What Twisted Lily does

Twisted Lily is a privately held, direct-to-consumer fragrance boutique founded in 2013 that retails niche, indie, and luxury perfumes through a Shopify-powered online storefront at twistedlily.com. After closing its Brooklyn retail boutique, the company operates exclusively online and serves fragrance enthusiasts, collectors, gift shoppers, and mood-based buyers globally, with checkout available in USD, EUR, GBP, CAD, and AUD. The product portfolio centers on full-size fragrances (632+ SKUs spanning Eau de Toilette, Eau de Parfum, and Parfum Extrait concentrations), individual samples (629+), curated discovery sets (58 SKUs including the Twisted Lily Best Sellers Sample Pack), travel-sized fragrances (116+), home and body products (61 SKUs spanning candles, lotions, hair care, shower gels, body oils, and room sprays), a proprietary 5ml "I Smell Good" travel atomizer, and digital gift cards in $25–$300 denominations.

The catalog is sourced directly from 40+ perfumer houses — including Maison Francis Kurkdjian, Juliette Has a Gun, Xerjoff, Creed, D.S. & Durga, BDK Parfums, Amouage, Mancera, and others — which Twisted Lily represents as the Official North America distributor and warrants with a 100% authenticity guarantee. The site is built on Shopify with SSL encryption and supports session-based cart functionality, multi-currency display, and gift card redemption at checkout. Supporting infrastructure includes the "In the Kn'eau" editorial blog (perfumer spotlights, fragrance glossary, ingredient and education series), a mood-based discovery taxonomy (e.g., "Happy & Upbeat," "Sensual & Alluring"), and the Twisted Talent creator program, which pairs fragrance influencers with co-branded sample sets.

The business model is a one-time-purchase retail model across SKUs ranging from $6 (individual samples) to $985 (large-format extraits), supplemented by hardware sales of the proprietary atomizer. Go-to-market is product-led and content-driven: a $150 free-shipping threshold, a points-based loyalty program (The Lily List) with a $10/$10 referral mechanic, brand-specific gifts-with-purchase promotions, and SEO-optimized collection pages by brand, price, concentration, gender, fragrance family, and mood drive acquisition and repeat purchase. Revenue concentration risk is low by construction — the customer base is a long tail of individual consumers with no disclosed enterprise contracts — while growth is hard to assess quantitatively because the company does not disclose revenue, traffic, or unit volumes.

Name

Twisted Lily

Legal name

Twisted Lily

Website

https://twistedlily.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Twisted Lily is a privately held, online-only fragrance boutique founded in 2013 that sells niche, indie, and luxury perfumes sourced directly from 40+ perfumer houses to fragrance enthusiasts, collectors, and gift shoppers worldwide via a Shopify storefront.

Ownership category

akta.pro rank

Product category

Niche Fragrance Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro primary industry

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Fragrance Gift Sets & Discovery Kits (CRABADAI)

Keywords

• Niche fragrance retail
• Designer perfume boutique
• Fragrance discovery sets
• Perfume e-commerce
• Niche perfumery

Headquarters

HQ city

Englewood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fragrance Product Sales: Primary revenue stream from selling niche, indie, and luxury fragrances including full bottles, discovery sets, samples, and travel sizes. Product categories span Eau de Parfum, Parfum Extrait, Eau de Toilette, and Eau de Cologne across 632+ fragrance products and 58 discovery sets.
2. Home & Body Products: Secondary revenue from body lotions, candles, hair care, shower gels, body oils, and room sprays that complement the fragrance portfolio.
3. Gift Cards: E-gift cards sold in denominations of $25, $50, $100, $150, $200, $250, and $300. Delivered by email with instructions to redeem at checkout. Never expire.
4. Travel Accessories: Proprietary 5ml travel atomizer (I Smell Good) sold as a standalone product for customers to transfer and carry their favorite fragrances.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Twisted Lily is an online fragrance boutique that sells niche, indie, and luxury fragrances directly to consumers through its Shopify-powered e-commerce storefront. The company's product portfolio includes full-size fragrances (632+ products across multiple concentrations), individual samples (629+), curated discovery sets (58+), travel-sized fragrances, home and body apothecary items, a proprietary travel atomizer, and digital gift cards sourced from over 40 international perfumer houses.

Product overview

Twisted Lily is an online fragrance boutique and apothecary specializing in hard-to-find niche, indie, and luxury fragrances from over 50 international brands. Founded in 2013 and based in Brooklyn, the company operates exclusively online following the closure of its physical boutique. The product portfolio centers on full-size fragrances (632+ products across EDT, EDP, and Parfum Extrait concentrations), individual samples (629+), and curated discovery sets. Complementary offerings include travel-sized fragrances (116+), home and body products (candles, lotions, hair care), travel atomizers, gift cards, and a loyalty program. The company also provides educational content through its blog and maintains a Twisted Talent influencer program for fragrance recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• Twisted Talent: A lineup of trendsetters including fragrance influencers and beauty gurus who share their top fragrance picks and collaborate with Twisted Lily on curated sets.
• Curated by Twisted

Products and services

• Full-Size Fragrances Premium niche, indie, and luxury fragrances from over 50 international brands including Maison Francis Kurkdjian, Juliette Has a Gun, BDK Parfums, and Mancera, available in various concentrations (Eau de Parfum, Parfum Extrait, Eau de Toilette) and sizes ranging from 10ml to 200ml. Targeted at fragrance enthusiasts and gift shoppers seeking authentic, hard-to-find scents.
• Fragrance Samples Individual 1-2ml fragrance samples allowing customers to try scents before purchasing full sizes, with 629+ samples available across all brands, priced $6 to $11 per sample. Designed for fragrance enthusiasts and gift shoppers who want to experience scents before committing to full bottles.
• Discovery Sets Curated multi-sample fragrance collections from single brands or Twisted Lily's own curation, including brand-specific discovery sets and the Twisted Lily Best Sellers Sample Pack featuring 12 samples. Sets include incentivized coupons for full-size purchases, creating a conversion funnel from samples to full bottles. Targeted at fragrance enthusiasts, gift shoppers, and mood-based explorers.
• Travel-Sized Fragrances Compact fragrance options in smaller bottles (typically 10-30ml) for travel convenience, featuring 116+ products across brands like Vilhelm Parfumerie, Juliette Has a Gun, and Xerjoff. Targeted at travelers and gift shoppers seeking portable fragrance options.
• 'I Smell Good' Travel Atomizer 5ml travel perfume atomizer with approximately 60 sprays, made of premium high-quality plastic with zero leakage, designed for use with most full-size fragrance spray bottles. Sold as a standalone accessory for customers to transfer and carry their favorite fragrances.
• Home & Body (Apothecary) Home fragrance and body care products including scented candles (20+), body lotions, hair care (14+ products), shower gels, body oils, and room sprays from fragrance brands. Complements the fragrance portfolio and supports scent layering for enthusiasts.
• Gift Cards Digital gift cards available in denominations from $25 to $300, delivered by email with instructions to redeem at checkout. Never expire and recipients can check balance online. Designed for gift shoppers across a wide range of price points.
• Twisted Lily x After Hours Twisted Talent collaboration featuring 5 x 2ml sample sets with curated fragrances from Essential Parfums, Maison Crivelli, Casamorati, Roja Parfums, and Fugazzi. Priced at $35, this curated collaboration with brand influencers Em&Em targets fragrance enthusiasts seeking new summer launches.

Quantifiable outcome

• 632 fragrance products and 58 discovery sets available
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Perfumer Houses (40+ brands)coreChannel Partner/ Reseller/ DistributorTwisted Lily sources directly from Perfumer Houses they represent, serving as the established, official North America distributor. Brands include D.S. & Durga, Maison Francis Kurkdjian, Juliette Has a Gun, Xerjoff, Creed, BDK Parfums, Amouage, Mancera Parfums, and 40+ others. All products are guaranteed 100% Authentic, Original & Brand New.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beautyhabit: Online niche beauty and fragrance retailer carrying independent and luxury brands across fragrance, skincare, and apothecary categories — closely comparable catalog and customer overlap.
• Luckyscent: Online niche fragrance boutique offering a curated catalog of hard-to-find designer and indie fragrances, samples, and discovery sets — the closest direct competitor to Twisted Lily in product mix and target customer.
• FragranceNet: Online fragrance retailer offering discounted designer and niche fragrances. Competes directly with Twisted Lily for price-sensitive fragrance buyers searching online.
• Scentbird: Fragrance subscription and discovery service selling samples and travel sizes through a direct-to-consumer online model, overlapping with Twisted Lily's sampling and discovery-set business.
• Jovoy Paris: Niche fragrance boutique with both boutique retail and e-commerce, specializing in independent and luxury perfumers. Comparable in curator positioning and exclusive niche brand assortment.
• Parfumo: Online fragrance platform combining community reviews, fragrance database, and retail of niche and mainstream perfumes. Comparable as an online destination for fragrance enthusiasts and collectors.

Broad incumbents

• Nordstrom: Department store with a significant luxury fragrance category, both online and in physical locations. Competes for gift-giving and premium fragrance customers with a much broader assortment.
• Sephora: Global multi-brand beauty retailer carrying both mainstream and niche fragrances through DTC e-commerce and physical stores. Represents the broad competitive incumbent Twisted Lily competes against for shelf space and brand allocations.
• Ulta Beauty: Large beauty retailer expanding into prestige and niche fragrance online and in-store. Represents a competitive threat to Twisted Lily's discovery and enthusiast positioning as it broadens its premium offering.

Others

• Maison Francis Kurkdjian (MFK): Luxury fragrance house whose products Twisted Lily distributes. Included because MFK's growing direct-to-consumer presence is a key competitive and partner dynamic for Twisted Lily.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/twistedlily360
• Facebookfacebook.com/twistedlilyboutique
• LinkedInlinkedin.com/company/twisted-lily

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 Twisted Lily