Drift
Drift is a direct-to-consumer fragrance brand selling premium car fresheners (Wood, Stone, Metal) and a Home Scent Diffuser system with subscription commerce, serving 600,000+ individual consumers across the US, Canada, Australia, and the UK, and operating as a subsidiary of Scentbird Inc.
- Company typePrivate
- Founded2013
- HeadquartersKaysville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Drift does
Drift is a direct-to-consumer fragrance brand that designs, formulates, and sells premium car fresheners and home scenting products. Core product lines include the Wood, Stone, and Metal Car Fresheners — built from sustainably sourced alder wood, organic stone blends, and copper alloy respectively — and a Home Scent Diffuser plug-in system with three adjustable intensity levels. The company's underlying technology centers on fragrance formulation and delivery, using natural substrates infused with premium fragrance oils and essential oils; notable proprietary components include the magnetic visor clip system, an adjustable-intensity diffuser architecture, the Dreamwood biotech ingredient that mimics sandalwood, and the "Neuroscent Technology" used in the functional Rest & Relax line, which combines lavender, chamomile, vanilla, and Dreamwood.
Drift operates a product-led growth model centered on its own e-commerce storefront (drift.co, powered by Shopify) with subscription commerce managed through Recharge Payments. Pricing runs from $8.45 for a single Wood Car Freshener on subscription to $89 for the Rest & Relax Gift Set, with the Scent of the Month Club and Home Scent of the Month Club providing recurring monthly deliveries. Distribution is augmented by retail partnerships with Target and Walmart and international shipping to Canada, Australia, and the UK. The brand reports 4+ million car fresheners sold, 600,000+ customers, 29,000+ reviews averaging 4.7+ stars, and a subscriber base of 450,000+ for Wood Car Fresheners and 130,000+ for the Home Scent Diffuser.
Drift was acquired by Scentbird Inc. in 2022 and operates as a subsidiary under the legal entity GentScents, LLC, registered in New Jersey. Scentbird, the parent, generated over $100 million in annual revenue in 2024. Drift's expansion into functional fragrance (Rest & Relax, launched July 2026), personal fragrances (Vanilla Shores, Peak, Frontier, Coast, Open Road), and licensed IP collaborations (John Wick x Drift, Strawberry Shortcake x Drift) signals its positioning as a multi-category fragrance house beyond the original car freshener core.
Drift firmographics
Firmographics- Name
- Drift
- Legal name
- GentScents, LLC
- Website
- https://drift.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Drift is a direct-to-consumer fragrance brand selling premium car fresheners (Wood, Stone, Metal) and a Home Scent Diffuser system with subscription commerce, serving 600,000+ individual consumers across the US, Canada, Australia, and the UK, and operating as a subsidiary of Scentbird Inc.
- Ownership category
- akta.pro rank
Drift industry classification
Industry- Product category
- Home & Car Fragrance
- NAICS
- Automotive Parts and Accessories Retailers (44133), All Other Miscellaneous Retailers (459999)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Car & Small-Space Air Care (Automotive/Closet/Travel) (CRAJAEAH)
- akta.pro secondary industries
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Natural & Clean Fragrance (CRABADAG)
Keywords
Where Drift is headquartered
LocationHeadquarters
- HQ city
- Kaysville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Drift business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Product Sales (One-time): Direct e-commerce sales of car fresheners, home diffusers, personal fragrances, and gift sets. One-time purchase option available for all products.
- Subscription (Scent of the Month Club): Recurring monthly deliveries of car fresheners and home diffuser refills with free shipping. Customers can customize scent preferences and delivery frequency. Auto-renews with ability to cancel anytime.
- Gift Sets and Bundles: Curated gift sets and multi-product bundles sold as one-time purchases. Includes limited edition collaborations and seasonal offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Wood Car Freshener - One-time purchase starting at $8.45 |
| Unit Pricing | Monthly | Stone Car Freshener - $16.00 |
| Unit Pricing | Monthly | Metal Car Freshener - $12.95 |
| Subscription | Monthly | Home Scent Diffuser - Starter Kit from $14.95 |
| One time/ perpetual license | Monthly | Personal Fragrances - $30.00 |
| One time/ perpetual license | Monthly | Rest & Relax Gift Set - $89.00 |
| One time/ perpetual license | Pay-as-you-go | Gift Sets - $30-$95 |
| Subscription | Monthly | Subscription Service - from $10.95/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Drift product offering
Product offeringCore offering
Drift is a direct-to-consumer fragrance brand that designs, formulates, and sells premium car air fresheners (Wood, Stone, and Metal formats) and a plug-in Home Scent Diffuser, alongside personal Eau de Parfum fragrances, scented car care products, and curated gift sets. It monetizes through one-time purchases plus auto-replenishing subscription clubs (Scent of the Month for cars, Home Scent of the Month for home diffusers) sold via its own e-commerce site and through Target and Walmart.
Product overview
Drift is a fragrance brand offering a portfolio of car and home scenting products. The core product line consists of Wood, Stone, and Metal Car Fresheners (with scents lasting up to 30 days) and a Home Scent Diffuser plug-in system with three intensity levels. Drift has recently expanded into functional fragrance with the neuroscience-backed Rest & Relax Home Scent Diffuser line. The company also offers personal colognes (Vanilla Shores, Peak, Frontier, Coast, Open Road), scented car care products (Sprays and Wipes), and various gift sets including licensed collaborations with John Wick and Strawberry Shortcake. Subscription services include the Scent of the Month Club for car fresheners and Home Scent of the Month Club for home diffusers. All products are formulated without parabens, phthalates, formaldehyde, DEA, mineral oil, petroleum, propylene, and dichlorobenzene, and are vegan, cruelty-free, and pet-friendly.
Differentiator
Problem solved
Functional benefit
Brands
- John Wick x Drift: Licensed collaboration fragrance products featuring the John Wick franchise, including car fresheners and gift sets.
- Strawberry Shortcake x Drift
Products and services
- Wood Car Freshener
Quantifiable outcome
- 97% of participants felt more relaxed using Rest & Relax fragrance
- +5 more outcomes
Companies that use Drift
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
Drift technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature4 records
Drift partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and minor.
- Lionsgate (John Wick)flagshipLicensed IP collaboration with Lionsgate for John Wick branded car fresheners and gift sets. Products feature exclusive John Wick fragrances (Midnight Citrus, Black Pepper, Dark Amber) marketed as 'for those who rise above.'
- Strawberry Shortcake (Birch Bay Way)flagshipLicensed IP collaboration with Strawberry Shortcake property (Birch Bay Way) featuring Wild Strawberry, Whipped Cream, and Vanilla Shortcake scents in home diffuser products and gift sets.
- GovXminorPartnership with GovX to offer exclusive 15% discount on Drift subscriptions for military members, first responders, government employees, and teachers as a thank-you for service.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Drift competitors and assessment
Company assessmentDirect peers
- Yankee Candle: Iconic premium home fragrance brand owned by Newell Brands, offering scented candles and home fragrance products. Directly comparable on home fragrance positioning, premium gifting, and clean-ingredient narrative Drift pursues.
- Nest Fragrances: Premium home fragrance and personal care brand with candles, diffusers, and Eau de Parfum lines. Comparable to Drift on premium home fragrance and personal fragrance categories with similar gifting and D2C emphasis.
- Pura: Smart home fragrance diffuser brand offering app-controlled scenting devices with scent refill subscriptions. Directly comparable to Drift's Home Scent Diffuser line with similar subscription/refill business model and premium positioning.
- Enviroscent: Natural home fragrance brand specializing in non-toxic, essential-oil-based diffusers, room sprays, and candles. Directly comparable to Drift on clean-ingredient positioning, home scenting hardware, and D2C premium distribution.
- Car-Freshner Corporation (Little Trees): Original inventor of the paper tree car air freshener and dominant incumbent in the car freshener category. Directly competes with Drift's core Wood Car Freshener line at lower price points with mass retail penetration.
Emerging players
- Aroma360: Luxury scenting brand offering premium diffusers for homes, hotels, and retail spaces. Comparable to Drift on home scenting hardware and premium positioning, though with a B2B/hospitality tilt alongside consumer offerings.
Broad incumbents
- Febreze: P&G-owned mass-market air freshener and fabric care brand covering car, home, and small-space odor elimination. Directly comparable to Drift on car and home air care but operates at massive scale with commodity pricing and broad retail distribution.
- Bath & Body Works: Large specialty retailer and brand portfolio covering home fragrance, personal care, and fine fragrance. Comparable to Drift across home fragrance and personal fragrance categories with significantly larger scale and owned retail footprint.
- Glade: SC Johnson brand spanning scented candles, plug-in diffusers, and aerosol air fresheners. Closely comparable to Drift's home fragrance and plug-in diffuser category with established retail presence across US mass channels.
Others
- Scentbird: Parent company of Drift and a fragrance subscription platform in its own right. Relevant as the strategic owner and operational backbone of Drift, providing shared infrastructure, IP licensing capability, and cross-brand customer data.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Drift social profiles
Digital presenceDrift compliance and trust
Trust signalCompliance1 record
Drift financial estimates
Financial estimateRevenue estimate
Valuation estimate
Drift leadership team
Management profileNumber of profiles
Profiles3 records
Drift funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Drift 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 Drift
What does Drift do?
Drift is a direct-to-consumer fragrance brand that designs, formulates, and sells premium car air fresheners (Wood, Stone, and Metal formats) and a plug-in Home Scent Diffuser, alongside personal Eau de Parfum fragrances, scented car care products, and curated gift sets. It monetizes through one-time purchases plus auto-replenishing subscription clubs (Scent of the Month for cars, Home Scent of the Month for home diffusers) sold via its own e-commerce site and through Target and Walmart.
Is Drift a public or private company?
Drift is a private company. It is classified as corporate owned and is currently operating.
When was Drift founded?
Drift was founded in 2013. It employs 11 to 50 people.
Where is Drift based?
Drift is headquartered in Kaysville, United States, in the North America region.
How does Drift make money?
Three revenue lines are on record. Product Sales (One-time) is the primary driver. The others are subscription (Scent of the Month Club) and gift Sets and Bundles.
Who are Drift's main competitors?
Direct peers on record are Yankee Candle, Nest Fragrances, Pura, Enviroscent and Car-Freshner Corporation (Little Trees). Aroma360 is listed as an emerging player. Broad incumbents are Febreze, Bath & Body Works and Glade. Scentbird is listed as an others.
Does Drift have an API?
No public API is recorded for Drift.
What industry is Drift in?
Drift's product category is Home & Car Fragrance. Its primary akta.pro industry code is CRAJAEAH, Car & Small-Space Air Care (Automotive/Closet/Travel), with a secondary code of CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays). Its NAICS code is 44133 and its SIC code is 2840.