BEAUTY Subscription company Scentbird moves into wellness to stay on trend

Direct-to-consumer subscription-based beauty company Scentbird is adding wellness to its offerings in an effort to expand its portfolio and keep up with consumer trends.

In May, the company added 17 full-size wellness-focused products to its assortment, including powder supplements from Golde, and CBD cream and ingestibles from Highline Wellness. Founded in 2014 as a fragrance subscription service, Scentbird has slowly been expanding its offerings: In March, it began offering skin care, and last year, it moved into private-label body and skin care and launched a makeup pilot program. The company, which has over 300,000 subscribers and has raised more than $18 million in venture capital funding, declined to state its annual revenue.

“We realized we wanted to stay on-trend, and wellness is a category that is driving a lot of interest and curiosity from the consumer,” said Richard Vera, vp of brand relations for Scentbird. “These are brands that have a very millennial profile and a unique value proposition.”