Scentered is readying to bring its brand of mindfulness to the U.S. beauty market.
The two-year-old business is soft launching its aromatherapy candles in the U.S. this August, through its e-commerce site. The candles will join the company’s balms in the U.S. market.
“Aroma can deeply affect the mind-set and support the challenges of today’s hideous and relentless lifestyle,” said Scentered cofounder Lara Morgan. Morgan used to work on the manufacturing side for major beauty brands, including Penhaligons and Aveda she said, and is bringing that experience into Scentered.
“I used to go into hotel rooms around the world and just feel out of sorts,” Morgan said. So she started making aromatherapy products should could travel with (the brand’s $24 candle, for example, is travel-sized). “It was a lovely thing to be able to set my own environmental tone with I traveled.”
Scentered’s candles and balms both contain fragrance notes aimed at altering one’s mood. The company’s expansion to the U.S. is indicative of a larger trend — the merging of beauty and wellness. It’s apparent in brands like The Nue Co., which makes luxury nutritional supplements geared toward beauty, and the re-emergence of skin and aromatherapy line Tony & Tina Vibrational Remedies. Outside of the U.S., Scentered is distributed in more than 40 countries — but the U.S. market will be the company’s largest to date, and should set the business up for explosive growth, Morgan noted.
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Scentered’s full e-commerce rollout is slated for September. The brand will debut four Therapeutic candles: Be Happy, De-Stress, Escape and Love, $24-$39. Be Happy is an aromatic citrus blend that combines grapefruit, lemon myrtle and spearmint; De-Stress contains chamomile, neroli and mandarin in the aim of soothing the mind; Escape is a blend of oud, frankincense and sandalwood, and Love is made with rose, ylang ylang and patchouli.
The company also makes balms with the same end-goals as the candles — Be Happy, De-Stress, Escape and Love. Scentered also makes a Sleep Well balm, with notes of lavender, chamomile, palmarosa and ho wood, as well as bois de rose, geranium, patchouli, clove and ylang ylang meant to help wearers relax.
In addition to setting up e-commerce shop, Scentered is on the hunt for U.S. distribution partners, potentially in the beauty and wellness channels, as well as the professional services space. “We are looking for a proactive distribution supply chain that allows us to combine the value of therapy perhaps with a leading nail-care distributor,” Morgan said. “We’re starting online, but we’re talking to retailers.”