After expanding its line of nicotine-free vapes into homewares, Ripple+ Home, owned by brother and sister Sam and Lucie Beecham, is launching a collection of home diffusers.
The Reed Diffuser collection consists of six aromas developed alongside master perfumers in Grasse, France: gardenia, wild berry, fig leaf, rose, orange and mimosa.
They will debut in Liberty London and Fouquets & CO Bigelow New York, as well as Ripple+ Home’s website, priced at $50.
This follows the November launch of incense droplets, $20, which burn for 10 minutes and come in the same six aromas as the reed diffuser collection.
“Ripple’s home fragrance proposition is very much appealing to a Gen Z, Millennial audience. That’s who we build the brand around so it’s super colorful. Our whole aim has been to take these traditional remedies and put a little spin on them and design them for spaces city dwellers are accustomed to. With the incense, it’s super low smoke, it’s very natural, and it’s only a 10 minute burn, and it was designed for a small apartment,” cofounder Sam Beecham said.
“We created the reed diffuser on the back of the success of that,” he continued. “It’s one of the fastest-growing categories in home fragrance, and it’s also flameless, which means that it’s super flexible, can be used anywhere, anyone can have access to it. We wanted a product that was low weight in terms of what you needed to do, but design-led and high impact in your environment and space over a prolonged period of time.”
Ripple+ launched in 2019 with a plant-based, no nicotine vaping device with flavors including mango, blackberry and passion fruit.
“We do think we are the preeminent zero nicotine brand right now,” said Sam Beecham. “But on the flip side, we wanted to grow into creating beautiful, poignant products for our customer, and it made sense to go into building those worlds of fragrance and scent out. That’s how the two have merged together.”
