Scent Journer

What Scent Journer does

Scent Journer is a Singapore-based perfume house founded in 2021 by Joyce Lian through the NUS Venture Building Programme. The company formulates, markets, and sells a portfolio of fine fragrances and ambient/home fragrance products under a single brand, targeting consumers in humid tropical climates as well as enterprise clients seeking bespoke scent marketing. Its core product line consists of five signature Eau de Parfums (Soaring At Dawn, The Blooming Jewel, A Starlit Spell, Clouds In Heaven, Dancing Blue Bees) priced at approximately SGD 182 per 50ml, supported by home ambience products (Mood Nebuliser, Reed Diffusers, Room Perfume, Candles, Perfume Sachets), hand/body care (microbiome hand sanitizer with Fensebiome Peptide, hand cream), gift sets, and B2B scent marketing services (corporate gifting, hotel amenity lines, wedding favours, custom scent creation).

The company's underlying technology revolves around several proprietary formulation approaches: humidity-calibrated compositions with over 15% perfume oil concentration designed for tropical climates; upcycled ingredient sourcing from waste streams (discarded rose petals post-distillation, exhausted Cistus plant parts, fallen clove tree leaves via 100% upcycled eugenol); Fensebiome Peptide technology for microbiome-supporting hand sanitizers (described as a "world-first" launched August 2022); and cold diffusion technology for the Mood Nebuliser device. The brand also uses organic sugarcane alcohol as a base and glycerin-derived solvents for room sprays, with formulations compliant with IFRA 51st Amendment and ASEAN Cosmetic Directive standards.

Scent Journer's business model combines direct-to-consumer e-commerce (primary channel, with shipping to 40+ countries), two Singapore physical retail touchpoints (Fragrance Laboratory at Tampines and Design Orchard on Orchard Road), channel partnerships (Sephora Singapore online platform, Sniff Time specialty retailer in Guangzhou, China since 2023), and a B2B enterprise sales division serving clients including Vacheron Constantin, hospitality brands, and F&B companies. The company was capitalized with an initial S$70,000 combining a Startup SG Founder Grant, NUS contribution, and founder personal investment, and reported sales of over 8,000 products in 2023 with a headcount of 1-10 employees.

Name

Scent Journer

Legal name

SCENT JOURNER PTE. LTD.

Website

https://scentjourner.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Singapore-based perfume house founded 2021 by Joyce Lian, formulating humidity-calibrated fine fragrances and home ambience products with upcycled Asian botanicals; sells direct-to-consumer via e-commerce and two retail stores, through Sephora Singapore, and via B2B scent marketing to enterprise clients.

Ownership category

akta.pro rank

Product category

Premium Fragrances and Home Ambience

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Natural & Clean Fragrance (CRABADAG)

Keywords

• Tropical climate perfumes
• Eau de parfum
• Home fragrance products
• Scent marketing services
• Upcycled fragrance ingredients

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): E-commerce sales of perfumes, home fragrances, body care products, and gift sets to individual consumers. Products include EDPs ($182/50ml), candles ($86), diffusers (from $197), hand care ($26-$40), and gift sets. Free local shipping for orders $80+. Accepts Atome 0% interest installment payments.
2. B2B Scent Marketing Services: Corporate gifting programs, hotel amenity lines, wedding favors, and bespoke scent creation for brands. Services include space scenting, malodor neutralization, and corporate workshops. Clients include Vacheron Constantin, hospitality brands, and corporate entities requiring signature scents.
3. Channel Partnership Revenue: Revenue generated through Sephora online platform placement in Singapore and specialty retailer partnerships including Sniff Time in Guangzhou, China.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Scent Journer formulates and sells its own line of perfumes, home fragrances, body care, and gift sets designed specifically for humid tropical climates, using upcycled ingredients and Asian botanicals. The company also operates a B2B services division providing bespoke scent marketing, corporate gifting, hotel amenity lines, wedding favors, and perfumery workshops.

Product overview

Scent Journer is a Singapore-based perfume house offering a unified portfolio of fine fragrances and home ambience products. The core offering consists of five signature Eau de Parfum perfumes (The Blooming Jewel, Dancing Blue Bees, Clouds In Heaven, A Starlit Spell, and Soaring At Dawn) priced at $182+, all designed specifically for humid climates. Supporting products include the Perfume Primer (launched November 2024) to extend fragrance longevity, and body care items like the Microbiome Hydration Hand Sanitiser and Hand Cream. The home ambience line features Mood Nebuliser devices, Mood Essence cartridges, Reed Diffusers, Room Perfume sprays, Scented Candles (including limited editions), and Perfume Sachets for wardrobes. Corporate B2B services include custom scent development, space scenting, hotel product lines, wedding favors, and workshops. The brand differentiates through Asian botanicals, upcycled ingredients, humidity-calibrated formulations, and IFRA/ASEAN compliance.

Differentiator

Problem solved

Functional benefit

Products and services

• Soaring At Dawn EDP Eau de Parfum inspired by dawn's fiery glow and Sichuan pepper essence, featuring neroli, bergamot, orange blossom, and vetiver notes. Designed for humid climates with breathable, elegant formulation. Available in 25ml, 50ml, and 100ml sizes for individual consumers.
• The Blooming Jewel EDP Eau de Parfum celebrating spring's dawn with Turkish and Moroccan rose notes, orris, and honey. Features upcycled rose and carrot heart ingredients. Bestseller with 23 reviews, for individual consumers seeking premium tropical-climate fragrances.
• A Starlit Spell EDP Eau de Parfum featuring wild iris, pear, mandarin, and patchouli. Contains 100% upcycled eugenol from clove tree leaves. Designed for comfort and inspiration under the stars; for individual consumers.
• Clouds In Heaven EDP Eau de Parfum inspired by pandan chiffon cake and cotton-soft clouds. Features pandan, honeysuckle, jasmine, and ylang ylang with ethically sourced jasmine from Madurai, India. For individual consumers.
• Dancing Blue Bees EDP Eau de Parfum evoking lavender fields with bergamot, black pepper, lavender, jasmine, vanilla, and honey notes. Features Lavender Oil France LMR from sustainable naturals. For individual consumers.
• Perfume Primer 25ml primer that creates an invisible layer on skin to hold fragrance molecules longer. Designed to enhance depth and longevity when layered under any Eau de Parfum. Ideal for warm, humid climates; for individual consumers.
• Microbiome Hydration Hand Sanitiser World-first hand sanitiser (August 2022) supporting skin microbiome with Fensebiome Peptide. 98% natural-origin ingredients, non-drying, suitable for sensitive skin. Available in 10ml travel size with 5 signature scents.
• Hand Cream Lightweight, non-greasy hand cream enriched with shea butter, sweet almond oil, and sodium hyaluronate for deeper hydration. Available in The Blooming Jewel and A Starlit Spell scents. 30g size, for individual consumers.
• Perfume Sachet Perfumed wardrobe tablet designed to gently perfume enclosed spaces. Can be hung in wardrobes, shoe cabinets, or cars. Lasts approximately 2-3 months. Available in all 5 signature scents.
• Scented Candle 130g natural soy wax candle with approximately 39 hour burn time. Available in The Blooming Jewel, Dancing Blue Bees, and limited editions Kaya Toast and Spiced Winter Tea scents; for individual consumers.
• Mood Nebuliser Smart scenting device using cold diffusion technology without heat or water. Covers up to 100m², rechargeable with up to 72 hour battery life. Compatible with Mood Essence cartridges. Available in 5 colors.
• Room Perfume 100ml room spray using eco-friendly solvent derived from glycerin. Non-petrochemical formulation safe for home environments. Available in all 5 signature scents.
• Mood Essence 10ml essential oil for use with Mood Nebuliser. Mindfully formulated with over 85% natural-origin ingredients. Designed to uplift mood and create calm environments. Lasts up to 50 hours.
• Reed Diffuser Reed diffuser available in 450ml and 920ml sizes for continuous home fragrance diffusion.
• Signature Set Gift set combining a 50ml and 25ml Eau de Parfum in any scent combination. Allows customers to keep a larger bottle at home and travel-sized bottle for portability.
• Prime & Perfume Set Duo set including Perfume Primer (25ml) and choice of 25ml Eau de Parfum. Designed to maximize fragrance longevity in warm, humid conditions.
• Kaya Toast Candle Limited edition scented candle featuring toasted bread and pandan notes. Crafted as a love letter to local Singapore mornings. 130g size.
• Fragrance Masterclass and Candle Workshop In-person SOARING AT DAWN Fragrance Masterclass and Candle Workshop experiences at the Fragrance Laboratory, from $69. Includes team building and corporate workshop options for enterprise clients.
• B2B Scent Marketing Services Corporate services including custom scent development, space scenting, malodor neutralizing, corporate gifting, hotel line products, wedding favors, and perfumery workshops for enterprise clients. Singapore's only scent specialist with deep technical foundation in perfumery and cosmetic science.
• Discovery Set (5x2ml) Sampler set of five 2ml signature fragrances with a $20 voucher for first full-sized bottle purchase, designed as a conversion mechanism for first-time buyers.

Quantifiable outcome

• Decreased skin roughness by 8.9% after repeated use of microbiome hand sanitizer (44 female volunteers, 7 days)
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators5 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Maison 21G: Singapore-based personalized perfume house with a focus on customization and refillable formats. Direct regional peer in the Singapore indie perfume space with workshop experiences and a similar premium gifting model.
• Atelier Cologne: Premium niche perfume house specializing in concentrated cologne absolue formulations, with a candle and home fragrance extension. Directly comparable product model (concentrated niche perfume plus home scent line) and target customer (gift-driven premium buyers).
• Fueguia 1833: South American niche perfume house focused on botanical, sustainable, and ethically sourced ingredients. Closely comparable as a small-batch, science-driven, sustainability-credentialed indie perfumery, though geographically distinct.
• Layered Fragrances: Singapore-based premium home and personal fragrance brand offering candles, diffusers, and perfumes. Direct regional peer in the Singapore market with similar product portfolio (candles, diffusers, EDPs) and premium positioning.
• Scent by SIX: Singapore-based bespoke and retail perfume house founded by perfumer Jason Lee. Direct regional peer operating a fragrance laboratory, custom scent services, and retail line in the same Singapore market.

Broad incumbents

• Le Labo: Estée Lauder-owned niche perfumery with cult following, offering hand-blended fragrances, candles, and body care with sustainability positioning. Comparable premium-niche fragrance positioning, although the brand operates at a much larger global scale than Scent Journer.
• Diptyque: Paris-based premium fragrance and home ambience brand known for its candles, room sprays, and EDPs. Comparable product portfolio (perfume + home fragrance) and positioning as an artisanal Parisian brand; significantly larger and globally established.
• Aesop: Australian-founded premium personal care brand now owned by L'Oréal, known for apothecary-style positioning, aromachology, and design-led retail. Comparable in its premium positioning, science-meets-botanical narrative, and selective retail distribution approach.
• Jo Malone London: Estée Lauder-owned premium fragrance and home scent brand with global retail presence, offering bath, body, candles, and cologne. Comparable as a multi-category premium fragrance and home scent brand targeting gift-driven consumers, but vastly larger in scale and geographic reach.
• Maison Margiela 'Replica': LVMH-owned premium fragrance line centered on storytelling, lifestyle, and accessible luxury. Comparable as a lifestyle-driven premium fragrance brand sold through Sephora-like channels, with similar candle and home scent adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/scentjourner
• Facebookfacebook.com/scentjourners
• LinkedInlinkedin.com/company/scentjourner

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 Scent Journer