Mary Grace

What Mary Grace does

Mary Grace (Mary Grace PTY LTD) is an Australian privately-held, founder-led e-commerce brand specializing in sensitive-skin-safe skincare, bath and body care, and home fragrance products. Founded by Mary Gouganovski, who brings over twenty years of experience and personally oversees each production run, the company formulates handmade, vegan, cruelty-free, and pregnancy- and pet-safe products at its Braemar, NSW warehouse and distribution facility. Core product categories include soy jar candles, reed diffusers and refills, fragrance oils, linen and room mists, eau de parfum in 3ml/10ml/100ml sizes, hand cream and wash, body lotion and wash, and a sensitive skincare line anchored by the Bulgarian Rose Otto Face Elixir.

The company monetizes through a direct-to-consumer Shopify storefront (marygrace.com.au) shipping across Australia, New Zealand, the United States, Canada, the United Kingdom, Western Europe, and the Asia Pacific, with a parallel wholesale channel serving retail stockists through marygracewholesale.com.au. Pricing follows a unit-based model with tiered trial and full-size offerings, discovery kits for customer sampling, bundles offering up to 15% savings, and digital gift cards from $35 to $500 valid for three years. Buy-now-pay-later options (Afterpay, PayPal Pay in 4, Klarna, Zip) are integrated at checkout alongside standard payment processors (Shopify Payments, PayPal). Marketing is executed via Instagram and Facebook organic social, content marketing through the brand blog, a video and photo review incentive program, Google and Facebook paid remarketing, and email campaigns through MailChimp and ActiveCampaign.

Strategically, Mary Grace pursues domain specialization in sensitive-skin formulations as its primary differentiator from mainstream fragrance and beauty brands, supported by Australian Made & Owned, vegan, cruelty-free, GDPR, and PCI DSS certifications. The company maintains charitable partnerships with GoGenerosity and Share Dignity and has executed co-branded marketing collaborations (e.g., Valleygirl and TEMT in 2024). No external funding, parent company, or institutional ownership is evidenced; the firm operates as a small, female-led business with revenue figures undisclosed.

Name

Mary Grace

Legal name

Mary Grace PTY LTD

Website

https://marygrace.com.au

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Mary Grace is an Australian, founder-led e-commerce brand selling handmade, vegan, and sensitive-skin-safe skincare, bath and body products, and home fragrance directly to consumers globally and through wholesale stockists.

Ownership category

akta.pro rank

Product category

Natural Beauty & Home Fragrance

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

akta.pro secondary industry

Hand Sanitizers & Antibacterial Personal Care (CRADANAI)

Keywords

• Natural skincare products
• Home fragrance candles
• Reed diffusers
• Vegan beauty products
• Sensitive skin care

Headquarters

HQ city

Braemar

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time product sales across multiple categories including home fragrance (candles, diffusers, room sprays), eau de parfum, bath & body products, and skincare. Products sold at various sizes with tiered pricing. Discovery/travel sizes provide lower entry points while full sizes drive higher revenue per transaction.
2. Gift Cards: Digital gift vouchers sold in denominations from $35 to $500, valid for three years from purchase date. Provides upfront cash flow with deferred redemption.
3. Wholesale Distribution: Wholesale accounts for retail stockists to carry Mary Grace products in their stores. Stockists access exclusive range through wholesale portal.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Mary Grace manufactures and sells a handmade Australian product range spanning home fragrance (soy jar candles, reed diffusers, diffuser refills, fragrance oils, linen and room mists), eau de parfum in 3ml, 10ml, and 100ml sizes, bath and body products (hand creams, washes, body lotions), and a sensitive skincare line. All products are vegan, cruelty-free, and formulated without allergy-inducing or filler ingredients to be safe for sensitive skin, pregnancy, and pets.

Product overview

Mary Grace is a small Australian-made and owned e-commerce company specializing in sensitive skincare, beauty products, and home fragrance. The product portfolio centers on five core categories: (1) Home Fragrance including soy jar candles, reed diffusers, diffuser refills, fragrance oils, and linen/room mists; (2) Eau De Parfum in 3ml, 10ml, and 100ml sizes; (3) Bath & Body products such as hand creams, hand/body washes, and lotions; (4) Sensitive Skincare formulated specifically for sensitive skin and pregnancy safety; and (5) Trial/Travel Size discovery kits for customer exploration. Products are vegan, cruelty-free, eco-friendly, and handmade in the Southern Highlands, NSW. The company operates exclusively through its e-commerce platform with wholesale distribution to stockists.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Fragrance Collection Soy-based home fragrance range including jar candles, reed diffusers (with refills and replacement sticks), fragrance oils, and linen and room mists. Formulated to be safe for pets, pregnancy, and sensitive skin, with diffusers designed to last up to 3 months.
• Eau De Parfum Perfume range available in 3ml trial, 10ml, and 100ml sizes with signature fragrances including Marshmallow & Musk, Musk & Vanilla, Champagne & Strawberries, French Pear, Peach Mimosa, Japanese Honeysuckle, and Vanilla Cashmere. Sold as singles, duos, and discovery sets.
• Bath & Body Collection Body care products including hand creams, hand washes, body wash, and body lotion in 100ml and 500ml sizes, formulated with coconut oil, apricot kernel oil, shea butter, cocoa butter, vitamin E, and botanical extracts, designed for sensitive skin.
• Sensitive Skincare Skincare line including face elixirs, serums, masks, and lip gloss, formulated specifically for sensitive and pregnancy-safe use, free from common allergens and irritants. The Bulgarian Rose Otto Face Elixir combines Bulgarian Rose Otto Essential Oil with nourishing carrier oils for anti-aging benefits and soothing eczema-prone skin.
• Discovery Kits and Trial/Travel Sizes Miniature and travel-size versions of best-selling products including 3ml Eau De Parfum discovery sets, discovery tins containing soy candle samples, 6-piece Eau De Parfum discovery sets, and 8-piece candle discovery tins for customer trial before full-size commitment.
• Gift Cards Digital gift vouchers sold in denominations of $35, $70, $100, $150, $200, $250, $300, $350, $400, $450, and $500, valid for three years from purchase date, delivered digitally for immediate use.
• Wholesale Stockist Program Wholesale distribution program giving boutique retailers, gift shops, and beauty stores access to the Mary Grace range through a dedicated wholesale portal at marygracewholesale.com.au, with stockists listed on the main site find-a-stockist locator.

Quantifiable outcome

• Diffusers provide up to 3 months of use
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Valleygirl & TEMTminorGTM or Marketing Partner · 15 December 2019Mary Grace partnered with iconic Australian teen fashion brands Valleygirl and TEMT as a gift-with-purchase offer for online orders over $75. Marked as a childhood dream fulfillment for founder Mary Gouganovski.
• GoGenerosityminorOthersGoGenerosity powers the company's pay-it-forward giving program. Turns 100% of customer donations into Mary Grace products for women in need through Share Dignity organization.
• Share DignityminorOthersWomen-in-need charity receiving products through GoGenerosity platform. Company contributes products rather than cash donations to support women experiencing hardship.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the marygrace.com.au storefront. Handles payment processing through integrated Shopify Payments. Provides PCI DSS compliant transaction handling.
• PayPalcoreTechnology or IntegrationPrimary payment processor alongside Shopify. Handles secure credit card authorizations through SSL encryption. PCI DSS compliant payment infrastructure.
• Australia PostminorOthersDomestic shipping partner for Australian deliveries. All orders ship within 2 business days via Australia Post.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glasshouse Fragrances: Australian premium home fragrance and body care brand best known for its soy candles and diffuser range, sold through DTC and major retailers. Highly comparable to Mary Grace on product mix (candles, diffusers, body care), Australian origin, and gifting positioning, though operating at meaningfully larger scale.
• MOR Boutique: Australian heritage bath, body, and home fragrance brand with hand-finished positioning, similar emotional storytelling, and a comparable product range of candles, soaps, and bath products. Closely comparable to Mary Grace on category mix and premium Australian boutique positioning.
• Sukin: Australian natural skincare and personal care brand with vegan, cruelty-free positioning and broad mass-market retail distribution. Comparable to Mary Grace on natural/vegan formulation philosophy and Australian origin, though skewed more toward skincare than home fragrance.
• Ecoya: Australia/NZ premium home fragrance brand specializing in soy candles, reed diffusers, and body care with a luxury positioning. Closely comparable on candle/diffuser product mix and Australian-NZ wholesale distribution.
• The Aromatherapy Co. Australia/NZ-based home fragrance and personal care brand focused on essential-oil-based candles, diffusers, and body products. Comparable to Mary Grace on category overlap (candles, diffusers, room sprays) and trans-Tasman distribution footprint.

Broad incumbents

• Jo Malone London: Global luxury fragrance and home fragrance house operating at the high end of the category that Mary Grace competes in. Comparable on candle, room spray, and eau de parfum offerings with a focus on gifting, but at substantially higher price points and global scale.
• Dusk Candles: Large Australian specialty retailer and brand owner of scented candles and home fragrance products sold through a national chain of stores. Comparable to Mary Grace on candle/home fragrance category leadership but at much larger scale and via a different (retail-chain) channel.
• Lush Fresh Handmade Cosmetics: Global handmade cosmetics and bath/body brand with vegan, cruelty-free positioning and direct-to-consumer plus retail store distribution. Comparable on handmade production, ethical positioning, and bath/body category, though operating at global scale.
• Aesop: Australian-founded luxury personal care and fragrance brand offering premium body care, skin care, and home fragrance. Comparable on Australian origin, premium positioning, and sensitive-skin-friendly ethos, though materially larger and broader in scope.

Emerging players

• Dr. Roebuck's: Australian clean, sensitive-skin-focused skincare and wellness brand with comparable Australian origin and sensitive-skin formulation philosophy, though primarily skincare rather than home fragrance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/marygraceofficial_
• LinkedInlinkedin.com/company/marygrace

Compliance5 records

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 Mary Grace