Sniph

Sniph operates as a scent discovery service, positioning itself within the niche fragrance market through a subscription-based business model. Founded in Stockholm, Sweden, in 2015, the company was established by Lisa Kjellqvist and Tara Derakshan, who identified a gap in the perfume industry, which they felt had remained static. Kjellqvist, with a background as Head of Marketing at Viaplay, and Derakshan, who served as Global Head of Marketing for tech company Kiosked, combined their expertise in marketing and technology with a shared passion for scents to launch the venture. The founders' journey involved leaving their established careers to disrupt the traditional way consumers discover and purchase fragrances.

The core of Sniph's business is a monthly subscription that provides customers with an 8ml vial of a curated perfume, designed to last for a month of use. This model allows consumers to explore a variety of exclusive and hard-to-find scents without committing to a full-size, expensive bottle. The service is built around personal discovery; customers can choose from several collections, such as 'Trending Now' or 'Female Classics', or take a scent quiz to receive personalized recommendations. Each delivery includes the perfume vial, which fits into a reusable smart case provided with the first shipment, and a card detailing the fragrance's notes and story. This approach targets fragrance enthusiasts who enjoy variety and discovering new, often independent, perfumeries.

Revenue is primarily generated through these recurring monthly subscription fees. The company supplements this income by offering customers the option to purchase full-size bottles of the scents they discover and love. The company has successfully raised a total of $1.77 million over four funding rounds, with the latest being a Seed round in July 2019 that brought in $1.07 million, led by DIG Investment. This financial backing has supported the company's expansion and platform development, transitioning from a simple subscription to a more comprehensive discovery service focused on personalization. The company has demonstrated significant growth, with revenue increasing by 62% from 10.4 million SEK in 2019 to 16.9 million SEK in 2020, while simultaneously reducing its losses.

Keywords: perfume subscription, niche fragrance, scent discovery, beauty tech, subscription box, e-commerce, direct-to-consumer, fragrance sampling, personal products, scent marketing, Lisa Kjellqvist, Tara Derakshan, Stockholm startup, fragrance curation, luxury perfumes, artisanal perfumes, scent profiling, monthly subscription, beauty subscription, perfume delivery, European startup, female-founded