Anisha Riggs
Commodity is a niche fragrance brand that was founded in 2013. It was initially launched by Yo Santosa and Owen Gee, the duo behind Ferroconcrete, a Los Angeles branding agency. The brand was later acquired by Konstantin Glasmacher, founding partner of Lagovent Ventures Group, in 2014. After a brief closure in 2022, the brand was bought by Europerfumes, owned by Vicken Arslanian, and brought back to the market. Commodity fragrances are now available online globally and in select Sephora stores in the US, Canada, and the UK.
| Characteristics | Values |
|---|---|
| Current Owner | Europerfumes |
| Previous Owner | Lagovent Ventures Group |
| Year Founded | 2013 |
| Founders | Yo Santosa, Owen Gee |
| Perfumers | Nathalie Benareau, Ketrin Leka, Donna Ramanauskas, Christelle Laprade, Jérôme Epinette, Olivia Jan, Mathieu Nardin, Stephen Nilsen, Frank Voelkl, Rodrigo Flores-Roux, Guillaume Flavigny, Caroline Sabas |
| Number of Perfumes | 51 |
| Retail Sales | $23 million |
| Number of Stores | 642 |
| Countries | 16 |
| Direct-to-Consumer Infrastructure Reach | 30 countries |
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What You'll Learn
- Commodity Fragrance was founded in 2013 by Yo Santosa and Owen Gee
- The brand was later acquired by Konstantin Glasmacher and Ash Huzenlaub
- Europerfumes, owned by Vicken Arslanian, bought Commodity Fragrance in 2019
- Commodity Fragrance has a unique classification system called Scent Space
- The brand has 51 perfumes in its fragrance base
Commodity Fragrance was founded in 2013 by Yo Santosa and Owen Gee
Commodity Fragrance is a modern, American perfumery that rethinks fragrance design, projection, creation, and description. The company introduced the concept of "Scent Space," a classification system that allows customers to choose their fragrance and control its projection. Each Commodity fragrance is available in three different scent spaces: Personal, Expressive, and Bold. This means that customers can select a fragrance that is reserved for themselves, fills the room, or something in between.
The company also offers Discovery Kits, which include 2ml, trial-sized samples in every scent and Scent Space. The amount paid for the kit can be redeemed for a full-size fragrance. Commodity Fragrance has created 51 perfumes in collaboration with renowned perfumers such as Nathalie Benareau, Ketrin Leka, Donna Ramanauskas, Christelle Laprade, Jérôme Epinette, and others.
In 2014, Konstantin Glasmacher, founding partner of Lagovent Ventures Group, and Ash Huzenlaub joined the company. Glasmacher and Huzenlaub established Commodity as an international lifestyle brand, transitioning from a Warby Parker-style distribution model to a traditional fragrance purveyor. Under their leadership, Commodity Fragrance experienced significant growth and success, entering 642 stores across 16 countries and accumulating $23 million in retail sales. However, in 2022, the company unexpectedly shuttered, shocking consumers and retailers alike.
After its closure, Europerfumes, a perfume distributor based in Englewood, NJ, acquired Commodity Fragrance and brought it back to the market under new ownership. Vicken Arslanian, the owner of Europerfumes, expressed his excitement about the acquisition in a video titled "The Re-Founder."
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The brand was later acquired by Konstantin Glasmacher and Ash Huzenlaub
The Commodity fragrance brand was founded in 2013 by Yo Santosa and Owen Gee, the duo behind Ferroconcrete, a Los Angeles branding agency. The brand was launched through a Kickstarter campaign, which raised nearly $57,000.
In 2014, Konstantin Glasmacher, founding partner of Lagovent Ventures Group, and Ash Huzenlaub, who previously held positions at Sweet Leaf Tea and ChicBaby, acquired Commodity. Glasmacher and Huzenlaub met in 2014 in a London café and quickly established the brand as an international lifestyle name. Huzenlaub became the CEO and managing director, while Glasmacher is described as a person with significant control in filings for Commodity Europe Limited.
Under the new leadership, Commodity transitioned from a Warby Parker-style distribution model to a traditional fragrance purveyor, riding a boom in the niche fragrance market. The brand developed a cult following for its fragrances, including Gold, Rain, Mimosa, Whiskey, Moss, and Wool. By 2015, Commodity had entered 24 Sephora stores, and its unique gender-neutral positioning and fragrance-layering approach set it apart from competitors. The brand also celebrated the perfumers behind its fragrances, including Donna Ramanauskas, Mathieu Nardin, Olivia Jan, and Ketrin Leka.
Despite its success, Commodity ceased operations in April 2022, with employees at its branches in the United States and the United Kingdom being let go. The brand had accumulated $23 million in retail sales, entered 642 stores across 16 countries, and built a direct-to-consumer infrastructure reaching 30 countries. Huzenlaub expressed sadness and surprise at the brand's shutdown, and in a Fashionista article, he shared that he did not own any equity in the company.
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Europerfumes, owned by Vicken Arslanian, bought Commodity Fragrance in 2019
Commodity Fragrance was a niche fragrance brand that was first launched in 2013 through a Kickstarter campaign. The brand offered a unique fragrance experience by introducing the concept of "Scent Space," which allowed customers to select their scent and control its projection. Each fragrance was available in three different scent spaces: Personal, Expressive, and Bold.
Before its closure in 2019, Commodity Fragrance had developed a cult following for its fragrances, including Gold, Rain, Mimosa, Whiskey, Moss, and Wool. The brand had accumulated \$23 million in retail sales, entered 642 stores across 16 countries, and built a direct-to-consumer infrastructure reaching 30 countries.
After Europerfumes acquired Commodity Fragrance, they brought the brand back to the market, allowing customers to once again experience the unique fragrances that Commodity had to offer. The acquisition by Europerfumes and Vicken Arslanian gave Commodity Fragrance a new lease of life and the opportunity to continue innovating and growing in the fragrance industry.
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Commodity Fragrance has a unique classification system called Scent Space
Commodity Fragrance is a modern American perfumery founded in 2013. The company was brought to life by a Kickstarter campaign with the goal of modernizing artisanal fragrance. Commodity Fragrance has created a unique classification system called Scent Space, which allows wearers to select their scent and control its projection. This system was designed in response to the traditional viewpoint of having one signature scent, with consumers now seeking a variety of fragrances to suit different moods and occasions.
Scent Space offers three different scent spaces: Personal, Expressive, and Bold. Each fragrance is available in these three versions, allowing customers to choose the projection that best suits their preferences. The Personal collection is for those who prefer a subtle and intimate fragrance, with the scent staying close to the skin. The Expressive collection strikes a balance between longevity and projection, making a statement without overpowering the space. Finally, the Bold collection is designed to make a strong impression and is infused with exotic notes to create an amplified fragrance experience.
Commodity Fragrance's unique classification system empowers customers to take control of their fragrance experience. The company also offers Discovery Kits containing samples of each scent in all three scent spaces, allowing customers to explore and find their preferred fragrances and projections before committing to a full-size purchase. This innovative approach to fragrance has contributed to the company's success and cult following.
In addition to its unique classification system, Commodity Fragrance has also demonstrated a commitment to sustainability. In 2023, the company launched an initiative that allowed US customers to offset their order's carbon emissions, resulting in a significant offset of carbon emissions and protection of natural resources. Commodity Fragrance plans to expand this initiative internationally in the future.
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The brand has 51 perfumes in its fragrance base
Commodity is a modern American perfumery founded in 2013. The company was brought to life by a Kickstarter campaign and has since gone from crowd-funded to crowd-favorite. Commodity has created a classification system called Scent Space, which allows the wearer to control the projection of their fragrance. Each fragrance is available in three different scent spaces: Personal, Expressive, and Bold. The company's perfumes are also available in Discovery Kits, which include 2ml, trial-sized samples of every scent and scent space. The amount paid for the kit can then be redeemed for a full-size purchase.
Commodity has 51 perfumes in its fragrance base. The company's perfumes are created by passionate entrepreneurs and accomplished artisans, resulting in fragrances, home, and body experiences that allow individuals to express themselves and enhance their lifestyles. Commodity's perfumes are designed to be gender-neutral, with fragrances that can be layered and "cocktailed". The brand has also gained recognition for celebrating the perfumers behind its fragrances, including Robertet Group's Donna Ramanauskas, Mane's Mathieu Nardin, Drom Fragrances' Olivia Jan, and French Color & Fragrance's Ketrin Leka.
Some of Commodity's notable fragrances include Milk Expressive, Gold Expressive, Paper-Personal, Moss-Personal, and Rain. The brand has also released Exploration Kits, which offer an immersive choose-your-own-adventure game, allowing individuals to explore different scents and find their favourites.
In 2019, Commodity Fragrances was acquired by Europerfumes, owned by Vicken Arslanian, and is set for a rebirth under new ownership. The brand had previously accumulated \$23 million in retail sales, entered 642 stores across 16 countries, and built a direct-to-consumer infrastructure reaching 30 countries. With its unique approach to fragrances and focus on innovation, Commodity has established itself as a modern and dynamic player in the perfumery world.
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Frequently asked questions
Europerfumes, a perfume distributor owned by Vicken Arslanian, acquired the brand in 2019.
Konstantin Glasmacher, the founding partner of Lagovent Ventures Group, took over the brand in 2014.
The brand appeared to have shut down, with employees at its US and UK branches being let go.
Europerfumes acquired the brand and brought it back to the market.
