Voluspa, a brand known for its luxurious candles, diffusers, and home fragrances, is relaunching into the world of perfume. Founded in 1999 by Troy Arntsen, the California-based company is taking a bold step by reintroducing fine fragrances after a brief hiatus. While the brand dabbled in this area early on, they paused due to growing demand from partners like Anthropologie and Nordstrom for home products, which proved to be a more fruitful focus at the time. However, consumer trends and an evolving market landscape have inspired Voluspa to revisit this venture, culminating in a new collection of eau de parfum.
The new collection features seven distinct perfumes that blend intriguing notes to create unique scents. Some of these perfumes include Neroli Sunbath, a refreshing mix of citrus and neroli, and Saddle Up Santal, which combines deeply woody elements of sandalwood and cedar. Each fragrance is crafted to be gender-neutral, cruelty-free, and vegan, aligning with contemporary values around ethics and sustainability. According to Arntsen, the scents not only meet high standards set by European regulations but are also formulated to resonate emotionally, allowing individuals to express their mood through fragrance.
Storytelling is a foundational element of this launch. Arntsen emphasizes that these perfumes are not merely about nostalgia but are intended to be a “canvas for your character.” The fragrances are curated to reflect forward-thinking attitudes and to accompany individuals as they navigate their daily lives. The perfumes symbolize a modern journey of self-expression, bridging the gap between personal identity and aromatic exploration. Each scent is carefully crafted to evoke a different mood or provide an emotional backdrop for various experiences.
Set to launch on June 10, with presales starting soon, Voluspa’s collection will include 55 ml bottles priced at $90, along with smaller options at $28 and a discovery set for $30. Consumers can expect availability through the Voluspa website and notable retail partners, including Anthropologie and the newly embraced TikTok Shop. With the rise of e-commerce, Voluspa has significantly expanded its reach, successfully engaging with younger demographics and modern shopping habits.
Arntsen attributes Voluspa’s impressive growth—nearly 60% revenue increase and a staggering 180% in e-commerce—to the concept of “attainable luxury.” The brand prides itself on delivering exquisite scents packaged in stunning vessels, making them not only a treat for the senses but also captivating decor pieces. Each product, from their hand-poured candles made with a unique coconut wax blend to vibrant glass containers, encapsulates the notion of luxury that remains accessible to a wide range of consumers.
Looking to the future, fine fragrances are positioned to become a major pillar of Voluspa’s business strategy. Arntsen envisions that perfumes will account for as much as 20% of the brand’s revenue by 2027. As Voluspa continues to evolve and expand internationally, with newfound partnerships in countries like the U.K., Brazil, and Mexico, the emphasis on fragrances signifies an exciting chapter for the brand. Through innovative storytelling and a commitment to quality, Voluspa aims not just to launch products, but to inspire and connect with customers on a deeper level.