FragranceNet
FragranceNet is a privately held, US-headquartered online discount retailer founded in 1997 that sells genuine designer fragrances and adjacent beauty products direct-to-consumer at up to 80% off retail across US, Australian, European, and Mexican storefronts.
- Company typePrivate
- Founded1997
- HeadquartersDeer Park, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What FragranceNet does
FragranceNet.com, Inc., founded in 1997 and headquartered at 900 Grand Blvd., Deer Park, New York, operates as a privately held direct-to-consumer e-commerce discount retailer specializing in genuine designer fragrances and adjacent beauty products. The platform retails women's perfume and men's cologne from hundreds of brand partners (including Dolce & Gabbana, Calvin Klein, Giorgio Armani, Creed, Versace, Burberry, Gucci, and Dior) at discounts of up to 80% off department store pricing, with secondary categories spanning skincare, makeup, haircare, candles, aromatherapy, and bath & body. The catalog exceeds 18,797 fragrance SKUs and the company has shipped over 40 million orders cumulatively. The business is operated under inbound trademark license from Telescents, Inc., the disclosed parent/holding entity.
The core technology surface is a self-serve e-commerce platform with localized storefronts for the United States, Australia (au.fragrancenet.com), Europe (eu.fragrance.com), and Mexico (fragrancenet.mx), supporting USD, CAD, and AUD pricing. Distribution is reinforced by native iOS and Android shopping apps and multi-channel customer acquisition through social (Facebook, Instagram, YouTube, Twitter, TikTok, Pinterest), email/SMS, paid search, content marketing, and an affiliate program. The principal value-added services layered on top of one-time product sales are the Purpl Rewards points-based loyalty program (Member/Ambassador/VIP tiers with 5 points per $1 spent) and the Purpl Lux monthly subscription that delivers curated travel sprays from $6.95 for the first month.
The go-to-market is product-led and self-serve: customers browse, purchase, and ship without sales involvement, with free standard shipping on US orders over $59 (and $8.95 below that). Revenue mechanics are predominantly one-time product sales of fragrances and beauty products at discount, supplemented by a small but strategically important recurring subscription line, eGift cards, and affiliate/referral revenue. Leadership comprises co-founders Jason Apfel (Founder and President) and Dennis Apfel (Founder, Chairman, and CEO). The company employs 501-1,000 people and has no disclosed funding rounds, public listing, or outside venture or private equity backing.
FragranceNet firmographics
Firmographics- Name
- FragranceNet
- Legal name
- FragranceNet.com, Inc.
- Website
- https://fragrancenet.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- FragranceNet is a privately held, US-headquartered online discount retailer founded in 1997 that sells genuine designer fragrances and adjacent beauty products direct-to-consumer at up to 80% off retail across US, Australian, European, and Mexican storefronts.
- Ownership category
- akta.pro rank
FragranceNet industry classification
Industry- Product category
- Online Fragrance and Beauty Retail
- 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
- Fragrance Gift Sets & Discovery Kits (CRABADAI), Niche & Artisan Fragrance (CRABADAH), Eau de Cologne & Light Fragrances (CRABADAD)
Keywords
Where FragranceNet is headquartered
LocationHeadquarters
- HQ city
- Deer Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FragranceNet business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Fragrances: Direct sales of perfumes, colognes, skincare, haircare, and makeup products at discounted prices (20-80% off retail)
- Product Sales - Gift Sets and Samples: Sale of gift sets, fragrance samples, mini sizes, and travel sprays
- Subscription Services (Purpl Lux): Monthly subscription service at $6.95 for first month, providing curated fragrance travel sprays
- Gift Certificates: Sale of eGift cards for gifting purposes
- Affiliate/Referral Revenue: Affiliate program generating revenue through partner referrals
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Product Pricing - up to 80% off retail |
| Subscription | Monthly | Purpl Lux Subscription - $6.95 first month |
| Unit Pricing | Pay-as-you-go | Free Shipping Threshold - orders over $59 |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
FragranceNet product offering
Product offeringCore offering
FragranceNet operates a direct-to-consumer online storefront that sells genuine brand-name designer fragrances (women's perfume and men's cologne) and adjacent beauty products (skincare, makeup, haircare, aromatherapy, candles, gift sets, perfume samples, travel sprays, and mini fragrances) at discounts of up to 80% off department-store retail prices. The company augments product sales with a monthly Purpl Lux subscription delivering curated travel sprays, a tiered Purpl Rewards loyalty program, and digital gift cards, supported by country-specific storefronts for the US, Australia, Europe, and Mexico plus native iOS and Android mobile apps.
Product overview
FragranceNet is an e-commerce platform operating as an independent online retailer specializing in genuine brand-name fragrances and beauty products. The core offering consists of women's perfumes and men's colognes from designer brands, supplemented by skincare, makeup, and haircare categories. The platform operates across multiple storefronts (US, Australia, Europe, Mexico) and offers value-added services including the Purpl Lux subscription box for curated travel sprays, the Purpl Rewards loyalty program with tiered benefits, and eGift Cards. Additional product lines include gift sets, perfume samples, travel sprays, mini fragrances, aromatherapy, and candles. The company emphasizes discount pricing (up to 80% off retail) while guaranteeing 100% genuine products, with over 40 million orders shipped since 1997.
Differentiator
Problem solved
Functional benefit
Brands
- Purpl Rewards: Loyalty program allowing customers to earn points on purchases and redeem for discounts and products.
- Purpl Lux
Products and services
- Women's Perfume Designer women's perfumes from brands including Dolce & Gabbana, Versace, Burberry, Gucci, and niche perfumers, offered in multiple concentrations such as eau de parfum and eau de toilette at discount prices for individual consumers.
- Men's Cologne Designer men's colognes and fragrances from brands including Versace, Giorgio Armani, Calvin Klein, Dior, and Creed, available in multiple sizes and concentrations at discount prices for individual consumers.
- Skincare Skincare products covering body, face, eyes, hands and nails, lips, feet, and sun care from brands such as Clarins, Sisley, Elizabeth Arden, Lancome, Clinique, StriVectin, and Estee Lauder, sold at discount prices to individual consumers.
- Makeup Cosmetics for face, eyes, lips, nails, and tools and accessories from brands including Sisley, Maybelline, MAC, Bare Minerals, Lancome, Estee Lauder, Clinique, and Clarins, sold at discount prices to individual consumers.
- Haircare Hair care products including shampoo, conditioner, hair color, hair loss treatments, hair treatments, and styling products and tools from brands such as Nioxin, Chi, Tiggi, Olaplex, Sexy Hair, Matrix, It's A 10, and Redken, sold at discount prices to individual consumers.
- Gift Sets Pre-packaged designer fragrance gift sets and variety sets for men and women, featuring multiple products or sample sizes, sold at discount prices to individual consumers seeking gifts.
- Perfume Samples Individual fragrance samples and mini sizes, including offerings from luxury brands like Louis Vuitton and niche perfumers, allowing customers to try scents before purchasing full sizes at discount prices.
- Travel Sprays Travel-sized fragrance atomizers and spray bottles, designed to be airline-approved, for on-the-go scent application, sold at discount prices to individual consumers.
- Mini Fragrances Compact and mini-sized fragrances in bottles typically under 1 oz, intended for travel or sampling, sold at discount prices to individual consumers.
- Purpl Lux Subscription Monthly subscription service delivering curated fragrance travel sprays and samples to individual subscribers, starting at $6.95 for the first month for fragrance discovery.
- Purpl Rewards Loyalty Program Points-based loyalty program where members earn 5 points per $1 spent, with tiered benefits including free shipping thresholds, bonus points multipliers, birthday bonuses, exclusive sweepstakes, and free samples across Member, Ambassador, and VIP tiers.
- eGift Cards Digital gift certificates available for purchase on fragrancenet.com, allowing recipients to select their own fragrances and beauty products from the catalog at discount prices.
- Aromatherapy Aromatherapy products including essential oils and related items for wellness and fragrance purposes, sold at discount prices to individual consumers.
- Candles Scented candles and home fragrance products sold at discount prices to individual consumers through the fragrancenet.com storefront.
- Bath & Body Products Bath and body products including body lotions, shower gels, deodorants, and body creams from fragrance brands, extending scent experiences beyond perfumes, sold at discount prices to individual consumers.
Quantifiable outcome
- 40+ million orders shipped since 1997
- +2 more outcomes
Companies that use FragranceNet
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
FragranceNet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FragranceNet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Designer Fragrance Brands (Various)coreFragranceNet.com carries genuine products from hundreds of designer fragrance brands including Dolce & Gabbana, Calvin Klein, Giorgio Armani, Versace, Burberry, Creed, and many others. These brands supply authentic products for resale.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
FragranceNet competitors and assessment
Company assessmentDirect peers
- Jomashop: Jomashop is a US-based online discount retailer specializing in designer fragrances, cosmetics, watches, and accessories. Its discount model, broad designer-brand assortment, and DTC e-commerce motion closely mirror FragranceNet's core business.
- Strawberrynet: Strawberrynet is a Hong Kong-headquartered global online retailer of discounted fragrances, skincare, and cosmetics with localized storefronts across multiple regions. Its discount positioning, multi-country footprint, and beauty category breadth are directly comparable to FragranceNet.
- Scentbird: Scentbird is a fragrance subscription service offering monthly delivery of designer and niche perfume samples. Its subscription-first model for fragrance discovery overlaps directly with FragranceNet's Purpl Lux offering and shared target customer.
- Notino: Notino is a large European online fragrance and beauty retailer operating across more than 25 markets. Its category focus on discounted fragrances and beauty, multi-country e-commerce model, and broad SKU coverage make it a direct cross-regional comparable to FragranceNet.
Emerging players
- MicroPerfumes: MicroPerfumes is an online retailer focused on perfume samples, decants, and travel sizes from designer and niche brands. It overlaps with FragranceNet's samples and travel-spray categories but is significantly smaller and narrower in assortment.
- Beautylish: Beautylish is an online beauty retailer curating niche, prestige, and emerging fragrance and skincare brands with strong editorial content. It overlaps with FragranceNet in fragrance and skincare but skews more toward niche/indie positioning and discovery.
- Luckyscent: Luckyscent is an online retailer specializing in niche and artisanal fragrances, including hard-to-find and discontinued scents. It competes with FragranceNet in the discontinued/hard-to-find fragrance niche but on a smaller, niche-focused scale.
Broad incumbents
- Sephora: Sephora is a global multi-category beauty retailer (owned by LVMH) operating stores and a major e-commerce site. It overlaps with FragranceNet across fragrances, skincare, and makeup but competes as a premium broad-line incumbent rather than a discount specialist.
- Ulta Beauty: Ulta Beauty is the largest US specialty beauty retailer carrying mass, prestige, and salon brands across fragrance, skincare, makeup, and haircare. It competes with FragranceNet for fragrance dollars but as a much broader beauty destination with strong loyalty economics.
- Amazon Beauty: Amazon sells designer fragrances, skincare, and cosmetics with aggressive pricing, fast shipping, and Prime economics. It functions as a pricing benchmark and direct competitor for any discount fragrance e-commerce operator including FragranceNet.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FragranceNet social profiles
Digital presenceFragranceNet financial estimates
Financial estimateRevenue estimate
Valuation estimate
FragranceNet leadership team
Management profileNumber of profiles
Profiles2 records
FragranceNet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FragranceNet 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 FragranceNet
What does FragranceNet do?
FragranceNet operates a direct-to-consumer online storefront that sells genuine brand-name designer fragrances (women's perfume and men's cologne) and adjacent beauty products (skincare, makeup, haircare, aromatherapy, candles, gift sets, perfume samples, travel sprays, and mini fragrances) at discounts of up to 80% off department-store retail prices. The company augments product sales with a monthly Purpl Lux subscription delivering curated travel sprays, a tiered Purpl Rewards loyalty program, and digital gift cards, supported by country-specific storefronts for the US, Australia, Europe, and Mexico plus native iOS and Android mobile apps.
Is FragranceNet a public or private company?
FragranceNet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FragranceNet founded?
FragranceNet was founded in 1997. It employs 501 to 1,000 people.
Where is FragranceNet based?
FragranceNet is headquartered in Deer Park, United States, in the North America region.
How does FragranceNet make money?
Five revenue lines are on record. Product Sales - Fragrances are the primary driver. The others are product Sales - Gift Sets and Samples, subscription Services (Purpl Lux), gift Certificates and affiliate/Referral Revenue.
Who are FragranceNet's main competitors?
Direct peers on record are Jomashop, Strawberrynet, Scentbird and Notino. Emerging players are MicroPerfumes, Beautylish and Luckyscent. Broad incumbents are Sephora, Ulta Beauty and Amazon Beauty.
Does FragranceNet have an API?
No public API is recorded for FragranceNet.
What industry is FragranceNet in?
FragranceNet's product category is Online Fragrance and Beauty Retail. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRABADAI, Fragrance Gift Sets & Discovery Kits. Its NAICS code is 45612 and its SIC code is 2844.