Combination Expands B2B Footprint Across Beauty, Personal Care, Home Fragrance and Other Consumer Markets

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TORONTO — New Directions Aromatics (“New Directions”), a �Ϸ��Ӵ�ý (“�Ϸ��Ӵ�ý”) portfolio company and a specialty natural ingredients supplier, today announced a combination with Aromatic Fragrances International (“Aromatic Fragrances”), an e-commerce-enabled B2B fragrance supplier to beauty, personal care, home care, and other markets. Terms of the transaction were not disclosed. 

The partnership, which further expands New Directions’ footprint into the United States, brings together two complementary and specialty ingredients businesses, creating an e-commerce-enabled platform serving B2B customers across consumer end markets. Supported by significant formulation expertise, rigorous quality and compliance standards, robust technical documentation, and digitally enabled e-commerce capabilities, the combined platform will be uniquely positioned to offer product-defining ingredients. These capabilities are designed to meet the evolving needs of formulators, makers, manufacturers, and brands seeking access to both natural ingredients and fragrances through a service-oriented ordering model.

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

Founded in 2013 by Sean Riordan and Josh Thompson and based in Cartersville, Georgia, Aromatic Fragrances is a formulator and manufacturer of compounded fragrances serving beauty, personal care, home fragrance, and other consumer brands. Aromatic Fragrance’s in-house perfumers, proprietary fragrance library of more than 50,000 scents and U.S.-based manufacturing capabilities are all supported by an e-commerce infrastructure that facilitates ordering, customization, and servicing. Sean and Josh will both continue to have a material ownership stake and remain in their current leadership roles at Aromatic Fragrances.

“We built Aromatic Fragrances in an effort to make fragrance innovation accessible and reliable for growing brands,” said Sean Riordan, Co-Founder of Aromatic Fragrances. “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, added, “Joining forces with New Directions supports the expansion of our capabilities and service offering while maintaining focus on customer service and quality. Sean and I are excited to continue leading Aromatic Fragrances as we build the next chapter together with New Directions.”

The acquisition of Aromatic Fragrances is New Directions’ first acquisition following �Ϸ��Ӵ�ý’ strategic investment in January 2022.

�Ϸ��Ӵ�ý Operating Partner Don Sturdivant commented, “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,” said Gerald Sheehan, Partner at �Ϸ��Ӵ�ý. “We look forward to supporting the combined organization as it integrates its capabilities and serves its customers.”

Houlihan Lokey served as financial advisor to New Directions.

About New Directions Aromatics
Based in Toronto, Canada, New Directions Aromatics is a supplier of natural and organic raw materials to the beauty, personal care, health, and wellness industries. New Directions Aromatics offers essential oils, carrier oils, butters, botanical bases, and other specialty ingredients through a fully integrated e-commerce platform.

About Aromatic Fragrances International
Based in Cartersville, Georgia, Aromatic Fragrances International is a supplier of compounded fragrances and formulation services to beauty, personal care, home fragrance, and other consumer brands. Aromatic Fragrances International offers a proprietary fragrance library of more than 50,000 scents, in-house perfumers, and scalable manufacturing capabilities through a differentiated e-commerce model.

About �Ϸ��Ӵ�ý
�Ϸ��Ӵ�ý is a private equity firm focused on middle-market control investments. �Ϸ��Ӵ�ý focuses on companies in attractive sub-sectors across specialty manufacturing and business services. The �Ϸ��Ӵ�ý investment team collaborates with its operating partners and portfolio management teams to create value through a transformational growth strategy led by organic or acquisition-driven growth.
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Disclosure: New Directions is a portfolio company of �Ϸ��Ӵ�ý. References to portfolio companies are for illustrative purposes only and do not constitute investment advice or a recommendation. All endorsements and/or testimonials are from current or former portfolio company executives about �Ϸ��Ӵ�ý’s ability to provide operational support to their companies. In certain cases, the executives are investors or co-investors in �Ϸ��Ӵ�ý’s vehicles. The executives have not been paid, directly or indirectly, for their testimonial or endorsement but as an investor or co-investor they are inherently incentivized to endorse �Ϸ��Ӵ�ý. 

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