Private & Confidential Investment Memorandum · 2026

A Luxury Fragrance House

ESSENTIQA

The scent of arrival. A vertically-sourced fragrance house, presented as a private investment opportunity.

Juan Sastoque

Operated & launched by

Est. 1964 · Parfum de Maison
Home · Hotel · Automotive

The opportunity

A luxury scent brand at mass-premium economics.

ESSENTIQA pairs couture-level presentation with a sub-$11 cost base and a built-in refill engine. The product is already tooled, sampled, and packaged. What remains is the launch.

85-87^% Gross margin at target retail, across both lines

$5.80 Landed cost per car gift set

$10.37 Landed cost per home diffuser

$36.9^k Capital for a full launch, both product lines

20 SKUs live at launch across car and home lines

Why now

Fragrance went everyday.

Scent is no longer reserved for the body. The home, the hotel lobby, and the car cabin are now designed experiences - and buyers will pay luxury prices for them. The winners are not the cheapest; they are the ones that feel like a gift.

01

Premiumisation

Consumers are trading up from supermarket air care to design-led, scent-forward objects with a story.

02

The refill habit

A vessel sold once, refilled forever. Recurring, high-margin revenue with no new acquisition cost.

03

Gifting

Boxed, badged and giftable - the category's highest-converting use case, all year round.

The market

Two growing categories, one brand.

Home & Hotel Fragrance

$9.0B 2025

Growing to ~$14.1B by 2030 at roughly 9% CAGR. The reed-diffuser segment alone runs ~$2.8B and rising. Broader-scope estimates place total home fragrance above $26B.

Automotive Fragrance

$2.4B 2025

Growing ~4-5% annually, but the premium tier is the story: 35%+ of premium-vehicle owners now choose a high-end diffuser over a hanging air freshener.

Sources: The Business Research Company; Fortune Business Insights; Global Growth Insights. Figures are category estimates and vary by scope - see build log for citations.

Product line I · Automotive

The Car Diffuser.

A weighted pebble in genuine leather or carbon, seated in a magnetic presentation box with a scented refill card. Two designs, ten product finishes, and five refill SKUs - a luxury object for the one space scent forgot.

Black White Cream Bordo Green Orange Brown Blue Grey L/Brown Carbon + refills

$5.80 landed gift set · $0.97 refill · HS 3307.49.0000

Product line II · Home & Hotel

The Reed Diffuser, in five signatures.

250ml of heavy crystal glass, a turned-wood collar, black fibre reeds and a cast-metal badge. Each scent carries its own colour of liquid.

Azure RivieraMarine breeze, Amalfi lemon, jasmine, white musk, sea salt.

Rouge VelvetDamask rose, dark cherry, blackcurrant, patchouli, musk.

Émeraude RoyaleBergamot, black tea, cedar, vetiver, oak moss.

Cognac PrivéAged cognac, tobacco leaf, leather, vanilla, oak.

Ambre ImpérialAmber, Madagascar vanilla, sandalwood, saffron, benzoin.

$10.37 landed / unit · $70 target retail · ~85% gross margin

Architecture

Build it once. Sell the whole range.

The mould is a one-time cost. After that, every new colour and scent comes off the same tool - so the range keeps growing while the cost stays flat.

Tooling: diffuser mould $750 · refill mould $900

15Car-line SKUs: 10 products + 5 refills

5Home signature scents

2Car designs from one tooling set

20Total launch SKUs before future extensions

Unit economics

Car gift set · cost build-up

Diffuser (mould + leather/carbon)	$2.90
Scented refill	$0.97
Presentation box	$1.40
Inbound freight (DDP)	$0.53
Landed cost per set	$5.80
Amazon retail (target)	$44.99
Gross margin	87%

Home reed diffuser · cost build-up

Fragrance oil + solvent	$5.30
Glass, collar, reeds, badge	$1.30
Box, label, labour	$1.80
Inbound freight (DDP)	$1.97
Landed cost per unit	$10.37
Target retail	$70.00
Amazon FBA fee	$16.07
Net profit per unit	$43.56

$44.99 Amazon retail per car set, under the $49.99 finalist

$9.83 Amazon fee per unit (FBA + referral)

$29.36 Net profit per unit, before ad spend

65^% Net margin, matching the finalist at a lower price

Landed cost includes inbound freight (~$2.50/kg DDP: ~$0.53/unit car, ~$1.97/unit home). Net figures are after Amazon fees and exclude ad / PPC spend. Retail prices are target positioning, not yet live.

The refill engine

Sell the vessel once. Refill it forever.

The first sale buys the object. Every sale after is pure margin with zero acquisition cost - the difference between a product and a brand.

A $0.97 refill at $14 retail returns ~93% margin. One customer, refilling three times a year, is worth more than three one-time buyers.

Car refill margin93%

Car gift set margin87%

Home diffuser margin85%

Home refill margin68%

Competitive landscape

Luxury feel. Smarter price.

The shelf splits in two: couture brands that feel luxury but cost $90+, and mass air-care that is cheap but disposable. ESSENTIQA takes the couture object to an accessible-premium price - and owns the refill.

Brand	Typical retail
Diptyque	$90-200
Côte Noire	$60-120
NEST / Maison Berger	$40-70
Drift / Pura / Hurricane (car)	$13-66
ESSENTIQA	$45-49

Couture experience Functional Accessible Ultra-luxury Little Trees Pura Drift Maison Berger NEST Côte Noire Diptyque ESSENTIQA

Proven market · the leaders

The demand is already there.

A single economy listing is doing seven figures a month in this category. We pulled the live numbers on the leaders ourselves - the demand is proven; the quality ceiling is not.

01 · Entry · Economy

Drift

Teak wood vent clip · single listing

$1.47M 30-day revenue · ~$17.7M / yr

Units / mo: 101,185
Category rank: #1 Auto Air Fresheners
Price: $12.95
Rating: 3.8 (20,108)
Live since: Mar 2023
Net margin / ROI: 46% / 398%

Bare-bones economy product, already #1 - on a 3.8 rating. The ceiling above it is wide open.

02 · DTC brand · Premium price

Hurricane

Vent Premium · Shopify direct

$60 flagship retail · or 4× $15

Price ladder: $25-$250
Vent Standard: $40
Gift box: $250 (4 scents)
Aromas: 5
Reviews: 179
Channel: DTC · Shopify

A real player. Less premium than ours, yet sold direct at $60. Ad spend is private, so ours must be precise - but a price like that leaves plenty of room.

03 · Closest analog · Amazon

Pura Car Pro

Smart vent diffuser · the finalist

$94,000 30-day revenue · ~$1.1M / yr

Units / mo: 2,078 (1K+ /mo badge)
Category rank: #1,306 Automotive
Price: $49.99
Rating: 3.6 (232)
Live since: Jul 2024
Net margin / ROI: 66% / 662%

Our closest rival: a $50 smart diffuser, 66% margin, $33 profit a unit - on a 3.6 rating. We enter below it at $44.99, more premium, the same margin.

Amazon figures are our own pulls, not estimates; direct-to-consumer retail is shown at verified prices (units and ad spend stay private). Profit per unit excludes ad / PPC spend - so our ad budget has to be on point, and at these margins there is real room to fund it.

Why we can win

Crowded at the bottom. Empty at the top.

No luxury incumbent

The top sellers are hanging cardboard and plastic vent clips. A leather, boxed, badged diffuser has no direct rival.

Refills without the hardware tax

Subscription refills are the smart players' edge. We capture that recurring revenue with a simpler, giftable object.

Gifting is unclaimed

None of the leaders are built to be gifted. ESSENTIQA is, out of the box.

We know how to rank

400+ launches and a tested analysis method behind us. We win the listing, the reviews and the PPC.

Route to market

Amazon-first, then everywhere.

I

Amazon (US)

Launch on the highest-intent gifting marketplace. Brand Registry, A+ content, and PPC drive first-page ranking and reviews.

II

Direct & social

A branded storefront and short-form content carry the refill subscription and protect margin off-platform.

III

Hotel & B2B

The home line doubles as a hospitality amenity - recurring, bulk, and a credibility halo for the retail brand.

Why launch with us

We build brands for a living.

Our founder has sold on Amazon since 2016. Building and launching brands is our bread and butter. We hold the playbook, we do the analytics, and we run every step ourselves.

The playbookA documented system from the factory floor to first-page ranking.

And we run itNot a course. We execute every step and operate the brand for you.

Analytics in fullWe model the unit economics and present every number.

Current and compliantActive Amazon sellers, fluent in its policies and procedures.

2016Selling on Amazon since

400⁺Products launched

15Brands built in 2025

100^%Done for you, end to end

The done-for-you system

Ten steps, factory to first sale.

SourcingProduct research and factory shortlist

InspectionSamples plus on-the-ground China QC

ValidationHard-use testing, manufacturer lock

DesignIndustrial design, tooling, print files

ProductionManufacture, QC and DDP logistics

EntityUS company, EIN, bank, trademark

ListingKeyword research, copy and imagery

ComplianceSeller account, Brand Registry, GTIN/FNSKU

FulfilmentFBA inbound and inventory distribution

LaunchVine, PPC, traffic and scale support

De-risked

This is not a concept. The product exists.

Tooling is cut. Colourways are produced. The retail gift box, refill cards and CAD are finished. The capital does not fund a prototype - it funds a launch.

Tooling cut 20 launch SKUs mapped Gift box manufactured CAD complete HS code classified

Rounded-octagon ESSENTIQA car diffuser product

Produced ESSENTIQA car diffuser finish swatches

The investment

Choose your launch.

Two products, both fully costed to the door. Launch the car line, add home and hotel, or run both from day one - every figure below already includes inbound freight.

Recommended

Car line

The lead product

~$26.5kall-in, to the door

Goods (3,000 sets + 4,500 refills): $20,175
Tooling (one-time): $2,400
Inbound freight (DDP): ~$3,940

Models ~$180k revenue and ~$80k first-cycle margin.

Expansion line

Home & Hotel

The second product

~$10.4kall-in, to the door

Goods (1,000 diffusers): $8,400
Inbound freight (787 kg): $1,968
Tooling (stock glassware): none

1,000 diffusers across 200 x 5 signature scents.

Full portfolio

Both lines

Launch the brand in full

~$36.9kall-in, to the door

Car line: ~$26.5k
Home & Hotel line: ~$10.4k
Inbound freight included: ~$5.9k

Both batches in the water, selling from day one.

All-in = goods + tooling + inbound freight, estimated at ~$2.50/kg DDP from documented batch weights (car ~1,575 kg, home 787 kg); per-unit DDP quote being finalised. Car revenue / margin illustrative, at full sell-through, net of marketplace fees and launch spend. Working / launch capital additional.

The partnership

A 50/50 venture. You fund it, we build it.

For every launch we form a new company, owned equally by XSELLEREIGHT Consulting Group and your company. You provide the capital. We execute the entire launch and run the brand, factory floor to first sale.

The structure

XSELLEREIGHT 50% The operator. Builds and runs the brand.

Investor 50% The capital partner. Funds the inventory.

Forms fresh, per brand The partnership company 100% Owned 50 / 50. It holds the brand, the listing and the profit.

How the capital flows

01
First three batches, investor fundedOpening stock plus two restocks, covered in full by the investor.
02
Fourth batch onward, self fundedThe company reinvests its own profit into every future restock.
03
Profit split, fifty fiftyDistributions shared equally between operator and investor.

Let us build the next fragrance house.

invest@xsellereight.com

The opportunity

A finished product, a proven operator, and a market that is trading up.

~$26.5kcar line, all-in

~$36.9kboth lines, all-in

85-93^%gross margin range

Unit economics Per unit, target retail

Product	Retail	Landed	Mkt + ops	Profit	Gross	Net
Car gift set	$44.99	$5.80	$9.83	$29.36	87%	65%
Car refill	$14.00	$0.97	$3.50°	$9.53°	93%	68%°
Home diffuser	$70.00	$10.37	$16.07	$43.56	85%	62%

Launch capital All-in, to the door

Line item	Car line	Home line	Both lines
Goods + refills	$20,175	$8,400	$28,575
Tooling, one-time	$2,400	none	$2,400
Inbound freight°	$3,940	$1,968	$5,908
Total capital	$26,515	$10,368	$36,883

First launch cycle Full sell-through, illustrative · net of marketplace fees and launch spend

Profit & loss	Car line	Home line
Revenue
Core units (3,000 sets / 1,000 diffusers)	$134,970	$70,000
Refills° (3,200 × $14.00)	$44,800	-
Total revenue	$179,770	$70,000
Costs
Product cost (goods + refills)	($18,914)	($8,400)
Marketplace fees° (Amazon FBA + referral)	($39,190)	($16,070)
Inbound freight, one-time	($3,940)	($1,968)
Tooling, one-time	($2,400)	-
Launch + PPC° (~19% of revenue)	($35,000)	($13,300)
Net first-cycle profit	~$80,300	~$30,300
Return to the partnership
Capital deployed	$26,515	$10,368
Investor 50% profit share, cycle 1	~$40,150	~$15,150
Return on capital deployed	~3.0×	~2.9×