Earl of East

What Earl of East does

Earl of East is a London-based, privately held fragrance and lifestyle brand founded in 2014 by co-founders Niko Dafkos and Paul Firmin. The company designs, produces, and sells a portfolio of natural soy wax scented candles, home mists, incense, reed diffusers, fragrance oil droppers, air fresheners, cleansing bar soaps, bath and body products, essential oil blends, and aromatherapy sprays, organised across nine signature scent collections (Atlas Cedar, Greenhouse, Jardin de la Lune, Smoke & Musk, Strand, Wildflower, Shinrin-Yoku, Onsen, and Café Collection) plus the Primavera Estate sub-brand. Underlying product technology centres on natural soy wax candle manufacturing with custom-blended fragrance oils and 100% natural essential oil blends, supporting a proprietary scent layering system that encourages consumers to build personalised 'scent wardrobes.'

The business operates an omnichannel model: a DTC e-commerce storefront on earlofeast.com with multi-currency support (USD, GBP, EUR, CHF and others) and integrations for Klarna, Shop Pay, PayPal, and major card networks; four physical retail locations across London (Regent Street flagship with dedicated workshop space, Kings Cross at Coal Drops Yard, Redchurch Street, and Spitalfields) all offering click & collect; candle making workshops for public attendees and private/corporate events; a wholesale programme for stockists; and curated third-party beauty brands (Urania, Neighbourhood Botanicals, Muihood). Pricing spans from $12 entry-level air fresheners to $155+ signature bundles, with workshops priced at approximately £70-£100 per person. Customer segments span wellness-focused Gen Z and millennial consumers, gift buyers for weddings and housewarmings, and corporate clients for team building, supported by a Ritual Rewards loyalty programme, an editorial Journal blog, and cultural collaborations with musicians and artists including Sampha and Lydia Pang. The brand is independently owned with no disclosed funding rounds, parent company, or acquisitions, and has been featured in Forbes, Financial Times, Elle, Wallpaper, Stylist, The Telegraph, Refinery29, and Grazia.

Name

Earl of East

Legal name

Earl of East

Website

https://earlofeast.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Earl of East is a London-based, privately held fragrance and lifestyle brand founded in 2014 by Niko Dafkos and Paul Firmin, producing natural soy wax candles, home fragrances, bath and body products, and curated third-party beauty across nine signature scent collections, sold via DTC e-commerce, four London retail stores, workshops, and wholesale.

Ownership category

akta.pro rank

Product category

Home Fragrance & Lifestyle Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Natural & Clean Fragrance (CRABADAG)

Keywords

• Home fragrance products
• Scented soy wax candles
• Artisan candle making workshops
• Lifestyle brand e-commerce
• Natural bath and body products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (DTC E-commerce): Direct-to-consumer sales of scented candles, home fragrances, bath & body products, and lifestyle accessories through their e-commerce platform. Products sold at various price points from $12 to over $100.
2. Retail Store Sales: Four physical retail locations in London (Regent Street, Kings Cross, Redchurch Street, Spitalfields) offering products, click & collect, and in-store experiences.
3. Candle Making Workshops: Beginner's candle making workshops (~60 minutes, approximately £70-85) and Advanced workshops (~75 minutes) held in Central London studio. Also offers private workshops for corporate events, hen dos, birthdays, and team building (minimum 6-12 guests).
4. Gift Sets & Bundles: Pre-curated gift sets including duo gift sets, signature scent bundles, starter scent sets, and companion sets at various price points.
5. Wholesale: Wholesale programme for retailers and stockists, indicated by the presence of a wholesale page on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Earl of East produces and sells a portfolio of natural soy wax scented candles and complementary home fragrance and bath & body products across multiple signature scent collections (including Atlas Cedar, Greenhouse, Jardin de la Lune, Smoke & Musk, Strand, Wildflower, Shinrin-Yoku, Onsen, Café Collection, and Primavera Estate). Products are sold direct-to-consumer via the earlofeast.com e-commerce storefront, four London retail stores, and a wholesale programme, and the company also operates public and private candle making workshops.

Product overview

Earl of East is a London-based fragrance and lifestyle brand offering a diversified portfolio of home fragrance and personal care products. The core offering consists of scented soy wax candles available in multiple sizes across nine signature scent collections (Atlas Cedar, Greenhouse, Jardin de la Lune, Smoke & Musk, Strand, Wildflower, Shinrin-Yoku, Onsen, and Café Collection). Complementary product lines include home mists, incense (sticks and cones), reed diffusers, fragrance oil droppers, air fresheners, cleansing bar soaps, bath and body products (all over oils, bath salts, hand washes, hand balms), essential oil blends, and aromatherapy sprays (sleep, shower, magnesium). The brand operates a sub-brand, Primavera Estate, for outdoor-focused products. Retail offerings extend to curated third-party beauty and fragrance products. Services include candle making workshops (beginner and advanced), private event hosting, and a loyalty programme (Ritual Rewards). The company maintains four retail locations in London and offers online shopping with international shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Primavera Estate: A sub-brand by Earl of East featuring soy wax candles and home fragrance products
• Ritual Rewards

Products and services

• Scented Candles Natural soy wax scented candles available in 170ml, 260ml and 500ml sizes across signature scent collections including Atlas Cedar, Greenhouse, Jardin de la Lune, Smoke & Musk, Strand, Wildflower, Shinrin-Yoku, Onsen, and Café Collection; priced $32-$78. Sold DTC, in retail stores and via wholesale to consumers seeking home fragrance.
• Home Mists 100ml room sprays for instant fragrance, available across multiple scent collections. Targeted at consumers seeking quick home fragrance refresh options.
• Incense Incense sticks and cones offered across signature scent collections including Atlas Cedar, Greenhouse, Jardin de la Lune, Smoke & Musk, and Strand, for consumers seeking traditional home fragrance formats.
• Reed Diffusers Reed diffusers for continuous home fragrance, available across multiple scent collections. Targeted at consumers wanting passive, long-lasting scent in living spaces.
• Fragrance Oil Droppers Concentrated fragrance oil blends sold as droppers for custom scent layering and diffusion; supports the brand's scent layering system. Targeted at consumers seeking personalized home fragrance.
• Air Fresheners Portable scent tags designed for cars, wardrobes, gym bags, and travel; available across all scent collections including Onsen, Shinrin-Yoku, Atlas Cedar, Jardin De La Lune, Smoke & Musk, Greenhouse, Strand, Viagem, Wildflower, and Flower Power.
• Cleansing Bar Soaps 160g bar soaps for everyday use in Onsen, Shinrin-Yoku, Jardin de la Lune, Wildflower, Smoke & Musk, Strand, Atlas Cedar, Elementary, and Flower Power scents, priced at $21.
• Bath & Body Bath and body essentials including all over oils ($38-$75), bath salts ($50), hand washes ($44), and hand balms ($50), primarily in Shinrin-Yoku and Onsen scents, for personal care consumers.
• Essential Oil Blends 10ml 100% natural essential oil blends in Shinrin-Yoku and Onsen scents designed for use with diffusers, priced at $25, for consumers seeking clean, natural fragrance for their spaces.
• Aromatherapy Sprays Targeted aromatherapy sprays for rest, recovery and reset including sleep sprays (Nerumae), magnesium sprays (Minera), and shower sprays (Mezame), for wellness-focused consumers.
• Gift Sets Pre-curated gift sets including starter scent sets, signature scent bundles, duo gift sets, companion sets, scent layering sets and hand cleansing kits across all scent collections; priced $62-$100 for individuals and up to $155+ for signature bundles, targeting gift buyers for weddings, engagements, housewarmings, hosts and corporate gifting.
• Perfume Collection Perfume and fragrance products including Eau de Parfum options from Earl of East and curated brands like Urania, for personal fragrance consumers.
• Beauty & Fragrance Beauty and skincare products including facial oils, cleansers, and aromatherapy treatments from Earl of East and curated third-party brands like Neighbourhood Botanicals and Muihood, targeting beauty consumers.
• Candle Making Workshops Hands-on beginner (~60 minutes, ~£70-85 per person) and advanced (~75 minutes, ~£85-100 per person) candle making workshops held in Central London studios, teaching fragrance blending and bespoke candle creation. Beginner workshops pour a 170ml soy wax candle. Available to individual consumers, private groups, and corporate clients for team building.
• Candle Making Kit DIY soy wax candle making kit for home use, allowing consumers to recreate the workshop experience at home.
• Private & Corporate Workshops Quote-based private candle making workshops for corporate events, team building, brand activations, hen dos and birthdays; hosted at the Regent Street studio (minimum 6 guests) or at a client venue (minimum 12 guests).

Quantifiable outcome

• 66% of Gen Z fragrance purchases influenced by PerfumeTok social media platform
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• EcologiminorStrategic or Co-development PartnerSustainability partnership where Earl of East plants trees through Ecologi. The company has an Ecologi profile and badge showing trees planted, demonstrating commitment to environmental sustainability and carbon offsetting.
• GestaltencoreStrategic or Co-development PartnerCo-publishing partnership for 'HOME FOR NOW' book - a brand book exploring the homes, people, and spaces that shaped Earl of East. The book was launched at Coal Drops Yard with a community event.
• Lydia PangminorStrategic or Co-development PartnerWriter and artist collaboration for limited-edition 'Eat Bitter' candle inspired by the ritual of simmering bone broth. Marketed as a scent collaboration with storytelling at its core.
• SamphaminorStrategic or Co-development PartnerMusician collaboration creating 'Sensory Nectar' fragrance that translates the atmosphere of Sampha's music into scent. Described as deeply transportive, blending Earl of East's fragrance expertise with Sampha's artistic vision.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nest Fragrances: Established home fragrance brand with broad candle, diffuser, and bath & body ranges sold through department stores, wholesale, and DTC; comparable product portfolio structure to Earl of East at a larger distribution scale.
• Diptyque: Established luxury home fragrance house (candles, diffusers, mists, fragrances) with global retail and wholesale presence; serves as the premium aspirational benchmark indie brands like Earl of East compete against.
• Jo Malone London: Global luxury fragrance and home fragrance brand within the Estée Lauder portfolio; comparable product breadth across candles, diffusers, bath & body, and cologne, with vastly greater distribution scale.
• Le Labo: Cult luxury fragrance house owned by Estée Lauder, offering candles and home fragrance alongside its core perfume range; comparable indie-origin brand story that scaled into a global luxury reference point.
• Maison Margiela Replica: Luxury fragrance line (candles, EDTs, body care) built on nostalgic, story-driven scent concepts; directly comparable to Earl of East's narrative-led scent collection strategy and lifestyle positioning.

Direct peers

• Otherland: Direct indie DTC candle and home fragrance brand offering curated seasonal scent collections via e-commerce, with a similar aesthetic-driven, Gen Z-targeted positioning as Earl of East.
• Boy Smells: Independent candle and fragrance brand blending natural wax candles with fine fragrance positioning; competes for the same millennial and Gen Z lifestyle candle buyer as Earl of East.
• P.F. Candle Co. LA-based soy candle and home fragrance indie brand with broad DTC distribution, multi-format home fragrance SKUs, and a similar premium-but-accessible price ladder to Earl of East.
• D.S. & Durga: Independent Brooklyn-based fragrance house covering home fragrance, candles, and eau de parfum with a similarly narrative-driven, indie-luxury positioning to Earl of East.

Emerging players

• Nette: Emerging indie candle brand targeting Gen Z consumers with curated scent drops and social-first marketing; overlaps with Earl of East's PerfumeTok-influenced discovery model and Gen Z customer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/earlofeastlondon
• Xx.com/earlofeast
• Facebookfacebook.com/EarlofEastlondon
• LinkedInlinkedin.com/company/earl-of-east

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Earl of East