What New Directions Aromatics does

New Directions Aromatics is a Mississauga, Ontario-based specialty ingredients supplier serving the cosmetics, personal care, aromatherapy, soap, and candle-making markets. Its catalog spans more than 200 essential oils, over 50 carrier oils, botanical extracts, fragrance oils, cosmetic bases, and raw materials, distributed through a direct-to-consumer e-commerce storefront (newdirectionsaromatics.com and .ca) and a structured B2B/wholesale program offering volume discounts, custom quotes, and dedicated account support. The company sells both to individual DIY formulators and wellness consumers and to professional buyers including cosmetics manufacturers, artisan soap makers, candle makers, and beauty brand formulators, with documented batch-level GC/MS testing, CoA/SDS documentation, and a multi-stack certification portfolio (ISO, USDA Organic, Fair Trade, Kosher, Leaping Bunny, COSMOS/ECOCERT, RSPO, Vegecert) supporting regulatory and brand requirements.

The company has developed proprietary formulations beyond raw ingredient resale, including the Cultured Gourmand Signature Fragrance Oil Collection and Botanical Tallow / Nue Whip, a 100% plant-based vegan alternative to animal-derived tallow positioned for soap and skincare formulators. Pricing is unit-based and publicly disclosed on the website, with promotional codes (e.g., ESSENTIAL10 for 10% off essential oils), a loyalty rewards program ('Drops'), and wholesale tiers for bulk buyers.

Privately held and PE-owned since January 2022 by New York-based TruArc Partners, the company completed its first add-on acquisition in January 2026, acquiring Aromatic Fragrances International (AFI) of Cartersville, Georgia. AFI adds a proprietary fragrance library of over 50,000 scents, in-house perfumers, and US-based manufacturing, with the combined entity now operating as a digitally enabled specialty ingredients platform branded 'NDA Fragrance Solutions (powered by AFI)'. Leadership is led by President and CEO Alex Thomas.

Name

New Directions Aromatics

Legal name

New Directions Aromatics Inc.

Website

https://newdirectionsaromatics.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

New Directions Aromatics is a Mississauga, Canada-based specialty ingredients supplier selling 200+ essential oils, 50+ carrier oils, fragrance oils, and proprietary cosmetic bases to DIY formulators and professional cosmetics manufacturers through e-commerce and a B2B wholesale program, owned by TruArc Partners since 2022.

Ownership category

akta.pro rank

Product category

Specialty Cosmetic and Personal Care Ingredients

NAICS

Other Chemical and Allied Products Merchant Wholesalers (42469), Soap and Cleaning Compound Manufacturing (32561), Chemical and Allied Products Merchant Wholesalers (4246)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844), Industrial Organic Chemicals (2860), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Personal Care & Cosmetic Ingredients (IMAEABAJ)

akta.pro secondary industries

Natural Extracts & Essential Oils (Botanical/Citrus/Herb/Spice Extracts) (AFAJADAB), Flavors, Fragrances & Aroma Chemicals (IMAEABAE), Aroma Chemicals & Synthetic Flavor Ingredients (e.g., Vanillin, Esters, Aldehydes) (AFAJADAC)

Keywords

• Essential oils wholesale
• Natural cosmetic ingredients
• Carrier oils supplier
• Fragrance oils manufacturing
• Specialty botanical ingredients

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: The company sells a wide range of natural ingredients, essential oils, carrier oils, butters, fragrance oils, cosmetic bases, raw materials, and related supplies directly to consumers and businesses through its e-commerce website. Customers range from hobbyist DIY formulators to professional cosmetics manufacturers purchasing in bulk quantities.
2. B2B / Wholesale Program: Dedicated B2B program for businesses, artisans, and large-scale manufacturers offering volume pricing, custom quotes, dedicated account support, streamlined ordering, invoicing, and access to exclusive offers for bulk and wholesale purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

New Directions Aromatics supplies 100% pure essential oils, carrier oils, butters, botanical extracts, fragrance oils, cosmetic bases, soap bases, candle-making supplies, and specialty natural raw materials to individual consumers, artisan formulators, and professional cosmetics manufacturers. Following its January 2026 acquisition of Aromatic Fragrances International, the company also offers a proprietary library of 50,000+ custom fragrances backed by in-house perfumers and U.S.-based manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Cultured Gourmand Collection: A signature collection of fragrance oils featuring gourmand scents like Milk Veil, Honeyed Matcha, Rice Steam, Sugared Lychee, Pistachio Crème, and Sesame Woods.
• Botanical Tallow & Nue Whip
• Modern Botanical Collection
• Fragrance by AFI

Products and services

• Essential Oils

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Aromatic Fragrances InternationalcoreStrategic or Co-development Partner · 1 January 2026New Directions Aromatics acquired Aromatic Fragrances International (AFI) in January 2026, its first add-on acquisition following TruArc Partners' investment in January 2022. AFI is a manufacturer and supplier of compounded and custom fragrance oils for beauty, personal care, home fragrance, candle, and industrial applications, founded in 2013 by Sean Riordan and Josh Thompson. The combination created a digitally enabled specialty ingredients platform with New Directions' natural and organic ingredients combined with AFI's proprietary fragrance library of over 50,000 scents, in-house perfumers, and U.S.-based manufacturing capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mountain Rose Herbs: Direct e-commerce competitor specializing in certified-organic essential oils, carrier oils, herbal extracts, and botanical ingredients for cosmetic and wellness formulators. Overlaps directly with NDA on SKU breadth, organic certification positioning, and target customer of small-batch formulators and DIY consumers.
• Plant Therapy: Direct-to-consumer essential oil brand offering single oils, blends, carrier oils, and kid-safe formulations with GC/MS testing. Highly comparable in GTM motion (DTC e-commerce plus B2B wholesale) and target audience (DIY and family wellness consumers).
• Edens Garden: Direct-to-consumer essential oils and natural wellness brand with comparable third-party GC/MS testing, broad essential oil catalog, and B2B/wholesale program serving small formulators. Closely aligned product mix and customer base to NDA.
• Bulk Apothecary: Bulk supplier of essential oils, carrier oils, soap-making supplies, and candle-making ingredients with strong B2B/wholesale program. Directly comparable on product mix and professional-formulator customer base.
• Bramble Berry: Specialty supplier of soap-making and cosmetic ingredients including oils, butters, fragrances, and bases targeted at artisan soap and personal care formulators. Highly comparable on product category (oils, butters, fragrances, bases) and customer base (small-batch and indie formulators).
• Wholesale Supplies Plus: Wholesale supplier of soap, candle, and cosmetic making ingredients including fragrance oils, essential oils, and bases with a B2B-focused model. Directly overlaps with NDA on professional-formulator customer segment and product mix.
• Aromatics International: Supplier of essential oils, absolutes, CO2 extracts, and aromatic ingredients for perfumers and natural formulators. Comparable in product specialization (high-quality aromatic ingredients) and perfumer/formulator target audience.

Broad incumbents

• NOW Solutions / NOW Foods: Large, established natural products company with a broad essential oils and personal care ingredients portfolio serving both consumers and manufacturers. Significantly larger and broader than NDA but competes in overlapping essential oils and carrier oils categories.
• doTERRA: Large MLM-style essential oils and wellness brand with significant scale and proprietary sourcing claims. Not a direct channel competitor (MLM vs. e-commerce) but operates in the same essential oils category with overlapping end consumers.

Regional players

• Voyageur Soap & Candle: Canadian supplier of soap-making, candle-making, and cosmetic ingredients serving primarily Canadian formulators and hobbyists. Highly comparable product mix and a Canadian regional peer to NDA's Canadian HQ operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Directions Aromatics