ELECTIMUSS

What ELECTIMUSS does

Electimuss (also branded Electimuss London) is a privately held British luxury fragrance house founded in 2015 and headquartered in London. The company designs, markets, and sells a portfolio of more than 30 perfumes organised across seven themed collections that draw on Roman Empire iconography and storytelling. It operates a direct-to-consumer model through a Shopify-hosted e-commerce storefront and ships to more than 150 countries, with prices ranging from $245 to $530 for 100ml bottles, $190 to $230 for 50ml bottles, and $125 for discovery sets.

The product is positioned at the upper-concentration end of the fragrance category, with oils blended to 20-30% Pure Parfum concentration rather than standard Eau de Parfum. Recent launches (Moroccan Medjool and Astrum Nova in 2024; Amber Bloom and Reverie Haze in 2025) have been supplemented in 2025 by a new 50ml format, themed sample sets across Oud, Gourmand and Floral categories, and a hair-mist adjacency. The company has received independent validation through industry awards, including a Gold at the Black Caviar Awards 2023 for Aquila Absolute and Silver recognition in 2025 for Spice D'Arno and Caspian Cherry.

Commercially, Electimuss is independently owned with no disclosed external funding, M&A activity, or leadership changes in the available record. The growth model is product-led: discovery sets act as a low-friction acquisition tool with a redemption voucher mechanism intended to convert samplers into full-bottle purchasers. In 2025 the company opened a "Become a retailer" wholesale channel, marking the first material move beyond pure DTC. Customer acquisition is dispersed across mass-affluent luxury consumers globally rather than anchored to enterprise accounts, and there is no subscription or contracted recurring-revenue mechanism in the data.

Name

ELECTIMUSS

Legal name

Electimuss

Website

https://electimuss.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Electimuss London is a privately held British luxury fragrance house founded in 2015. It sells Pure Parfum (20-30% concentration) fragrances via direct-to-consumer e-commerce, offering 30+ perfumes across Roman Empire-inspired collections shipped globally at $245-$530 per 100ml bottle.

Ownership category

akta.pro rank

Product category

Luxury Niche Fragrances

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industry

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

Keywords

• Luxury perfume
• Niche fragrances
• Parfum extraction
• Fragrance discovery sets
• Direct-to-consumer cosmetics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of luxury fragrances through the company's e-commerce platform. Revenue generated from one-time purchases of perfumes, discovery sets, travel sets, hair mists, and gift cards. No subscription model currently observed.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Electimuss develops, manufactures, and sells luxury niche fragrances (Pure Parfum, 20–30% concentration) under seven Roman-inspired collections, plus complementary discovery/sample sets, travel sprays, hair mists, gift bundles, and digital gift cards. Products are made in the UK, vegan and cruelty-free, and sold direct-to-consumer globally via a Shopify-powered e-commerce platform with shipping to over 150 countries.

Product overview

Electimuss is a luxury British fragrance house offering a portfolio of 30+ distinctive perfumes across seven themed collections (Auras, Lustrous, Explorer, Eternal, Nero, Consort, Emperor), each inspired by Roman history and culture. The core products are Pure Parfum/Extrait fragrances with 20-30% concentration, crafted by expert perfumers globally. Product portfolio includes: full-size 100ml perfumes (priced $245-$530), new 50ml travel-format perfumes, hair mists with nourishing ingredients (Keratin, Argan Oil, Pro-Vitamin B5), and various sample/gift offerings including a 20-fragrance Luxury Discovery Set ($125), Create Your Own Sample Sets, themed sample sets (Oud, Gourmand, Floral), and travel sets with atomisers. The brand emphasizes all fragrances are vegan, cruelty-free, and made with highest quality oils for excellent projection and longevity. Several products have received industry recognition including Gold Award (Aquila Absolute, 2023) and Silver Awards (Caspian Cherry, Spice D'Arno, 2025).

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Fragrance Perfumes (100ml) Full-size 100ml Pure Parfum fragrances (20–30% concentration) sold across seven Roman-inspired collections for individual consumers seeking high-concentration luxury perfumes. Vegan and cruelty-free, made in the UK.
• 50ml Travel-Format Perfumes Compact 50ml travel-sized Pure Parfum fragrances for consumers seeking portable luxury perfume formats. Priced $190 (Imperium) to $230 (Mercurial Cashmere).
• Luxury Discovery Set 20-vial curated sample set ($125) allowing customers to explore the full Electimuss collection before committing to a full-size bottle; includes redemption voucher toward 100ml purchase.
• Create Your Own Sample Set Customizable 8-vial sample set enabling customers to select their preferred fragrances for personal trial before full-size purchase.
• Most Loved Sample Set Curated sample set of Electimuss' best-selling fragrances, intended as an introductory offering for new customers exploring the brand.
• Themed Sample Sets (Oud, Gourmand, Floral) Themed 8-vial sample sets organized by olfactory family — Oud, Gourmand, and Floral — for customers seeking targeted scent exploration.
• Travel Sets Travel-format fragrance sets with atomizers and travel sprays for popular fragrances, priced $210–$300, designed for consumers wanting portable luxury perfume options.
• Hair Mists Fragrance-infused hair care mists formulated with Keratin, Argan Oil, and Pro-Vitamin B5 to nourish hair while providing signature scent. Available in Imperium and Mercurial Cashmere variants.
• Gift Sets & Bundles Limited edition curated gift sets and bundles for luxury gifting occasions, including Most Loved, Oud Lover, Gourmand Lover, and Rose Lover collections priced $624–$1,112.
• E-Gift Card Digital gift cards redeemable on the Electimuss website in denominations of $50, $75, $100, $150, $200, and $300 for gifting occasions.

Quantifiable outcome

• All perfumes are Pure Parfum concentration (20-30%) with high-quality oils
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Byredo: Swedish-founded luxury niche fragrance house selling premium eau de parfum via DTC and prestige retail. Byredo is a direct comparable: similar price band, narrative-driven branding, and product-led discovery model in the niche/artisan fragrance category where Electimuss competes.
• Penhaligon's: British luxury fragrance house with heritage storytelling, sold via DTC and select department-store concessions. Penhaligon's is highly comparable to Electimuss on geography (UK-based), positioning (British luxury), and narrative-driven brand identity in fine fragrance.
• Creed: Privately held luxury and niche fragrance house with premium pricing ($200-$500+ per bottle), heritage-led marketing, and global DTC plus select retail. Creed competes head-to-head with Electimuss on the high-concentration, story-driven luxury niche proposition.
• Maison Francis Kurkdjian: Paris-based luxury niche fragrance house (now majority-owned by LVMH) positioned at ultra-premium price points with high-concentration formulations. Directly comparable to Electimuss on luxury niche positioning, extrait-level concentrations, and aspirational brand storytelling.
• Le Labo: New York-founded niche fragrance house (acquired by Estée Lauder) selling hand-labelled, high-concentration perfumes via DTC and own-brand boutiques. Comparable to Electimuss as a DTC-led, storytelling-driven luxury niche fragrance brand at similar premium price points.
• Diptyque: Paris-based luxury fragrance and lifestyle house with strong narrative branding, own boutiques, and selective wholesale. Diptyque competes with Electimuss in the premium fragrance space with a similarly art- and story-led brand identity and price band.
• Jo Malone London: British luxury fragrance brand (Estée Lauder-owned) with a heritage, narrative-driven positioning and global DTC plus extensive retail. Highly comparable to Electimuss on British luxury heritage, premium pricing, and gifting-oriented product range.
• Xerjoff: Italian luxury niche fragrance house known for high-concentration extraits, ornate packaging, and premium pricing ($200-$500+). Xerjoff is a direct comparable to Electimuss on the ultra-premium extrait positioning and luxury niche segment.
• Initio Parfums Privés: French niche luxury fragrance house with extrait-grade formulations and storytelling built around esoteric/historical themes. Comparable to Electimuss on Pure Parfum-level concentrations, narrative-driven branding, and premium DTC pricing.

Broad incumbents

• Tom Ford Beauty: Estée Lauder-owned luxury fragrance and beauty line with extensive global retail distribution. Tom Ford Beauty operates as a broader incumbent in the luxury fragrance category that Electimuss competes with for the same high-end consumer and gifting occasions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/electimuss-london

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 ELECTIMUSS