AUGUST&PIERS
AUGUST&PIERS is a London-based, founder-owned luxury home fragrance brand designing character-inspired scented candles, refillable ceramic diffusers, and interior scents using a proprietary natural wax blend, sold primarily direct-to-consumer globally with a corporate gifting channel.
- Company typePrivate
- Founded2020
- HeadquartersCity Of London, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What AUGUST&PIERS does
AUGUST&PIERS is a London-based, founder-owned luxury home fragrance brand launched in winter 2020 by brothers August and Piers Campbell. The company designs, produces, and sells character-inspired scented candles (90g mini, 340g standard, and 1.5kg Magnificent formats), refillable ceramic diffusers with 200ml fragrance refills, 100ml interior scent sprays, curated gift sets, and accessories (candle lids, snuffers, fragrance tags, interior scent holders, branded matches). Product formulations use a proprietary 100% natural wax blend of soy, bee, and rapeseed, hand-poured in the UK with cotton wicks; the bisque ceramic vessels are designed in-house and intended for refilling and long-term use. The fragrance library comprises eight named character archetypes (Libertine, Socialite, Saint, Mystic, Darling, Muse, Nomad, Manifest) developed in collaboration with perfumers and packaged with illustrations by Swedish artist Petra Börner.
The business operates a direct-to-consumer e-commerce model at augustpiers.com with global shipping spanning the UK, US, EU (30+ countries), Australia, and New Zealand, supplemented by Heathrow Reserve & Collect airport retail, UK stockist partners, and a B2B corporate gifting channel. Pricing is positioned at the premium tier — $47 for a 90g mini candle, $89 for a standard 340g candle, $183 for a diffuser, and $360 for the 1.5kg Magnificent format — with free-shipping thresholds of £100 (UK) and £150 (US/EU). Revenue streams include one-time product sales, recurring diffuser refills, accessory upsells, and negotiated volume-based corporate gifting contracts. Named corporate clients include Netflix and Meta. Marketing is product-led, relying on social media (Instagram, Pinterest, TikTok, Facebook), email capture with a 10% first-order incentive, PR/earned media (Vogue, Harper's Bazaar, Tatler), celebrity endorsement (Rosie Huntington-Whiteley), and an annual Black Friday early-access event.
The company is a UK private limited company (August & Piers Ltd, Company number 12239931) registered in Guildford, with a City of London headquarters and a 1–10 employee headcount. It is bootstrapped with no disclosed external funding, no parent entity, no M&A activity, and no patents filed. Klarna is integrated as a buy-now-pay-later payment option.
AUGUST&PIERS firmographics
Firmographics- Name
- AUGUST&PIERS
- Legal name
- AUGUST&PIERS Ltd
- Website
- https://augustpiers.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AUGUST&PIERS is a London-based, founder-owned luxury home fragrance brand designing character-inspired scented candles, refillable ceramic diffusers, and interior scents using a proprietary natural wax blend, sold primarily direct-to-consumer globally with a corporate gifting channel.
- Ownership category
- akta.pro rank
AUGUST&PIERS industry classification
Industry- Product category
- Luxury Home Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)
- akta.pro secondary industries
- Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)
Keywords
Where AUGUST&PIERS is headquartered
LocationHeadquarters
- HQ city
- City Of London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
AUGUST&PIERS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Others
Revenue model
- Direct Product Sales: Primary revenue stream from selling luxury home fragrance products including scented candles (340g, 90g mini, 1.5kg Magnificent sizes), diffusers (200ml), interior scents (100ml), accessories, and curated gift sets directly to consumers through the e-commerce website.
- Corporate Gifting: B2B corporate gifting program offering volume discounts for bulk orders to corporate clients, targeting businesses seeking premium employee or client gifts.
- Refills and Accessories: Recurring revenue from diffuser refills (200ml) and accessories (candle lids, snuffers, fragrance tags, matches, interior scent holders) that complement the main product lines.
- Airport Retail (Heathrow): Products available through Heathrow Reserve & Collect for travelers, with some exclusive merchandise and potentially different pricing for the airport channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard 340g Candles |
| One time/ perpetual license | Pay-as-you-go | Mini 90g Candles |
| One time/ perpetual license | Pay-as-you-go | Magnificent 1.5kg Candles |
| One time/ perpetual license | Pay-as-you-go | 200ml Diffusers |
| Unit Pricing | Pay-as-you-go | 200ml Diffuser Refills |
| One time/ perpetual license | Pay-as-you-go | 100ml Interior Scents |
| One time/ perpetual license | Pay-as-you-go | Scent Duos (Candle + Interior Scent) |
| One time/ perpetual license | Pay-as-you-go | Ménage À Trois Gift Set |
| One time/ perpetual license | Pay-as-you-go | Deluxe Discovery Set |
| One time/ perpetual license | Pay-as-you-go | Accessories |
| Other | Multi-year contract | Corporate Gifting |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
AUGUST&PIERS product offering
Product offeringCore offering
AUGUST&PIERS designs, formulates, and sells luxury home fragrance products — primarily character-inspired scented candles (90g, 340g, and 1.5kg Magnificent sizes), refillable ceramic diffusers with 200ml refills, 100ml interior scent room sprays, fragrance tags, and curated gift sets. Products are hand-poured in the UK using a proprietary 100% natural wax blend (soy, bee, rapeseed) housed in handcrafted bisque ceramic vessels, sold predominantly through the brand's own e-commerce site with global shipping, plus Heathrow airport retail and a corporate gifting channel.
Product overview
AUGUST&PIERS is a sibling-founded luxury home fragrance brand launched in winter 2020 by brothers August and Piers Campbell. The product portfolio centers on character-inspired scented candles and diffusers housed in upcyclable handmade ceramic vessels. Core offerings include seven signature candle scents (Libertine, Socialite, Saint, Muse, Darling, Mystic, Nomad, Manifest) available in multiple sizes including 90g mini, 340g standard, and 1.5kg Magnificent formats. The refillable ceramic diffuser collection (Libertine, Saint, Muse, Darling) provides continuous 3-4 month fragrance diffusion with corresponding 200ml refills. Interior scent room sprays (Saint, Muse, Darling) offer instant space ambiance in 100ml bottles. Bundled scent duos pair candles with matching interior scents, while Ménage À Trois and Deluxe Discovery Set offer curated multi-candle collections. Accessories include candle snuffers, lids, interior scent holders, fragrance tags, and branded matches. All products use 100% natural wax (soy, bee, rapeseed blend), cotton wicks, FSC-certified recyclable packaging, and are hand-poured in the UK.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 60-hour burn time for standard 340g candles (compared to industry average of ~45 hours)
- +3 more outcomes
Companies that use AUGUST&PIERS
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
AUGUST&PIERS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
AUGUST&PIERS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- NetflixminorNetflix is listed as a corporate gifting client of AUGUST&PIERS, purchasing bulk orders of luxury home fragrance products for corporate gifting purposes.
- MetaminorMeta (Facebook/Instagram parent company) is listed as a corporate gifting client of AUGUST&PIERS, purchasing luxury candle and fragrance products for employee or client gifts.
- Heathrow AirportcoreAUGUST&PIERS products are available through Heathrow's Reserve & Collect service, allowing travelers to purchase online and collect at London Heathrow airport. The partnership includes terms for airport-exclusive merchandise and special collection arrangements at departure terminals.
- Petra BörnercoreSwedish award-winning artist and illustrator Petra Börner collaborated with AUGUST&PIERS to create distinctive packaging illustrations. Her distinctive style, blending androgynous faces with flora elements, brings the brand's character-inspired concept to life through artwork on product packaging.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
AUGUST&PIERS competitors and assessment
Company assessmentDirect peers
- Byredo: Swedish luxury fragrance brand selling premium candles, diffusers and home scents with a distinct minimalist design language. Comparable on price point, sustainability narrative, and Scandinavian/European design heritage.
- Boy Smells: Modern gender-neutral luxury candle brand that built a cult following on distinctive design and editorial positioning. Closely comparable on character-led product naming and premium price point.
- Cire Trudon: Heritage French luxury candle maker serving palaces and luxury retailers. Comparable on handcrafted vessels, premium pricing, and prestige editorial placements.
- Le Labo: Niche luxury fragrance brand (Estée Lauder-owned) with cult candles and home scents. Comparable on premium positioning, hand-crafted positioning, and character/number-led product naming.
- Diptyque: Paris-based luxury home fragrance brand and the category benchmark. Sells premium candles, diffusers and room sprays with iconic packaging and similar pricing architecture — the most direct comparable to AUGUST&PIERS' positioning.
- Otherland: New York-based DTC luxury candle brand targeting similar millennial/Gen-Z affluent consumers with collectible vessel design and gift-set merchandising. Closely mirrors AUGUST&PIERS' DTC and gifting model.
Emerging players
- D.S. & Durga: Independent Brooklyn-based niche fragrance house with a candle and home line. Comparable on independent founder narrative, storytelling-led branding, and premium niche positioning.
Broad incumbents
- Jo Malone London: British luxury fragrance house (Estée Lauder-owned) offering premium candles, diffusers, and bath & body. Sits in a similar luxury tier with a comparable characterful brand approach but vastly larger scale and distribution.
- Aesop: Australian luxury personal care and home brand (L'Oréal-owned) with select candles and home scents. Comparable on minimalist apothecary aesthetic, premium positioning, and global airport retail presence.
- Maison Margiela Replica: Luxury fashion house's home fragrance line with candles and room sprays positioned as affordable luxury. Comparable on storytelling-led product marketing and broad retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AUGUST&PIERS social profiles
Digital presenceAUGUST&PIERS financial estimates
Financial estimateRevenue estimate
Valuation estimate
AUGUST&PIERS leadership team
Management profileNumber of profiles
Profiles2 records
AUGUST&PIERS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AUGUST&PIERS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AUGUST&PIERS
What does AUGUST&PIERS do?
AUGUST&PIERS designs, formulates, and sells luxury home fragrance products — primarily character-inspired scented candles (90g, 340g, and 1.5kg Magnificent sizes), refillable ceramic diffusers with 200ml refills, 100ml interior scent room sprays, fragrance tags, and curated gift sets. Products are hand-poured in the UK using a proprietary 100% natural wax blend (soy, bee, rapeseed) housed in handcrafted bisque ceramic vessels, sold predominantly through the brand's own e-commerce site with global shipping, plus Heathrow airport retail and a corporate gifting channel.
Is AUGUST&PIERS a public or private company?
AUGUST&PIERS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AUGUST&PIERS founded?
AUGUST&PIERS was founded in 2020. It employs 1 to 10 people.
Where is AUGUST&PIERS based?
AUGUST&PIERS is headquartered in City Of London, United Kingdom, in the Europe region.
How does AUGUST&PIERS make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are corporate Gifting, refills and Accessories and airport Retail (Heathrow).
Who are AUGUST&PIERS's main competitors?
Direct peers on record are Byredo, Boy Smells, Cire Trudon, Le Labo, Diptyque and Otherland. D.S. & Durga is listed as an emerging player. Broad incumbents are Jo Malone London, Aesop and Maison Margiela Replica.
Does AUGUST&PIERS have an API?
No public API is recorded for AUGUST&PIERS.
What industry is AUGUST&PIERS in?
AUGUST&PIERS's product category is Luxury Home Fragrance. Its primary akta.pro industry code is CRABADAE, Home Fragrance (Candles, Diffusers, Room Sprays), with a secondary code of CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers). Its NAICS code is 456120 and its SIC code is 2840.