Natural ingredients supplier New Directions Aromatics announced its new partnership with B2B fragrance supplier Aromatic Fragrances International to develop a digitally-enabled specialty ingredients platform.
Aromatic Fragrances International was founded in 2013 and is based in Cartersville, Ga. The company formulates and manufacturers compounded fragrances and serves the beauty, personal care, home fragrance and other markets. Further, the company has a proprietary fragrance library of more than 50,000 scents and is supported by an e-commerce infrastructure.
“We built Aromatic Fragrances in an effort to make fragrance innovation accessible and reliable for growing brands,” said co-founder Sean Riordan. “This partnership brings together complementary capabilities intended to provide customers access to broader ingredient capabilities and enhanced resources.”
Co-founder Josh 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 with New Directions.”
The acquisition of Aromatic Fragrances is New Directions’ first acquisition following its strategic investment by TruArc Partners in 2022. Company officials hope that the partnership will help expand New Directions’ footprint in the United States and build a comprehensive e-commerce-enabled platform to serve its customers.
“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.”
