Votivo

What Votivo does

Votivo is a privately held home fragrance company founded in 1994, originally in Seattle, Washington and now headquartered at 951 South Pine Street in Spartanburg, South Carolina. The company designs and sells scented candles, reed diffusers, room and linen sprays, car fragrances, and fragrance sample kits under its own brand, with a proprietary soy blend wax formulation used across its candle line and all products certified paraben, phthalate, and formaldehyde free. Its portfolio is organized around five fragrance families (Fruit + Citrus, Green + Herbal, Floral, Woody, Fresh) with over 20 unique scents developed by an in-house team of perfumers, and includes both evergreen SKUs (Signature Candles at $44, Tortoise Candles at $74, Discovery Candles at $14, Room & Linen Sprays at $28) and seasonal holiday editions priced $15-$60. Distribution is overwhelmingly direct-to-consumer via a Shopify-powered e-commerce site shipping to all 50 US states with free shipping over $75, supplemented by a retail store locator and a partnership with Pura that places Votivo fragrances into Pura's app-controlled smart home and car diffuser ecosystem. The brand relies on organic social, paid acquisition through Google/Meta/Pinterest/Bing/AdRoll, SEO, an email newsletter, and a fragrance quiz for top- and mid-funnel demand generation, with Okendo-powered reviews providing bottom-funnel social proof. Customer base is broadly distributed across individual consumers (including documented 30-year loyalists) with no disclosed B2B anchor accounts beyond incidental hospitality references such as Terranea Resort.

Name

Votivo

Legal name

Votivo

Website

https://votivo.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Votivo is a US home fragrance company founded in 1994 that designs and sells scented candles, reed diffusers, room sprays, car fragrances, and sample kits direct-to-consumer via a Shopify storefront, with select distribution through the Pura smart diffuser ecosystem.

Ownership category

akta.pro rank

Product category

Home Fragrance

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Aerosol Air Fresheners & Sprays (CRAJAEAA)

Keywords

• Scented candles
• Reed diffusers
• Home fragrance products
• Room sprays
• Soy blend candles

Headquarters

HQ city

Spartanburg

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Votivo generates revenue through direct-to-consumer sales via its Shopify-powered e-commerce website, selling candles, reed diffusers, room sprays, and car fragrances at various price points.
2. Pura Smart Diffuser Products: Revenue from Pura-compatible smart fragrance diffuser products including refill vials and smart home diffuser sets, sold separately and as bundles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Votivo designs, manufactures, and sells premium scented candles, reed diffusers, room sprays, and curated gift sets under its own brand. The company's products are built around custom-blended fragrances poured into containers (glass, ceramic, aluminum tins) using a proprietary soy blend wax and fiber-reed systems, and are packaged as gift-ready home fragrance items.

Product overview

Votivo is a home fragrance company founded in 1994 (originally in Seattle, now headquartered in South Carolina) that creates one-of-a-kind candles and home fragrance products. The product portfolio centers on soy blend wax candles available in multiple formats: Signature Candles (10 oz, up to 80 hours), Tortoise Candles (22.7 oz, up to 100 hours in decorative tortoise-shell vessels), Discovery Candles (2.8 oz for sampling), and Aromatic Candles (6.8 oz in gift-ready packaging). The collection also includes seasonal Holiday Candles, Holiday Tin Candles, and Holiday Multi-Wick Candles. Beyond candles, Votivo offers Room & Linen Sprays (4.3 oz fabric-safe), Reed Diffusers (4.1 oz with fiber reeds for 45-day fragrance), and Car Fragrances (vent clip fresheners lasting 30 days). The brand has developed proprietary smart home integrations through the Pura + Votivo collection, offering refill vials and cartridges compatible with Pura Smart Fragrance Diffusers and app. All products feature proprietary soy blend wax formulations and are certified paraben, phthalate, and formaldehyde free. The company offers fragrances across five families: Fruit + Citrus, Green + Herbal, Floral, Woody, and Fresh.

Differentiator

Problem solved

Functional benefit

Products and services

• Scented Candles

Quantifiable outcome

• Up to 100 hours burn time for Tortoise Candles
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify powers Votivo's e-commerce platform, handling online transactions, payment processing, and order management. The website uses Shopify's infrastructure for the complete online shopping experience.
• PuracoreTechnology or IntegrationPura is a smart fragrance diffuser company that Votivo partners with to offer Pura-compatible refill vials and smart home diffuser sets. This partnership extends Votivo's reach into the smart home fragrance market with app-controlled scenting solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Yankee Candle: Dominant scale player in scented candles and home fragrance with a national retail footprint; a broad incumbent comparator against which Votivo positions its premium, boutique-led assortment.
• Bath & Body Works: National specialty retailer with an extensive candle, room spray, and car fragrance portfolio; a broad incumbent that competes with Votivo for the same gifting and home-fragrance occasions across mainstream channels.
• Slatkin & Co. Long-established premium candle and home fragrance brand historically carried in mass and specialty retail; competes with Votivo on signature candle, diffuser, and gift-set SKUs at similar premium price tiers.

Direct peers

• Boy Smells: Independent premium candle and home fragrance brand sold via DTC and specialty retail; overlaps Votivo on candle range, gift sets, and design-led positioning targeting a similar gifting consumer.
• Otherland: Premium DTC candle brand known for design-forward vessels and giftable fragrance collections; direct like-for-like competitor to Votivo's signature, tortoise, and gift-set SKUs.
• Paddywax: Premium candles and home fragrance brand sold across boutique and DTC channels with an emphasis on distinctive vessels and curated scent lines; closely mirrors Votivo's decorative-candle and gift-set approach.
• Voluspa: Premium DTC and boutique-retail scented candle and home fragrance brand with proprietary coconut/blended wax formulations; directly comparable to Votivo on product mix (candles, diffusers, sprays), pricing tier, and brand positioning.
• NEST Fragrances: Premium home fragrance brand offering candles, reed diffusers, and room sprays with a designer/aesthetic-led brand positioning; highly comparable on price point and product assortment to Votivo's signature candle line.
• Capri Blue: Iconic DTC and specialty-retail brand best known for its signature candles and reed diffusers; competes head-to-head with Votivo on soy-blend candles, room sprays, and gift-set formats.

Emerging players

• Apotheke: Premium soy-blend candle and home fragrance line with a minimalist, lifestyle-led aesthetic; comparable to Votivo on clean-ingredient positioning and boutique-retail/wholesale distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/votivo
• Facebookfacebook.com/VotivoFans
• LinkedInlinkedin.com/company/votivo

Compliance3 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 Votivo