Bloom Perfumery
Bloom Perfumery is a London-based, privately held niche perfume retailer operating a DTC Shopify e-commerce platform and Covent Garden flagship store, selling over 100 curated brands (many UK-exclusive) alongside its own private label, with discovery tools, subscriptions, and bespoke fragrance services.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Bloom Perfumery does
Bloom Perfumery is a London-based, privately held specialty retailer of niche perfumes operating a direct-to-consumer e-commerce platform at bloomperfume.co.uk alongside a flagship physical store in Covent Garden. Founded in 2011, the company curates and resells a catalog of over 100 niche and exclusive perfume brands — including many held exclusively by Bloom in the UK market such as Sora Dora, French Cowboy, Reserve en Afrique 1934, Beso Beach, Nasomatto, Danner & Flemming, Atelier Materi, Bon Parfumeur, and Insenf — across a pricing range from £20 entry-level bottles to £800 ultra-premium offerings. Beyond third-party resale, Bloom operates its own private label perfume line, a Bath & Body category (hand and body washes, deodorants, shaving soaps, fragrance balms), and gift cards and workshop vouchers.
The business generates revenue through six distinct streams: one-time full-size niche perfume sales, an annual Sample Subscription delivering 72 luxury perfume samples over a year for the price of a single 100ml bottle (UK-only), bespoke perfume creation services in a professional lab setting, gift cards and workshop vouchers, the Nose Club token-based membership for decants, and bath and body products. The technology stack is built on Shopify for e-commerce with proprietary customer-facing tools layered on top — including the "Bloom AI" scent recommendation engine, the Smell-alike Perfume Finder for matching known fragrances, and the Bespoke Perfume Lab experience for in-store custom fragrance formulation. Multiple courier integrations (DHL, Royal Mail, DPD, Sky Net, UKMail, BSI Bluesky) support international shipping with documented geographic restrictions in Russia, Turkey, and Spain.
Bloom serves a diversified B2C customer base across three primary segments: niche perfume enthusiasts and collectors seeking exclusive brands not available through mainstream retailers, gift buyers, and creative/experimental consumers interested in bespoke fragrance creation. The company employs 11-50 people, has no disclosed external funding, operates with no parent company or subsidiaries, and pursues a product-led growth motion centered on low-friction sampling and discovery (sample packs, decants, the Nose Club) to drive full-bottle conversions. Marketing is executed across email, organic social (Instagram, Facebook, Twitter, Pinterest, Telegram), YouTube, and an editorial blog, with a free-shipping threshold of £150 used to encourage larger basket sizes.
Bloom Perfumery firmographics
Firmographics- Name
- Bloom Perfumery
- Legal name
- Bloom Perfumery Limited
- Website
- https://bloomperfume.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bloom Perfumery is a London-based, privately held niche perfume retailer operating a DTC Shopify e-commerce platform and Covent Garden flagship store, selling over 100 curated brands (many UK-exclusive) alongside its own private label, with discovery tools, subscriptions, and bespoke fragrance services.
- Ownership category
- akta.pro rank
Bloom Perfumery industry classification
Industry- Product category
- Niche Perfume Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
- akta.pro secondary industries
- Fragrance Gift Sets & Discovery Kits (CRABADAI), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)
Keywords
Where Bloom Perfumery is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bloom Perfumery business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Niche Perfume Sales: One-time purchase of full-size niche perfumes from various exclusive brands. Products range from £20 to £800 with offerings across multiple fragrance families.
- Sample Subscriptions: Yearly sample packs subscription delivering 72 luxury perfumes over the course of a year for the price of a single 100ml bottle. Arrives monthly at end of month.
- Bespoke Perfume Creation: Custom perfume creation service where customers create their own unique fragrance formula in a professional lab setting. Re-ordering available for returning customers.
- Gift Cards and Vouchers: E-gift cards and express delivery gift cards available. Vouchers for bespoke perfume mixing workshops.
- Nose Club Tokens: Membership-based token system for purchasing perfume decants. Members-only access to atomizers and exclusive decant options.
- Bath and Body Products: Sale of complementary bath and body care products including deodorants, mouthwashes, bath soaps, shaving soaps, hand and body washes, and fragrance balms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level perfumes ranging from £20-£40 |
| Unit Pricing | Pay-as-you-go | Mid-range perfumes from £40-£80 |
| Unit Pricing | Pay-as-you-go | Premium perfumes from £80-£150 |
| Unit Pricing | Pay-as-you-go | Luxury perfumes from £150-£250 |
| Unit Pricing | Pay-as-you-go | Ultra-premium perfumes from £250-£800 |
| Subscription | Annual | Sample Subscription - 72 perfumes over one year |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Bloom Perfumery product offering
Product offeringCore offering
Bloom Perfumery is a London-based niche perfume retailer that curates and sells over 100 exclusive and international fragrance brands (resale model) alongside its own private label fragrances, primarily online via bloomperfume.co.uk and at its Covent Garden store. It also offers the Nose Club decant membership, an annual Sample Subscription of 72 perfumes, themed Sample Packs, a Bespoke Perfume Lab for custom fragrance creation, and Bath & Body care products. Complementary services include gift cards/vouchers and shoppable discovery tools such as Bloom AI and the Smell-alike Perfume Finder.
Product overview
Bloom Perfumery is an online-exclusive and in-store niche perfume retailer based in London, operating as a multi-brand marketplace combined with its own private label products. The core offering includes over 100 third-party niche perfume brands (resale/distribution model) alongside Bloom's own private label fragrances. Discovery tools include the Smell-alike Perfume Finder for matching known perfumes. Customer engagement is driven through the Nose Club (membership-based perfume decant club using token currency), the Sample Subscription (72 samples over a year), and thematic Bloom Sample Packs organized by fragrance families or moods. Services include the Bespoke Perfume Lab for custom fragrance creation. Adjacent categories include Bath & Body care products and Gift Cards/Vouchers for gifting and workshops.
Differentiator
Problem solved
Functional benefit
Products and services
- Bloom Perfumery Private Label Perfumes The company's own-branded exclusive niche perfume line, including fragrances inspired by fantasy characters (pocket monsters) and other original creations, sold alongside third-party niche brands on bloomperfume.co.uk. Aimed at fragrance enthusiasts seeking scents unavailable elsewhere.
- Nose Club Members-only subscription perfume decant club that lets members wear many fragrances without committing to full 100ml bottles. Members use a token system to order atomizers and decants across the curated catalog.
- Sample Subscription Annual subscription delivering 72 luxury perfume samples over the course of a year at the price of a single 100ml bottle, arriving monthly at end of month. Available to United Kingdom customers.
- Bloom Sample Packs Curated thematic packs of multiple perfume samples organized around specific themes such as Cottagecore, Osmanthus, Green Scene, Caramel, Yuzu, Sandalwoods, Bestsellers, Patchouli, Fig, Seaspray, Rose, Stormy Skies, Iris, Tea, Smokestack, Lemon, and Juniper.
- Bespoke Perfume Lab Professional perfume creation service where customers compose their own unique fragrance formula using industry-grade perfume bases, available in-store at the Covent Garden lab or via workshop vouchers. Re-ordering is available for returning customers.
- Gift Cards and Vouchers Email and express delivery gift cards, plus vouchers for Bespoke Perfume Mixing Workshop experiences, enabling gifting of products or experiential services.
- Bath & Body Products Complementary bath and body care range from various brands, including hand and body washes, deodorants, mouthwashes, shaving soaps, fragrance balms, and hand sanitizers.
- Third-Party Niche Perfume Brands Resale of over 100 exclusive and niche perfume brands, including Sora Dora, Insenf, French Cowboy, Bon Parfumeur, Reserve en Afrique 1934, Beso Beach, Nasomatto, Danner & Flemming, and Atelier Materi, among others, with many exclusive to Bloom in the UK market.
Quantifiable outcome
- 72 luxury perfumes over one year for the price of one 100ml bottle
- +1 more outcomes
Companies that use Bloom Perfumery
Customer profileSegments3 records
Ideal customer profiles3 records
Bloom Perfumery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature4 records
Bloom Perfumery partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Bloom Perfumery competitors and assessment
Company assessmentDirect peers
- Surrender to Chance: Surrender to Chance is a US online niche perfume retailer specialising in samples, decants and discovery sets from independent fragrance houses. It directly parallels Bloom's Sample Packs and Nose Club offering for a perfume-enthusiast customer seeking low-friction exploration of niche brands.
- First in Fragrance: First in Fragrance is a German online niche perfumery with one of Europe's widest selections of independent fragrance houses and strong sampling programs. It overlaps directly with Bloom on catalogue breadth, target audience (collectors) and discovery-led e-commerce experience.
- LuckyScent: LuckyScent is a US-based online niche perfume boutique carrying a deep catalogue of indie and luxury fragrance houses. It is a direct peer to Bloom: same multi-brand discovery model, similar sample/decant program, and overlapping customer base of collectors seeking brands unavailable through Sephora or department stores.
- Twisted Lily: Twisted Lily is a Brooklyn-based niche fragrance boutique combining a curated multi-brand catalogue with online sampling tools. It is a direct peer in the indie perfume discovery niche, with comparable emphasis on hard-to-find brands and similar direct-to-consumer fulfilment model.
- Les Senteurs: Les Senteurs is a long-established London niche perfume retailer with a physical boutique and online store, carrying many of the same European indie houses as Bloom. It competes head-to-head for the UK fragrance collector and offers a directly comparable discovery, sampling and bespoke service proposition.
- Beautyhabit: Beautyhabit is an online retailer of niche and prestige fragrance and skincare, including discovery sets and brand exclusives. It competes with Bloom for the same discerning, indie-brand-seeking customer and uses a similar curated multi-brand marketplace approach.
- Jovoy Paris: Jovoy is a Parisian niche perfumery with both a flagship boutique and international e-commerce presence, focused on artisanal and independent fragrance brands. It mirrors Bloom's hybrid boutique-plus-online model, target customer (fragrance connoisseurs), and curated-exclusives positioning.
Broad incumbents
- Liberty London: Liberty London is a heritage UK department store known for its beauty hall and selective niche fragrance assortment. It competes with Bloom in the same London catchment for premium fragrance buyers, but its category breadth dilutes the specialist indie-perfume positioning Bloom occupies.
- Selfridges: Selfridges is a leading UK luxury department store carrying a wide fragrance hall including niche brands. It overlaps with Bloom on London footfall and on carrying some of the same houses, but it is a broad general-merchandise retailer, not a specialist in indie perfume.
- Sephora: Sephora is a global multi-category beauty retailer with growing niche fragrance assortments and a UK presence. It is a broad incumbent competing with Bloom for the same fragrance buyer, but its scale and mass-market positioning do not replicate Bloom's indie-house exclusivity or sampling depth.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Bloom Perfumery social profiles
Digital presenceBloom Perfumery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bloom Perfumery leadership team
Management profileNumber of profiles
Bloom Perfumery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bloom Perfumery 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 Bloom Perfumery
What does Bloom Perfumery do?
Bloom Perfumery is a London-based niche perfume retailer that curates and sells over 100 exclusive and international fragrance brands (resale model) alongside its own private label fragrances, primarily online via bloomperfume.co.uk and at its Covent Garden store. It also offers the Nose Club decant membership, an annual Sample Subscription of 72 perfumes, themed Sample Packs, a Bespoke Perfume Lab for custom fragrance creation, and Bath & Body care products. Complementary services include gift cards/vouchers and shoppable discovery tools such as Bloom AI and the Smell-alike Perfume Finder.
Is Bloom Perfumery a public or private company?
Bloom Perfumery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bloom Perfumery founded?
Bloom Perfumery was founded in 2011. It employs 11 to 50 people.
Where is Bloom Perfumery based?
Bloom Perfumery is headquartered in London, United Kingdom, in the Europe region.
How does Bloom Perfumery make money?
Six revenue lines are on record. Niche Perfume Sales are the primary driver. The others are sample Subscriptions, bespoke Perfume Creation, gift Cards and Vouchers, nose Club Tokens and bath and Body Products.
Who are Bloom Perfumery's main competitors?
Direct peers on record are Surrender to Chance, First in Fragrance, LuckyScent, Twisted Lily, Les Senteurs, Beautyhabit and Jovoy Paris. Broad incumbents are Liberty London, Selfridges and Sephora.
Does Bloom Perfumery have an API?
No public API is recorded for Bloom Perfumery.
What industry is Bloom Perfumery in?
Bloom Perfumery's product category is Niche Perfume Retail. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRABADAI, Fragrance Gift Sets & Discovery Kits. Its NAICS code is 456120 and its SIC code is 5940.