Aromatic Fragrances International

What Aromatic Fragrances International does

Aromatic Fragrances International, Inc. (AFI) is a Cartersville, Georgia-based manufacturer and wholesale supplier of compounded fragrance oils, founded in 2013 by Sean Riordan and Josh Thompson. The company produces custom and catalog fragrance oils for B2B customers across beauty and personal care, candle and home fragrance, handcrafted soap, incense and aromatherapy, and industrial/home care (HI&I) cleaning applications. AFI operates a wholesale-only model, requiring a verifiable business license or Tax ID/EIN, with a 15-lb minimum order quantity, a 6-sample-per-order testing cap, and tiered unit pricing with free shipping on 200+ lb domestic and 400+ lb Canada/Mexico orders.

The company's technology stack centers on custom fragrance compounding supported by Gas Chromatography/Mass Spectrometry (GC/MS) reverse-engineering, an automated multi-fragrance dosing system capable of 54 fragrances at 2,000 cycles per day across 12 compounding stations, and 10,000-lb batch tanks running on three shifts around the clock. Its proprietary library comprises over 30,000 formulations (50,000+ scents combined with parent New Directions Aromatics), organized into eight application-specific categories. The Carefree sub-line addresses clean-beauty demand by exceeding IFRA compliance with phthalate-free, Prop 65-free, carcinogen-free, and mutagen-free formulations. E-commerce-enabled direct sales via afi-usa.com and free Fragrance University content drive education-based demand generation.

In January 2026, New Directions Aromatics (a TruArc Partners portfolio company since January 2022) acquired AFI as its first add-on acquisition, creating a digitally enabled specialty ingredients platform that combines natural/organic ingredients with AFI's fragrance library and U.S. manufacturing footprint. Revenue streams include bulk fragrance oil sales (one-time/per-pound), custom fragrance development and duplication (project-based), expedited production premiums (rush/urgent fees), and distribution of New Directions natural ingredients through AFI's e-commerce storefront.

Name

Aromatic Fragrances International

Legal name

Aromatic Fragrances International, Inc.

Website

https://afi-usa.com

Company type

Private

Founded year

2013

Operating status

Acquired

Headcount range

11–50 employees

Short description

Aromatic Fragrances International manufactures and wholesales custom and catalog fragrance oils for B2B customers producing candles, soaps, body care, incense, and industrial cleaners. Founded in 2013 in Cartersville, Georgia, it operates an e-commerce platform with over 5,000 ready-to-ship formulations and 30,000+ total recipes.

Ownership category

akta.pro rank

Product category

Fragrance Oils & Custom Fragrance Manufacturing

NAICS

Chemical and Allied Products Merchant Wholesalers (4246), Other Chemical and Allied Products Merchant Wholesalers (424690)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Chemicals & Allied Products (5160)

akta.pro primary industry

Flavors, Fragrances & Aroma Chemicals (IMAEABAE)

akta.pro secondary industries

Natural & Clean Fragrance (CRABADAG), Niche & Artisan Fragrance (CRABADAH)

Keywords

• Wholesale fragrance oils
• Custom fragrance manufacturing
• Bulk fragrance supply
• Candle and soap fragrances
• Fragrance duplication services

Headquarters

HQ city

Cartersville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bulk Fragrance Oil Sales: Wholesale B2B sale of custom and catalog fragrance oils sold in bulk quantities starting at 15 lbs. Revenue generated per pound across tiered volume pricing. Custom fragrance duplication and creation services included. Free shipping on orders of 200+ lbs in continental US.
2. Custom Fragrance Development: Custom fragrance creation and duplication services where R&D team reverse-engineers or reformulates fragrances based on customer-provided samples. Charged per project with pricing based on raw material requirements and complexity.
3. Expedited Production Services: Rush orders (48-hour turnaround, $5/lb premium) and urgent orders (24-hour turnaround, $10/lb premium) for both sample and bulk fragrance orders, generating additional revenue above standard production pricing.
4. New Directions Aromatics Natural Ingredients Distribution: Distribution of New Directions Aromatics natural ingredients (essential oils, carrier oils, butters, raw materials) through AFI's e-commerce platform, acting as a reseller for the parent company's natural ingredients catalog.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Aromatic Fragrances International manufactures and wholesales fragrance oils for use in candles, soaps, body care, perfumes, air fresheners, incense, and industrial cleaners. The company offers over 4,000 ready-to-ship fragrances in its webstore, a proprietary library of over 30,000 formulations, and custom fragrance creation and duplication services enabled by in-house perfumers and GC/MS reverse-engineering. Products are sold wholesale to business customers with a 15 lb minimum order, supported by free samples, IFRA/SDS/EU allergen documentation, and rush production options.

Product overview

Aromatic Fragrances International operates as a family-owned custom fragrance manufacturer and wholesale supplier based in Cartersville, Georgia. The company offers a unified product portfolio centered on AFI Fragrance Oils—the core offering with over 5,000 ready-to-ship fragrance oils across eight application categories (Air Freshener, Body Oil, Candle, Diffuser, Essential Oil, Incense, Industrial, Soap). This core is enhanced by custom fragrance manufacturing services utilizing in-house perfumers and GC/MS technology for duplication and creation. The Carefree Fragrances sub-line provides clean-compliant options free of phthalates and Prop 65 ingredients. Following the 2026 acquisition by New Directions Aromatics, the portfolio expanded to include New Directions Aromatics natural ingredients (essential oils, carrier oils, butters) through a strategic partnership. Fragrance University provides free educational resources, while production samples and wax/bases support the product ecosystem. The company sells wholesale only with 15 lb minimum orders and operates an e-commerce-enabled B2B platform.

Differentiator

Problem solved

Functional benefit

Brands

• AFI TOPSCENT: AFI's own branded fragrance oil line
• Carefree Fragrances

Products and services

• AFI Fragrance Oils Premium wholesale fragrance oils sold in bulk for use in candles, soaps, body care, perfumes, and industrial applications. The catalog includes over 5,000 ready-to-ship fragrances across eight application categories (Air Freshener, Body Oil, Candle, Diffuser, Essential Oil, Incense, Industrial, Soap), each with IFRA, SDS, and EU Allergen documentation.
• Custom Fragrance Manufacturing Bespoke fragrance creation and duplication services using in-house perfumers and GC/MS analysis technology. Capable of reverse engineering existing fragrances or creating entirely new formulations tailored to customer specifications. Requires a minimum 1 oz sample of fragrance oil for duplication projects.
• Carefree Fragrances Line of clean, compliant fragrance oils free of phthalates, Prop 65 ingredients, carcinogens, mutagens, and reproductive/organ toxins, exceeding standard IFRA compliance requirements. Designed for customers seeking safer, cleaner formulations while maintaining quality scent performance.
• New Directions Aromatics Natural Ingredients Distribution of New Directions Aromatics' certified organic, kosher, and vegan natural raw materials including essential oils, carrier oils, plant butters, and cosmetic ingredients. Products are ethically sourced and include third-party GC/MS purity testing.
• Wax & Bases Supporting materials including wax (container wax, spray & mist formulations) and soap & body wash bases for customers creating finished fragranced products.

Quantifiable outcome

• Batch production of up to 10,000 lbs in a single tank with 12 compounding stations and 54-fragrance automated dosing at 2,000 cycles/day
• +1 more outcomes

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

Integration3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• New Directions AromaticscoreStrategic or Co-development Partner · 8 January 2026New Directions Aromatics (TruArc Partners portfolio company) acquired Aromatic Fragrances International in January 2026, creating a digitally enabled specialty ingredients platform. The combination merges New Directions' natural and organic ingredients portfolio with AFI's proprietary fragrance library of 50,000+ scents, in-house perfumers, and U.S.-based manufacturing. This is New Directions' first acquisition following TruArc's strategic investment in January 2022, marking its expansion into the U.S. market.
• Fragrance Creators AssociationminorOthersAFI is listed as a proud partner of the Fragrance Creators Association, the largest regulatory body in the fragrance industry.
• National Candle Association (NCA)minorOthersAFI is listed as a proud partner of the National Candle Association, the primary industry association for candle manufacturers in the United States.
• ISSAminorOthersAFI is listed as a proud partner of ISSA, the cleaning industry association with the tagline 'Advancing Clean. Driving Innovation.'
• Handcrafted Soap & Cosmetic Guild (HSCG)minorOthersAFI is listed as a proud partner of the Handcrafted Soap & Cosmetic Guild, supporting artisan soap and cosmetic makers.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Bulk Apothecary: US-based B2B and bulk supplier of fragrance oils, essential oils, soap-making ingredients, and candle supplies. Comparable in product breadth, B2B wholesale minimum-order model, and SMB/mid-market customer base to AFI.
• Bramble Berry: Bellingham, WA-based supplier of soap-making and bath & body ingredients, including fragrance oils, to artisan and small-brand soap makers. Directly comparable to AFI in serving the handcrafted soap and cosmetic market with phthalate-free options and education-led content marketing.
• The Flaming Candle: US B2B fragrance oil and candle wax supplier focused on candle makers, with similar tiered pricing and webstore-led ordering model. Overlaps AFI in candle application category and small/mid-market manufacturer segments.
• New Directions Aromatics: AFI's parent company and strategic acquirer (Jan 2026); distributes natural ingredients including essential oils, carrier oils, and butters through e-commerce. Now part of the same combined specialty ingredients platform, with direct overlap in B2B ingredient distribution to small/mid-market manufacturers.
• Candle Science: US-based B2B supplier of fragrance oils, waxes, and candle-making supplies to small and mid-market candle makers. Closely comparable to AFI's candle-focused webstore with minimum-order wholesale model, similar SMB target customer, and overlapping flashpoint/skin-safe documentation standards.

Regional players

• Voyageur Soap & Candle: Canadian B2B supplier of fragrance oils, soap bases, candle supplies, and cosmetic ingredients. Directly comparable product mix to AFI but primarily serving Canadian artisan and small-brand customers rather than the US market.

Broad incumbents

• International Flavors & Fragrances (IFF): Global specialty ingredients and fragrance major with extensive R&D, perfumery, and ingredient portfolios. Overlaps with AFI in fragrance compounding for personal care, home care, and industrial applications at enterprise scale.
• Givaudan: World's largest fragrance and flavors house with global perfumery talent and full-spectrum fragrance development capabilities. Competes with AFI in custom fragrance development for mid-market and enterprise customers, but at vastly greater scale and breadth.
• Firmenich: Global fragrance and flavors house with broad personal care and home care fragrance portfolios. Comparable to AFI as a B2B fragrance supplier but at enterprise scale with deeper perfumery bench and global manufacturing footprint.
• Symrise: Global flavors and fragrances manufacturer serving personal care, home care, and HI&I end markets. Comparable to AFI in industrial fragrance applications, with far larger perfumery and formulation capacity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyKbpNByp_0AHl4R5NIdaVA
• Instagraminstagram.com/aromaticfragrancesintl
• Facebookfacebook.com/AromaticFragrancesIntl
• TikToktiktok.com/@aromaticfragrancesintl
• Pinterestpinterest.com/aromaticfragrancesintl
• Xx.com/Afragrance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Aromatic Fragrances International