Free Subscription

  • Access daily briefings and unlimited news articles


Only $39.95 per year
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

Smells like candy: Startup Mask Co reimagines the fragrance category

Fragrance company launch quirky potty sprays that smell like donuts
(Source: Mask Co)

Home fragrance company, Mask Co, has launched potty sprays with quirky scents to make the air smell like hot jam donuts or pink candy.

Jason Morrisby, the founder of Mask Co, explained that based on his observation, traditional or old-fashion scents like flowers “just don’t do it” for people, who are now looking for scents that are “cute, fun, and quirky”.

“Surprisingly, people want them (potty sprays) to smell like something cooler like lemonade icy pole or bubblegum blast,” said Morrisby.

What began as a $300 startup when he first created his first product in the kitchen, the company has now turned into a multimillion-dollar home fragrance brand, with sales reaching over 3 million tins – without a retail store.

“Launching a toilet spray with a ‘hot jam donut’ fragrance seemed like a good idea; at least it seemed to me when I started,” he recalls. 

“And as it turns out, it was. Our sales figures are through the roof.”

The company currently operates on a direct-to-customer business sales model, and according to Morrisby, their next step is to stock the products with retailers. 

“We’re ramping it up and moving to stock our products on retailers’ shelves as well.”

Aside from toilet sprays, the company’s product lineup includes air fresheners, reed diffusers, and hand sanitisers. It also offers mixed-pack subscriptions and eco-friendly refills.

“Our fragrances range from fruity to sweet, to clean smelling,” he said. “Our top three selling scents are lychee and peony, vanilla bean and caramel and musk sticks – yes, really!”

The company also partakes in sustainable initiatives such as using post-consumer recycled plastic for its bottles, offering refills, and supporting environmental charities such as Reef Aid, an NGO that aims to protect the Great Barrier Reef.

“As we head into the next phase of our business plan and start rolling out our products all over Australia, we expect our sales figures to continue to soar,” Morrisby concluded. 

You have 3 free articles.