5 ways fragrance brand NEST has managed to outperform the market

By Julia Wray 8-Jun-2018

The US fragrance brand has experienced a CAGR of more than 40% over the past seven years

©nestfragrances via Instagram

Laura Slatkin & Nancy McKay

NEST, which began as a home fragrance brand and which celebrates its tenth anniversary this September, has seen a CAGR of more than 40% over the past seven years – outperforming the home fragrance market generally.

Likewise, since dipping a toe into the fine fragrance market with its Dahlia & Vines edp in 2013, NEST has become a fixture among Sephora’s Top 10 best-selling fragrance brands.

At 2018's World Perfumery Congress, the final keynote of the three-day event was delivered by NEST Fragrance founder and Executive Chairman Laura Slatkin and Nancy McKay, the brand’s CEO.

So, what is the secret to NEST’s success? Here Slatkin and McKay outlined five founding principles of NEST, which they believe have contributed to the brand’s continuing growth


1. Impactful fragrances

“That’s something that’s very important to our DNA,” said McKay. “That really is what we are about.”

Sign up for your free email newsletter

Here Slatkin and McKay focused on several fragrance stories, including ...

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Or
Subscribe now to premium content on Cosmetics Business

Companies