What Nette's Inc. does

Nette's Inc. is a New York-based direct-to-consumer fragrance and home fragrance brand founded in 2020, operating under the brand name Nette (DBA: Nette NYC). The company designs, formulates, and sells a portfolio of six signature Eau de Parfum products (Lemon Puff, Pear Jam, Mochi Banane, Thé Vanille, Rose Parade, and Coco Fleur) at $140 per 50ml bottle, alongside 10ml travel sprays ($35), a scented candle collection ($40-$85), discovery and gift sets, candle care accessories, and gift cards. Fragrance formulations use premium, traceable ingredients sourced from Les Laboratoires Monique Remy (LMR) with no parabens, sulfates, or dye, and the brand sells cruelty-free. Packaging features custom brutalist-inspired glass bottles designed to evoke the former Breuer building on NYC's Upper East Side.

The revenue model is one-time DTC purchase plus a Subscribe & Save subscription program offering 10% off full-size products on 6, 8, or 12-week recurring delivery. Distribution is exclusively through the owned Shopify e-commerce site (nettenyc.com) with free shipping on orders of $100 or more; no wholesale or third-party retail is disclosed, though a [email protected] address suggests future wholesale intent. The company employs 1-10 people, identifies Carol Han Pyle as the founder, and is privately held with no disclosed institutional capital. Marketing is concentrated on Instagram (@nette.nyc), email, organic search, and earned media. The brand has received NewBeauty NB100, Allure Best-of-Beauty (Pear Jam), and Harper's Bazaar "Sexiest Fragrances of All Time" (Thé Vanille) recognition, and operates a one-tree-planted-per-order sustainability initiative.

The brand serves premium fragrance consumers seeking clean, sustainable, emotionally-targeted luxury scents, and a secondary segment of home fragrance enthusiasts. Pricing is consistent with prestige indie fragrance ($140/50ml), which is below mass-market but below Dior/Chanel flagship pricing, positioning Nette in the accessible-luxury indie stratum alongside peers like PHLUR, DAISE, and NOYZ. The business is capital-light with no disclosed funding, achieving brand awareness through editorial credibility rather than paid scale.

Name

Nette's Inc.

Legal name

Nette (full registered legal name not disclosed in available source material)

Website

https://nettenyc.com/

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Nette's Inc. is a New York-based direct-to-consumer fragrance and home fragrance brand (founded 2020) selling clean, sustainably-sourced Eau de Parfum, scented candles, and accessories exclusively through its own e-commerce site to premium individual consumers seeking luxury scents with emotional wellbeing positioning.

Ownership category

akta.pro rank

Product category

Fragrances and Home Fragrance

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Scented candles
• Fine fragrances
• Eau de parfum
• Home fragrance
• Clean beauty

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Eau de Parfum Sales: One-time purchase of 50ml (1.7oz) eau de parfum bottles at $140 per unit. Also available in 10ml travel spray sizes.
2. Candle Sales: Sale of scented candles ranging from $40 (mini) to $85, including luxury home fragrance products.
3. Subscription/Recurring Revenue: Subscribe & Save program offering 10% off (delivered every 6, 8, or 12 weeks) on full-size products, creating recurring revenue from fragrance purchases.
4. Discovery Sets and Bundles: Sale of curated sets including the Discovery Set ($35 with $30 off future full-size purchase), Small Wonders Set ($90), and Home & Away sets ($148) bundling full-size and travel products.
5. Accessories: Sale of candle care accessories including Wick Trimmer ($38), Candle Snuffer ($38), and Candle Care Set ($65).
6. Gift Cards: Digital gift cards available in denominations starting from $10.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Nette creates clean, sustainably-sourced eau de parfums, scented candles, and home fragrance accessories, sold direct-to-consumer through its own e-commerce site at nettenyc.com. The brand uses traceable perfume ingredients, clean formulations, and reusable vessels (such as refillable candle vessels and refillable perfume bottles), positioning its products around emotionally-grounded fragrance experiences.

Product overview

Nette's Inc. is a clean and sustainable fragrance brand offering a portfolio of six signature Eau de Parfum products (Lemon Puff, Pear Jam, Mochi Banane, Thé Vanille, Rose Parade, and Coco Fleur) in full-size 50ml bottles ($140 each) and 10ml travel sprays ($35 each), along with scented candles in various scent profiles (Gourmand, Woody, Floral, Citrus, Earthy). The core fragrance line is complemented by discovery and gift sets (Discovery Set, Bestsellers Set, themed bundles), candle accessories (Wick Trimmer, Candle Snuffer, Candle Care Set), lifestyle accessories (The Scrunchie), and gift cards. The brand positions itself on clean formulation, sustainability, and scientifically-backed mood enhancement claims for its fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• The Candle Wick Trimmer A candle wick trimming accessory, sold direct-to-consumer.
• The Candle Snuffer A candle snuffing accessory, sold direct-to-consumer.
• The Scrunchie A branded lifestyle accessory, sold direct-to-consumer through the Nette site.
• Nette Gift Card A digital or physical gift card redeemable on the Nette website.
• Small Wonders Set A bundled mini-format fragrance set featuring multiple eau de parfum travel sprays, sold direct-to-consumer.
• The Host Set A curated set of home fragrances designed for gifting, sold direct-to-consumer.
• The Candle Care Set A bundled candle-care accessories set, sold direct-to-consumer.
• Lemon Puff Eau de Parfum A clean, sustainably-sourced eau de parfum for individual consumers, available for direct purchase on the Nette website.
• Pear Jam Eau de Parfum A clean, sustainably-sourced eau de parfum in the Nette fragrance line, sold direct-to-consumer.
• Mochi Banane Eau de Parfum A clean, sustainably-sourced eau de parfum in the Nette fragrance line, sold direct-to-consumer.
• Thé Vanille Eau de Parfum A clean, sustainably-sourced eau de parfum in the Nette fragrance line, sold direct-to-consumer.
• Rose Parade Eau de Parfum A clean, sustainably-sourced eau de parfum in the Nette fragrance line, sold direct-to-consumer.
• Coco Fleur Eau de Parfum A clean, sustainably-sourced eau de parfum in the Nette fragrance line, sold direct-to-consumer.
• Coco Fleur Travel Spray A travel-size refillable eau de parfum spray from the Nette fragrance line, sold direct-to-consumer.
• Thé Vanille Travel Spray A travel-size refillable eau de parfum spray from the Nette fragrance line, sold direct-to-consumer.
• Dream Land Scented Candle A clean scented candle with reusable vessel, sold direct-to-consumer.
• Pearl Dust Scented Candle A clean scented candle with reusable vessel, sold direct-to-consumer.
• Midnight Strike Scented Candle A clean scented candle with reusable vessel, sold direct-to-consumer.
• Guava Soda Scented Candle A clean scented candle with reusable vessel, sold direct-to-consumer.
• Suede Fringe Scented Candle A clean scented candle with reusable vessel, sold direct-to-consumer.
• Sunday Chess Mini Scented Candle A mini-format clean scented candle, sold direct-to-consumer.
• Laide Tomate Mini Scented Candle A mini-format clean scented candle, sold direct-to-consumer.
• Supernatural Mini Scented Candle A mini-format clean scented candle, sold direct-to-consumer.
• Nette Fragrance Discovery Set A curated set of Nette eau de parfum samples for sampling multiple fragrances, sold direct-to-consumer.
• The Bestsellers Set A bundled set of Nette's bestselling eau de parfums, sold direct-to-consumer.
• Thé Vanille Home & Away Set A bundled set featuring the Thé Vanille eau de parfum with a matching travel spray, sold direct-to-consumer.
• The Coming Up Roses Set A bundled rose-fragrance set featuring Rose Parade eau de parfum with travel size and accessories, sold direct-to-consumer.
• Never Enough Lemon Puff Set A bundled set centered on the Lemon Puff eau de parfum, sold direct-to-consumer.

Quantifiable outcome

• Scientifically backed fragrances: 79.9% of Lemon Puff ingredients inspire relaxation, 72% boost happiness; Rose Parade has 55% confidence-boosting ingredients and 35% mindfulness ingredients

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Phlur: Phlur is a venture-backed DTC clean fragrance brand that was relaunched in 2022. It sells eau de parfum at a similar premium price point with a clean-beauty, traceability-led narrative and is one of the three brands NewBeauty grouped with Nette as NB100 winners.
• Daise: Daise is a clean, sustainably-sourced DTC fragrance brand. It was named alongside Nette as an NB100 winner by NewBeauty and competes in the same clean-prestige fragrance category.
• Noyz: Noyz is a clean, unisex DTC fragrance brand that was co-recognized with Nette in NewBeauty's NB100 list. It targets a similar consumer with vegan, clean formulations.
• Boy Smells: Boy Smells is a DTC brand specializing in scented candles and fragrances with a distinctive visual identity. Its product mix (candles + fragrance) and price architecture ($42–$85 candles, premium fragrances) closely mirror Nette's portfolio.
• Otherland: Otherland is a DTC lifestyle candle and fragrance brand with a colorful, design-forward aesthetic. It competes with Nette's candle line in the $30–$80 range and shares the DTC-only distribution model.
• Ellis Brooklyn: Ellis Brooklyn is a clean, sustainable prestige fragrance brand sold DTC and through select retailers. Its positioning on clean ingredients and eco-conscious packaging is directly comparable to Nette's value proposition.
• Skylar: Skylar is a clean, hypoallergenic DTC fragrance brand that sells eau de parfum in a similar 50ml premium format. Its direct-to-consumer model and clean-beauty positioning make it a close comparable to Nette.

Broad incumbents

• Diptyque: Diptyque is an established luxury fragrance and candle house with a broad portfolio of candles, eau de parfum, and body care. It is the most relevant large incumbent that competes across both of Nette's core categories (candles and fine fragrance).
• Le Labo: Le Labo is an Estée Lauder-owned prestige fragrance brand with cult positioning in hand-blended, unisex fine fragrance. It competes with Nette in the clean-leaning, design-forward prestige fragrance category at similar price points.
• Byredo: Byredo is a Puig-owned luxury fragrance house known for minimalist design and cult scents. It competes with Nette in the prestige eau de parfum category with comparable pricing and a strong brand-led positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nette.nyc
• LinkedInlinkedin.com/company/nettenyc

Compliance2 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 Nette's Inc.