ECOYA

What ECOYA does

ECOYA is a B Corp certified Australian-founded home fragrance and personal care company established in 2004, operating through ECOYA Pty Ltd with three regional direct-to-consumer e-commerce sites (ecoya.com.au for Australia, ecoya.co.nz for New Zealand, ecoya.com.au/en-gb for the United Kingdom) and a dedicated B2B wholesale portal. Its core technology is the formulation of natural soy wax candles with lead-free cotton wicks, extended into a broader home scenting and home care portfolio including reed diffusers, plug-in diffusers, car diffusers, electric wax melters with soy wax melts, room sprays, body care (hand and body wash, lotion, hand cream, body soufflé, sanitisers), laundry care (dryer balls, laundry liquid, linen spray, ceramic stones), and kitchen care (dish liquid, surface spray, kitchen hand wash), supported by a systematic refill architecture across diffusers, body care, laundry, and kitchen lines.

The business model is primarily direct-to-consumer e-commerce with a wholesale overlay for retail stockists and a corporate gifting program for B2B buyers. Products are sold at price points ranging from roughly AUD $14.95 to AUD $99.95 on a one-time purchase basis, with sale pricing and bundle promotions used to drive conversion, free standard shipping offered above AUD $100, and Club ECOYA as the loyalty mechanism for repeat purchase. Revenue mechanics are therefore highly distributed across many small consumer transactions, supplemented by wholesale replenishment orders and periodic limited-edition collections (High Summer, Lunar New Year, Celebration) that drive event-driven demand spikes. Geographic focus is Australia and New Zealand as the core markets, with the United Kingdom positioned as an early international extension.

Name

ECOYA

Legal name

ECOYA Pty Ltd

Website

https://ecoya.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

ECOYA is a B Corp certified Australian home fragrance and personal care brand that designs and sells natural soy wax candles, diffusers, body care, laundry, and kitchen products through DTC e-commerce sites in Australia, New Zealand, and the UK, plus a wholesale stockist network.

Ownership category

akta.pro rank

Product category

Home Fragrance and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

akta.pro secondary industries

Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Home fragrance
• Soy wax candles
• Reed diffusers
• Body care products
• Laundry care

Headquarters

HQ city

Not specified

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Home Fragrance Products: One-time sale of candles (Madison, Metro, Maisy, Mini Madison, Keepsake, Outdoor, Celebration, Ceramic collections) and reed diffusers (Keepsake 250ml, Reed 200ml, Mini 50ml), plug-in diffusers, car diffusers, electric wax melters, soy wax melts, and room sprays. Products sold at various price points from AUD $14.95 to AUD $99.95.
2. Bodycare Products: Sale of hand and body wash, hand and body lotion, hand cream, body souffle, and sanitiser products. Includes refills for hand and body wash.
3. Home Care Products: Laundry collection including dryer balls, laundry liquid, linen spray, ceramic stones; Kitchen collection including dish liquid, surface spray, hand wash.
4. Refill Products: Refill products for plug-in fragrance flasks, car diffuser fragrance pods, reed diffuser refills, hand and body wash refills, laundry refills, and kitchen refills encourage repeat purchases and sustainable consumption.
5. Gift Cards and Gift Sets: Gift vouchers and curated gift sets across various price points (under $30, under $60, under $99, under $150) and occasions including gifting collections, bodycare gift sets, celebration gifts.
6. Corporate Orders: B2B corporate ordering program for bulk purchases and corporate gifting solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

ECOYA designs, formulates and sells a portfolio of natural soy wax home fragrance products (candles in multiple vessel sizes, reed, plug-in and car diffusers, electric wax melters with soy wax melts, and room sprays) alongside a bodycare line, a laundry care range, and a kitchen cleaning line. Products are sold under ECOYA's own brand via its regional e-commerce sites, a wholesale portal, and a network of physical retail stockists, with a recurring-refill design philosophy across most categories.

Product overview

ECOYA is a B Corp certified Australian fragrance and home care company offering a unified portfolio of soy-based home fragrance and personal care products. The core product lines include candles (Keepsake, Madison, Metro, Maisy, Mini Madison, Outdoor, Celebration, and Ceramic variants in various sizes), reed diffusers (Keepsake, standard, and Mini), plug-in diffusers, car diffusers, electric wax melters with soy wax melts, room sprays, and body care products (hand & body wash, lotion, cream, body soufflé). The portfolio extends to laundry care (dryer balls, laundry liquid, linen spray, ceramic stones), kitchen cleaning products (dish liquid, surface spray, hand wash), and accessories (wick trimmers, gift sets, gift vouchers). Products are organized by fragrance families (Floral, Fruity, Ambery, Woody, Fresh) and feature a refill philosophy across multiple categories including diffusers, body care, laundry, and kitchen products.

Differentiator

Problem solved

Functional benefit

Products and services

• Keepsake Candles Premium 550g natural soy wax candle in a signature vessel, sold as part of ECOYA's flagship Keepsake collection for home fragrance consumers.
• Madison Candles Mid-size 400g soy wax candle and one of ECOYA's most popular candle lines, available in multiple fragrance families.
• Metro Candles Compact 280g soy wax candle designed for everyday home use.
• Maisy Candles Small 160g soy wax candle suited to travel or small spaces.
• Mini Madison Candles Miniature 80g soy candle in the Madison fragrance range.
• Outdoor Candles 520g outdoor soy candle in a ceramic vessel, including citronella-lemongrass variants for outdoor ambient scenting.
• Celebration Candles Grand-format soy candle in the White Musk & Warm Vanilla fragrance, positioned as a premium celebration and gifting product.
• Ceramic Candles Soy wax candle presented in a decorative ceramic vessel, combining fragrance with home d\u00e9cor.
• Keepsake Diffuser Large 250ml reed-based fragrance diffuser for ambient room scenting.
• Reed Diffusers Standard 200ml reed diffuser available across multiple fragrance families for continuous ambient scenting.
• Mini Reed Diffusers Compact 50ml reed diffuser designed for small spaces.
• Plug-in Diffuser Electric plug-in fragrance diffuser with replaceable fragrance flasks for continuous room scenting.
• Car Diffuser Vehicle-mounted fragrance diffuser sold with replaceable fragrance pods for in-car scenting.
• Electric Wax Melter Flame-free electric warmer with ceramic finish that melts soy wax melts to release fragrance.
• Soy Wax Melts Soy wax cubes designed for use in the ECOYA Electric Wax Melter.
• Room Sprays Instant room fragrance spray for quick ambient scenting across rooms.
• Hand & Body Wash Fragranced hand and body wash sold as part of the Bodycare Collection.
• Hand & Body Lotion Fragranced hand and body lotion sold as part of the Bodycare Collection.
• Hand Cream Moisturizing hand cream available in multiple fragrances.
• Body Souffl\u00e9 Lightweight body moisturizer in the Bodycare Collection.
• Sanitisers Fragranced hand sanitiser sold as part of the Bodycare Collection.
• Laundry Dryer Balls Fragranced laundry dryer ball set for scented laundry drying.
• Laundry Liquid Scented laundry liquid in the Laundry Ritual collection.
• Linen Spray Fabric freshening spray for linens and fabrics.
• Ceramic Stone Fragranced ceramic stone used for laundry and wardrobe freshening.
• Dish Liquid Fragranced dish washing liquid in the Kitchen Collection.
• Surface Spray Fragranced surface cleaning spray in the Kitchen Collection.
• Kitchen Hand Wash Fragranced hand wash designed for kitchen use.
• Gift Sets Pre-packaged gift sets curated across candles, bodycare, kitchen and other ECOYA product lines.
• Gift Vouchers Digital gift card redeemable on ECOYA's regional e-commerce sites.
• Wick Trimmer Candle wick trimming tool for candle maintenance.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bath & Body Works: Large US personal care and home fragrance retailer with candles, body care and sanitizers, directly overlapping ECOYA's body care and home fragrance assortment at much greater scale.
• Yankee Candle: Mass-market candle category leader under Newell Brands. Competes for the same home fragrance demand but at lower price points and vastly broader distribution.
• Diptyque Paris: Global luxury fragrance house with candles, diffusers and body care at the top of the price tier. Overlaps with ECOYA's premium positioning but operates at much larger global scale and brand equity.

Direct peers

• Glasshouse Fragrances: Australian premium soy candle and home fragrance brand with overlapping SKU set (candles, diffusers, body care) and the same ANZ geographic focus, making it ECOYA's most direct head-to-head competitor.
• The Aromatherapy Company: New Zealand-based natural home fragrance brand selling candles, reed diffusers and body care across ANZ. Similar size, premium positioning and target customer to ECOYA.
• Palm Beach Collection: Australian fragrance lifestyle brand selling candles, diffusers, body care and laundry products — directly comparable in SKU breadth, ANZ distribution and premium positioning.
• NEST Fragrances: US premium home fragrance brand offering scented candles, reed diffusers and body care with a comparable product architecture and gifting-led retail model.
• Voluspa: Premium candle and home fragrance brand with coconut/soy wax blends and decorative vessel design, overlapping with ECOYA's Madison and Keepsake aesthetic and price tier.
• Circa Home: Australian natural soy candle and home fragrance brand competing in the same ANZ specialty retail channel with a similar natural/eco positioning.

Emerging players

• Mrs. Meyer's Clean Day: Clean, naturally fragranced home care brand (laundry, dish, surface) under SC Johnson. Highly comparable to ECOYA's Laundry and Kitchen Collections on formulation ethos and target consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ecoya

Compliance1 record

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 ECOYA