Maison&Muse's Grant Taylor and Renee Lee, the visionaries behind fragrance house, are set to make waves in the US market with a groundbreaking $24 million deal with retail giants Target and Walmart. The brand is scheduled to debut in these stores in April 2024.
Harnessing the power of TikTok, Maison&Muse, founded by Taylor and Lee in 2021, embarked on a mission to offer luxury home fragrance products at affordable prices. The viral success of their Marylin candle, featuring a captivating wild vanilla and caramel scent, catapulted Maison&Muse to become the best-selling candle in Australia.
Building on this triumph, Maison&Muse is poised to enter 3,400 Walmart and Target stores across the United States next month. Breaking into the US market was a long-standing aspiration for the founders, and seizing the opportunity to meet with these global retail giants proved pivotal.
Renee Lee, who met with executives in the US while being 25 weeks pregnant, emphasised the importance of face-to-face contact in securing the transformative deal, describing it as a potential "game-changer" for the business.
While Maison&Muse initially gained recognition for its scented candles, the brand is expanding its reach beyond homes. The first product to hit the US market will be their car fragrance range, targeting the 96 million cars registered to women in the country. Lee pointed out the gap in the market for car fragrances, which, until now, predominantly featured either masculine scents or vibrant, childish designs.
Moxx Brands, the start-up founded by Taylor and Lee, is not limited to Maison&Muse. Everblue, New Zealand’s first climate-positive liquid hair care brand, is another success story under their belt. The couple is set to fill market gaps with their innovative and sustainable approach.
Taylor and Lee's entrepreneurial journey extends to three other brands created under Moxx Brands, with their products now available in over 6,000 stores across four countries.
