Home fragrance startup Below 60° has launched its flagship collection featuring a proprietary plug-in diffuser for 100% natural scents.
With actress, author and recording artist Hillary Duff on board as the chief brand director post, the Below 60° business is led by founding investors Jeff Marine, president and CEO of JEM Sportswear and Awake Inc.; Brian Lee, co-founder & managing director of Bam Ventures (LegalZoom, ShoeDazzle, and The Honest Company); and Mark Jacobs, CEO at The Watkins Co.
The brand is inspired by the 60th parallel south, a circle of latitude 60 degrees south of Earth’s equatorial plane. The parallel, which crosses only ocean, has been cited by scientists for naturally having Earth’s cleanest pocket of air, according to Below 60°.
Below 60° natural fragrances derived from essential oils include three initial scents: Mint Disco on Ice (mint, lavender and glacial waters); If Citrus Were a Feeling (grapefruit, lily, sandalwood); and Vanilla Buys a Timeshare in Paradise (pineapple, exotic coconut, and Tahitian vanilla). More scents are planned.
The fragrance diffuser, which plugs directly into horizontal and vertical wall outlets, offer a sleek modern look with three settings: high, standard and off. Each 10-milileter fragrance cartridge is designed to last up to 30 days on standard and 20 days on high.
The Below 60° collection initially is offered though the brand’s e-commerce site that promotes a fragrance subscription program. The subscription price of $29.97, includes a free plug-in fragrance diffuser (retail price of $19.99) and three fragrance refills (subscription price of $9.99. The subscriptions are fulfilled every three months. The one-time purchase price, without a subscription, is $58.96, which includes the full price diffuser and three fragrance refills at the full retail price of $12.99 each.
Said Duff, “Becoming a mom meant becoming more conscious and cautious about the products I use, so we’ve gone to the ends of the earth to develop unique, 100% natural fragrances from responsibly sourced ingredients.”
Said Jacobs, ” We recognized a unique niche for providing a fresh, invigorating scent experience with 100% natural fragrance that embraces nature’s beauty while complementing modern living spaces. Our development process has been fueled by a passion for sustainability and environmental consciousness.”
