The world’s first multi-brand e-commerce platform for fragrance
brings scent to life in a unique, never-before-seen way
NEW YORK–(BUSINESS WIRE)–EDGE BEAUTY, Inc. announces the launch of ScentBeauty,
the world’s first multi-brand e-commerce platform for bespoke
fragrances, created in collaboration with leading, culturally relevant
brands worldwide.
The fragrance category is one of the largest in the beauty industry,
with $49+ billion in annual retail sales. ScentBeauty
enters the scene with the founding mission to become the leading
fragrance destination in the world.
EDGE BEAUTY, Inc. is a new corporate entity that will revitalize
the fragrance category with a direct-to-consumer business model that
incorporates direct selling on an e-commerce site, under the brand ScentBeauty.
The company strongly believes in educating consumers on fragrance
through clear, intelligent editorial on its website led by beauty
industry veteran Erin Flaherty, customized sampling and more.
EDGE BEAUTY’s Founder & CEO, Stephen MORMORIS remarks: “ScentBeauty
will be a step forward for the fragrance category. We will create
discovery online of unique fragrance brands we have expressly created to
appeal to a new generation of consumers.”
The ScentBeauty portfolio consists of five pillars that
display the possibilities of scent: Fashion, Lifestyle, Influencers,
Artists and Artisans. Each business sector showcases its Brands in a
unique way with a variety of fragrance forms and messaging. ScentBeauty
is pleased to announce that CHER, the legendary superstar will
début as ScentBeauty’s first artist fragrance.
ScentBeauty focuses on speed-to-market to capture new
consumer trends, using a strict distribution model combining e-commerce
on its website with limited retail. “It is critical we showcase our
unique Brands outside a retail environment of excessive price
discounting, and possible counterfeiting and diversion.”
Stephen MORMORIS continues: “As a Company, we prioritize olfactory
craftsmanship. It is our ethos to work with artisan perfumers, often
using palettes of unique, indeed sometimes rare, and more expensive
essential oils with a focus on sustainability to create stunning
olfactory results.”
He adds: “As an industry, we must break the cycle of creating derivative
scents of best-sellers. We must aim to create completely new olfactory
experiences embraced by a younger generation—which is why we use the
word ‘scent’ more than ‘fragrance.’ In this spirit, ScentBeauty
adheres to a philosophy of creating beautiful fragrances with a
“point-of-view”, using minimalist packaging, and a focus on
environmental preservation.”
“In keeping with our philosophy of olfactory excellence, we are pleased
to announce that FIRMENICH, the world’s leader in the
perfume creation business, has agreed to be our exclusive partner to
create the fragrances and scents for all our Brands,” says Stephen.
Stephen MORMORIS adds: “I believe it is critical to create a fresh
corporate culture dedicated to fragrance —and not seen solely through a
brick-and-mortar lens. We must fight the commoditization of this
category.”
In terms of people, he adds: “We have harnessed the talent and energy of
an extremely talented, multi-cultural team based out of New York, London
and Paris,” says Stephen. “We are agile, we are obsessed with scent in
all forms, we love the parcel experience, and we have far-reaching
cultural antennae. We are preparing the future, now.”
Bernd BEETZ, Chairman of EDGE BEAUTY, Inc. added: “ScentBeauty
will revolutionize the fragrance category. It will bring exciting new
fragrance brands to consumers worldwide with an entrepreneurial spirit.”
He adds: “I am extremely excited about the business potential of this
venture, which focuses on the consumer of the future.”
Contacts
Media:
Paul Wilmot
Communications
Amanda Carolan
T: 1.212.206.7447 x1007
E: [email protected]
Mary Li
T: 1.212.206.7447 x6419
E: [email protected]
