Voluspa is introducing perfume.
It’s a relaunch for the California-based company — known for its candles, diffusers and home scents. After first exploring body fragrances in its early years, the brand is now launching a new collection of eau de parfum.
“We did dabble in fine fragrance and had some success with it,” said Voluspa founder Troy Arntsen, who launched the brand in 1999.
There was a growing demand from retail partners at the time, including Anthropologie, Bloomingdale’s and Nordstrom, for Voluspa to lean into its home category, he said. “So, we ended up pausing it.”
Two years in the making, the new collection introduces seven perfumes: Neroli Sunbath (citrus, neroli, amber), Ombré Aura (pomegranate, patchouli, amber), Saddle Up Santal (cardamom, sandalwood, mahogany, cedar), Peachy Queen (peach, tuberose, coconut water), Rosalie (pepper, rose, raspberry), Nude Effect (orange blossom, jasmine, tonka bean) and Vanilla Visions (vanilla, amber, rum). They’re gender-neutral, cruelty free, vegan and “clean,” according to Arntsen, while meeting both European Union and International Fragrance Association standards.
This time, Voluspa is placing a strong emphasis on storytelling as part of the launch strategy.
“It’s the idea of a canvas for your character,” Arntsen said. “It’s built around this idea, not of looking back nostalgically toward the past, but rather looking forward and how you’re going to move through your day. So, we’ve curated seven scents around moving forward and using your scents as a way to express yourself, depending on the mood that you’re feeling in that day.”
Out June 10, with presale beginning on Tuesday, each fragrance is available in 55-ml bottles for $90, 10-ml for $28 and 1.5-ml vials within a “Discovery Set” for $30 at voluspa.com and Voluspa’s two brick-and-mortar retail locations at Fashion Island in Newport Beach and the Brea Mall, which opened Tuesday, as well as Anthropologie, Revolve and new partner TikTok Shop.
Voluspa’s revenue is up nearly 60 percent over the past five years, according to Arntsen, with its e-commerce business growing 180 percent in that time. What does he attribute it to?
“It’s attainable luxury,” he said. “The brand is founded on this idea of creating incredible scents delivered in beautiful vessels.”
All home products, priced starting at $14, are handmade at its headquarters in Irvine, Calif., with candles hand-poured using a proprietary coconut wax blend. Its glass containers stand out in vibrant colors and etched details, making them statement pieces in home decor.
Voluspa offers more than 56 fragrance products in home (including hand soaps and lotions) and is now sold in more than 80 countries, in about 3,000 doors in the U.S. and 5,000 worldwide, including Anthropologie, Bloomingdale’s, Nordstrom and Sephora. Last year, they expanded into about 500 boutiques, and brought its e-commerce to the U.K. Internationally, retailer partners include Fortnum & Mason, John Lewis, House of Fraser in the U.K. and Galeries Lafayette in France. Europe, Brazil, Canada and Mexico are among the brand’s top international markets, with Southern California leading domestically.
Looking ahead, Arntsen emphasized the significance of fine fragrance in the company’s future.
“I think that fine fragrances is going to be an important part of our growth,” Arntsen said. “We see it becoming 20 percent of our revenue by 2027.”
