Roja Parfums

What Roja Parfums does

Roja Parfums, trading as ROJA London, is an independent luxury fragrance house founded in 2011 by master perfumer Roja Dove. The company is registered in Brighton, United Kingdom, and operates a flagship boutique at Burlington Arcade in London. It positions itself in the haute perfumery segment, selling ultra-premium fragrances, home scents, and body care products to affluent consumers in more than 60 countries. Signature offerings include the Eaux de Parfum collection (with top SKUs priced at £500–£545 / approximately US$545), the Home Collection, and limited-edition collaborations including a Warner Bros.-licensed Harry Potter range.

The product line is built around original compositions using fine raw materials, with a distinctive packaging identity anchored by the brand's signature violet crystal flacon. The assortment spans multiple fragrance families (oriental, floral, woody, fresh) and has expanded into adjacent categories such as candles, diffusers, and bath products. Distribution is conducted through a Shopify-powered direct-to-consumer e-commerce site and a curated network of more than 15 standalone boutiques and authorized points-of-sale in luxury department stores including Harrods, Bergdorf Goodman, Harvey Nichols, and Bloomingdales. The company has 51–100 employees and remains privately held and founder-controlled.

The commercial model combines high-margin DTC fragrance sales, premium retail partnerships, and selective geographic expansion into Asia-Pacific and the Middle East. Recent activity has included new boutique openings in Jakarta, Kuala Lumpur (TRX Mall), Singapore, and Ho Chi Minh City, with further entries planned in Dubai (Bloomingdales), Doha (Harvey Nichols), and Riyadh (Solitaire). The appointment of Audrey Minard as Global CEO, alongside the rollout of the ROJA Rewards loyalty programme, signals a transition from founder-led boutique operation to a more institutionalized growth phase.

Name

Roja Parfums

Legal name

Roja Parfums Holdings Limited

Website

https://rojaparfums.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Roja Parfums is an independent ultra-premium fragrance house founded in 2011 by Roja Dove, selling haute perfumery through direct-to-consumer e-commerce and 15+ boutiques globally, serving luxury consumers in 60+ countries.

Ownership category

akta.pro rank

Product category

Luxury Fragrances

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industry

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

Keywords

• Luxury fragrances
• Haute perfumery
• Eau de parfum
• Niche perfumery
• Home fragrances

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through the brand's owned online store at rojalondon.com, selling fragrance products directly to consumers globally with shipping to over 60 countries.
2. Retail Partner Distribution: Revenue generated through sales at luxury department store partners including Bergdorf Goodman, Harvey Nichols, Bloomingdales, and specialist boutiques globally.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Roja Parfums is an independent luxury fragrance house that designs, crafts, and sells haute perfumery products including Eau de Parfum and Parfum concentrations for men and women. The company operates named fragrance collections (Prestige, Elysium, Aoud, Art, Isola, APEX), home fragrance candles, and limited-edition collaborations such as the Warner Bros. Harry Potter line. Products are made in England using rare raw materials and are sold direct-to-consumer globally and through luxury department stores and specialist perfume boutiques.

Product overview

Roja Parfums is an independent luxury fragrance house established in Mayfair, London in 2011 by Roja Dove, positioning itself as a pioneer of haute perfumery. The house offers a portfolio of premium fragrance collections including the Prestige Collection (apex tier with violet crystal caps), Elysium Collection, Aoud Collection, Art Collection, Isola Collection (Mediterranean island-inspired scents), and APEX Collection (nature/apex animal-inspired). Core signature products include ROJA Parfums, Lost In Paris, Parfum De La Nuit, Serenity Blend, Burlington 1819, NuWa EDP, and Midsummer Dream. The house also produces limited-edition collaborations such as Harry Potter fragrances with Warner Bros., plus home candles and a loyalty rewards programme. Products are sold through the e-commerce platform (rojalondon.com) and at luxury retail partners including Harrods, Bergdorf Goodman, Bloomingdales, and Harvey Nichols globally.

Differentiator

Problem solved

Functional benefit

Brands

• The Art Collection: A curated selection of scents which celebrate forms of artistry, telling stories of the world around us with fragrances inspired by significant moments in history and awe-inspiring cities.
• The Aoud Collection
• The Prestige Collection
• The Elysium Collection
• The Isola Collection
• The Home Collection
• The APEX Collection
• The Men's Edit

Products and services

• Isola Collection A collection of luxury fragrances inspired by Mediterranean island destinations, featuring scents like Isola Blu (fresh/marine), Oceania (ocean-inspired), Isola Verde (fruity/tropical), and Isola Sol (floral/sunny). Each fragrance serves as an olfactive postcard evoking five-star travel experiences.
• Prestige Collection The apex tier of Roja Parfums offerings, featuring perfumes crafted from the world's finest raw materials and adorned with ROJA's signature violet crystal. Reserved for discerning fragrance connoisseurs, representing uncompromising quality and rarity.
• Elysium Collection A signature collection featuring sophisticated fragrances with distinctive olfactives. The collection includes Elysium Pour Homme as a celebrated male-targeted fragrance, known for its timeless olfactives and modern signatures.
• Aoud Collection A luxurious collection centered around oud (aoud) as the primary note, featuring precious oud ingredients sourced globally, presented as discovery sets and full-sized parfum bottles.
• Art Collection A curated selection of fragrances celebrating artistic expression and cultural stories, featuring scents inspired by significant moments in history and awe-inspiring cities, crafted in exquisite Eau De Parfum form.
• APEX Collection A nature-inspired collection harnessing the power of apex animals and natural ingredients. Features APEX Eau Intense (Eau de Parfum, $380 USD) and APEX Pour Homme (Parfum, $545 USD), designed to connect wearers to Earth's spiritual energies.
• Home Collection (Candles) Home fragrance products including candles, extending the ROJA luxury fragrance experience beyond personal wear into living spaces.
• Harry Potter Collaboration Fragrances Limited-edition fragrances created in collaboration with Warner Bros., featuring Harry Potter-inspired scents including Burlington 1819 (available in 50ml and 100ml sizes) and a Harry Potter Art Collection Travel Set.
• Serenity Blend An Eau De Parfum honouring the timeless ritual of tea, blending East meets West with notes celebrating harmony, mindfulness, and spiritual calm. Available in 100ml and 10ml travel spray sizes.
• ROJA Parfums (House Signature) The signature scent of Perfumer Roja Dove, crafted with his favourite materials and infused with gold leaf, representing his unmistakable British spirit and personal artistic expression.
• Lost In Paris A luxurious gourmand fragrance blending caramelised orange, Grand Marnier, and Vanilla over a sensual Ambergris base, evoking indulgence and Parisian elegance.
• Parfum De La Nuit An intense fragrance expressing the rush of chemistry between legendary Rose de Mai and Saffron, layered with Sandalwood and Leather for smooth sensuality.
• NuWa EDP A signature Eau De Parfum from the house, featured in the new arrivals spotlight section of the website.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Warner Bros. DiscoverycoreStrategic or Co-development Partner · 1 January 2025Harry Potter collaboration producing limited-edition fragrances including Burlington 1819 Limited-Edition (50ml and 100ml) and Harry Potter Art Collection Travel Set. These products feature British sensibility with playful touches inspired by the magical world of Harry Potter.
• HarrodsmajorChannel Partner/ Reseller/ DistributorROJA London products available at Harrods luxury department store, one of London's most prestigious retail destinations, positioning the brand alongside other ultra-luxury offerings.
• Bergdorf GoodmanmajorChannel Partner/ Reseller/ DistributorROJA fragrances sold at Bergdorf Goodman, 754 5th Ave, New York, NY 10019. Operating Monday-Saturday 11am-7pm, Sunday 11am-6pm.
• Harvey NicholsmajorChannel Partner/ Reseller/ DistributorROJA fragrances available at Harvey Nichols Doha Festival City, Qatar. Operating hours Saturday-Wednesday 10am-10pm, Thursday 10am-11pm, Friday 1pm-11pm.
• BloomingdalesmajorChannel Partner/ Reseller/ DistributorROJA products coming soon to Bloomingdales Dubai at Financial Center St - Downtown Dubai. Operating Monday-Thursday 10am-midnight, Friday-Sunday 10am-11pm.
• Jovoy Parfums RaresminorChannel Partner/ Reseller/ DistributorROJA fragrances sold at Jovoy Parfums Rares, 4 Rue de Castiglione, 75001 Paris, France. Operating Monday-Thursday 11am-7:30pm, Friday-Saturday 11am-7pm.
• Libertine ParfumerieminorChannel Partner/ Reseller/ DistributorROJA fragrances available at Libertine Parfumerie, 134-140 Oxford St, Paddington NSW 2021, Australia.
• SolitaireminorChannel Partner/ Reseller/ DistributorROJA fragrances sold at Solitaire, Al Imam Saud Ibn Faysal Rd, As Sahafah, Riyadh 13315, Saudi Arabia.
• Campomarzio70minorChannel Partner/ Reseller/ DistributorROJA fragrances available at Campomarzio70, Via di Campo Marzio, 70, 00186 Roma RM, Italy.
• BreuningerminorChannel Partner/ Reseller/ DistributorROJA fragrances sold at Breuninger, Sendlinger Str. 3, 80331 München, Germany.
• MadisonminorChannel Partner/ Reseller/ DistributorROJA fragrances available at Madison, Strada George Călinescu 55, București 011694, Romania.
• ShopifycoreTechnology or IntegrationE-commerce platform powering rojalondon.com online store, handling order processing, customer accounts, and payment processing.

Scale indicators4 records

Broad incumbents

• Le Labo: Estée Lauder-owned niche fragrance house with hand-blended positioning, cult following, and global boutique presence including candles. Comparable for independent-feeling niche positioning, premium pricing, and home fragrance extension.
• Diptyque: Paris-founded luxury fragrance and candle house now majority-owned by Manzanita Capital, with comparable boutique-led retail model and overlapping home fragrance category. Comparable for boutique-driven luxury fragrance distribution and home collection strategy.
• Tom Ford Private Blend: Estée Lauder-owned ultra-premium fragrance line positioned in the same $200-$500 niche tier as ROJA. Comparable for luxury positioning and department store distribution; broader incumbent with significantly greater marketing budget and parent company resources.

Direct peers

• Penhaligon's: British heritage perfumery house dating to 1870, also focused on luxury fragrances and grooming, now Spanish Puig-owned. Closely comparable for British luxury positioning, multi-collection product portfolio, and presence at luxury department stores including Harrods and Harvey Nichols.
• Amouage: Omani luxury fragrance house at the apex of haute perfumery pricing, with flagship boutiques globally and premium ingredient positioning. Comparable for ultra-premium niche positioning, global luxury retail presence, and strong Middle East customer concentration.
• Byredo: Swedish independent luxury fragrance house now owned by Puig, similarly positioned in contemporary niche perfumery with candles and broader lifestyle extension. Comparable for independent-to-conglomerate trajectory, premium positioning, and lifestyle category expansion into home fragrance.
• Maison Francis Kurkdjian: Paris-based haute perfumery house known for niche artistry and premium pricing (Baccarat Rouge 540), now under LVMH ownership. Direct comparability on creative perfumer-led positioning, $300-$500+ price band, and global luxury retail distribution.
• Clive Christian: British luxury perfume house (No. 1, Original Collection) historically priced among the world's most expensive niche fragrances, with crown-cap bottle design echoing ROJA's signature crystal cap. Closely comparable for British luxury heritage, UHNW positioning, and premium pricing.
• Creed: Independent luxury fragrance house founded in 1760, best known for ultra-premium niche parfums (Aventus) priced similarly to ROJA's Prestige Collection. Comparable for niche positioning, UHNW customer base, and global luxury department store distribution prior to Kering acquisition.

Emerging players

• Jovoy Paris: Independent Paris-based niche perfume boutique and brand house specializing in rare and artisanal fragrances. Comparable as a peer on the retail side (ROJA is stocked at Jovoy Parfums Rares) and as a niche perfumery player with selective distribution and creative-perfumer focus.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rojalondon
• Xx.com/rojaparfums

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Roja Parfums