What Noble Isle does

Noble Isle Limited is a UK-registered private company (Company No. 07586532) that designs, manufactures, and distributes a luxury bath, body, and home fragrance portfolio under the Noble Isle brand. Founded in 2012 by Katy Simpson and headquartered in Chester, England, the company operates across four distribution channels: direct-to-consumer e-commerce via nobleisle.com, wholesale to more than 60 UK retail stockists, international distributor sales spanning the United States, Austria, Germany, Netherlands, Norway, and New Zealand, and a B2B hotel amenities program serving named luxury venues including The Balmoral, Fingal, and Destiny Scotland Apartments.

The product range is organised into 13 signature fragrance collections (Fireside, Golden Harvest, Lightning Oak, Perry Pear, Pinewood, Rhubarb Rhubarb!, Scots Pine, Summer Rising, Tea Rose, The Greenhouse, Whisky & Water, Wild Samphire, Willow Song), each tied to a named provenance location in the British Isles and built around a top/heart/base perfume architecture developed with master perfumers. Core SKUs include 250ml bath and shower gels at £23, body lotions and creams at £21-£42, candles at £42-£75, reed diffusers at £50, and curated gift sets ranging from £16 to £83. Natural extracts are sourced from named British producers including The Balvenie Distillery (malted barley), E. Oldroyd & Sons (Yorkshire rhubarb), The Bell at Skenfrith (Welsh beetroot), and the Lavenham Woodland Project (willow bark and water lily).

Revenue is generated through unit-priced product sales across four customer segments: premium self-care consumers (primary), luxury hospitality (amenity contracts), corporate gifting, and weddings/events. All products are vegan, cruelty-free, paraben-free, manufactured in Chester, and packaged in 50% recycled recyclable plastics. Pricing is positioned in the premium mass tier, with operational hallmarks including Trustpilot-validated customer reviews, an NHS-tied hand sanitiser donation program (10% of sanitiser sales), GDPR/ICO registration, and ongoing 2024 launches including an Eau De Parfum Discovery Set that signals initial category extension into fine fragrance.

Name

Noble Isle

Legal name

Noble Isle Limited

Website

https://nobleisle.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Noble Isle is a UK-based luxury bath, body, and home fragrance brand founded in 2012, selling 13 provenance-led vegan and cruelty-free collections via DTC e-commerce, 60+ UK stockists, international distributors, and a hotel amenities program.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through nobleisle.com selling bath & body, hand care, haircare, and home fragrance products directly to consumers.
2. Wholesale/Retail Distribution: Revenue from supplying products to retail stockists across UK and internationally, including department stores, boutiques, and garden centres.
3. Trade/Hotel Amenities: B2B sales of luxury hotel amenities to hotels and hospitality venues.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Noble Isle manufactures and sells luxury bath, body, hand care, haircare, and home fragrance products formulated with real perfume and natural extracts sourced from the British Isles. Products are sold directly via the nobleisle.com e-commerce site, through 60+ UK and international retail stockists, and via a B2B trade program supplying luxury hotel amenities and corporate gifts. All products are vegan, cruelty-free, paraben-free, manufactured in Chester, England, with packaging made from 50% recycled plastics.

Product overview

Noble Isle is a luxury Bath, Body and Home fragrance brand that combines the art of perfumery with the cultural heritage of the British Isles. The product portfolio includes Bath & Shower Gels, Body Lotions, Body Creams, Hand Care (Washes, Lotions, Sanitisers), Haircare (Shampoo, Conditioner), Home Fragrance (Single Wick Candles, Deluxe Triple-wick Candles, Reed Diffusers, Fine Room Fragrance), Gift Sets, Travel-Sized Products, and Refillable Hand Care options. Products are organized into thirteen signature fragrance collections including Rhubarb Rhubarb!, Whisky & Water, Fireside, Willow Song, Scots Pine, Wild Samphire, Golden Harvest, Summer Rising, Tea Rose, The Greenhouse, Perry Pear, Lightning Oak, and Pinewood. Each collection features perfumes with distinctive top, heart, and base notes inspired by specific regions of the British Isles. The company offers vegan, cruelty-free, and sustainable products made in Chester, England.

Differentiator

Problem solved

Functional benefit

Products and services

• Bath & Shower Gels Multipurpose luxury bath and shower gels enriched with nutrient-rich extracts from the British Isles, usable as shower cleanser or bubble bath. Available in 250ml size at approximately £23, across multiple fragrance collections including Rhubarb Rhubarb!, Fireside, Whisky & Water, Willow Song, and Scots Pine.
• Body Lotions Deeply hydrating luxury body lotions enriched with natural extracts from the British Isles. Lightweight, quickly absorbed formula leaves a veil of moisture and fine fragrance. Priced at approximately £27 for 250ml.
• Body Creams Rich luxury body creams with a shea butter base that softens skin without oily residue. Priced at approximately £42 for 250ml. Available in fragrances including Willow Song, Tea Rose, and Fireside.
• Hand Washes Luxury hand washes with natural antibacterial properties and natural cleansers. Non-drying formulas in recyclable packaging with long-lasting fragrances. Priced at approximately £21-£23 for 250ml.
• Hand Lotions Soothing and protecting luxury hand lotions designed to soften and hydrate while releasing long-lasting fragrances. Available in sustainable refillable glass bottles.
• Hand Sanitiser Luxury hand sanitisers with natural formulations. The company donates 10% of Hand Sanitiser sales to the NHS through the Clean Conscience charity partnership.
• Shampoo Luxury shampoos enriched with natural extracts from the British Isles. Available in fragrances including Perry Pear and Scots Pine.
• Conditioner Luxury conditioners formulated with natural extracts from the British Isles, designed to complement the shampoo collections.
• Single Wick Candles Luxury scented candles made in England with a mineral blend of natural and paraffin waxes and lead-free wicks. Burn time 35-45 hours. Priced at £42 for 200g.
• Deluxe Candles (Triple-Wick) Large luxury scented candles with triple-wick design. Made in England with a mineral blend of natural and paraffin waxes. Burn time 120 hours. Priced at £75 for 640g.
• Reed Diffusers Luxury reed diffusers for home fragrance. Available in 180ml size at £50, with refills also offered.
• Fine Room Fragrance Fine room fragrances for home ambiance, part of the home fragrance collection.
• Gift Sets Pre-curated luxury gift sets including Body Care Gift Sets, Hand Care Gift Sets, Haircare Gift Sets, Travel Sets, and Shower Gel/Candle Duos. Prices range from £16 to £83.
• Travel-Sized Products Travel-size versions of products in 30ml and 75ml sizes, including travel samplers, travel trios, and mini gift sets priced from £16-£24.
• Refillable Hand Care Sustainable hand care collection featuring glass bottles with 1-litre refills for hand wash, hand lotion, and hand sanitiser. Starting from £23.
• Eau De Parfum Discovery Set New fragrance discovery gift set containing 2x 10ml Eau De Parfum bottles at £25.00, designed to enable sampling of the brand's fine fragrance portfolio.
• The Pantry Gift Set Compact gift set containing 4x 30ml bottles of Bath & Shower Gel, Body Lotion, Shampoo, and Conditioner at £16.00, designed for trial and travel use.
• The Willow Song Ritual Gift Set Premium gift set containing a Bath & Shower Gel and Luxury Body Cream in a pale green hat box packaging, priced at £55.00, themed around the Willow Song fragrance collection.

Named customers5 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

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Clean ConscienceminorStrategic or Co-development PartnerCharitable partnership where Noble Isle donates 10% of Hand Sanitiser sales to Clean Conscience and NHS support initiatives.
• The Balvenie DistillerycoreStrategic or Co-development PartnerSourcing partnership for natural extract of Malted Barley from the time-honoured Balvenie Distillery in Dufftown, one of few distilleries still harvesting and malting its own barley for single malt Scotch Whiskies.
• E. Oldroyd & SonscoreStrategic or Co-development PartnerSixth-generation rhubarb farm in the Yorkshire Triangle, overseen by 'high priestess of rhubarb' Janet Oldroyd. Source of rhubarb extract for Rhubarb Rhubarb! collection.
• The Bell at SkenfrithminorStrategic or Co-development PartnerSourcing partnership for red, yellow, and white beetroots from the kitchen garden at this Welsh coaching inn for the Fireside collection.
• Lavenham Woodland ProjectminorStrategic or Co-development PartnerSourcing partnership for Water Lily and Willow Bark extracts from the planting initiative near Lavenham Walk in Suffolk for Willow Song collection.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Molton Brown: Long-established British luxury bath, body and fragrance house with comparable heritage-led positioning, multi-channel distribution (own stores, department stores, hotel amenities), and similar price-point structure to Noble Isle. The most direct comparable in the UK luxury bath/body category.
• Bamford: British luxury bath, body and home fragrance brand built on natural ingredients, provenance storytelling and sustainability credentials - directly overlapping Noble Isle's positioning and target consumer (Bamford is the Lord Bamford-owned, Daylesford-adjacent brand).
• Elemis: UK-originated prestige bath, body and skincare brand sold through spas, hotels, cruise ships and department stores - same trade channel structure (spa/hospitality discovery funnels into DTC) and similar premium positioning to Noble Isle.
• Diptyque: Luxury French fragrance house with strong home fragrance and bath/body range, comparable pricing on candles and diffusers, and similar storytelling-led brand identity - a key international comparable for Noble Isle's home fragrance business.
• Miller Harris: London-based British niche fragrance house with bath, body and home fragrance products. Overlaps with Noble Isle on UK luxury fragrance positioning, gift-set retail placement and provenance-led storytelling (perfumer London roots).
• This Works: British bath, body and sleep-wellness brand with similar natural-positioning, mid-premium price architecture, and multi-channel (DTC, department stores, hotel spa) distribution approach to Noble Isle.

Broad incumbents

• Jo Malone London: Iconic British luxury fragrance and bath/body house with much larger scale. Competes for the same prestige bathroom shelf and gift-set occasion but spans far more categories (cologne, candles, diffusers) at a higher price band; serves as the aspirational comparable and primary threat for premium fragrance extensions.
• Penhaligon's: Heritage British fragrance house with bath, body and grooming range sold through own boutiques and department stores. Overlaps with Noble Isle on UK luxury heritage positioning, hotel/distributor presence, and the bath-and-body adjacency to fine fragrance.
• Aesop: Australian luxury skincare, body and fragrance brand with comparable minimalist-British-provenance-leaning storytelling, premium price architecture, and selective department-store distribution. Aesop is a useful 'scale end-state' comparable for where a brand like Noble Isle could grow.
• L'Occitane en Provence: Global natural-ingredient bath, body and home fragrance brand with heritage sourcing story (Provenance from Provence) - useful larger comparable for testing whether Noble Isle's British-provenance narrative scales internationally at the same premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights14 records

Customer concentration

• Xx.com/nobleisle
• Facebookfacebook.com/NobleIsle

Compliance6 records

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 Noble Isle