriptions. Digital cards are delivered to the buyer's inbox immediately; physical cards ship within 2 business days. Subscription gift cards at 495 kr (3 months), 945 kr (6 months), and 1,695 kr (12 months).
5. Wedding & Events (Scented Celebrations): Sniph offers bespoke wedding fragrance experiences including 'Scent Our Wedding' (custom scent consultation with champagne, 1,995 SEK for 2 people including 6×8 ml fragrances and two glasses of bubbly) and bridal party scent consultations for hen/stag parties.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sniph operates a curated niche-perfume discovery and subscription e-commerce platform. Each month it delivers a hand-picked 8 ml travel-size fragrance from a portfolio of 500+ niche perfumes across 100+ international perfume houses for 195 SEK/month with no commitment and free shipping. The offering is extended through Sniph Drops private-label fragrances (developed with Flair Paris), discovery sets and trios, full-size bottles, gift cards, and bespoke wedding scent experiences.

Product overview

Sniph is a niche perfume discovery and subscription platform offering a curated portfolio of over 500 perfumes from international perfume houses. The core offering is a monthly perfume subscription service delivering 8ml hand-picked fragrances, complemented by Discovery Sets & Trios, Discovery Boxes (Celebration, Ambition, Expression, Harmony themes), and their own Sniph Drops sub-brand created with Flair Paris. Additional products include gift cards, themed seasonal offerings like Sniph Summer Drops, curated influencer collections, and a book on fragrance. The company also offers fragrance-related services including a smart Doftguiden quiz and custom wedding scent experiences. Full-size bottles are available for purchase after discovery.

Differentiator

Problem solved

Functional benefit

Brands

• Sniph Drops: Sniph's own fragrance collection created in collaboration with Flair Paris, offering high-quality perfumes at a better price point. Includes scents like Mango, Midnight Amber, Air, After Hours, Dawn, Piece of Cake, Satin Clouds, Office, Blue Skies, Strawberry, and Go Nuts!

Products and services

• Perfume Subscription Monthly delivery of one curated 8 ml niche perfume delivered directly to the customer's mailbox, with free shipping, no commitment, and the ability to choose from four fragrance collections or be expert-curated. The 8 ml format is sufficient for approximately one month of daily wear.
• Sniph Drops Sniph's own-label fragrance collection co-developed with Flair Paris, offering over 13 scents at accessible price points in both 8 ml (195 SEK) and full 50 ml (750 SEK) formats. The line offers niche-house comparable quality at a lower price point for customers seeking Sniph-exclusive scents.
• Discovery Sets & Trios Pre-packaged discovery sets containing three to six curated 8 ml fragrances in themed cases, including brand-specific trios (Gallivant, BDK Parfums, L'Atelier Parfum, Maya Njie, Maison Matine, NEH, MA|LO, Room 1015) and family-themed trios (Tropical Treats, Fabulous Fruits, Velvet Vanilla, Soft Sandalwood, Radiant Rose, etc.), priced at 495 SEK per trio plus case.
• Discovery Boxes Comprehensive discovery boxes containing six curated 8 ml perfumes each, available in four themed variants: Celebration (feminine), Ambition (masculine), Expression (unisex), and Harmony (calming scents). Priced at 950 SEK (discounted from 1,700 SEK).
• Gift Cards (Presentkort) Digital and physical gift cards for Sniph fragrance subscriptions, available in 3-month (495 SEK), 6-month (945 SEK digital/physical), and 12-month (1,695 SEK) denominations, enabling gifting of subscription experiences for birthdays, weddings, and celebrations.
• MA|LO Fragrances Perfume house founded by Martin Lorentzon (co-founder of Spotify and Tradedoubler), with six distinctive fragrances (Flower Hour, Padre, Skin Bouquet, Queen Flora, Spirit, Wizard) created in collaboration with Sniph's fragrance experts and exclusively available through Sniph's catalog.
• NEH Fragrances Perfume house created by Sniph's co-founder Tara Derakshan, combining perfumery with mindfulness and meditation. Each fragrance is designed to be part of a daily ceremonial ritual and is accompanied by meditation music. The line includes seven scents (The Opening, The Light, The High, The Flavor, The Vibration, The Element, The Altered States Discovery Set) and is exclusive to Sniph's catalog.
• Mirisanno Parfums Swedish perfume house founded by Daniel Subotic, with a focus on creating inspiring unisex fragrances accessible to everyone. Mirisanno scents are distributed through Sniph's curated catalog and discovery offerings.
• Curated by Influencers (Curated by...) Fragrance trios curated by named influencers and media personalities (Elliescent, Klara Doktorow, ScentsWithNaz, Rana Sheibani, Hannah Andersson), offering themed selections of favorite scents, some bundled with a free one-month Sniph subscription to drive conversion.
• Sniph Summer Drops Seasonal curated box containing seven summer fragrances along with hand and hair cream, an exclusive shower gel, a cap, and a tote bag. Positioned as a limited summer gift/discovery bundle at 695 SEK.
• Scented Celebrations Wedding Services Bespoke wedding fragrance experiences including 'Scent Our Wedding' (custom scent consultation with champagne, 1,995 SEK for 2 people including six 8 ml fragrances and two glasses of bubbly) and bridal party scent consultations for hen and stag parties.
• Doft: Din guide till ett rikare liv (Book) Book written by Sniph co-founder Tara Derakshan and Lisa Kjellqvist, published in 2020 as an inspirational guide to enriching life through understanding and training the sense of smell. Sold as a standalone product on the Sniph site.
• Full-Size Perfume Bottles Complete perfume bottles available for individual purchase across Sniph's curated catalog after discovery, including EdP, EdT, and Extrait formats. Prices range from approximately 750 SEK (Sniph Drops 50 ml) to 2,350 SEK (BDK Parfums Sel d'Argent), with mid-range brands priced 920–1,750 SEK for 50 ml.

Quantifiable outcome

• 3-for-2 deal on all 8 ml fragrances across 500+ product catalog
• +2 more outcomes

Named customers3 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

Ten partnerships are on record, tiered core and minor.

• Flair PariscoreStrategic or Co-development PartnerFlair Paris is the fragrance studio behind Sniph Drops, Sniph's own-label private brand collection. Flair Paris is described as the creative force behind fragrances from houses including Room 1015, BDK Parfums, Born To Stand Out, and L'Orchestre Parfums. The partnership involves co-development of Sniph-branded scents, giving Sniph proprietary own-brand products at accessible price points.
• Room 1015minorOthersRoom 1015 is one of the key perfume houses in Sniph's curated catalog. Multiple Room 1015 fragrances are among Sniph's bestsellers (Cherry Punk, Love-O-Matic, Wavechild, Yesterday). Several Room 1015 scents are featured in curated influencer collections.
• MALO (Martin Lorentzon)minorOthersMALO is a perfume house founded by Martin Lorentzon (co-founder of Spotify and Tradedoubler) with six fragrances created in collaboration with Sniph's fragrance experts. MALO products are exclusively featured in Sniph's catalog. Multiple MALO scents rank among Sniph's top sellers (Flower Hour, Padre, Skin Bouquet, Queen Flora, Spirit, Wizard).
• NEHminorOthersNEH is a fragrance house created by Sniph's co-founder Tara Derakshan. The house blends perfumery with mindfulness and meditation — each fragrance is designed to be part of daily ceremonial rituals, accompanied by meditation music. NEH products are exclusive to Sniph's catalog and include seven scents (The Opening, The Light, The High, The Flavor, The Vibration, The Element, The Altered States Discovery Set).
• Maya NjieminorOthersMaya Njie is a perfume house featured prominently in Sniph's curated collections and bestsellers (Nordic Cedar, Tropica). Maya Njie fragrances are featured in multiple influencer-curated trios (Elliescent, ScentsWithNaz, Hannah Andersson).
• GallivantminorOthersGallivant is a perfume house featured as a brand in Sniph's catalog with multiple bestsellers (Tel Aviv, Istanbul). Gallivant trio available as a curated set.
• BDK ParfumsminorOthersBDK Parfums is a French perfume house featured in Sniph's catalog. Multiple BDK Parfums scents are bestsellers (Sel d'Argent, Rouge Smoking Extrait). BDK Parfums trio available as a curated set.
• AkrominorOthersAkro is a fragrance house founded by father-daughter duo Olivier and Anaïs Cresp (Olivier Cresp is a legendary perfumer behind major designer scents). Multiple Akro fragrances are bestsellers on Sniph (Bake, Rise, Crush, Glow).
• Voyages ImaginairesminorOthersVoyages Imaginaires is a perfume house founded by Camille Goutal and Isabelle Doyen (also behind legendary Goutal Paris). House creates 100% natural fragrances. Multiple scents featured in Sniph's Summer Drops and curated collections (Le Grand Jeu, Azahar, Comme Un Gant).
• FugazziminorOthersFugazzi is a Dutch perfume house founded by Bram Niessink in 2018. Multiple Fugazzi scents are bestsellers on Sniph (Vanilla Haze, Angel Dust, In Love With The Cocos).

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Olfactif: Direct peer — curated monthly fragrance discovery box focused on artisan/niche houses, with expert notes and full-size upsell. Same subscription mechanics and niche-discovery thesis as Sniph.
• Twisted Lily: Direct peer — NYC-based niche fragrance boutique with deep curation of indie and artisan houses plus discovery sets. Comparable assortment philosophy to Sniph's curated niche catalog.
• Scentbird: Direct peer — Scentbird is a US-based monthly fragrance subscription delivering sample-size vials from a broad catalog of designer and niche houses. Same core model as Sniph (subscription-led fragrance discovery), making it the closest comparable.
• MicroPerfumes: Direct peer — sells 5–8 ml spray samples of designer and niche fragrances, often in 3-for deals. Closely matches Sniph's 8 ml unit, discovery-set mechanics, and price-per-ml positioning.
• Scent Split: Direct peer — decant/sample retailer and subscription for designer and niche fragrances. Comparable on sample-format discovery and DTC e-commerce model.
• Jovoy Paris: Direct peer — Parisian niche perfume house and boutique specializing in independent and artisanal fragrances. Comparable curation of niche perfume houses similar to those in Sniph's catalog.
• Luckyscent: Direct peer — long-standing niche and artisan fragrance e-tailer with discovery sets and editorial content. Comparable curated niche catalog and editorial-led discovery model.

Broad incumbents

• Liberty London: Broad incumbent — premium UK department store with a celebrated niche fragrance hall and curated beauty assortment. Comparable in niche-fragrance authority and overlap with Sniph's UK customer.
• Net-a-Porter: Broad incumbent — luxury online retailer with a curated niche fragrance assortment and editorial content. Comparable on premium DTC discovery experience for high-end fragrance buyers.
• Sephora: Broad incumbent — global multi-brand beauty retailer carrying an extensive niche fragrance assortment alongside discovery sets and subscriptions (Play! by Sephora). Indirectly competes for Sniph's discovery and full-bottle customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sniphittogetit

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors3 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 Sniph