Maison 21G
Maison 21G is a Singapore-headquartered bespoke perfumery house where customers blend two of 35 master-perfumer-authored essences into custom fragrances, sold via 20+ Asia-Pacific boutiques, e-commerce, and a B2B corporate scenting division.
- Company typePrivate
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Maison 21G does
Maison 21G is a Singapore-headquartered bespoke perfumery house founded in 2020 by Johanna Monange, a former Firmenich and IFF creative director credited on global bestsellers (La Vie est Belle, One Million, Aqua di Gioia, Flower Bomb). The company operates under the US-incorporated entity Allied Enterprises L.L.C and runs a hybrid DTC platform that lets individual consumers blend two of 35 Haute Couture perfume essences into custom Eau de Parfum (30ml or 100ml), with 21% perfume concentration — among the highest in the industry. An AI-powered scent personality quiz guides personalization, layered on top of formulations authored by a roster of eight IFF master perfumers including Dominique Ropion, Anne Flipo, and Nicolas Beaulieu.
The product portfolio extends beyond perfume into home scenting (reed diffusers, room sprays, car diffusers, electric scent machines), body care (hand and body wash, lotion, hair mist, lip balm), discovery sets, and refillable bottles featuring a registered Carré Galbé industrial design. Maison 21G monetizes through one-time product sales, SG$350 in-person workshops (Love Atelier, team building, corporate sessions), and a dedicated B2B corporate scenting division serving hotels, retail brands, and luxury corporates with signature scent design, diffusion systems, private label production, and bespoke gifting. Notable enterprise clients include Marina Bay Sands, Bawah Reserve, Coach, Ferrari, Hennessy, and Amex Centurion.
The company operates 20+ boutiques across 9+ Asia-Pacific countries (Singapore, Vietnam, China, South Korea, Hong Kong, Macau, Malaysia), with retail presence in premium locations including Changi Airport, Shanghai K11, Seoul Hyundai/Lotte department stores, and DFS Macau, complemented by a global e-commerce platform. The business model emphasizes clean formulations (vegan, cruelty-free, 30%+ natural essential oils, free from preservatives, CMR, phthalates, and GMOs) and circularity through refillable bottles. No external funding, headcount, or revenue figures are disclosed.
Maison 21G firmographics
Firmographics- Name
- Maison 21G
- Legal name
- Allied Enterprises L.L.C
- Website
- https://maison21g.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Maison 21G is a Singapore-headquartered bespoke perfumery house where customers blend two of 35 master-perfumer-authored essences into custom fragrances, sold via 20+ Asia-Pacific boutiques, e-commerce, and a B2B corporate scenting division.
- Ownership category
- akta.pro rank
Maison 21G industry classification
Industry- Product category
- Bespoke Perfumery
- 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
- Natural & Clean Fragrance (CRABADAG), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
Keywords
Where Maison 21G is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices4 records
Markets served
Maison 21G business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Bespoke Perfume Sales: Core revenue from personalized perfume creation. Customers choose 2 scent essences to blend into their signature fragrance. Available in 30ml and 100ml sizes with various customization options including bottle design and engraving.
- Ready-Made Fragrance Products: Pre-made perfumes, home scents (reed diffusers, room sprays), car diffusers, body care (hand & body wash, lotion, lip balm), and hair mist products.
- Perfume Workshops and Experiences: In-person and potentially virtual perfume creation workshops. Pricing at SG$350/person for various workshop formats including Perfume Creation, Love Atelier, and team building sessions.
- Corporate Scenting Solutions: B2B services including signature scent design for hotels and brands, space scent diffusion systems, team building workshops, private label production, and bespoke corporate gifting.
- Discovery Sets and Travel Products: Perfume discovery sets in 2, 4, or 12 scent configurations. Dual crayon creation kits and travel-sized products for gifting and exploration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Perfume Creation - 30ml bottle |
| Unit Pricing | Pay-as-you-go | Perfume Creation - 100ml bottle |
| Unit Pricing | Pay-as-you-go | Workshop Experiences |
| Unit Pricing | Pay-as-you-go | Perfume Discovery Sets |
| Unit Pricing | Pay-as-you-go | Best-Selling La Creation Perfumes |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Maison 21G product offering
Product offeringCore offering
Maison 21G operates a bespoke perfumery house where customers create personalized fragrances by blending two of 35+ haute couture perfume essences (created by IFF master perfumers) into custom Eau de Parfum, available in 30ml and 100ml sizes. The core offering extends to home scent creation (reed diffusers, room sprays, car diffusers), body care products, the pre-made La Creation Collection, and in-person perfume workshops. The company also provides B2B corporate scenting services including signature scent design, private label production, and bespoke gifting for luxury hotels and brands.
Product overview
Maison 21G is a bespoke perfumery house offering a modular product portfolio centered around personalized fragrance creation. The core offering is the DIY Perfume Creation platform where customers blend two of 35+ haute couture perfume essences into custom Eau de Parfum (30ml/100ml). This core product extends across multiple categories: home scenting (reed diffusers, room sprays, scent machines), body care (hand wash, body lotion, hair mist), and travel sizes (dual crayon sprays, discovery sets). The company also offers experiential services including in-boutique perfume workshops and B2B corporate scenting programs for hotels, retail brands, and events. All products emphasize clean, vegan, sustainably-sourced ingredients with refillable packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Perfume Creation (DIY Eau de Parfum) Bespoke personalized perfume creation where customers blend two of 35+ haute couture perfume essences (created by IFF master perfumers) into a custom Eau de Parfum, available in 30ml and 100ml sizes with custom bottle design and engraving options. Designed for individual consumers seeking a unique signature fragrance.
- Home Scent Collection (Reed Diffuser, Room Spray, Car Diffuser, Scent Machine) Custom home and vehicle scent creation products including reed diffusers, room sprays, car air freshener diffusers, and electric scent diffusion machines, allowing customers to create bespoke fragrances for their living spaces and vehicle interiors.
- Body Care Collection (Hand & Body Wash, Lotion, Hair Mist, Lip Balm, Travel Hand Cream) Custom-formulated body care products including hand and body wash, moisturizing body lotion, lightweight hair mist, nourishing lip balm, and travel hand cream, all personalized with customer-created signature scents.
- Travel Discovery Products (Dual Crayon, Perfume Discovery Sets, Perfume Oil, Home Scent Oil) Travel-size fragrance products including dual-fragrance crayon sprays, perfume discovery sets (2, 4, or 12 scents), concentrated perfume oils, and home scent refill oils for exploration and gifting.
- La Creation Collection (Pre-Made Signature Perfumes) Pre-crafted signature fragrance pairs combining an Eau de Parfum with a complementary Magnifier essence, available in 30ml and 100ml sizes. Variants include La Creation Sage, La Creation Mimosa, La Creation Vetiver, La Creation Rose, La Creation Oud, and La Creation Tuberose.
- Perfume Workshop and Masterclass Experiences Immersive in-person perfume creation workshops and masterclasses led by scent designers, including dedicated Love Atelier experiences for couples, team building workshops for corporate groups, and wedding scent creation sessions. Priced at SG$350 per person.
- Corporate Scenting Services Bespoke scent identity creation for businesses including luxury hotels, retail brands, corporate events, and hospitality spaces. Services include signature fragrance development, scent diffusion systems, team-building perfume workshops, and bespoke branded gifting.
- Private Label Program Full-scale private label product development and branding service for luxury hotels, restaurants, and retail brands, enabling partners to launch their own branded fragrance and scented product lines.
- Gift Cards Gift vouchers redeemable for perfume creation experiences and products within the Maison 21G ecosystem.
Quantifiable outcome
- 21% perfume concentrate concentration - one of the highest in the industry
- +3 more outcomes
Companies that use Maison 21G
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Maison 21G technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Maison 21G partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- IFF (International Flavors & Fragrances)coreMaison 21G partners with world-renowned master perfumers from IFF including Dominique Ropion, Anne Flipo, Nicolas Beaulieu, Juliette Kareuglouzou, Florent Di Marino, Avinash Mali, and Pascal Gaurin. These perfumers create the Haute Couture compositions that form the 35 perfume essences available for customer blending.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Maison 21G competitors and assessment
Company assessmentDirect peers
- Diptyque: Paris-based luxury fragrance and home scent house offering eaux de toilette, candles, and body care. Comparable as a luxury French fragrance brand with a strong home and body product portfolio, owned by Manzanita Capital.
- Le Labo: Luxury niche fragrance house famous for its hand-blended, made-to-order perfumes and custom label engraving. Directly comparable as the most recognized bespoke luxury perfumery brand, now owned by Estée Lauder for global scale.
- Byredo: Swedish luxury niche fragrance house known for minimalist design and distinctive signature scents. Comparable as a high-end niche fragrance brand with broad product portfolio including home scenting and body care.
- Memo Paris: Niche luxury fragrance house focused on travel-inspired signature scents with high-quality formulations. Comparable as a luxury niche perfumery brand operating at premium price points with global distribution.
- D.S. & Durga: Independent New York-based niche perfumery house creating signature scents and home fragrances with storytelling-led branding. Comparable as an independent bespoke-style niche perfume brand with both DTC and select retail distribution.
- Atelier Cologne: Luxury niche fragrance brand specializing in highly concentrated perfume formulations with customizable engraving. Comparable as a high-concentration luxury perfumery brand with personalization and refill ethos, owned by L'Oréal.
- Maison Francis Kurkdjian: Paris-based luxury perfumery house offering bespoke fragrance creation and high-end signature scents. Comparable as a luxury bespoke perfume brand with both B2B and DTC channels, now owned by LVMH.
Broad incumbents
- Jo Malone London: British luxury fragrance and home scent house offering cologne customization (engraving and gift wrapping). Comparable as a larger luxury fragrance brand with personalization capabilities, owned by Estée Lauder.
- Penhaligon's: British heritage perfumery house offering bespoke fragrance services and signature scents. Comparable as a luxury fragrance brand with bespoke/blending heritage, owned by Puig.
Emerging players
- Henry Rose: Premium clean fragrance brand founded by Michelle Pfeiffer, focusing on transparent, sustainably-sourced perfumes. Comparable as a smaller clean/natural fragrance brand with a transparency-first positioning similar to Maison 21G's ingredient ethos.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Maison 21G social profiles
Digital presenceMaison 21G financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maison 21G leadership team
Management profileNumber of profiles
Profiles1 record
Maison 21G funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maison 21G 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 Maison 21G
What does Maison 21G do?
Maison 21G operates a bespoke perfumery house where customers create personalized fragrances by blending two of 35+ haute couture perfume essences (created by IFF master perfumers) into custom Eau de Parfum, available in 30ml and 100ml sizes. The core offering extends to home scent creation (reed diffusers, room sprays, car diffusers), body care products, the pre-made La Creation Collection, and in-person perfume workshops. The company also provides B2B corporate scenting services including signature scent design, private label production, and bespoke gifting for luxury hotels and brands.
Is Maison 21G a public or private company?
Maison 21G is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Maison 21G founded?
Maison 21G was founded in 2020. It employs 101 to 250 people.
Where is Maison 21G based?
Maison 21G is headquartered in Singapore, Singapore, in the Asia region.
How does Maison 21G make money?
Five revenue lines are on record. Bespoke Perfume Sales are the primary driver. The others are ready-Made Fragrance Products, perfume Workshops and Experiences, corporate Scenting Solutions and discovery Sets and Travel Products.
Who are Maison 21G's main competitors?
Direct peers on record are Diptyque, Le Labo, Byredo, Memo Paris, D.S. & Durga, Atelier Cologne and Maison Francis Kurkdjian. Broad incumbents are Jo Malone London and Penhaligon's. Henry Rose is listed as an emerging player.
Does Maison 21G have an API?
No public API is recorded for Maison 21G.
What industry is Maison 21G in?
Maison 21G's product category is Bespoke Perfumery. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRABADAG, Natural & Clean Fragrance. Its NAICS code is 45612 and its SIC code is 2844.