Aroma Car

Name

Aroma Car

Legal name

MTM Industries Sp. z o.o.

Website

https://aromacar.eu

Company type

Private

Founded year

2008

Operating status

Operating

Ownership category

akta.pro rank

Product category

Car Air Fresheners

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

Car & Small-Space Air Care (Automotive/Closet/Travel) (CRAJAEAH), Plug-In & Electric Air Fresheners (CRAJAEAB), Flavors, Fragrances & Aroma Chemicals (IMAEABAE)

Keywords

• Car air fresheners
• Vehicle fragrance products
• Automotive air fresheners
• Scented car accessories
• Fragrance dispensing products

Headquarters

HQ city

Kalisz

HQ country

Poland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Car Air Freshener Product Sales: Sale of car air fresheners across 15 different technologies (Cellulose, Polymers, Wood, Wick, Ceramic, Spray, Membrane, Gel, Organic, Wooden Card) and various fragrance families. Products sold through B2B distributors/wholesalers and direct-to-consumer e-commerce. Licensed products include Pepsi, Gas Monkey, and TurtleWax branded items.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aroma Car manufactures and sells car air fresheners across 15 different technologies (Cellulose, Polymers, Wood, Wick, Ceramic, Spray, Membrane, Gel, Organic, Wooden Card, plus specialty series) under its own brand and licensed brands (Pepsi, Gas Monkey, TurtleWax). Products are sold globally through B2B wholesale distribution networks (60+ countries) and direct-to-consumer e-commerce via the AromaMe platform, offering fragrance durations from 30 to 50 days across technology variants.

Product overview

Aroma Car is a car air freshener brand owned by Polish company MTM Industries, offering a comprehensive portfolio of air freshener products across 10 core technologies: Cellulose (hanging refresheners lasting up to 30 days), Polymers (moldable plastic refresheners lasting up to 40 days), Wood (beech wood with glass bottle, lasting up to 50 days), Wick (glass bottle with cellulose wick), Ceramic (recyclable ceramic granules), Spray (atomized liquid fragrance), Membrane (micropore technology, up to 45 days), Gel (gel-based), Organic (aluminum can with organic fibers), and Wooden Card (cellulose in wooden frame). The portfolio includes three licensed brands (Pepsi, Gas Monkey, TurtleWax), three special series (Prestige, Nature, Christmas), and branded products like Manny Rebel, Hex, Loop Gel, and Bearly. The company holds BRC Global Standard and FSC certifications, and operates across 60 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Aroma Home: Home fragrance brand including candles, scented sticks, and refills; a flagship brand presented at Ambiente 2025.
• Dorota & Aroma Home Dobranoc
• Aroma Professional
• EcoVentis
• Aroma Me

Products and services

• Cellulose Air Fresheners Hanging cellulose air freshener infused with liquid fragrance composition. Fragrance is released through evaporation over approximately 30 days depending on weather conditions. Used by individual car owners and distributed wholesale.
• Polymer Air Fresheners Polymer-based air freshener made from safe material containing fragrance molecules. Fragrance is released through evaporation. Can be shaped into various forms and lasts up to 40 days.
• Wood Air Fresheners Air freshener with beech wood cork component and glass bottle containing fragrance composition. User controls intensity by moistening the wooden lid. Lasts up to 50 days.
• Membrane Air Fresheners Membrane container filled with liquid fragrance. Fragrance evaporates through micropores in the membrane walls. Lasts up to 45 days depending on weather conditions.
• Ceramic Air Fresheners Air freshener using ceramic granules - safe material infused with fragrance composition. 100% recyclable. Natural and eco-friendly material that absorbs and releases fragrance through evaporation. Lasts up to 40 days.
• Spray Air Fresheners Liquid fragrance in plastic bottle with convenient atomizer sprayer. Fragrance is dispersed by pressing the atomizer, releasing fragrant mist for instant air freshening.
• Pepsi Licensed Air Fresheners Licensed car air freshener products featuring Pepsi branding in Cellulose technology, leveraging Pepsi brand recognition for consumer appeal.
• Gas Monkey Licensed Air Fresheners Licensed car air freshener products featuring Gas Monkey branding, available in Cellulose and Spray variants with 'Leather touch' design. Gas Monkey is a lifestyle brand associated with automotive culture.
• TurtleWax Licensed Air Fresheners Licensed car air freshener products featuring TurtleWax branding, available in multiple technologies including Cellulose, Organic, Wood, Wood Mini, Spray, Ventis, Organic Slide, and Terpene Gel.
• Manny Rebel - Do Epic Stuff! Polymer air freshener in character shape that serves as a fragrant keychain, car air freshener, or backpack decoration. Lasts up to 40 days. Features QR code for 'aroManny Game' mobile app available on App Store and Google Play.
• Bearly Small bear-shaped polymer air freshener. New product featuring iconic shape with exceptional fragrance.

Quantifiable outcome

• Up to 50 days fragrance duration (Wood technology with user-controlled dosage)
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• MTM Industries Sp. z o.o.coreOthersAroma Car brand is owned by MTM Industries, a Polish company with 15+ years of experience in the perfume industry. MTM Industries operates its own research laboratory, cooperates with international laboratories and scientists, and supplies products to 60+ countries worldwide.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Febreze (Procter & Gamble): Global air-care leader with car-specific SKUs (Febreze Car). A larger incumbent competing in the same car-air-freshener space with substantially greater marketing scale.
• Renuzit (Henkel): Air-freshener brand covering gel and cone formats sold across mass retail. Competes for similar shelf space and consumer occasions.
• Air Wick (Reckitt Benckiser): Global air-care brand with car-vent plug-in products. Competes with Aroma Car's vent/membrane formats in the same retail channels.
• S.C. Johnson & Son: Parent of Glade and a global household-products incumbent. Represents the well-capitalized incumbent competitive set that Aroma Car competes against in air care.
• Glade (SC Johnson): Broad household air-care brand with car-vent freshener products. Larger incumbent with overlapping retail relationships and broader portfolio breadth.

Direct peers

• Little Trees (Car-Freshner Corporation): The iconic U.S. car air freshener brand and the global category-defining competitor. Most directly comparable to Aroma Car across product format, gas-station distribution, and cellulose-based technology.
• California Scents: Can-format car air freshener brand sold through automotive and mass-retail channels. Overlaps with Aroma Car's Organic/can-format product line and similar impulse-purchase retail positioning.
• Yankee Candle: Fragrance products brand that has expanded into car air fresheners and home fragrance. Comparable to Aroma Car's Aroma Home sub-brand and to licensed-brand fragrance-led category extension.
• Car Scents / Chemical Guys: Automotive-detailing brand offering car air fresheners, overlapping with Aroma Car's TurtleWax-licensed and Gas Monkey-licensed automotive-lifestyle positioning.
• Auto Expressions (Energizer Holdings / Armored Auto): Car air freshener and automotive accessory brand sold across U.S. mass retail and auto channels. Directly comparable product portfolio and channel strategy to Aroma Car.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AromaCarPerfumes
• Instagraminstagram.com/aromacar_eu
• Xx.com/AromaCar_eu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Aroma Car