Max Benjamin
Max Benjamin is an Irish family-owned candle and home fragrance studio based in Enniskerry, County Wicklow, selling hand-poured 100% natural soy wax candles, reed diffusers, and personal care products via DTC e-commerce, corporate gifting, and retail stockists.
- Company typePrivate
- Founded1994
- HeadquartersEnniskerry, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Max Benjamin does
Max Benjamin is an Irish family-owned candle and home fragrance studio founded in 1994 and headquartered in Enniskerry, County Wicklow, Ireland, operating under the legal entity Oberg Associates Ltd. The company manufactures hand-poured scented candles from 100% natural soy wax with lead-free Italian cotton wicks, reed diffusers with sustainably sourced wooden reeds, car fragrance dispensers, scented cards, wall fragrance diffusers, and a hand and body personal care collection. Product lines span more than 10 signature fragrances including Italian Apothecary, French Linen Water, Dodici, White Pomegranate, Lemongrass and Ginger, True Lavender, Acqua Viva, Seville Orange Blossom, and the recently launched Kyoto Blossom collection, with unit prices ranging from €5 scented cards to €75 curated gift boxes.
The business runs a direct-to-consumer e-commerce model through maxbenjamin.com with a loyalty rewards program, complemented by a corporate gifting program staffed by dedicated specialists that handles bulk orders and personalised note cards for enterprise clients, and a wholesale stockist channel for retail partners. The company also operates House of Ilum as a separate luxury home fragrance sub-brand. Distribution is currently focused on the Republic of Ireland, USA, and Canada, with shipping to Northern Ireland, the UK, and the broader EU currently paused. The studio uses refillable diffuser and car fragrance SKUs, recyclable glass vessels, and vegan, cruelty-free formulations as its sustainability differentiators.
Max Benjamin firmographics
Firmographics- Name
- Max Benjamin
- Legal name
- Oberg Associates Ltd
- Website
- https://maxbenjamin.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Max Benjamin is an Irish family-owned candle and home fragrance studio based in Enniskerry, County Wicklow, selling hand-poured 100% natural soy wax candles, reed diffusers, and personal care products via DTC e-commerce, corporate gifting, and retail stockists.
- Ownership category
- akta.pro rank
Max Benjamin industry classification
Industry- Product category
- Luxury Home Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)
- akta.pro secondary industries
- Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
Keywords
Where Max Benjamin is headquartered
LocationHeadquarters
- HQ city
- Enniskerry
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Max Benjamin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Direct Product Sales: Revenue generated from selling candles, diffusers, hand & body products, car fragrances, and scented cards directly to consumers through their e-commerce website and retail stockists
- Corporate Gifting: Corporate gifting programs targeting businesses with dedicated specialists, offering exclusive discounts for bulk orders with personal note card options and delivery to single or multiple addresses
- Wholesale Distribution: Supplying products to retail stockists interested in carrying Max Benjamin home fragrance and hand & body collections
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Candles range from €30-40 for single wick 210g candles up to €40 for 3-wick 560g candles |
| Unit Pricing | Pay-as-you-go | Reed diffusers priced at €35 for 150ml with refill options at €20 |
| Unit Pricing | Pay-as-you-go | Hand & body products include wash & lotion at €22 and hand cream trio at €25 |
| Unit Pricing | Pay-as-you-go | Car fragrances include dispensers and refills lasting up to 30 days each |
| Unit Pricing | Pay-as-you-go | Scented cards priced at €5 for small space fragrance |
| Unit Pricing | Pay-as-you-go | Gift sets range from €22 to €75 for curated collections |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Max Benjamin product offering
Product offeringCore offering
Max Benjamin is an Irish family-owned candle-making studio that hand-pours and sells luxury home fragrance products, including 100% natural wax scented candles, reed diffusers, car fragrances, scented cards, wall fragrance diffusers, and a hand & body collection. All products are made in Enniskerry, County Wicklow, using lead-free Italian cotton wicks and sustainably sourced wooden reeds, with refillable options for diffusers and car fragrances.
Product overview
Max Benjamin is an Irish family-owned candle-making studio offering luxury home fragrances and personal care products. The core product portfolio consists of scented candles (100% natural wax, cotton wicks), reed diffusers, car fragrances, scented cards, wall fragrance diffusers, and a Hand & Body Collection. Products are available across signature fragrance lines including Kyoto Blossom, Italian Apothecary, Dodici, French Linen Water, White Pomegranate, Lemongrass & Ginger, Pink Pepper, True Lavender, Acqua Viva, Seville Orange Blossom, Irish Leather & Oud, and seasonal scents. The company also offers gift sets, a corporate gifting service, loyalty rewards program, and a sub-brand called House of Ilum. All products emphasize natural ingredients, sustainability (soy wax, lead-free cotton wicks, sustainably sourced reeds, recyclable packaging), and handmade craftsmanship in Enniskerry, County Wicklow, Ireland.
Differentiator
Problem solved
Functional benefit
Brands
- House of Ilum: A luxury home fragrance brand consisting of candles and diffusers, presented as a distinct brand under the Max Benjamin corporate umbrella.
Products and services
- Scented Candles Handmade scented candles made from 100% natural wax with cotton wicks; single-wick 210g (minimum 50 hours burn time) and 3-wick 560g (up to 70 hours burn time), available across 10+ signature fragrance collections.
- Reed Diffusers Luxury 150ml glass vessel fragrance diffusers with sustainably sourced wooden reeds, providing minimum 4 months of continuous fragrance.
- Diffuser Refills 150ml refill bottles for reed diffusers, including a fresh set of reeds, lasting up to 4-5 months per refill.
- Car Fragrance Car air vent fragrance dispensers designed like mini vintage steering wheels, with refills each lasting approximately 30 days.
- Scented Cards Small fragrance cards for wardrobes, drawers, handbags, and suitcases providing portable fragrance for small spaces.
- Wall Fragrance Diffuser Wall-mounted plugin fragrance diffusers for continuous room fragrance.
- Hand & Body Collection Luxury natural washes, lotions, and hand creams formulated with the brand's signature fragrances, sold individually and as gift sets.
- Gift Sets Curated gift box combinations including candle and diffuser sets, hand cream trios, hand soap gift sets, and car fragrance gift sets ranging from €22 to €75.
- Corporate Gifting Service Bespoke corporate gifting service with dedicated specialists, gift boxes with personal note cards, individual or bulk delivery, and exclusive corporate discounts for businesses.
- Kyoto Blossom Collection A new signature fragrance collection featuring notes of Bergamot, Wild Rose, Lilac, Sakura Blossom, White Flowers, Golden Amber, Vanilla, Tonka, Patchouli, and Musk, applied across the candle, diffuser, and other product formats.
- House of Ilum A luxury home fragrance sub-brand under the Max Benjamin portfolio consisting of candles and diffusers.
Quantifiable outcome
- Minimum 50 hours burn time for single wick candles, up to 70 hours for 3-wick candles
- +2 more outcomes
Companies that use Max Benjamin
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Max Benjamin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Max Benjamin partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Max Benjamin competitors and assessment
Company assessmentDirect peers
- Estelle Bank (Estelle Candles): Mid-sized DTC-led luxury candle brand with curated signature scents, gift sets, and stockist distribution in North America; directly comparable on premium positioning, scent library, and boutique gifting merchandising.
- Neom Organics: British premium wellbeing-focused candle and home fragrance brand sold DTC and via retailers; directly comparable on natural/clean-burn positioning, signature scent library, and gifting-led assortment.
- The White Company: UK-headquartered luxury home and lifestyle brand with a flagship candle and home fragrance line sold DTC and through department stores; directly comparable to Max Benjamin on premium positioning, multi-channel distribution, and gifting-led merchandising.
- Paddywax: US-based hand-poured candle brand known for apothecary-style vessels and curated gift sets; comparable on craft positioning, refillable/repurposable vessel design, and boutique stockist distribution.
- Voluspa: US-based hand-poured luxury candle brand with a wide signature scent library sold DTC and through specialty stockists; comparable on hand-poured craft production, gift-set merchandising, and natural-wax formulation.
- Diptyque: Paris-based luxury candle and home fragrance house sold DTC, through department stores, and via select stockists; comparable to Max Benjamin on premium pricing, signature scent storytelling, and gifting/gift-set focus.
Broad incumbents
- Rituals: Dutch-founded luxury body, home, and wellbeing brand with candle and diffuser lines sold DTC and across a global boutique network; overlaps with Max Benjamin on home fragrance and hand/body extension but at much larger international scale.
- Yankee Candle: Largest mass-market scented candle brand globally; overlaps in the home fragrance category but competes primarily on volume, mass retail presence, and lower price points rather than Max Benjamin's premium positioning.
- Jo Malone London: Global premium fragrance and home fragrance brand owned by Estée Lauder; overlaps with Max Benjamin in luxury scented candles and home ambience but operates at much broader international scale and retail depth.
Others
- Molton Brown: British luxury bath, body, and home fragrance house sold via DTC, department stores, and global retail; comparable on premium positioning and home ambience/candle overlap but with broader portfolio scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Max Benjamin social profiles
Digital presenceMax Benjamin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max Benjamin leadership team
Management profileNumber of profiles
Max Benjamin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max Benjamin 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 Max Benjamin
What does Max Benjamin do?
Max Benjamin is an Irish family-owned candle-making studio that hand-pours and sells luxury home fragrance products, including 100% natural wax scented candles, reed diffusers, car fragrances, scented cards, wall fragrance diffusers, and a hand & body collection. All products are made in Enniskerry, County Wicklow, using lead-free Italian cotton wicks and sustainably sourced wooden reeds, with refillable options for diffusers and car fragrances.
Is Max Benjamin a public or private company?
Max Benjamin is a private company. It is classified as family owned and is currently operating.
When was Max Benjamin founded?
Max Benjamin was founded in 1994. It employs 11 to 50 people.
Where is Max Benjamin based?
Max Benjamin is headquartered in Enniskerry, Ireland, in the Europe region.
How does Max Benjamin make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are corporate Gifting and wholesale Distribution.
Who are Max Benjamin's main competitors?
Direct peers on record are Estelle Bank (Estelle Candles), Neom Organics, The White Company, Paddywax, Voluspa and Diptyque. Broad incumbents are Rituals, Yankee Candle and Jo Malone London. Molton Brown is listed as an others.
Does Max Benjamin have an API?
No public API is recorded for Max Benjamin.
What industry is Max Benjamin in?
Max Benjamin's product category is Luxury Home Fragrance. Its primary akta.pro industry code is CRAJAEAD, Scented Candles & Wax Melts (Home Fragrance), with a secondary code of CRAJAEAE, Reed Diffusers & Passive Diffusion Fragrance. Its NAICS code is 456120 and its SIC code is 2844.