The 7 Virtues Beauty

What The 7 Virtues Beauty does

The 7 Virtues Beauty Inc. is a Canadian clean fragrance company headquartered in Halifax, Nova Scotia, founded in 2010 by Barb Stegemann. The company designs, manufactures, and markets a portfolio of 13+ Eau de Parfum fragrances built around a proprietary 22% fragrance oil concentration (double the industry standard of 10-15%) suspended in a non-GMO, gluten-free organic sugarcane alcohol base, with all formulations free from phthalates, parabens, sulfates, formaldehydes, and UV inhibitors. Core products include Vanilla Woods, Cherry Ambition, Coconut Sun, Candied Lychee, Clementine Dream, Amber Vanilla, Santal Vanille, Lotus Pear, Buttercream Haze, and Strawberry Jam, designed to be worn individually or layered via the Layer Cake Collection. The company holds B-Corp, Leaping Bunny, vegan, and hypoallergenic certifications, and operates a transparent sourcing model where origin of fragrance oils is visible through the bottle.

The business operates an omnichannel go-to-market: a company-owned Shopify direct-to-consumer e-commerce site (primary channel) supported by earned media in Vogue, Elle, Marie Claire, Forbes, and Cosmopolitan, plus retail distribution through all Sephora Canada doors and 830 Kohl's locations in the United States. Revenue is generated through one-time product sales, with 50mL bottles priced at approximately $94 USD, discovery sets at $28, and gift sets ranging from $30 to $99. The company also operates an Atelier sub-brand for custom perfume creation and a Days For Girls social impact partnership, with partial proceeds from designated SKUs funding menstrual equity programs that have reached over 1,000 young women and girls in Nepal's Kailali District.

The company received its first institutional investment in November 2023 from Unilever Ventures and True Beauty Ventures (the first fragrance investment by both firms), with proceeds supporting global expansion, a planned New York office, a Perfume Maison flagship in Nova Scotia, and leadership transition. Headcount is reported at 11-50 employees, 2024 projected revenue was stated as $10-20M USD by BeautyMatter, and the company is in active product launch and retail expansion mode as of 2025.

Name

The 7 Virtues Beauty

Legal name

The 7 Virtues Beauty Inc.

Website

https://the7virtues.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The 7 Virtues Beauty is a Canadian B-Corp certified clean fragrance company founded in 2010, selling vegan, hypoallergenic perfumes with double the industry-standard oil concentration through DTC e-commerce, all Sephora Canada doors, and 830 Kohl's locations.

Ownership category

akta.pro rank

Product category

Clean Fragrances

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Clean fragrance products
• Vegan perfume
• Perfume discovery sets
• Fragrance layering
• Sustainable beauty

Headquarters

HQ city

Halifax

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for perfumes and discovery sets sold through company e-commerce platform. Products include 50ml bottles ($94 for Strawberry Jam), travel sprays, samplers, and gift sets. Free shipping on orders over $79.
2. Retail Distribution: Wholesale/revenue through Sephora Canada (all doors) and Kohl's (830 locations) partnerships for retail distribution of clean fragrances.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The 7 Virtues Beauty manufactures and markets a portfolio of clean, vegan, hypoallergenic eau de parfum fragrances made with sustainably sourced essential oils and an organic sugarcane alcohol base. Its core offering includes 13+ distinct fragrances (such as Vanilla Woods, Cherry Ambition, Coconut Sun, Candied Lychee, Clementine Dream, Amber Vanilla, Santal Vanille, Lotus Pear, Buttercream Haze, Strawberry Jam, Blackberry Lily, Eau America, and Oh Canada) formulated with 22% fragrance oil concentration for 24-hour wear, sold as 50ml bottles, 10ml travel sprays, 1.7ml samplers, layering discovery sets, and gift sets. The brand also offers an Atelier build-your-own perfume customization service and accessories (Twilly Scarves, Tote Bags).

Product overview

The 7 Virtues Beauty is a Canadian clean fragrance company founded in 2010 by Barb Stegemann, offering a portfolio of vanilla-based, gourmand perfumes designed for layering and personalization. The core offering consists of 13+ distinct Eau de Parfum fragrances (Vanilla Woods, Cherry Ambition, Coconut Sun, Candied Lychee, Clementine Dream, Amber Vanilla, Santal Vanille, Lotus Pear, Buttercream Haze, Strawberry Jam, Blackberry Lily, Eau America, and Oh Canada), all featuring 22% fragrance oil concentration (double industry standard) for 24-hour wear. These fragrances are designed to be worn individually or layered together to create custom signature scents. The product line extends to discovery sets, gift sets, and mini-trio bundles that enable customers to explore and experiment with fragrance layering. Additionally, the brand offers the Atelier service for bespoke perfume creation, along with accessories including Twilly Scarves and Tote Bags. The company is B-Corp certified and Leaping Bunny certified, with all fragrances being vegan, cruelty-free, hypoallergenic, and made with sustainably sourced ingredients and organic sugarcane alcohol.

Differentiator

Problem solved

Functional benefit

Brands

• The Layer Cake Collection: A perfume layering collection allowing customers to create custom fragrance combinations
• Atelier

Products and services

• Vanilla Woods A warm gourmand perfume featuring notes of pear, rose, vanilla, and caramel, with 22% fragrance oil concentration providing 24-hour wear. Targeted at women seeking long-lasting clean gourmand scents.
• Cherry Ambition A spicy-gourmand perfume with notes of cherry, saffron, vanilla, and marshmallow, formulated for a seductive and bold character.
• Coconut Sun A fresh-floral vacation perfume unfolding with notes of coconut water, frangipani, and vanilla, designed for sunny and carefree wear.
• Candied Lychee A fruity-floral perfume featuring notes of lychee, peony, and vanilla, designed for flirty and playful, energetic uplifting wear.
• Clementine Dream A citrus-floral perfume with notes of clementine, magnolia, and vanilla, designed for joyful all-day wear with a warm 'boomerang' dry-down.
• Amber Vanilla A sheer gourmand perfume composed with notes of amber, pink carnation, and vanilla, designed as a comforting second-skin scent.
• Santal Vanille A spicy, woody perfume unfolding with notes of myrrh, vanilla, and sandalwood, designed for an earthy and refined character.
• Lotus Pear A sweet-floral perfume combining notes of pear, lotus flower, and gardenia, with partial proceeds funding the Days For Girls partnership.
• Buttercream Haze A decadent vanilla gourmand fragrance with notes of frosting, rum, vanilla, and organic sugar cane alcohol, launched exclusively at Sephora.
• Strawberry Jam A fruity fragrance with strawberry notes, available in 50ml bottle, 10ml travel spray, and 1.7ml sampler formats.
• Blackberry Lily An exclusive and limited edition fragrance featuring blackberry and lily notes.
• Eau America A limited edition fragrance celebrating American notes and scents.
• Oh Canada A fragrance celebrating Canadian heritage and ingredients.
• Perfume Layering Discovery Set A collection of eight sample-size fragrances (1.7mL each) designed for layering, with a 10% off 50mL EDP included with purchase.
• Layering Discovery Set (2026 Edition) The 2026 Edition of the Layering Discovery Set featuring an updated collection of eight clean fragrances for layering.
• Mini Vanilla Duo A duo set of miniature vanilla fragrances for travel or sampling.
• Best of Vanilla Gift Set A gift set featuring the brand's best vanilla fragrances, offered at 37% savings.
• Gourmand Vanilla Layering Set A curated set designed for creating gourmand vanilla-based layered fragrance combinations.
• Summer Fling Mini-Trio A limited edition trio of miniature fragrances designed for summer wear.
• Atelier A build-your-own perfume customization service allowing customers to create their own signature fragrance blends.
• Twilly Scarves Decorative silk scarves that can be worn with perfume or used as fashion accessories.
• Tote Bags Branded tote bags featuring the brand's fragrance-inspired designs.
• The 7 Virtues of a Philosopher Queen (Book) The bestselling book by founder Barb Stegemann that empowers people to reverse issues of war and poverty, and which inspired the brand name.

Quantifiable outcome

• Fragrances sustain vibrant scents for up to 24 hours (22% concentration vs industry standard of ~10-15%)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, major and minor.

• Days For GirlsflagshipStrategic or Co-development PartnerInternational partnership advancing menstrual equity, health, dignity and opportunity. Partial proceeds from Lotus Pear, Clementine Dream, Candied Lychee, and Amber Vanilla bottles fund education, advocacy, and product distribution. Lotus Pear proceeds have helped over 1,000 young women and girls in Nepal's Kailali District. Company founder also working with Human Rights International on Bill S-214 to ban cosmetic testing on animals in Canada.
• SephoraflagshipChannel Partner/ Reseller/ DistributorMajor retail partnership for distribution across all Sephora doors in Canada. The contemporary product line is available in Sephora stores for customer testing and purchase.
• Kohl'smajorChannel Partner/ Reseller/ DistributorMass market retail partnership launching products in 830 Kohl's locations, expanding accessibility of clean fragrances to broader consumer base.
• Daniel Aristizabal AriasminorOthersColombian artist who designed the 3D artwork for the Lotus Pear bottle featuring the Williams Pear and Lotus Flower. The Lotus Flower symbolizes rebirth and reinvention.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Ellis Brooklyn: Clean, vegan, cruelty-free fragrance brand positioned at the prestige-price tier with DTC-led distribution. Highly comparable to The 7 Virtues on clean ingredients, indie positioning, and direct e-commerce focus, though slightly more established in U.S. department-store channels.
• Phlur: Clean and conscious fragrance brand offering discovery sets and personalization to drive e-commerce conversion. Directly comparable on clean positioning, fragrance layering/wardrobe-building concept, and Sephora placement strategy.
• Skylar Body: Indie clean fragrance and body-care brand founded around hypoallergenic, non-toxic formulations. Comparable on clean-ingredient positioning, founder-led identity, and DTC-first distribution model.
• DedCool: Clean fragrance brand emphasizing ingredient transparency and unisex scent wardrobes. Comparable on the clean-beauty narrative, Sephora placement, and a layering-friendly portfolio approach.
• D.S. & Durga: Indie niche fragrance house known for storytelling-driven scents and a strong founder identity. Comparable in brand-narrative-driven positioning, DTC emphasis, and prestige-tier price points.
• Commodity Fragrance: Personal-fragrance brand offering customizable scents and discovery sets via DTC and Sephora. Closely comparable on the layering/wardrobe concept and the brand's focus on individual scent identity.
• Juliette Has a Gun: Indie-adjacent niche fragrance house with strong brand storytelling and global prestige distribution. Comparable as a non-luxury-house indie fragrance brand competing for prestige shelf space.
• Maison Louis Marie: Clean, botanical-driven fragrance house with a nature-inspired portfolio distributed via DTC and specialty retailers. Comparable on clean/natural positioning and indie founder narrative.

Broad incumbents

• Nest Fragrances: Long-established prestige fragrance brand with broad Sephora and department-store distribution. Comparable as a clean-leaning fragrance brand that has scaled into a broader lifestyle portfolio and sets the bar for indie-to-incumbent trajectory.
• Victoria Beckham Beauty: Clean-leaning prestige fragrance and beauty label with founder-driven storytelling and a Sephora-led distribution strategy. Comparable as a higher-budget clean-beauty peer that competes for the same prestige retail buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/the7virtues
• Facebookfacebook.com/the7virtues
• Instagraminstagram.com/the7virtues
• TikToktiktok.com/@the7virtues

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 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 The 7 Virtues Beauty