Canadian speciality natural ingredients supplier New Directions Aromatics has acquired Aromatic Fragrances International, a US e-commerce-enabled B2B fragrance supplier to beauty, personal care, home care, and other markets.
Founded in 2013 by Sean Riordan and Josh Thompson and based in Cartersville, Georgia, Aromatic Fragrances is a formulator and manufacturer of compounded fragrances serving beauty, personal care, home fragrance, and other consumer brands.
Aromatic Fragrance’s in-house perfumers, proprietary fragrance library of more than 50,000 scents and US-based manufacturing capabilities are all supported by an e-commerce infrastructure that facilitates ordering, customization, and servicing.
Toronto-based New Directions Aromatics said the deal brings together two complementary and specialty ingredients businesses, creating an e-commerce enabled platform serving B2B customers across consumer end markets.
“Aromatic Fragrances’ product development expertise and e-commerce-enabled operating model complements our core focus of providing natural and organic ingredients through a digitally driven customer experience,” said CEO Sergio Pereira.
“Combined, we are positioned as a specialty ingredients platform focused on expanding customer access to differentiated inputs, while remaining true to our guiding principles of quality, innovation, and service.”
“We built Aromatic Fragrances in an effort to make fragrance innovation accessible and reliable for growing brands,” said Riordan. “This partnership brings together complementary capabilities intended to provide customers access to broader ingredient capabilities and enhanced resources.”
Co-founder Thompson added: “Joining forces with New Directions supports the expansion of our capabilities and service offering while maintaining focus on customer service and quality. Sean and I are excited to continue leading Aromatic Fragrances as we build the next chapter together with New Directions.”
The acquisition of Aromatic Fragrances is New Directions’ first following parent company TruArc Partners’ strategic investment in January 2022.
“This partnership aligns with our investment strategy by expanding New Directions footprint into the US while remaining focused on consumer end markets, an e-commerce enabled business model and product-defining ingredients,” said Gerald Sheehan, partner at TruArc Partners.
“We look forward to supporting the combined organization as it integrates its capabilities and serves its customers.”
Houlihan Lokey served as financial advisor to New Directions.
Terms of the transaction were not disclosed.
