New York-based start-up Scent Lab closed a seed funding round, with Joyance Partners and XRC Ventures investing.
WHO: Founded in 2022 by Ariana Silvestro, Scent Lab has developed a business model that centers on creating personalized scents in high-quality candles for $45. To make a candle, shoppers choose up to three scent notes to be blended into 100% all-natural soy wax and poured into their favorite vessel. Scent Lab also offers a scent quiz that lets customers determine the best scent based on style and preferences.
WHY: The investment will be used for product development, distribution expansion, marketing, and digital improvement.
IN THEIR OWN WORDS: “Investing in early-stage brands like Scent Lab is all about spotting genuine innovation and a solid commitment to values that matter. Scent Lab caught our attention because they’re doing something different in the crowded fragrance market—they’re making fragrance personal again,” Chris Aydam, co-founder and Managing Partner at Midnight Venture Partners, told Beauty Independent. “Their approach challenges the status quo, making them a standout in my book. It’s their mix of innovation, non-toxic ingredients and market potential that made Scent Lab a clear choice for our investment.”
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