New Directions Aromatics acquires Aromatic Fragrances International to boost North American reach
Terms of the transaction were not disclosed.
USA – New Directions Aromatics (NDA), a Toronto-based supplier of natural and organic ingredients, has acquired Aromatic Fragrances International (AFI), a Georgia-based B2B fragrance firm, to boostits U.S. presence and create a digitally enabled platform for speciality ingredients.
The January 6, 2026, announcement marks NDA’s first acquisition since TruArc Partners’ 2022 investment, combining NDA’s natural oils and botanicals with AFI’s compounded fragrances for beauty, personal care, and home markets. Terms remain undisclosed, with Houlihan Lokey advising NDA. AFI founders Sean Riordan and Josh Thompson will continue leading the unit.
CEO Sergio Pereira stated, “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.”
“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.”
This move expands NDA’s e-commerce model into the U.S., leveraging AFI’s 50,000+ fragrance library and formulation expertise to serve formulators and brands.
TruArc’s Gerald Sheehan highlighted alignment with consumer markets and digital growth.
The partnership targets rising demand for natural, accessible ingredients amid industry-wide innovation.
Aromatic Fragrances International (AFI) offers a wide portfolio of fragrance solutions, including perfumes, colognes, candles, soaps, lotions, aromatherapy blends, air care products, industrial cleaners, masking agents, and essential oils.
On the other hand, New Directions Aromatics (NDA) offers a wide range of products, including essential oils, carrier oils, cosmetic butters, fragrance oils, natural raw materials, and ingredients for candles, soaps, and personal care formulations.
They serve as a one-stop supplier for manufacturers of aromatherapy, cosmetics, and natural products.
The acquisition comes at a time when the fragrance solutions market in the U.S. is undergoing rapid transformation, driven by consumer demand for personalization, sustainability, and wellness integration.
According to a report by OMR Business Consulting, the United States fragrance market was valued at USD 7.16 billion in 2024 and is projected to reach USD 12.55 billion by 2035, growing at a CAGR of 6.2% during the forecast period.
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