New Directions Aromatics partners with Aromatic Fragrances International to create a digitally enabled specialty ingredients platform

New Directions Aromatics ("New Directions"), a TruArc Partners ("TruArc") portfolio company and a supplier of speciality natural ingredients, announced today a merger with Aromatic Fragrances International ("Aromatic Fragrances"), an e-commerce-enabled B2B fragrance supplier to the beauty, personal care, home care and other markets. The terms of the purchase were not disclosed.

The alliance, which expands New Directions' footprint into the United States, brings together two complementary and speciality ingredients businesses, resulting in an e-commerce-enabled platform that serves B2B customers across consumer markets. With extensive formulation experience, stringent quality and compliance standards, robust technical documentation, and digitally enabled e-commerce capabilities, the united platform will be uniquely positioned to provide product-defining ingredients. These capabilities are intended to suit the changing needs of formulators, makers, manufacturers, and brands seeking access to natural ingredients and fragrances via a service-oriented ordering system.

"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," stated Sergio Pereira, the CEO of New Directions. "Combined, we are positioned as a speciality ingredients platform focused on expanding customer access to differentiated inputs, while remaining true to our guiding principles of quality, innovation, and service."

Aromatic perfumes, founded in 2013 by Sean Riordan and Josh Thompson and headquartered in Cartersville, Georgia, is a formulator and manufacturer of compounded perfumes for the beauty, personal care, and home fragrance industries, among others. Aromatic Fragrance's in-house perfumers, proprietary fragrance library of over 50,000 smells, and manufacturing capabilities in the United States are all backed by an e-commerce infrastructure that allows for easy ordering, customisation, and service. Sean and Josh will retain a meaningful ownership investment and their current leadership positions at Aromatic Fragrances.

"We built Aromatic Fragrances in an effort to make fragrance innovation accessible and reliable for growing brands," stated Sean Riordan, Aromatic Fragrances' cofounder. "This partnership brings together complementary capabilities intended to provide customers access to broader ingredient capabilities and enhanced resources."

Josh Thompson, Co-Founder of Aromatic Fragrances, said, "Joining forces with New Directions allows us to expand our capabilities and service offering while remaining focused on customer service and quality." Sean and I are thrilled to continue leading Aromatic Fragrances as we co-create the next chapter with New Directions."

The acquisition of Aromatic Fragrances is New Directions' first after TruArc Partners' strategic investment in January 2022.

Don Sturdivant, TruArc's Operating Partner, stated, "This combination brings together two highly complementary businesses with strong customer alignment and differentiated capabilities."

"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," Gerald Sheehan, Partner with TruArc Partners, stated. "We look forward to supporting the combined organisation as it integrates its capabilities and serves its customers."

Source: TruArc Partners