ST. ROSE

What ST. ROSE does

ST. ROSE is a US-based luxury fragrance house founded in 2019 by creative director Belinda Smith. The company designs and sells artisanal Eau de Parfum compositions, soy-wax candles, discovery sets, and fine jewelry. The fragrance portfolio consists of nine core 50ml scents — including Grand Larceny, Out Of The Blue, Jack Of Hearts, Crazy Love, L'Été 67, Juliet In White, French Poetry, Gypsy Cowboy, and Terre Rouge — priced between $205 and $250, with claimed 8–12+ hour wear and over 90% natural origin ingredient formulations. Compositions are credited to a roster of external master perfumers (Pascal Gaurin, Caroline Sabas, Mathilde Bijaoui, Linda Song) and rely on traceable Australian sandalwood sourced from a farm benefiting Aboriginal communities, with full ingredient disclosure published across the portfolio — a practice uncommon in the fragrance industry. Candles retail at $95 each and discovery sets at $110–$220, while a 2025 launch into fine jewelry, The Dollhouse Charm, prices an 18K gold and baguette diamond pendant at $6,500.

The business is operated through a direct-to-consumer Shopify storefront at st-rose.com, supported by Club Rose (loyalty program with a 15% first-order discount), the Get Matched fragrance finder quiz, a Klaviyo-powered email newsletter, and the Musings editorial blog. Wholesale distribution runs through tier-1 prestige retailers Bergdorf Goodman (NYC) and Selfridges (London), experiential retail at Stèle Parfumerie (NoLita and Williamsburg), and a network of specialty stockists across the United States, United Kingdom, Australia, Israel, Mexico, and Poland; international direct shipping is constrained by alcohol-content regulation, so overseas sales are routed through local partners. The company is registered as ST. ROSE, LLC in Columbus, Ohio, operates with 1–10 employees, and is privately held with no disclosed outside investment.

Marketing is anchored in earned media placements in Vogue, ELLE, Harper's Bazaar, Marie Claire, WWD, Allure, Who What Wear, and InStyle, plus an active presence on Instagram, TikTok, and Pinterest. The brand's positioning — "artisanal slow perfumery" combining over 90% natural origin formulations with luxury performance — earned Marie Claire's 2025 Most Sustainable Beauty Brands recognition and a 2025 Marie Claire Fragrance Award (Best Amber Fragrance for Out Of The Blue). Co-branded experiential activations, including an event at Toteme's Soho flagship and on-site bottle engraving at Stèle, are used to elevate cultural positioning. Refillable Modern Heirloom packaging and a circularity program support the sustainability narrative.

Name

ST. ROSE

Legal name

ST. ROSE, LLC

Website

https://st-rose.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

ST. ROSE is a US-based luxury fragrance house crafting artisanal Eau de Parfum and candles from over 90% natural origin ingredients. Founded in 2019, the brand sells through its DTC storefront and prestige retailers including Bergdorf Goodman and Selfridges.

Ownership category

akta.pro rank

Product category

Luxury Fragrances

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABADAH

Niche & Artisan Fragrance

Consumer Products & Retail/Beauty & Personal Care/Fragrance & Deodorants

SECONDARYCRABADAG

Natural & Clean Fragrance

Consumer Products & Retail/Beauty & Personal Care/Fragrance & Deodorants

SECONDARYCRABADAA

Fine Fragrance (Women’s/Men’s/Unisex)

Consumer Products & Retail/Beauty & Personal Care/Fragrance & Deodorants

SECONDARYCRAKAFAH

Luxury Fragrance & Beauty (Designer/Luxe)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Goods & Maison Brands (Multi-category)

SECONDARYCRAJAEAD

Scented Candles & Wax Melts (Home Fragrance)

Consumer Products & Retail/Household Products & Cleaning Supplies/Air Care & Odor Control

SECONDARYCRABADAI

Fragrance Gift Sets & Discovery Kits

Consumer Products & Retail/Beauty & Personal Care/Fragrance & Deodorants

Keywords

• Luxury fragrances
• Artisanal perfumery
• Natural origin perfumes
• Soy wax candles
• Niche fragrance brand

Headquarters

HQ city

Amherst

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through st-rose.com selling Eau de Parfum (50ml at $205-$250), candles ($95), discovery sets ($110-$220), mini perfumes ($30), and fine jewelry (The Dollhouse Charm at $6,500). Customers can join Club Rose for 15% first-order discount.
2. Wholesale Distribution: Products sold through premium retail stockists including Bergdorf Goodman, Selfridges, The Conservatory NYC, and specialty boutiques. Handles US orders and international through local stockists.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ST. ROSE crafts and sells a portfolio of nine signature Eau de Parfum fragrances (50ml, $205–$250) with over 90% natural origin ingredients and 8–12+ hour wear, composed by master perfumers. The core fragrance line is complemented by three soy-wax candles ($95), discovery and gift sets of 4ml miniatures ($110–$220), and a fine-jewelry piece — The Dollhouse Charm 18k gold pendant at $6,500. The brand distributes primarily through its Shopify-powered DTC site and through premium retail stockists including Bergdorf Goodman and Selfridges.

Product overview

ST. ROSE is a luxury fragrance house founded in 2019 by creative director Belinda Smith. The brand offers a portfolio of eight signature Eau de Parfum scents (Crazy Love, French Poetry, Gypsy Cowboy, Jack Of Hearts, Juliet In White, L'été 67, Out Of The Blue, and Terre Rouge) in 50ml bottles priced at $205-$250. The core fragrance collection is supplemented by a home fragrance line of soy wax candles (Good Omens, Green Garden, Terre Rouge) at $95, discovery and gift sets featuring 4ml collectable miniature bottles ($110-$220), individual mini perfumes at $30, and an entry into fine jewelry with The Dollhouse Charm 18k gold pendant ($6,500). The brand positions itself as 'conscious luxury' with over 90% natural origin ingredients, vegan and cruelty-free formulations, and sustainable packaging with refillable options. The products are distributed through the direct-to-consumer e-commerce site, major retailers including Bergdorf Goodman and Selfridges, and specialty boutiques globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Grand Larceny Eau de Parfum
• Juliet In White Eau de Parfum A floral fruity fragrance with white tea, mandarin, bergamot, jasmine, rose, ginger, sandalwood, and amber; composed by Linda Song. Over 90% natural origin. 50ml, $205.
• L'Été 67 Eau de Parfum A solar floral fragrance with incense, clove bud, jasmine sambac, red seaweed, aqual, patchouli, vetiver, myrrh resinoid, and amber; composed by Mathilde Bijaoui. Over 90% natural origin. 50ml, $250.
• Out Of The Blue Eau de Parfum An amber woody floral fragrance inspired by 1970s music icons, with vertonic, tangerine, violet leaf, orris, carrot heart, ambrette, cocoa shell, vanilla bean, tonka bean, and patchouli; composed by Pascal Gaurin. Over 90% natural origin. 50ml, $250.
• Crazy Love Eau de Parfum A citrus aromatic fragrance with grapefruit, neroli, pepper, rose, jasmine, juniper berry, vetiver, fir balsam, saffiano, and amber. Over 90% natural origin. 50ml, $250.
• French Poetry Eau de Parfum A floral gourmand fragrance with pink peppercorn, bergamot, pear skin, jasmine, gardenia, freesia, lily of the valley, vanilla, amber, sandalwood, and tonka bean. 50ml, $205.
• Gypsy Cowboy Eau de Parfum A spicy aromatic fragrance with pink pepper, ginger, mandarin, rose, olibanum, sandalwood, benzoin, and oakmoss. Over 90% natural origin. 50ml, $205.
• Jack Of Hearts Eau de Parfum A woody aromatic fragrance with sandalwood, ginger, clove leaf, copaiba balsam, carrot heart, ylang ylang, benzoin, vetiver, and cedarwood; composed by Pascal Gaurin. Over 90% natural origin. 50ml, $250.
• Terre Rouge Eau de Parfum A warm woody fragrance inspired by red earth, with cypress, cardamom, white musk, amyris, eucalyptus, sandalwood, amber, and orris. Over 90% natural origin. 50ml, $205.
• Good Omens Candle A woody spicy home candle with elemi, mystical accords, patchouli, sandalwood, cedarwood, and amber. Soy wax blend in a recyclable glass vessel. 290g, 40–45 hour burn time. $95.
• Green Garden Candle A green herbal candle with bergamot, clove accord, oregano, thyme, ylang, cedarwood, jasmine, and sandalwood. Soy wax blend in a recyclable glass vessel. 290g. $95.
• Terre Rouge Candle A woody warm home candle with cypress, cardamom, white musk, amyris, eucalyptus, sandalwood, amber, and orris. Soy wax blend in a recyclable glass vessel. 290g. $95.
• La Grande Collection Gift Set Discovery set with 8 x 4ml collectable miniature perfume bottles covering all signature scents (Crazy Love, French Poetry, Gypsy Cowboy, Jack Of Hearts, Juliet In White, L'Été 67, Out Of The Blue, Terre Rouge). Includes a $50 redeemable credit toward a full-size fragrance. $220.
• The Florals Gift Set A 4-scent discovery set with 4 x 4ml miniature bottles of floral fragrances: Crazy Love, Juliet In White, French Poetry, and L'Été 67. $110.
• The Icons Gift Set A 4-scent discovery set with 4 x 4ml miniature bottles: French Poetry, Gypsy Cowboy, Juliet In White, and Out Of The Blue. $110.
• The Woods Gift Set A 4-scent discovery set with 4 x 4ml miniature bottles of woody fragrances: Gypsy Cowboy, Jack Of Hearts, Out Of The Blue, and Terre Rouge. $110.
• Mini Perfumes (Individual) Individual 4ml miniature perfume splash bottles available for each signature scent, intended for sampling and travel. $30 each.
• The Dollhouse Charm A handcrafted fine jewelry piece: an 18k gold pendant cast in the shape of the signature ST. ROSE flacon, with a 0.12 carat F VS1 baguette diamond and 18-inch solid gold chain. Made-to-order. $6,500.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• TotememinorStrategic or Co-development PartnerST. ROSE hosted a collaborative evening at Toteme's flagship New York boutique in Soho, where guests experienced new collections from both brands while sampling fragrances. Indicates co-branded event marketing relationship.
• Stéle ParfumeriecoreChannel Partner/ Reseller/ DistributorST. ROSE products sold through Stéle boutiques in NoLita and Williamsburg, NYC. Events hosted at locations where customers can engrave bottles, creating experiential retail partnership.
• Pascal Gaurin (Master Perfumer)coreStrategic or Co-development PartnerPascal Gaurin composed signature fragrances Jack Of Hearts and Out Of The Blue. Featured in brand Musings blog as industry figure, indicating ongoing creative partnership.
• Australian Sandalwood FarmcoreStrategic or Co-development PartnerSandalwood sourced from Australian farm that benefits the local Aboriginal community. One of the olfactive signatures across the brand's offering is this ethically-sourced Australian sandalwood.
• Bergdorf GoodmancoreChannel Partner/ Reseller/ DistributorLuxury department store carrying ST. ROSE fragrances at 754 Fifth Avenue, New York, NY 10019.
• SelfridgescoreChannel Partner/ Reseller/ DistributorPremium UK department store carrying ST. ROSE at 400 Oxford St, London, W1A 1AB, United Kingdom.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Commodity Fragrance: Direct-to-consumer unisex fragrance brand with discovery-set-led customer acquisition and minimalist luxury positioning; shares ST. ROSE's sampler-to-full-size conversion mechanic.
• Ellis Brooklyn: Direct-to-consumer clean fragrance brand built around natural ingredients and unisex appeal at accessible luxury price points; comparable GTM model and consumer target.
• Aesop: Luxury clean-beauty brand with botanical, sustainability-led positioning across skin, body, and select fragrance; adjacent peer sharing ST. ROSE's 'conscious luxury' customer and ingredient ethos.

Direct peers

• Byredo: Swedish niche luxury fragrance house with unisex positioning, premium price points, and global department-store distribution; competes with ST. ROSE for the same conscious-luxury consumer.
• Maison Margiela Replica: Niche unisex fragrance line positioned around storytelling and unisex appeal, distributed in luxury department stores; competes directly with ST. ROSE's unisex 'conscious luxury' angle.
• Diptyque: Parisian luxury house selling both Eau de Parfum and scented candles at premium price points through department stores worldwide; mirrors ST. ROSE's combined fragrance-and-home-fragrance model.
• Le Labo: Niche luxury fragrance house sold through Bergdorf Goodman and Selfridges with artisanal positioning, city-exclusive launches, and refill culture — the closest direct competitor to ST. ROSE in distribution and brand code.
• Santa Maria Novella: Heritage artisanal fragrance house sold through luxury department stores (including Bergdorf Goodman) with botanical formulations and premium pricing; comparable artisanal, heritage-positioned competitor.
• Frederic Malle: Editor-driven niche fragrance house publishing perfumer credits prominently; competes with ST. ROSE's master-perfumer-led positioning at comparable $200–$300 price points.

Broad incumbents

• Jo Malone London: Established prestige fragrance house owned by Estée Lauder; broad incumbent with overlapping price points, gifting sets, and department-store distribution that competes for the same gift-purchase occasion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/st._rose
• TikToktiktok.com/@st._rose
• Pinterestpinterest.com/strosefragrances
• Facebookfacebook.com/strosefragrances
• LinkedInlinkedin.com/company/st-rose-artisan-fragrances

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 ST. ROSE