Caswell-Massey Company

What Caswell-Massey Company does

Caswell-Massey Company is a privately held American personal care and fragrance company founded in 1752 in Newport, Rhode Island, currently headquartered in Edison, New Jersey. The company designs, manufactures, and sells luxury fragrances, triple-milled bar soaps, men's grooming products, and home candles, and is positioned by its own materials as America's oldest continuously operating fragrance house. Its core product lines include heritage fragrances dating to the late 18th and mid-19th centuries (Number Six launched in 1772 as America's first fragrance, Jockey Club launched in 1840), a Living Florals collection co-developed with The New York Botanical Garden using proprietary nature-identical scent molecule technology, and a men's grooming assortment spanning colognes, aftershaves, shave creams, pre-shave oils, pomades, and safety razors. Manufacturing emphasizes natural essential oils, plant-based formulations, paraben- and phthalate-free ingredients, FSC-certified packaging, and solar-powered production.

The company operates a direct-to-consumer-first business model, with primary revenue from one-time product sales priced between $5 (matches) and $225 (Cologne No. 6, 100mL) and bundle sales offering 20-38% savings, supplemented by digital gift cards sold in $25-$250 denominations. Distribution runs predominantly through caswellmassey.com with free standard shipping on orders over $50, complemented by a wholesale program for third-party retailers, and the company explicitly excludes South America from its shipping footprint. Customer segments span men's grooming (primary), women's fragrance and body care (primary), gift-givers (secondary), and home fragrance consumers (secondary), reached through owned email, content marketing via The Journal blog, organic social, and on-site reviews. A 270+ year heritage, documented presidential associations (Washington, Eisenhower, Kennedy), and the NYBG partnership form the core of its brand narrative, while IFF (International Flavors & Fragrances) is referenced as a supply-side partner.

Name

Caswell-Massey Company

Legal name

Caswell-Massey

Website

https://caswellmassey.com

Company type

Private

Founded year

1752

Operating status

Operating

Headcount range

11–50 employees

Short description

Caswell-Massey is America's oldest continuously operating fragrance house, founded in 1752, that designs and sells luxury fragrances, triple-milled bar soaps, men's grooming products, and candles primarily through direct-to-consumer e-commerce to individual consumers across heritage, men's, women's, and gift-giving segments.

Ownership category

akta.pro rank

Product category

Luxury Fragrances and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Natural & Clean Fragrance (CRABADAG)

Keywords

• Luxury fragrance products
• Artisan bar soaps
• Men's grooming essentials
• Home fragrance candles
• Personal care apothecary

Headquarters

HQ city

Edison

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase revenue from fragrance products (Eau de Parfum, Perfume, Eau de Toilette, Cologne), bar soaps, body care, candles, and men's grooming products. Products sold at various price points from $5 (matches) to $200+ for premium fragrances.
2. Gift Cards: Digital e-gift cards sold in denominations of $25, $50, $100, $150, and $250, enabling gifting occasions and driving customer acquisition.
3. Bundle and Subscription Savings: Bundle products offering 20-38% savings encourage larger transaction values. Mix-and-match options for soaps and fragrances create upsell opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Caswell-Massey manufactures and sells luxury fragrances (Eau de Parfum, Perfume, Eau de Toilette, Cologne), triple-milled bar soaps, bath and body products, men's grooming essentials, and home candles. The company operates as a direct-to-consumer e-commerce brand selling its own heritage and newly developed personal care products, including signature scents such as Number Six (since 1772), Jockey Club (since 1840), and the Living Florals Collection co-developed with The New York Botanical Garden.

Product overview

Caswell-Massey Company is America's original luxury fragrance house, founded in 1752 in Newport, Rhode Island. The company offers a diverse portfolio of fine fragrances, luxury bar soaps, bath and body products, men's grooming essentials, and home candles. The product line includes heritage fragrances (Number Six - America's first fragrance from 1772, Jockey Club from 1840, Almond), the Living Florals Collection developed with The New York Botanical Garden featuring nature-identical scent molecules, and various men's grooming products. Core offerings span Eau de Parfum, Perfume, Eau de Toilette, and Cologne concentrations; triple-milled bar soaps; men's grooming essentials including shave creams, aftershaves, razors, and pomades; luxury candles for home fragrance; and curated gift sets. The company emphasizes sustainable ingredients, solar-powered production, FSC-certified packaging, and cruelty-free formulations. Notable partnerships include The New York Botanical Garden (Living Florals Collection) and IFF (International Flavors & Fragrances).

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Collection: Men's grooming collection featuring classic-meets-modern fragrances including Newport, Number Six, and other distinctive scents.
• The New York Botanical Garden Collection
• Presidential Favorites

Products and services

• Number Six Fragrance Collection America's first fragrance (since 1772) and George Washington's signature scent, featuring neroli, bergamot, rosemary, amber, rose, musk, and myrrh. Available in Eau de Parfum, Cologne, and aftershave formats.
• Jockey Club Fragrance Collection Heritage fragrance established in 1840 and JFK's preferred scent, featuring citrus, bergamot, jasmine, geranium, amber, ylang, sandalwood, and musk. Available in Eau de Parfum, Cologne, and aftershave formats.
• Almond Collection

Quantifiable outcome

• Longest continuously manufactured American fragrance - Number Six since 1772
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The New York Botanical GardencoreStrategic or Co-development PartnerStrategic creative collaboration producing the 'Living Florals' collection and NYBG-branded products including Lilac, Gardenia, Honeysuckle, Orchid, Peony, and Rose fragrances. Products are made with nature-identical scent molecules using sustainable materials. Each purchase directly supports NYBG's work in plant research, conservation, horticulture, and education. The partnership includes both fragrance products (Eau de Toilettes and Perfumes) and bar soaps (Bouquet Soap Set, Floral Discovery Set).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• D.S. & Durga: Independent American niche fragrance house selling DTC and through select retailers. Comparable as a U.S.-based specialty fragrance brand with a curated, story-driven portfolio targeting the same premium fragrance consumer.
• Le Labo: NYC-born niche fragrance house (now owned by Estée Lauder) known for hand-blended perfumes and apothecary-style presentation. Directly comparable as a heritage-inspired American fragrance brand with a DTC and selective retail model.
• Creed: Heritage fragrance house founded in 1760 with similar ultra-premium positioning, historical narratives, and a portfolio spanning EDP and cologne for men and women. Comparable as a multi-century old luxury fragrance competitor.
• Penhaligon's: British heritage perfumer (founded 1870) with royal warrants and a portfolio of fragrances, grooming, and bath products. Comparable as a heritage fragrance and grooming house serving the same premium gifting and self-purchase occasion.
• Floris London: Britain's oldest perfumer (founded 1730) holding a Royal Warrant, with a heritage fragrance and grooming portfolio sold DTC and through select retailers. Comparable as a centuries-old perfumery with British/American heritage positioning.
• Claus Porto: Portuguese heritage brand (founded 1887) specializing in luxury triple-milled bar soaps, fragrances, and bath products. Directly comparable as a heritage soap and fragrance maker with premium pricing and DTC focus.
• Duke Cannon: American men's grooming brand sold through DTC and mass/wholesale channels, with bar soaps, shave, and cologne products. Comparable as a U.S.-based DTC grooming brand targeting the same masculine consumer with heritage positioning.
• Dr. Squatch: DTC-first American men's soap and personal care brand with strong digital marketing and natural formulations. Comparable as a U.S.-based bar soap and grooming DTC competitor in the same price category.

Broad incumbents

• Aesop: Australian luxury personal care brand (now owned by L'Oréal) with apothecary positioning, premium pricing, and DTC plus selective retail distribution. Comparable as a higher-scale apothecary-style luxury personal care brand operating globally.
• Acqua di Parma: Italian luxury fragrance house with classic Colonia heritage and a broader global distribution footprint (now under LVMH). Comparable as a multi-decade heritage luxury fragrance competitor in the premium men's cologne and bath space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/caswellmassey
• Facebookfacebook.com/caswellmassey
• LinkedInlinkedin.com/company/caswell-massey

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Caswell-Massey Company