The Aromatherapy Company
- Company typePrivate
- Founded1989
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
The Aromatherapy Company firmographics
Firmographics- Name
- The Aromatherapy Company
- Legal name
- Star Products Limited
- Website
- https://thearomatherapycompany.co.nz
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
The Aromatherapy Company industry classification
Industry- Product category
- Home Fragrance and Personal Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)
- akta.pro secondary industries
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Natural & Clean Fragrance (CRABADAG), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)
Keywords
Where The Aromatherapy Company is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
The Aromatherapy Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct E-commerce Sales: Primary revenue stream through owned Shopify e-commerce storefront. Consumers purchase directly online with products shipped to NZ and AU addresses. Tiered pricing with volume discounts (5-15% for multi-item orders).
- Wholesale Distribution: Wholesale channel available for retail partners through wholesale contact form. Allows retail stores to stock The Aromatherapy Company products.
- Gift Voucher Sales: Digital gift vouchers available for purchase, driving future revenue and gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - Candle care and accessory products |
| Unit Pricing | Pay-as-you-go | Mini Discovery Sets - Sampler packs for trying multiple fragrances |
| Unit Pricing | Pay-as-you-go | Hand & Body Care - Hand creams, washes, and lotions |
| Unit Pricing | Pay-as-you-go | Room Sprays - Home and linen fragrances |
| Unit Pricing | Pay-as-you-go | Reed Diffusers - Continuous home fragrance |
| Unit Pricing | Pay-as-you-go | Scented Candles - Soy wax blend candles |
| Unit Pricing | Pay-as-you-go | Kitchen & Cleaning - Surface sprays and cleaning products |
| Subscription | Pay-as-you-go | Gift Vouchers |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
The Aromatherapy Company product offering
Product offeringCore offering
The Aromatherapy Company designs, manufactures and sells aromatherapy-based home fragrance and body care products, including scented soy-wax-blend candles, reed diffusers, room and linen sprays, hand and body washes, lotions, creams, kitchen surface sprays, and related accessories. The product range is organized into sub-brands (Therapy, Smith & Co., Naturals, FLWR, Therapy Kitchen, Therapy Garden, Therapy Man) and sold direct-to-consumer via the company's own e-commerce site, with a wholesale channel for retail stockists.
Product overview
The Aromatherapy Company operates as a unified e-commerce platform offering three main sub-brands: Therapy (wellness collection with essential oils, ten fragrances), Smith & Co. (home décor meets home fragrance with sculptural vessels in six hues, six scents), and Naturals (mindfully made in New Zealand with recycled materials and refillable vessels, five aromas). Additional sub-brands include FLWR (limited edition floral collection with four scents), Therapy Kitchen (culinary fragrances for the kitchen), Therapy Garden (outdoor/botanical theme), and Therapy Man (men's skincare line). The product portfolio spans scented candles, reed diffusers, room sprays, hand and body care products (washes, lotions, creams, pomades), and accessories (candle holders, snuffers, trimmers, discovery sets). Products are sold primarily in New Zealand and Australia, with pricing in NZD and AUD.
Differentiator
Problem solved
Functional benefit
Brands
- Therapy: A wellness collection enriched with the goodness of essential oils to nurture the mind, body & soul. Featuring ten fragrances designed to elevate everyday rituals.
- Smith & Co.
- Naturals
- FLWR
- Therapy Kitchen
- Therapy Garden
- Therapy Man
Products and services
- Therapy Range Wellness collection enriched with essential oils to nurture the mind, body and soul. Features ten fragrances designed to elevate everyday rituals. Includes candles, diffusers, room sprays, and hand & body products.
- Smith & Co. Range Home décor meets home fragrance with sculptural vessels in six hues paired with six intoxicating scents. Multi-sensory accessories that elevate living spaces. Includes candles, diffusers, room sprays, and hand & body products in glass 'forever' bottles.
- Naturals Range Mindfully made in New Zealand for the consumer and the planet, featuring five bold aromas with recycled materials, considered ingredients, and refillable vessels. Includes candles, diffusers, and hand & body products.
- Scented Candles Soy wax blend candles with 100% cotton wicks across multiple sizes and fragrance lines. 100g candles provide approximately 15 hours burn time, 260g approximately 45 hours, 400g approximately 60 hours. Includes Smith & Co. (six hues, six aromas, two sizes), Therapy, Naturals, Therapy Kitchen, and Therapy Garden collections.
- Reed Diffusers Continuous aroma diffusers in 90ml, 120ml, and 250ml sizes across all brands. 90ml diffusers (FLWR) last approximately 1-2 months, 120ml (Naturals) 2-3 months, 250ml (Therapy Kitchen) 4-5 months. Refill options available.
- Room Sprays Home and linen fragrances in 100ml sizes. Includes Smith & Co. room sprays, Therapy linen sprays, and Therapy Kitchen room sprays. Priced from $18.95.
- Hand & Body Care Personal care range including hand creams ($12.95-$19.95, 50-80ml), hand and body washes ($22.95-$32.95, 400-500ml), wash refills ($29.95-$32.95, 800-1000ml), hand and body lotions ($22.95-$24.95, 400-500ml), hand and nail pomades, face balms, and shaving creams. Enriched with NZ native botanicals including Kawakawa oil, Meadowfoam Seed Oil, and Rosehip Oil.
- Kitchen Surface Spray 500ml kitchen surface spray to clean surfaces without harsh ingredients, naturally revitalizing and neutralizing odours with fresh purifying aroma. Refillable. Therapy Kitchen Lemongrass, Lime & Bergamot variant priced at $19.95.
- Accessories Candle and diffuser accessories including candle & diffuser plates ($14.95), candle snuffers ($19.95), wick trimmers ($19.95), and diffuser refill sticks 6-pack ($3.45).
- Mini Candle Discovery Sets Sample sets featuring multiple fragrances from a collection. Therapy Mini Candle Discovery Set includes seven aromas ($17.95), Smith & Co. Mini Candle Discovery Set includes six aromas ($17.95), Naturals set includes four aromas ($7.46).
- FLWR Collection Limited edition floral-inspired collection featuring four scents with pastel packaging and artfully embossed glass vessels.
- Gift Vouchers Digital gift vouchers available in variable amounts for purchase on the website, driving future revenue and gifting occasions.
Quantifiable outcome
- Candle burn times: 100g approximately 15 hours, 260g approximately 45 hours, 400g approximately 60 hours
- +1 more outcomes
Companies that use The Aromatherapy Company
Customer profileSegments5 records
Ideal customer profiles5 records
The Aromatherapy Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Aromatherapy Company partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
The Aromatherapy Company competitors and assessment
Company assessmentDirect peers
- Leif: Australian botanical body care and home fragrance brand with soy candles, hand washes and lotions positioned around native Australian botanicals. Comparable on aesthetic-driven packaging, natural ingredient storytelling, and adjacent ANZ personal-care category overlap.
- NEST Fragrances: US-based premium home fragrance and body care brand with a portfolio of signature scents spanning candles, diffusers, hand soaps and lotions. Directly comparable in product mix, premium price points, and D2C + selective wholesale distribution strategy.
- MOR Boutique: Australian heritage bath, body and home fragrance brand offering candles, diffusers, soaps and body care with strong gifting positioning. Closely comparable on ANZ origin, premium gifting assortment, and essential-oil-led formulation philosophy.
- Dr Vranjes Firenze: Italian luxury home fragrance brand specialising in reed diffusers, candles and room sprays with a sculptural, design-led positioning. Comparable on premium home fragrance focus, décor-forward vessel design akin to Smith & Co., and selective global D2C distribution.
- Voluspa: US-based premium candle and home fragrance brand with coconut/soy wax blends, decorative vessels, and a body care extension. Comparable on premium positioning, vessel-as-décor design philosophy, and multi-channel D2C plus specialty retail distribution.
- Glasshouse Fragrances: Australian premium home fragrance brand offering candles, diffusers, and body care with strong D2C and department store presence. Closest like-for-like peer in the ANZ market given overlapping product categories, premium positioning, and multi-brand architecture.
- Ecoya: New Zealand-based home fragrance brand producing soy candles, diffusers, and body care. Direct geographic and category competitor with comparable product mix (candles, diffusers, essential-oil-led formulations) and similar retail/wholesale distribution in ANZ.
Broad incumbents
- Jo Malone London: Global luxury fragrance and body care house (Estée Lauder) with a portfolio spanning cologne, candles, diffusers, bath and body care. Operates as a much larger incumbent in adjacent categories, providing a benchmark for premium positioning and gifting architecture.
- Aesop: Australian-origin premium personal care brand (owned by L'Oréal) with hand, body and home fragrance offerings in select categories. Comparable on ANZ heritage, premium positioning, and botanical-led formulation approach; broader and more global in scale.
- Yankee Candle (Newell Brands): Mass-market home fragrance incumbent offering a broad candle, diffuser and accessory portfolio across price points. Larger and broader category presence, useful for benchmarking mass-channel competition and consumer price elasticity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Aromatherapy Company social profiles
Digital presenceThe Aromatherapy Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Aromatherapy Company leadership team
Management profileNumber of profiles
Profiles1 record
The Aromatherapy Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Aromatherapy Company 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 The Aromatherapy Company
What does The Aromatherapy Company do?
The Aromatherapy Company designs, manufactures and sells aromatherapy-based home fragrance and body care products, including scented soy-wax-blend candles, reed diffusers, room and linen sprays, hand and body washes, lotions, creams, kitchen surface sprays, and related accessories. The product range is organized into sub-brands (Therapy, Smith & Co., Naturals, FLWR, Therapy Kitchen, Therapy Garden, Therapy Man) and sold direct-to-consumer via the company's own e-commerce site, with a wholesale channel for retail stockists.
Is The Aromatherapy Company a public or private company?
The Aromatherapy Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Aromatherapy Company founded?
The Aromatherapy Company was founded in 1989. It employs 11 to 50 people.
Where is The Aromatherapy Company based?
The Aromatherapy Company is headquartered in Auckland, New Zealand, in the Oceania region.
How does The Aromatherapy Company make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and gift Voucher Sales.
Who are The Aromatherapy Company's main competitors?
Direct peers on record are Leif, NEST Fragrances, MOR Boutique, Dr Vranjes Firenze, Voluspa, Glasshouse Fragrances and Ecoya. Broad incumbents are Jo Malone London, Aesop and Yankee Candle (Newell Brands).
Does The Aromatherapy Company have an API?
No public API is recorded for The Aromatherapy Company.
What industry is The Aromatherapy Company in?
The Aromatherapy Company's product category is Home Fragrance and Personal Care. Its primary akta.pro industry code is CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers), with a secondary code of CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays). Its NAICS code is 32561 and its SIC code is 2840.