In Brands, Insight, Marketing, People, Retail

London-based entrepreneurs Konstantin Glasmacher and Ash Huzenlaub had zero beauty experience when they established Commodity in 2014 as an international lifestyle brand. Four short years later, Commodity’s carefully curated collection of fine fragrance and candles has propelled them into the beauty industry spotlight.

Created for anyone and everyone, this brand promotes self-expression by way of its gender-neutral scents and minimalist black-and-white aesthetic. From starting out as beauty newbies to evolving into successful beauty businessmen, the duo now oversees a company undergoing rapid retail growth. Fashionista reports that Commodity is now being sold in nearly 500 Sephora doors across seven countries, as well as direct-to-consumer via its e-commerce business in 29 different nations.

This gender-neutral beauty company is taking Sephora by storm, and a large part of that can be attributed to the fact that Glasmacher and Huzenlaub strive to take what they believe smells amazing, put it out into the world, and let people decide for themselves if they want to use it. “We never sat down and said what was important for the brand; we thought about, what do we want? We don’t want to be told what to wear,” they told Fashionista. Gender should not play a role in product preference. 

And as for the future? Consumers can expect more candles and to see Commodity in prestige hotels around the world. “What we’re really trying to do is not distract the consumer from what the product is, whether it is our fragrance or candles or whatever else we may create in the future,” said Huzenlaub. The dynamic duo never tried to position themselves as just a fragrance brand, so the sky is truly the limit.

To read more about Commodity, head to Fashionista.  

Photo: Commodity via Instagram

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