Heidi Norton
Commodity, a fragrance brand, has gone through a turbulent journey since its launch in 2013. The brand, founded by Yo Santosa and Owen Gee, aimed to personalize and digitize fragrance shopping with a minimalist aesthetic. Despite initial success, Commodity faced challenges, and by 2018, there were speculations about the brand going out of business. However, recent sources indicate that Commodity has relaunched with a new vision, focusing on sustainability, ingredient transparency, and giving back to communities. The brand now offers a range of artisanal fragrances, including unique scents like Book, inspired by the smell of dry paper in a library. While the future of Commodity remains uncertain, the brand's commitment to innovation and social responsibility may set it apart in the competitive fragrance market.
| Characteristics | Values |
|---|---|
| Status | Rebranded and relaunched as a Clean fragrance |
| Founders | Yo Santosa and Owen Gee |
| Launch Year | 2013 |
| Funding | Kickstarter campaign that raised $57,000 |
| Business Model | Personalized and digitized fragrance shopping |
| Retail Sales | $23 million |
| Retail Network | 642 stores across 16 countries |
| Direct-to-Consumer Reach | 30 countries |
| Product Range | Unisex fragrances, body lotion, bath bars, and candles |
| Future Plans | Launch of skincare products |
| Closure Reasons | Unspecified |
| Current Status | Active |
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What You'll Learn
Commodity Fragrance's closure
Commodity Fragrances, a niche fragrance brand, has shut down. The brand was launched in 2013 by Yo Santosa and Owen Gee, the duo behind Ferroconcrete, a Los Angeles branding agency. The brand offered a unique, personalized fragrance shopping experience with a minimalist aesthetic. Customers filled out a questionnaire and received five scent samples to test before purchasing full-size bottles.
In 2014, Glasmacher and Huzenlaub joined the brand, and under their leadership, Commodity Fragrances expanded internationally, racking up impressive retail sales and a wide retail network. The brand was known for its gender-neutral positioning and its celebration of the perfumers behind its fragrances.
However, in 2018, the brand seemed to have come to an end, with some speculating that it went out of business or simply left Sephora. The exact reasons for the closure are unclear, but it left a mark on the fragrance industry with its innovative approach.
Despite the closure, the brand's legacy continues. In 2022, there were indications of a rebirth, with a new collection called the “Scent Space Collection” and the “Archive Collection." The brand also offered discounts to readers of Fragrantica, indicating a relaunch. Additionally, Commodity Fragrances' website mentions a 2025 vision, indicating that the brand or its parent company may still be operational in some capacity.
The closure of Commodity Fragrances serves as a reminder of the challenges faced by businesses, even those with innovative models and strong growth. It also highlights the dynamic nature of the fragrance industry, where brands can rise, disrupt, and sometimes fade away.
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The brand's origin story
Commodity Fragrances is a modern American perfumery and family-owned business that was founded in 2013 by Yo Santosa and Owen Gee, the duo behind Ferroconcrete, a Los Angeles branding agency. The brand was born out of a desire to personalize and digitize the fragrance shopping experience. With a minimalist aesthetic and a unique distribution model, Commodity offered customers a fragrance questionnaire, based on which they would receive five scent samples to test before purchasing full-size bottles. The brand was successfully funded through a Kickstarter campaign, which raised $57,000.
Shortly after its launch, Commodity caught the attention of Glasmacher and Ash Huzenlaub, who joined the team in 2014. With their expertise, Commodity quickly established itself as an international lifestyle brand, breaking into Sephora in 2015 with its gender-neutral positioning and fragrance-layering approach. The brand celebrated the perfumers behind its fragrances, including renowned names such as Robertet Group's Donna Ramanauskas and Mane's Mathieu Nardin. Commodity's unique approach and high-quality fragrances led to its rapid expansion, with a presence in 642 stores across 16 countries and a direct-to-consumer infrastructure reaching 30 countries.
However, despite its success, Commodity faced an abrupt end in 2018, leaving a void in the fragrance industry. Huzenlaub, who had steered the brand to remarkable achievements, including $23 million in retail sales, remained tight-lipped about the reasons for the brand's closure. Fragrance enthusiasts and reviewers lamented the loss but remained hopeful for a new beginning.
In 2022, there were whispers of a rebirth for Commodity, with reports of a potential relaunch and a new classification as a Clean fragrance brand. The brand's website also hints at a new direction, with a focus on sustainability, ethical practices, and vegan and cruelty-free formulations. While the future of Commodity remains uncertain, there is a sense of anticipation among fans eager to experience the brand's unique fragrances once more.
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The future of the brand
Commodity Fragrances, a modern American perfumery, is a family-owned business that was launched in 2013 by Yo Santosa and Owen Gee. The brand aimed to personalize and digitize fragrance shopping by offering a unique sampling kit that allowed customers to try fragrances before purchasing full-size bottles.
Despite its initial success, Commodity Fragrances seemingly came to an end in 2018, with some speculating that the brand went out of business. However, in April 2022, the brand was relaunched with a new vision for the future. The re-founder, Vicken, has pledged to bring back the brand and its fragrances, focusing on creating artisanal, innovative, and cruelty-free fragrances with clean and ethical ingredients.
The brand has set a 2025 Vision, which includes goals such as minimizing their carbon footprint, donating a percentage of their profits to environmental causes, and making their products and packaging fully recyclable. They have also blacklisted several ingredients that may be considered toxins, going beyond the regulatory lists of banned ingredients provided by agencies like IFRA and the EU.
In addition to their focus on sustainability and ethics, Commodity Fragrances continues to prioritize the customer experience. They have introduced the Discovery Kit, which allows customers to sample different fragrances before purchasing full-size bottles. The brand also offers a Custom Duo Set, where customers can curate their own set by choosing any two fragrances in 30ml sizes.
The future of Commodity Fragrances looks promising, with a focus on sustainability, ethics, and customer satisfaction. The brand has set clear goals and initiatives to achieve their 2025 Vision, and their unique, artisanal fragrances continue to capture the imaginations of their customers.
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The ethics of fragrance
The fragrance industry has long been criticised for its lack of transparency and ethical standards. Fragrance formulations are considered "trade secrets", meaning that brands are not required to disclose all ingredients used, only potential allergens. This lack of transparency can make it difficult for consumers to know what they are putting on their skin and raise questions about the safety and sustainability of the ingredients used.
In recent years, there has been a growing trend towards more ethical and sustainable practices in the fragrance industry. Some brands are creating perfumes using natural and ethically sourced ingredients, while others are minimising their carbon footprint and committing to recyclable packaging. There is also a growing movement of vegan and cruelty-free fragrances, ensuring that no animal testing is involved in the production process.
The Perfumery Code of Ethics (PCE) is an initiative that seeks to promote fair and ethical dealings in the fragrance industry, including respect for chemists, farmers, and perfumers. While it is not mandatory to join, many brands, reviewers, and digital platforms are now signing up, signalling a commitment to ethical practices.
Additionally, some fragrance companies are going beyond regulatory requirements by blacklisting additional ingredients that may be considered toxins, such as parabens. They are also striving to give back to communities and support non-profit organisations.
The now-defunct Commodity Fragrances, for example, was a family-owned business that celebrated the perfumers behind its fragrances. The company strived to be clean, sustainable, and welfare-conscious. It aimed to minimise its carbon footprint, use recyclable packaging, and donate a portion of its profits to charity.
In conclusion, while the fragrance industry has faced scrutiny for its lack of transparency and ethical standards, there is a growing movement towards more sustainable and ethical practices. Through initiatives like the Perfumery Code of Ethics and the efforts of individual brands, the industry is taking steps in the right direction to create fragrances that are not only appealing to the senses but also aligned with consumers' values.
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The business model
Commodity Fragrances is a family-owned business that was founded in 2013 by Yo Santosa and Owen Gee, the duo behind Ferroconcrete, a Los Angeles branding agency. The company aimed to personalize and digitize fragrance shopping by offering a minimalist aesthetic and a Warby Parker-style distribution model. Customers would fill out a questionnaire and, based on the results, Commodity would send them five scent samples to test before purchasing full-size bottles.
The company was kickstarted by a successful crowdfunding campaign that raised $56,000 to $57,000. Shortly after its launch, Glasmacher and Huzenlaub entered the business, and under their leadership, Commodity established itself as an international lifestyle brand. The brand was unique in its celebration of the perfumers behind its fragrances and its gender-neutral positioning and fragrance-layering approach. By 2015, Commodity had entered 24 Sephora stores and expanded its retail network to include Space NK in the US and the UK, Sephora Middle East, and Nordstrom. The company also built a direct-to-consumer infrastructure reaching 30 countries and accumulated $23 million in retail sales.
Commodity Fragrances differentiated itself by focusing on specific, familiar items and presenting a representation of the smell of that item with a fine perfumery spin. For example, their Book fragrance was inspired by the smell of dry paper mingling with fresh air in a library. The company also had a strong commitment to sustainability and ethics, aiming to minimize its carbon footprint, donate a portion of its profits to environmental causes, and continuously review and blacklist ingredients that may be considered toxins.
Despite its success, Commodity Fragrances appears to have faced challenges in recent years. There are indications that the brand may have gone out of business or undergone a transition in 2018, with some fragrances being discontinued. However, there is also evidence of a relaunch or rebranding, as the brand has been described as experiencing a rebirth and offering discounts to promote its fragrances.
Today, Commodity Fragrances operates strictly online and offers a range of artisanal fragrances created by highly-trained perfumers or "makers." The company continues to innovate and engage with its customers through initiatives like Commodity.TV, which offers behind-the-scenes content, and the Commodity Circle, which provides rewards and exclusive perks to its members.
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Frequently asked questions
Yes, Commodity Fragrance seems to have gone out of business. However, there are mentions of the brand being relaunched.
It is unclear when the brand went out of business, but sources indicate that it was likely around 2018.
The reasons for Commodity Fragrance going out of business are not explicitly stated, but one source mentions that the brand's life was cut abruptly short.
Yes, there are mentions of the brand being relaunched, with a new focus on creating modern, American perfumery.
Commodity Fragrance was unique in its celebration of the perfumers behind its fragrances, as well as its gender-neutral positioning and fragrance-layering approach. The brand also had a minimalist aesthetic and a unique distribution model.
