Shay & Blue
Shay & Blue is a London-based, founder-led indie fragrance and body care brand founded in 2012, selling clean, vegan, cruelty-free perfumes and body products direct-to-consumer via Shopify storefronts serving 40+ countries, with pricing from £25 (10ml) to £105 (100ml).
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Shay & Blue firmographics
Firmographics- Name
- Shay & Blue
- Legal name
- Shay & Blue UK
- Website
- https://shayandblue.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shay & Blue is a London-based, founder-led indie fragrance and body care brand founded in 2012, selling clean, vegan, cruelty-free perfumes and body products direct-to-consumer via Shopify storefronts serving 40+ countries, with pricing from £25 (10ml) to £105 (100ml).
- Ownership category
- akta.pro rank
Shay & Blue industry classification
Industry- Product category
- Natural Fine Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- 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 Shay & Blue is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Shay & Blue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Product Sales - Perfumes: Direct retail of perfumes in various sizes (10ml, 30ml, 100ml) and formulations (Fine Fragrance, Fragrance Noir, Extract of Parfum). One-time purchase model with tiered pricing based on concentration and size.
- Body Care Products: Hand & body lotion, hand & body wash, and hand creams. Complementary body care line sold alongside fragrances.
- Discovery Sets & Multibuy: Discovery sets and multibuy bundles (e.g., 3 for £45, 5 for £75 on 10ml perfumes) drive customer acquisition and upselling.
- Membership Program - ScentList: Members' club offering free limited edition fragrances, exclusive discounts, and early access to new products. Entry at £1 for first order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 10ml Perfume Bottles |
| Unit Pricing | Pay-as-you-go | 100ml Perfume Bottles |
| Unit Pricing | Pay-as-you-go | Body Care Products |
| Unit Pricing | Pay-as-you-go | Gift Sets & Bundles |
| Freemium | Pay-as-you-go | New Customer Offer |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Shay & Blue product offering
Product offeringCore offering
Shay & Blue designs, formulates and sells vegan, cruelty-free natural fine fragrances and complementary body care products crafted in London. The portfolio spans standard clean fragrances (e.g., Lilacs & Gooseberries, Sicilian Limes), concentrated Fragrance Noir lines (e.g., Frankincense Black Pepper, Oud Alif), Extract of Parfum premium offerings, and body care items (hand & body lotion and wash) sold direct-to-consumer through regional Shopify storefronts in the UK, EU, US, Canada and Mexico.
Differentiator
Problem solved
Functional benefit
Brands
- Fragrance Noir: A concentrated fragrance line featuring premium ingredients like oud and amber.
- ScentList
Products and services
- Fine Fragrance Collection (Natural Spray) Standard natural spray perfumes in 10ml and 100ml formats, formulated clean and vegan for individual consumers seeking all-gender scents.
- Fragrance Noir Concentrates Premium concentrated fragrance line featuring oud, amber and leather profiles, sold in 10ml and 100ml formats for individual consumers seeking deeper, more intense scent profiles.
- Extract of Parfum Top-tier extract-of-parfum concentration offering within the brand's premium line, available in 10ml format for individual consumers seeking maximum scent intensity.
- Hand & Body Lotion Vegan, cruelty-free hand and body lotion in 100ml size at £15, available in matching scent variants to the fragrance line, sold as a complementary body care item.
- Hand & Body Wash Vegan hand and body wash in 100ml size, sold as a complementary body care item with matching scent variants to the fragrance line.
- Be Real Pheromone Enhancing Scent Booster 30ml pheromone enhancing scent booster retailing at £70, positioned as a standalone fragrance accessory for individual consumers.
Companies that use Shay & Blue
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Shay & Blue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Shay & Blue partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopifycoreE-commerce platform powering the Shay & Blue online stores including regional variants for UK, EU, US and Mexico markets.
Scale indicators4 records
Shay & Blue competitors and assessment
Company assessmentBroad incumbents
- Jo Malone London: Estée Lauder-owned British heritage fragrance house where founder Dom De Vetta trained; comparable in ingredient-led luxury positioning and body-care adjacency.
- Diptyque: Established luxury fragrance and body care house with editorial credibility and global retail distribution—a comparable prestige positioning and similar product breadth including body care extensions.
- Maison Margiela 'Replica': Story-driven luxury unisex fragrance line with strong niche appeal and editorial positioning—a broader incumbent exemplifying the storytelling/fragrance-as-lifestyle lane Shay & Blue targets.
- Le Labo: Estée Lauder-owned luxury niche fragrance brand with unisex, artisanal positioning—analogous premium-tier competitor where founder Dom De Vetta's prestige pedigree would translate.
Direct peers
- By Rosie Jane: Indie clean fragrance and body brand with natural oils and unisex positioning—similar artisanal, vegan formulation story and DTC-led distribution to Shay & Blue.
- Ellis Brooklyn: Clean, vegan, sustainably-packaged fragrance and body care brand sold DTC and through prestige retailers—directly comparable to Shay & Blue's clean, unisex, body-extension merchandising.
- D.S. & Durga: Brooklyn-based indie fragrance house crafting niche unisex perfumes with unconventional ingredient stories—comparable to Shay & Blue's artisan positioning and Fragrance Noir line.
- Phlur: Direct-to-consumer indie clean fragrance brand built around natural, non-toxic formulations and discovery sets—comparable to Shay & Blue's positioning, target customer, and gifting-led merchandising.
- Snif: Indie fragrance DTC brand using quiz-driven scent matching and affordable discovery sets to acquire customers—overlapping with Shay & Blue's ScentMatch and multibuy go-to-market.
Emerging players
- Skylar: Indie clean fragrance brand with discovery sets and subscription mechanics—overlaps Shay & Blue's ScentList model but with a more US-centric, body-mist focus.
Market position
Customer concentration
Shay & Blue social profiles
Digital presenceShay & Blue compliance and trust
Trust signalCompliance4 records
Shay & Blue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shay & Blue leadership team
Management profileNumber of profiles
Profiles2 records
Shay & Blue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shay & Blue 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 Shay & Blue
What does Shay & Blue do?
Shay & Blue designs, formulates and sells vegan, cruelty-free natural fine fragrances and complementary body care products crafted in London. The portfolio spans standard clean fragrances (e.g., Lilacs & Gooseberries, Sicilian Limes), concentrated Fragrance Noir lines (e.g., Frankincense Black Pepper, Oud Alif), Extract of Parfum premium offerings, and body care items (hand & body lotion and wash) sold direct-to-consumer through regional Shopify storefronts in the UK, EU, US, Canada and Mexico.
Is Shay & Blue a public or private company?
Shay & Blue is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shay & Blue founded?
Shay & Blue was founded in 2012. It employs 11 to 50 people.
Where is Shay & Blue based?
Shay & Blue is headquartered in London, United Kingdom, in the Europe region.
How does Shay & Blue make money?
Four revenue lines are on record. Product Sales - Perfumes are the primary driver. The others are body Care Products, discovery Sets & Multibuy and membership Program - ScentList.
Who are Shay & Blue's main competitors?
Broad incumbents on record are Jo Malone London, Diptyque, Maison Margiela 'Replica' and Le Labo. Direct peers are By Rosie Jane, Ellis Brooklyn, D.S. & Durga, Phlur and Snif. Skylar is listed as an emerging player.
Does Shay & Blue have an API?
No public API is recorded for Shay & Blue.
What industry is Shay & Blue in?
Shay & Blue's product category is Natural Fine 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 45612 and its SIC code is 2844.