INCOS LIMITED
INCOS LIMITED is a privately held UK-based fragrance and personal care company operating a seven-brand portfolio of mass-market through premium body mists, perfumes, and personal care products distributed across 35,000+ retail doors in 60+ countries.
- Company typePrivate
- Founded1999
- HeadquartersHarrow, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What INCOS LIMITED does
INCOS LIMITED is a privately held UK-based fragrance and personal care company, headquartered in Harrow, that operates a multi-brand portfolio of seven sub-brands spanning mass-market to premium price points. Its flagship SO...? brand, acquired from The Yardley Group in 1999, holds the UK No. 1 Body Mist/Body Spray position per the 2022 Mintel report. The broader portfolio includes Bespoke London, Aoura London, Escentuals, Scentology, Mar e Sol, and PEBL, collectively offering more than 100 scents across eau de toilettes, body fragrances, body mists, and cosmetic gift sets.
The company runs an in-house fragrance design and formulation studio in London that produces scents targeting trend-conscious women, mass-market value buyers, and premium fragrance seekers. Products are vegan-friendly, use recyclable bottles, and are not tested on animals, supporting positioning across both value and sustainability-conscious consumer segments.
INCOS earns revenue through one-time product sales via three primary channels: mass retail distribution across more than 35,000 retail doors in 60+ countries, online marketplaces (notably Amazon), and direct-to-consumer brand e-commerce (e.g., sofragrance.com). Go-to-market combines product-led brand positioning, influencer and social media campaigns, and trade show participation (e.g., Cosmoprof Worldwide Bologna 2024). The company is privately held with no publicly disclosed revenue, funding, or institutional ownership, and operates with founder/management control under the legal entity INCOS LTD in the United Kingdom.
INCOS LIMITED firmographics
Firmographics- Name
- INCOS LIMITED
- Legal name
- INCOS LTD
- Website
- https://incos.co.uk
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- INCOS LIMITED is a privately held UK-based fragrance and personal care company operating a seven-brand portfolio of mass-market through premium body mists, perfumes, and personal care products distributed across 35,000+ retail doors in 60+ countries.
- Ownership category
- akta.pro rank
INCOS LIMITED industry classification
Industry- Product category
- Personal Care and Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)
- akta.pro secondary industries
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Beauty & Personal Care Online Retailers (CRAFADAC), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where INCOS LIMITED is headquartered
LocationHeadquarters
- HQ city
- Harrow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
INCOS LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Fragrance and Personal Care Product Sales: INCOS generates revenue through the sale of its owned fragrance and personal care brands, including Eau De toilettes, body fragrances, body mists, and cosmetic gift sets. Revenue is earned through retail distribution partnerships, online marketplace sales, and direct-to-consumer e-commerce channels.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
INCOS LIMITED product offering
Product offeringCore offering
INCOS LIMITED designs, formulates, and sells a portfolio of seven fragrance and personal care brands offering Eau De toilettes, body fragrances, body mists, and cosmetic gift sets. Products are distributed through mass retail chains, online marketplaces, and direct-to-consumer e-commerce in more than 60 countries across 5 continents.
Product overview
INCOS LIMITED is a global leader in mass fragrance and toiletries operating a portfolio of seven distinct sub-brands. The company offers a unified platform of personal care and fragrance products including Eau de parfums, Eau de toilettes, body fragrances, body mists, and cosmetic gift sets. Each brand targets different market segments: SO...? dominates the UK body mist/body spray market with inclusive pricing; Bespoke London serves the luxury gender-neutral market; Aoura London and Escentuals focus on accessible luxury and personalization; Scentology emphasizes minimalist elegance; Mar e Sol captures beach/tropical vibes; and PEBL addresses the gentle daily-ritual segment with skin and hair care benefits. Products are distributed across more than 35,000 retail doors globally in 60+ countries across 5 continents.
Differentiator
Problem solved
Functional benefit
Brands
- SO...?: UK's No.1 Body mist & Body spray brand. A global fragrance company that has become a cult favourite amongst trendy women worldwide. Products include body mists, perfumes, and fragrance lines such as SO...? Delish, SO...? Unique, SO...? Escapes, Miss SO...?, Smooch by SO...?, SO...? You, Glow by SO...?, SO...? The Collection, SO...? Iconic, and SO...? Sorry Not Sorry.
- Bespoke London
- Aoura London
- Escentuals
- Scentology
- Mar e Sol
- PEBL
Quantifiable outcome
- UK's No.1 Body Spray/Body Mist brand position (Mintel Report 2022)
- +1 more outcomes
Companies that use INCOS LIMITED
Customer profileSegments3 records
Ideal customer profiles3 records
INCOS LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
INCOS LIMITED partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major and core.
- Cosmoprof Worldwide BolognamajorINCOS participates in Cosmoprof Worldwide Bologna, one of the largest international beauty and fragrance trade shows, held March 21-23, 2024. This provides exposure to international buyers and industry professionals.
- SuperdrugcoreSuperdrug is a key UK retail partner distributing INCOS brands Mar e Sol and PEBL. Products are available through Superdrug's physical stores and online platform.
- AmazoncoreAmazon serves as a global marketplace distribution channel for multiple INCOS brands including SO...?, Aoura London, Bespoke London, Scentology, and Escentuals through Amazon UK stores.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
INCOS LIMITED competitors and assessment
Company assessmentBroad incumbents
- L'Oréal Groupe: L'Oréal's Consumer Products Division includes mass fragrance brands and body care lines distributed globally through mass retail. It is comparable as a global mass beauty operator with significantly greater scale and distribution leverage than INCOS.
- Avon Products (Natura &Co): Avon is a global mass-market beauty and fragrance brand distributed through retail and direct channels. Its body sprays, perfumes, and accessible price positioning make it a comparable mass-fragrance operator to INCOS.
- Coty Inc. Coty is a global beauty conglomerate whose mass fragrance portfolio includes Impulse, the brand that SO...? overtook in the UK in 2022. It is directly comparable as a multi-brand fragrance and personal care operator with global mass-market distribution.
- Revlon, Inc. Revlon operates a mass-market beauty and fragrance portfolio including Elizabeth Arden fragrances. It competes with INCOS in mass and accessible-luxury fragrance channels, particularly through pharmacy and drugstore distribution.
- Puig Brands SA: Puig is a Spanish fragrance and fashion house operating brands like Carolina Herrera, Jean Paul Gaultier, and Paco Rabanne across prestige and mass tiers. It is comparable as a multi-brand fragrance owner with global distribution and a portfolio approach similar to INCOS.
Regional players
- Body Shop (L'Occitane / Aurea): The Body Shop retails body mists, fragrances, and personal care products globally with strong ethical/sustainability positioning comparable to INCOS's vegan and cruelty-free credentials. It shares the accessible, ethical beauty positioning and multi-channel retail model.
Direct peers
- Inter Parfums, Inc. Inter Parfums develops, manufactures, and distributes prestige fragrance brands under license (e.g., Coach, Montblanc, Jimmy Choo). It is the closest operating-model peer to INCOS, building a portfolio of owned and licensed fragrance brands across price tiers.
- So...? Direct Competitor — Impulse (Coty): Impulse is Coty's mass body mist and body spray brand that SO...? overtook as the UK's No.1 in 2022. It is the most direct head-to-head comparable in the SO...? franchise's home category.
- Yardley London: Yardley is the historic UK fragrance brand from which INCOS acquired SO...? in 1999. Yardley continues to operate a mass-market fragrance portfolio in the UK, making it a direct comparable in the same domestic category.
Emerging players
- Holika Holika / Amorepacific Mass Brands: Amorepacific operates affordable K-beauty fragrance and personal care brands distributed through mass and beauty retail globally. Comparable as a multi-brand mass-fragrance and personal care operator with growing international reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks3 records
Key highlights7 records
Customer concentration
INCOS LIMITED social profiles
Digital presenceINCOS LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
INCOS LIMITED leadership team
Management profileNumber of profiles
INCOS LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INCOS LIMITED 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 INCOS LIMITED
What does INCOS LIMITED do?
INCOS LIMITED designs, formulates, and sells a portfolio of seven fragrance and personal care brands offering Eau De toilettes, body fragrances, body mists, and cosmetic gift sets. Products are distributed through mass retail chains, online marketplaces, and direct-to-consumer e-commerce in more than 60 countries across 5 continents.
Is INCOS LIMITED a public or private company?
INCOS LIMITED is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was INCOS LIMITED founded?
INCOS LIMITED was founded in 1999. It employs 11 to 50 people.
Where is INCOS LIMITED based?
INCOS LIMITED is headquartered in Harrow, United Kingdom, in the Europe region.
How does INCOS LIMITED make money?
One revenue line is on record: fragrance and Personal Care Product Sales.
Who are INCOS LIMITED's main competitors?
Broad incumbents on record are L'Oréal Groupe, Avon Products (Natura &Co), Coty Inc., Revlon, Inc. and Puig Brands SA. Body Shop (L'Occitane / Aurea) is listed as a regional player. Direct peers are Inter Parfums, Inc., So...? Direct Competitor — Impulse (Coty) and Yardley London. Holika Holika / Amorepacific Mass Brands is listed as an emerging player.
Does INCOS LIMITED have an API?
No public API is recorded for INCOS LIMITED.
What industry is INCOS LIMITED in?
INCOS LIMITED's product category is Personal Care and Fragrances. Its primary akta.pro industry code is CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays), with a secondary code of CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex). Its NAICS code is 45612 and its SIC code is 2844.