Sana Jardin
Sana Jardin is a London-based, privately-held clean luxury fragrance house founded in 2017 by Amy Christiansen, selling Eau de Parfum, candles, and discovery sets via DTC e-commerce and premium retailers, with a proprietary social-impact cooperative model in Morocco.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sana Jardin does
Sana Jardin is a privately-held, London-based clean luxury fragrance house founded in 2017 by Amy Christiansen. It designs, formulates, and sells a portfolio of nine to ten Eau de Parfum fragrances (including Tiger By Her Side, Sandalwood Temple, Berber Blonde, Jaipur Chant, Celestial Patchouli, Vanilla Nomad, Incense Water, Venus of Verbena, Revolution De La Fleur, and the 2024 launch Air of Aquarius), complemented by scented candles, travel-size sprays, and curated discovery sets. Fragrance development is led by master perfumer Carlos Benaim, using 15-20% natural essential oil concentrations combined with safe synthetics, packaged in FSC-certified materials and certified vegan and Leaping Bunny cruelty-free.
The company's commercial model is primarily direct-to-consumer e-commerce through dedicated UK (sanajardin.com) and US (us.sanajardin.com) storefronts, supplemented by wholesale distribution in premium clean beauty and luxury department-store channels including Sephora, Ulta Beauty, Credo, Saks Fifth Avenue, Bloomingdale's, and Scentbird subscription. Discovery sets (priced at £35 with a voucher toward a full-size purchase) and 10ml travel sprays (£32) serve as entry products, with full-size 50ml and 100ml bottles priced at approximately £70-£115.
Underpinning the brand is a distinctive social impact and supply-chain model called 'Beyond Sustainability,' anchored by the Sana Jardin Cooperative in Tiddas, Morocco, founded in 2017 in partnership with Les Aromes du Maroc. The cooperative enables female Amazigh flower harvesters to upcycle approximately 900 tons of annual orange blossom agricultural waste into candles, orange blossom water, and embroidered products, retaining 100% of proceeds. This was extended in 2024 through the Sana Jardin Accelerator Program, a partnership with Nest providing entrepreneurship training, market access, and microgrants to five Moroccan artisan cooperatives. Total disclosed funding is approximately $6.2 million across multiple rounds, including a $2 million round in July 2023 from existing investors.
Sana Jardin firmographics
Firmographics- Name
- Sana Jardin
- Legal name
- Sana Jardin UK
- Website
- https://sanajardin.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sana Jardin is a London-based, privately-held clean luxury fragrance house founded in 2017 by Amy Christiansen, selling Eau de Parfum, candles, and discovery sets via DTC e-commerce and premium retailers, with a proprietary social-impact cooperative model in Morocco.
- Ownership category
- akta.pro rank
Sana Jardin industry classification
Industry- Product category
- Luxury Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural & Clean Fragrance (CRABADAG)
- akta.pro secondary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
Keywords
Where Sana Jardin is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Sana Jardin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Direct-to-Consumer Fragrance Sales: Sana Jardin generates revenue primarily through direct sales of its luxury fragrances and scented candles to consumers via its e-commerce platforms (UK and US websites). Products are sold in various sizes including 10ml travel sizes, 50ml, and 100ml bottles, as well as discovery sets. The company also sells bundled products including gift sets and travel trios.
- Upcycled Product Sales: Revenue is generated from the sale of upcycled products created from agricultural waste (primarily orange blossom waste) by female flower harvesters in Morocco. These include candles, dried flower sachets, orange blossom water, and embroidered products. Female farmers receive training and keep 100% of proceeds from their product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Discovery Set - Entry product offering |
| Unit Pricing | Pay-as-you-go | Travel Size Fragrances (10ml) |
| Unit Pricing | Pay-as-you-go | Full-Size Fragrances (50ml and 100ml) |
| Unit Pricing | Pay-as-you-go | Scented Candles |
| Other | Pay-as-you-go | Shipping and Delivery |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Sana Jardin product offering
Product offeringCore offering
Sana Jardin is a luxury clean fragrance brand that designs, manufactures, and sells Eau de Parfum perfumes, scented candles, and discovery/travel sets. The brand sources high-concentration natural essential oils (15-20%) including Moroccan orange blossom, jasmine, rose, and sandalwood combined with safe synthetics to produce long-lasting complex scents. Products are sold directly through UK and US e-commerce platforms, as well as through select luxury and clean beauty retailers worldwide.
Product overview
Sana Jardin is a clean, luxury fragrance and home fragrance brand founded in London by Amy Christiansen, operating as a single unified brand with a portfolio of Eau de Parfum perfumes, scented candles, and curated discovery/travel sets. The core product line consists of nine named Eau de Parfum fragrances (Berber Blonde, Tiger By Her Side, Sandalwood Temple, Jaipur Chant, Revolution De La Fleur, Celestial Patchouli, Vanilla Nomad, Incense Water, Venus Of Verbena, and Air of Aquarius), complemented by scented candles in corresponding scent families, travel-size spray bundles, and discovery sets (Festive Limited Edition and standard Discovery Set with 9x2ml vials plus a voucher for full-size purchase). All products are vegan, cruelty-free (Leaping Bunny certified), and formulated with high concentrations of natural essential oils alongside safe synthetics, with packaging made from FSC-certified materials. The brand's proposition centers on 'The Alchemy of Energy' and flower healing — using high-vibrational ingredients for emotional and spiritual well-being — combined with a social impact mission empowering female flower harvesters in Morocco through a Beyond Sustainability cooperative model.
Differentiator
Problem solved
Functional benefit
Products and services
- Berber Blonde Eau de Parfum
Quantifiable outcome
- 80% year-on-year revenue growth in 2021
- +2 more outcomes
Companies that use Sana Jardin
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Sana Jardin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sana Jardin partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- NestcoreNest is a global artisan NGO that works to make supply chains more ethical and transparent. Sana Jardin's founder Amy Christiansen serves on Nest's board. The partnership launched the Sana Jardin Accelerator Program in 2024, providing women artisans with entrepreneurship training, market access, and microgrants. The first cohort saw five cooperatives receive training and grants, including Cooperative Art Design of Marrakech, Cooperative Tifout, Cooperative Iffasen, Cooperative Angouan, and Tagmoussi Weaving Center at The Eve Branson Foundation.
- Carlos BenaimcoreCarlos Benaim is one of the world's most celebrated master perfumers, known for creating blockbusters including Viktor & Rolf Flowerbomb and Elizabeth Arden帆. As the creative 'nose' behind Sana Jardin, Benaim brings expertise and prestige to the brand's fragrance development, having created scents including Tiger By Her Side and other signature fragrances.
- Les Aromes du MaroccoreImplementation partner for the Sana Jardin Cooperative in Tiddas, Morocco. Les Aromes du Maroc works alongside Sana Jardin and Nest to support the female flower harvesters cooperative, providing operational expertise in ingredient sourcing and cooperative development.
- Amazigh Women of Tiddas CooperativecoreIndigenous Amazigh women in the historic flower-growing region of Morocco form the core of Sana Jardin's supply chain and social impact model. The cooperative, founded in 2017, creates orange blossom water, scented candles, and embroidered products from upcycled agricultural waste. Female farmers receive business skills training and keep 100% of proceeds from product sales.
Scale indicators5 records
Recent moves6 records
Sana Jardin competitors and assessment
Company assessmentBroad incumbents
- Diptyque: LVMH-owned luxury fragrance and scented candle house with strong storytelling, premium pricing, and global retail presence. Closely comparable to Sana Jardin's combined fragrance + candle product portfolio and luxury positioning.
- Maison Margiela 'Replica': LVMH-owned luxury fragrance line positioned around memory and storytelling, carried by major department stores globally. Comparable to Sana Jardin's narrative-led, lifestyle-positioned fragrance marketing and broad retail distribution.
- NEST Fragrances: Established premium fragrance and scented candle brand widely distributed in department stores and specialty retailers. Comparable to Sana Jardin across home fragrance (candles), luxury department-store channel mix, and brand-equity-driven marketing.
- Le Labo: Estée Lauder-owned luxury fragrance house with cult prestige positioning, artisanal identity, and global department-store distribution. A broader incumbent benchmark for Sana Jardy's premium fragrance aspiration and retail-tier placement.
Direct peers
- Skylar: DTC clean fragrance brand offering hypoallergenic, naturally derived scents with a subscription and discovery-set model. Competes head-to-head with Sana Jardin for the wellness-conscious, ingredient-transparent luxury fragrance consumer.
- Commodity Fragrances: Direct-to-consumer fragrance brand offering gender-neutral, expressive scents with broad retail placement. Comparable in scale, GTM motion, and appeal to Gen Z discovery-driven fragrance consumers.
- Phlur: Direct-to-consumer clean fragrance brand built around discovery, sampling, and ingredient transparency. Highly comparable to Sana Jardin's discovery-set funnel, sustainability narrative, and target consumer segments.
- Ellis Brooklyn: Direct-to-consumer clean luxury fragrance brand targeting wellness-conscious millennial and Gen Z consumers with vegan, eco-credentialed formulations. Closely comparable to Sana Jardin in target customer, sustainability positioning, premium pricing, and discovery-set-driven trial model.
- By Rosie Jane: Indie DTC fragrance brand emphasizing clean, naturally derived ingredients with a similar price-to-premium positioning. Comparable to Sana Jardin in brand size, distribution (Sephora), and clean-beauty positioning.
Others
- Scentbird: Fragrance subscription service that carries Sana Jardin as a brand partner. Listed as a comparable channel/customer rather than a direct competitor, relevant because subscription exposure is part of Sana Jardin's distribution mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Sana Jardin social profiles
Digital presenceSana Jardin compliance and trust
Trust signalCompliance3 records
Sana Jardin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sana Jardin leadership team
Management profileNumber of profiles
Profiles1 record
Sana Jardin subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sana Jardin funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sana Jardin 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 Sana Jardin
What does Sana Jardin do?
Sana Jardin is a luxury clean fragrance brand that designs, manufactures, and sells Eau de Parfum perfumes, scented candles, and discovery/travel sets. The brand sources high-concentration natural essential oils (15-20%) including Moroccan orange blossom, jasmine, rose, and sandalwood combined with safe synthetics to produce long-lasting complex scents. Products are sold directly through UK and US e-commerce platforms, as well as through select luxury and clean beauty retailers worldwide.
Is Sana Jardin a public or private company?
Sana Jardin is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sana Jardin founded?
Sana Jardin was founded in 2017. It employs 1 to 10 people.
Where is Sana Jardin based?
Sana Jardin is headquartered in London, United Kingdom, in the Europe region.
How does Sana Jardin make money?
Two revenue lines are on record. Direct-to-Consumer Fragrance Sales are the primary driver. The others are upcycled Product Sales.
Who are Sana Jardin's main competitors?
Broad incumbents on record are Diptyque, Maison Margiela 'Replica', NEST Fragrances and Le Labo. Direct peers are Skylar, Commodity Fragrances, Phlur, Ellis Brooklyn and By Rosie Jane. Scentbird is listed as an others.
Does Sana Jardin have an API?
No public API is recorded for Sana Jardin.
What industry is Sana Jardin in?
Sana Jardin's product category is Luxury Fragrances. Its primary akta.pro industry code is CRABADAG, Natural & Clean Fragrance, with a secondary code of CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex). Its NAICS code is 456120 and its SIC code is 2844.