Veil

What Veil does

Veil (legally Veil Smells, LLC) is a privately held, Brooklyn-based consumer products company founded in 2018 by Noah Kotlove and Spencer Joynt. The company develops and sells a single product line — a cannabis smoke odor eliminator spray sold under the brand name Veil — targeted at recreational and medical cannabis consumers, their households, and adjacent segments such as landlords, hotel operators, and gift buyers. The product is positioned as the first cannabis-specific odor eliminator that neutralizes smoke at the molecular level rather than masking it.

The core technology is a proprietary cationic surfactant formula developed over a year with chemists having more than 30 years of household product development experience. The formula is designed to complex with terpene molecules in cannabis smoke vapor and reduce their airborne concentration. The spray is non-toxic, eco-friendly, and made in the USA, and is fragranced with organic essential oils (cedar, orange, black pepper). The product range is intentionally narrow: an 8oz bottle ($19.99), a 2oz TSA-approved travel bottle ($9.99), and three bundles (Stock Up $59.99, Home-and-Away $34.99, The Gifter $64.99). No additional SKUs, patents, or technology platforms are disclosed.

Veil operates a direct-to-consumer model through a Shopify-powered e-commerce site (smellveil.com), supplemented by wholesale distribution through online retailers including Urban Outfitters, 420 Science, Dank Stop, Session Goods, Smoke Cartel, and Cannabox, and through physical dispensaries and smoke shops such as Apothecarium, Cresco Labs, Green Thumb Industries, Higher Standards, and Clover Grocery across the US and Canada. The company has no disclosed external funding, a stated headcount of 1-10 (with only the two co-founders named), and no disclosed revenue. Marketing is built around earned media in lifestyle publications (Vanity Fair, GQ, Men's Journal, Apartment Therapy, Cool Hunting, Gear Patrol, Thrillist, NYMag), a content blog called High Minds, email capture, and customer testimonials.

Name

Veil

Legal name

Veil Smells, LLC

Website

https://smellveil.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Veil (Veil Smells, LLC) is a Brooklyn-based CPG company that sells a proprietary cannabis smoke odor eliminator spray to recreational and medical cannabis consumers via DTC e-commerce and wholesale through dispensaries and lifestyle retailers across the US and Canada.

Ownership category

akta.pro rank

Product category

Consumer household odor eliminators

NAICS

Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)

SIC

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

akta.pro primary industry

Odor Eliminators & Neutralizers (Non-fragrance) (CRAJAEAF)

Keywords

• Odor eliminator spray
• Cannabis odor removal
• Natural fragrance products
• Household air care
• Smoke odor neutralizer

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of odor eliminator spray through their e-commerce website, offering individual bottles and bundle options in multiple sizes.
2. Wholesale Distribution: Wholesale sales to online retailers (Urban Outfitters, 420 Science, etc.) and physical dispensary/stockist locations. The company offers wholesale pricing for bulk orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Veil manufactures and sells a proprietary cannabis-smoke odor eliminator spray (the Veil OG line) that breaks down odor molecules at the molecular level using a cationic surfactant formula developed with chemists with 30+ years of household-product experience. The spray is fragranced with organic essential oils (cedar, orange, black pepper), is non-toxic and eco-friendly, and is sold in an 8oz home size, a TSA-approved 2oz travel size, and several bundle configurations via direct-to-consumer e-commerce and wholesale to dispensaries and lifestyle retailers.

Product overview

Veil is a line of natural odor eliminator sprays specifically designed for cannabis smoke. Rather than masking odors, the products utilize a unique cationic surfactant formula developed with chemists having over 30 years of experience. The formula breaks down smoke odor molecules on a molecular level. Products are fragranced with organic essential oils (cedar, orange, black pepper) and are non-toxic, eco-friendly, and made in the USA. The core offerings include the OG spray in two sizes (8oz at $19.99 and 2oz travel size at $9.99), along with three bundle options: the Stock Up Bundle, Home-and-Away Bundle ($34.99), and The Gifter Bundle ($64.99).

Differentiator

Problem solved

Functional benefit

Products and services

• Veil OG – 8oz Odor Eliminator Spray The original Veil cannabis-smoke odor eliminator spray in an 8oz bottle. Uses a proprietary cationic surfactant formula to neutralize cannabis terpene odor at the molecular level, paired with an organic essential oil fragrance (cedar, orange, black pepper). Non-toxic, eco-friendly, and safe for use on fabrics, in vehicles, around people and pets. Priced at $19.99 USD.
• Veil OG – 2oz Travel Odor Eliminator Spray The travel-sized 2oz Veil odor eliminator spray. TSA-approved and pocket-friendly, designed for on-the-go cannabis odor elimination in cars, hotels, and other enclosed spaces. Uses the same proprietary cationic surfactant formula and essential oil fragrance as the 8oz version. Priced at $9.99 USD.

Quantifiable outcome

• Safe to use liberally - 2-3 spritzes per hit recommended, with more sprays for stronger odors

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Veil online store at smellveil.com. Processes payments, order fulfillment, and customer management.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Febreze: Procter & Gamble's mass-market odor elimination brand dominating the air care category. Comparable technology and use case (odor elimination sprays), with vastly broader distribution and marketing muscle.
• Ozium: Long-established air sanitizer and odor-eliminating spray brand with broad household and automotive applications. Comparable as a leading odor elimination brand, though not cannabis-specific.
• Citrus Magic: Natural household air freshener and odor eliminator brand with broader product portfolio. Comparable as a natural-positioned air care brand competing for similar consumers.

Direct peers

• Zero Odor: Odor elimination spray brand claiming molecular-level odor neutralization. Comparable technology positioning (eliminating rather than masking) and similar product format to Veil.
• Smoke Odor Exterminator: Established brand offering sprays and deodorizers targeting smoke odors, including cannabis. Direct competitor in the smoke-odor elimination category with broader product line and longer market history.
• Cannabolish: Direct competitor offering natural odor eliminator sprays specifically designed for cannabis smoke, using plant-based ingredients. Highly comparable as it targets the same customer pain point with a similar product format and positioning.

Emerging players

• Moso Natural: Natural odor eliminator brand using bamboo charcoal and other plant-based ingredients. Comparable as a premium natural-positioned odor elimination brand targeting design-conscious consumers.
• Poo-Pourri: Premium odor elimination spray brand with strong design and lifestyle marketing. Comparable as a personality-driven, premium-positioned odor spray brand that uses paid social and earned media to build a lifestyle brand.
• Cannador: Premium cannabis lifestyle accessories retailer with similar aesthetic and target customer. Comparable as a brand serving the cannabis lifestyle category with similar design-led positioning.
• Fresh Wave: Natural odor elimination brand using plant-based ingredients in sprays and other formats. Comparable as a multi-format natural odor elimination competitor with retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smellveil

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Veil