What Hetkinen does

Hetkinen is a Finnish scent design house founded in 2018 and headquartered in Turku, Finland, where it operates its own manufacturing facility (Hetkinen Fragrance Factory, Ruissalontie 12). The company designs and hand-crafts a unified portfolio of niche fragrance and personal-care products, including Eau de Parfums (Forest Riot, Amuse Air, Summer Seizure, Chaos, Equilibrium), Scent Diffusers, Room Sprays (including the Poo-Pause odor-lock toilet spray), Hand Washes, Skincare (body oils, hand balms), Scented Candles, and Sauna Scents. All formulations are 100% natural, vegan, plant-based, and free from water, plastic, colour, alcohol, silicone and gluten, anchored in a "Japandi" scent design philosophy that pairs Nordic forest inspiration with Japanese concepts such as shinrin-yoku, ma and yūgen.

The product line is organized around eight scent profiles (Woody, Green, Floral, Spicy, Smoky, Amber, Mineral, Citrus) and is delivered through a multi-channel go-to-market model: a direct-to-consumer e-commerce store at hetkinen.com shipping worldwide from Finland (free shipping over €160), an independent retailer network spanning 40+ countries (including Stockmann, Habitaria, Finnish Design Shop and Hudson boutique), a B2B hotel amenities channel serving boutique, design and spa hotels, and on-site experiential workshops at the Turku atelier (€480 per private group of up to 12). Pricing is unit-based and premium-leaning, ranging from €12 for 10ml sauna scents to €199 for the 8x12.5ml Discovery Set, with refills and a "Your Scent" custom perfume service introducing modest recurring and personalization mechanics.

The company is privately held with 1–10 employees, founder/family-led (Mari Isotupa in international sales, Mona Isotupa in collaborations and design, Elisa Oinonen in e-commerce and marketing, Ulla-Maija Grace in the chemistry lab), and has no disclosed institutional funding, parent company, or M&A history. Strategic moats are anchored in brand and cultural positioning rather than technology: a press-validated Japandi aesthetic, three high-profile co-development partnerships (Metropolitan Museum of Art, KINTO, Aarikka), and a 40+ country retail footprint. The company has no mobile app, no public API, no patents, and no evidenced AI/ML capability.

Name

Hetkinen

Legal name

Hetkinen Group Oy / Hetkinen Group Ltd

Website

https://hetkinen.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Hetkinen is a Finnish scent design house founded in 2018, hand-crafting 100% natural Eau de Parfums, scent diffusers, candles, and home fragrances in Turku. It sells direct-to-consumer globally, through 40+ country retailer network, and to boutique hotels via B2B amenities.

Ownership category

akta.pro rank

Product category

Niche Perfumery and Home Fragrance

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

Keywords

• Niche perfumery
• Natural home fragrance
• Scented candles and diffusers
• Hotel amenity supplies
• Vegan skincare products

Headquarters

HQ city

Turku

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: B2C sales through hetkinen.com online store. Customers purchase products directly with global shipping from Finland. Revenue from Eau de Parfums (€32-€49), Scent Diffusers (€38+), Room Sprays (€22-€29), Hand Washes (€23+), Skincare, Scented Candles (€33+), and Sauna Scents (€12).
2. Wholesale to Retailers: Products distributed through independent retailers in 40+ countries. Retailers purchase wholesale and resell to end consumers.
3. Hotel & Hospitality Amenities: B2B sales of natural hotel amenities including shampoo, conditioner, shower gel, hand wash, soap, and custom scent concepts for hotels and hospitality spaces.
4. Scent Workshops: In-person scent workshops at Turku atelier including Personal Perfume Workshop and Oma Scent Diffuser Workshop for groups and team events.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Hetkinen designs, manufactures and sells natural eau de parfums, scent diffusers, room sprays, hand washes, scented candles, sauna scents, body oils and hand balms, all hand-crafted at its own factory in Turku, Finland using 100% natural essential oils and plant-based ingredients. It also offers a custom perfume service (Your Scent), scent workshops at its Turku atelier, and B2B natural hotel amenities and custom scent concepts for the hospitality sector.

Product overview

Hetkinen is a Finnish scent design house offering a unified portfolio of niche fragrance products inspired by Nordic nature and Japandi aesthetics. The collection centers on Eau de Parfums (Forest Riot, Amuse Air, Summer Seizure, Chaos, Equilibrium, Your Scent custom perfume, Discovery Set) and home fragrances including Scent Diffusers (Pine Forest, Sisu, Archipelago, Kalevala, and others), Room Sprays (Aelm, Flir, Psipsina, Pine Hyss, Aire Poo-Pause Spray), and Scented Candles (Archipelago, Kalevala, Smoke Sauna, Spruce Resin, Biofilia, Yugen, Happy Holidays). The portfolio also includes personal care products (Hand Washes in Wabi-Sabi, Metsä, Sisu, Avanto, Pine Heartwood; Body Oils in Pine, Lichen, Elderberry, Chantarelle; Hand Balms in Juniper & Chaga, Pine, Birch-Xylitol), Sauna Scents (Metsä, Woody, Smoky, Herbal, Birch, Bloom, Xmas), workshops (Oma Scent Diffuser Workshop, Personal Perfume Workshop), and B2B hotel amenities. All products are 100% natural, vegan, biodegradable, and hand-crafted in Turku, Finland.

Differentiator

Problem solved

Functional benefit

Products and services

• Hetkinen Eau de Parfum Collection A collection of niche natural fragrances inspired by Finnish nature, including Forest Riot, Amuse Air, Summer Seizure, Chaos, Equilibrium and Sakura, available in 12.5ml, 30ml, 50ml and 60ml formats for individual consumers seeking natural personal scent.
• Hetkinen Scent Diffusers Natural reed diffusers in 100ml and 200ml sizes featuring Finnish pine wood sticks, available in scents such as Pine Forest, Sisu, Archipelago, Kalevala, Aelm, Psipsina and Other Summer, designed for home fragrance use.
• Hetkinen Room Sprays Natural room sprays including the Aelm scent spray and the Aire Poo-Pause toilet spray, which uses a plant-based binding film to form an odor-lock barrier on the water surface.
• Hetkinen Hand Washes Vegan hand washes with natural essential oils including Wabi-Sabi, Avanto, Metsä, Sisu and Pine Heartwood scents, available in 200ml, 375ml, 500ml and 1000ml refill sizes.
• Hetkinen Scented Candles Natural scented candles made from sustainable olive wax in reusable glass jars with pine wood lids, offered with cotton or wood wicks in scents such as Archipelago, Kalevala, Smoke Sauna and Spruce Resin, with up to 32 hours burn time.
• Hetkinen Sauna Scents Natural 10ml sauna scents inspired by Finnish löyly and the concept of ma, available in scents such as Metsä, Woody, Smoky, Herbal, Birch, Bloom and Xmas, designed for use with sauna steam.
• Hetkinen Skincare (Body Oils and Hand Balms) Natural skincare including Pine Body Oil and the Juniper & Chaga Hand Balm (suitable for hands, face and body), as well as Lichen, Elderberry and Chantarelle body oils and Birch-Xylitol hand balms.
• Your Scent Custom Perfume A customization service where customers choose scents to compose their own signature 12.5ml eau de parfum, priced at €52.
• Hetkinen Discovery Set A pre-curated discovery set of 8 x 12.5ml perfumes from the Hetkinen collection, priced at €199, designed to let consumers explore the full scent range.
• Archive Perfume Trio Mystery Box A curated mystery box containing three Hetkinen perfumes (30ml, 50ml and 50ml) drawn from the scent archive, with each box varying in combination, priced at €59.
• Hetkinen Wood Wick Trimmer An accessory trimmer for wood-wick candles designed to ensure a cleaner, longer burn while reducing smoke and soot, priced at €17.
• Hetkinen Bottle Holder An accessory bottle holder available in Black or White and in Mono, Duo or Trio configurations, designed for the Hetkinen hand wash and skincare range, priced from €16.
• Oma Scent Diffuser Workshop A private, in-person scent diffuser workshop at Hetkinen's scent atelier in Turku, Finland, for groups up to 12 people, priced at €480 per private session.
• Personal Perfume Workshop A guided workshop experience at Hetkinen's scent atelier in Turku, Finland, where guests create their own personal perfume under expert guidance.
• Hetkinen Natural Hotel Amenities (B2B) A B2B amenities line for boutique, design, spa, villa and modern hospitality hotels, including natural hotel shampoo, conditioner, shower gel, hand wash and soap, plus custom scent concepts and refill solutions for guest rooms.

Quantifiable outcome

• Scent diffusers last 4+ months (100ml) or up to 6 months (200ml)
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• MET (Metropolitan Museum of Art)flagshipStrategic or Co-development PartnerCollaboration with the Metropolitan Museum of Art featuring Met x Hetkinen branded products. Design and scent collaboration leveraging museum's cultural heritage.
• KINTOcoreStrategic or Co-development PartnerCollaboration with KINTO, a Japanese tableware and lifestyle brand. Joint product development combining Hetkinen's scent expertise with KINTO's design objects.
• AarikkacoreStrategic or Co-development PartnerCollaboration with Aarikka, Finnish design brand known for wooden products. Joint venture creating combined scent and design objects.
• Hotel PropertiescoreChannel Partner/ Reseller/ DistributorHetkinen provides natural hotel amenities and custom scent experiences for boutique hotels, design hotels, spa hotels, and villas. Includes hotel shampoo, conditioner, shower gel, hand wash, soap, and custom scent concepts.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Diptyque: Iconic French niche fragrance and scented candle house with a comparable product portfolio (Eau de Parfum, scented candles, room sprays, diffusers) and a similar premium positioning across own boutiques and global department-store distribution.
• Rituals: Dutch home and body fragrance brand combining home fragrance (diffusers, candles, room sprays) with body care. Comparable in product breadth, refill philosophy, and global retail footprint.
• Byredo: Swedish luxury fragrance house offering Eau de Parfums, scented candles, body care, and home fragrances. Closely comparable in positioning, price point, and global DTC-plus-retail model.
• Le Labo: New York-based niche fragrance house with custom perfume service, candles, body care, and a strong hospitality/hotel amenity business. Closely overlaps with Hetkinen's DTC, B2B, and custom-perfume model.
• Aesop: Australian premium natural personal care and fragrance brand. Comparable in its emphasis on botanical formulations, design-led retail, and a hotel/hospitality B2B channel for amenities.

Others

• KINTO: Japanese lifestyle and tableware brand that is itself a Hetkinen collaboration partner. Comparable as a design-led lifestyle brand with overlapping Japanese aesthetic and cross-category product extensions.

Emerging players

• D.S. & Durga: Independent NYC-based niche fragrance house with storytelling-driven scents, candles, and home fragrance. Comparable as a small-batch, founder-led alternative to Hetkinen in the niche fragrance space.
• Björk & Berries: Swedish niche fragrance and body care brand with a similar Nordic nature-inspired narrative and natural-formulation positioning. Smaller scale but conceptually adjacent to Hetkinen's Japandi aesthetic.

Broad incumbents

• Jo Malone London: Established British premium fragrance brand owned by Estée Lauder. Operates across cologne, home fragrance, candles, and a sizeable hotel amenity program, making it a broader incumbent in Hetkinen's category.
• Maison Margiela Replica: LVMH-owned mainstream premium fragrance line with a storytelling-led scent portfolio and a candle range. Comparable in the memory-and-place scent narrative to Hetkinen's forest-inspired positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hetkinen
• Instagraminstagram.com/hetkinenco
• Pinterestpinterest.com/hetkinencom
• LinkedInlinkedin.com/company/hetkinen

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Hetkinen