Penny Price Aromatherapy

What Penny Price Aromatherapy does

Penny Price Aromatherapy Limited is a privately held UK company founded in 2003 and headquartered in Hinckley, Leicestershire, operating as "The English Aromatherapy Company." The business manufactures and sells therapeutic-grade essential oils, carrier oils, hydrolats, pre-blended synergies, skincare, haircare, candles, diffusers, and accessories — over 300 individual SKUs produced in-house at its COSMOS Natural, IFPA, FHT, ISO 22716 (GMP) and ISO 9001 accredited facility. It also runs a parallel education vertical at aromatherapy-courses.co.uk offering paid aromatherapy training, a Saturday Club community, and a free essential oil blending series. The founder-named brand is supported by sub-brands including Nurture Family, Illuminous Skincare, Black Spruce Skincare for Men, and Vegan Hair & Body Care, alongside a dedicated therapist discount program for qualified IFPA, IFA, and FHT practitioners.

Revenue is generated through a primarily direct-to-consumer e-commerce model on penny-price.com (Shopify-based) with pay-as-you-go unit pricing ranging from under £5 to over £80, supplemented by telephone ordering, local pickup, and international DAP shipping to the EU and worldwide. A secondary professional/trade channel supplies qualified therapists at discounted pricing with access to larger professional sizes, and a therapist directory connects customers to local practitioners using Penny Price products. The marketing mix is content-led, combining blog content authored by Penny Price, an email newsletter, organic social (Facebook, Instagram), Trustpilot reviews, and the Penny Price Club loyalty program.

The company is founder-led (named after Penny Price), has not raised institutional capital, and operates with a headcount in the 11-50 range. Its go-to-market combines self-serve e-commerce for consumers, a discounted professional channel for therapists, and an educational content funnel that feeds both.

Name

Penny Price Aromatherapy

Legal name

Penny Price Aromatherapy Limited

Website

https://penny-price.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Penny Price Aromatherapy is a privately held UK manufacturer and retailer founded in 2003, selling 300+ therapeutic-grade essential oils, skincare, and aromatherapy products direct-to-consumer and to qualified therapists, alongside paid aromatherapy training courses.

Ownership category

akta.pro rank

Product category

Aromatherapy and natural personal care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

akta.pro secondary industries

Fragrance Oils & Concentrates (Roll-ons/Attars) (CRABADAJ), Massage Therapy & Bodywork (EDAOALAH), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Hand & Foot Care (CRABAAAE)

Keywords

• Therapeutic essential oils
• Aromatherapy products
• Natural skincare
• Carrier oils
• Holistic wellness

Headquarters

HQ city

Hinckley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of essential oils, carrier oils, hydrolats, pre-blended products, skincare, haircare, reflexology supplies, accessories, books, and gift sets through their e-commerce website. Revenue generated through individual product purchases at various price points ranging from under £5 to over £50.
2. Professional/Trade Sales: Specialist therapist pricing program for qualified aromatherapists and health professionals holding IFPA, IFA, or FHT memberships. Offers discounted pricing and larger size options on professional product ranges.
3. Education & Training Courses: Revenue from aromatherapy education courses offered through aromatherapy-courses.co.uk, including Saturday Club and free blending series programs.
4. Gift Vouchers: Gift voucher program with denominations from £5 to £50, providing flexible gifting options for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Penny Price Aromatherapy manufactures and sells therapeutic-grade aromatherapy products hand-made in the UK, including over 100 essential oils, carrier oils, hydrolats, pre-blended synergies, skincare, haircare, candles and accessories. The company also offers aromatherapy education courses and a Therapist Discount program for qualified IFPA, IFA, and FHT members, alongside sub-brands Nurture Family, Illuminous Skincare, Black Spruce Skincare for Men, and Vegan Hair & Body Care.

Product overview

Penny Price Aromatherapy is a UK-based retailer offering a comprehensive portfolio of natural aromatherapy and wellness products. The core offering centers on therapeutic-grade essential oils (100+ varieties), carrier oils, and hydrolats/floral waters, supplemented by an extensive range of pre-blended products. Key sub-brands include Nurture Family (targeting families, babies, and pregnancy care), Illuminous Skincare (professional facial skincare), Black Spruce Skincare for Men (grooming line), and Vegan Hair & Body Care. The product line extends to ready-to-use preparations including rollerball remedies, blended creams and lotions, massage oils, antimicrobial protection products, and candles/diffusers. The company also supplies DIY ingredients (bases, clays, waxes), aromatherapy books and educational materials, reflexology products, and accessories (diffusers, bottles, measuring tools). Products are handmade and hand-filled in the UK, with offerings ranging from raw ingredients for professionals to finished products for consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Illuminous Skincare: Skincare product line by Penny Price Aromatherapy featuring facial oils, serums, moisturisers and skincare kits.
• Black Spruce Skincare for Men
• Nurture Family
• Nurture Daddy
• Nurture Baby
• Nurture Mummy
• Vegan Hair & Body Care
• Aromatherapy Courses

Products and services

• Therapeutic Essential Oils Over 100 therapeutic-grade essential oils sourced from naturally farmed and organic origins (e.g., Lavender French, Frankincense, Tea Tree, Orange Sweet, Lemon, Roman and German Chamomile, Angelica), sold by the bottle to consumers and therapists for aromatherapy practice.
• Carrier Oils Vegetable carrier oils for massage, aromatherapy and cosmetic formulations including Almond, Apricot, Argan, Avocado, Jojoba, Rosehip, Coconut and Evening Primrose oils.
• Hydrolats (Floral Waters) Hydrosols and floral waters such as Roman Chamomile, German Chamomile, Lavender, Rose, Frankincense, Neroli and Tea Tree hydrolats, used in skincare and gentle aromatherapy applications.
• Pure Essential Oil Blends Pre-blended therapeutic essential oil synergies including Antimicrobial, Breathing, Circulation, Clarity, Courage, Joy, Love, Meditation, Mobility, Peace, Rest and Vitality blends designed for specific therapeutic applications.
• Nurture Family Range Family care products including Nurture Mummy, Nurture Baby and Nurture Daddy ranges such as Circulation Lotion, Mobility Lotion, Headworks Cream, Jointworks Cream, Scarworks Cream, Vapourworks Cream and Miracle Cream for pregnancy, baby and general family wellness.
• Illuminous Skincare Professional skincare range including cleansers, toners, moisturizers, eye serums, luxury facial oils (Rose, Jasmine, Neroli, Melissa, Linden Blossom), primers and complete skincare kits for daily facial routines.
• Black Spruce Skincare for Men Men's grooming line featuring Black Spruce and Cedar formulations including Hair & Body Wash, Aftershave Balm, Aftershave Lotion, Cedar Facial Wash, Beard Oil and Sandalwood Moisture Cream.
• Vegan Hair & Body Care Vegan-friendly haircare and body care including Rose & Lavender and Frankincense & Orange shampoo, conditioner, hair mask, shower gel, body scrub and body moisturizer ranges carrying the Vegan Society Trademark.
• Rollerball Remedies Convenient rollerball applicators with pre-diluted essential oil blends including Active, Cool, Dream, Head, Inhale, Think, Travel, Unwind and Gold Frankincense & Myrrh.
• Aromatherapy Training Courses Paid aromatherapy education and training programs delivered online, including the Saturday Club and structured professional courses that prepare students for practice with Penny Price products.

Quantifiable outcome

• Featured in Women's Health Magazine Health & Fitness Edit
• +1 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• IFPA (International Federation of Professional Aromatherapists)coreOthersAccreditation body providing professional recognition for aromatherapy practitioners. PPA is IFPA accredited and offers exclusive pricing to IFPA members through their therapist discount program.
• FHT (Federation of Holistic Therapists)coreOthersProfessional association for holistic therapists. PPA is FHT accredited and offers exclusive pricing to FHT members through their therapist discount program.
• COSMOS (COSMOS Natural)coreOthersEuropean certification standard for natural and organic cosmetics. Products carry COSMOS Natural certification from Soil Association.
• Soil AssociationminorOthersOrganic certification organization providing COSMOS Natural certification for PPA products.
• The Vegan SocietyminorOthersOrganization providing Vegan Trademark certification for qualifying PPA products.
• Association of Therapists Complimentary (A-T-C)minorOthersProfessional association for complementary therapists. PPA is listed on A-T-C membership directory.
• TrustpilotminorOthersCustomer review platform where PPA maintains a business profile for customer reviews and ratings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tisserand Aromatherapy: UK heritage aromatherapy brand offering essential oils, blends, and aromatherapy skincare. Closely comparable product portfolio, target customer (wellness-focused consumers and complementary therapists), and UK-centric distribution.
• Quinessence Aromatherapy: UK-based aromatherapy supplier offering essential oils and professional products to therapists and consumers. Closely comparable on therapist pricing program, oil range, and education-style content marketing.
• Base Formula: UK supplier of raw aromatherapy ingredients, bases, and packaging to therapists and DIY formulators. Highly comparable on the professional therapist channel and bases/clays/waxes/accessories product set.
• Oshadhi: Therapeutic-grade essential oil specialist serving aromatherapists and consumers. Comparable on therapist supply, organic/certified sourcing, and pre-blended therapeutic oils.
• Aromatherapy Associates: UK luxury aromatherapy brand with therapeutic-grade bath, body, and oil blends sold through spas, retailers, and DTC. Comparable target user (wellness/skin-care consumer), premium positioning, and professional channel presence.
• Neal's Yard Remedies: UK-based natural and organic beauty brand with a strong aromatherapy and essential oil range, DTC retail via stores and online. Direct overlap with Penny Price on therapeutic-grade oils, organic certification, and natural skincare positioning.

Regional players

• Primavera Life: German-based organic aromatherapy brand offering essential oils, body care, and natural cosmetics with a similar certified-natural positioning. Comparable on product depth and certified-organic philosophy, but operates primarily in DACH-region markets.

Broad incumbents

• Holland & Barrett: UK health-and-personal-care retailer carrying aromatherapy oils, massage oils, and natural skincare at mass-market scale. Competes for the same natural-wellness consumer through breadth of assortment and store footprint.
• Young Living Essential Oils: Global MLM essential oils major with extensive product portfolio spanning single oils, blends, and personal care. Competes with Penny Price in the same essential oil category but at significantly larger scale through an MLM distribution model.
• doTERRA: Global MLM leader in therapeutic-grade essential oils with vastly larger scale and global distribution. Overlaps with Penny Price on essential oil product category and consumer target, but competes on scale, pricing, and advisor network rather than craft/UK-made positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pennypricearoma
• Instagraminstagram.com/pennypricearoma
• Xx.com/pennypricearoma

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 Penny Price Aromatherapy