Estée Lauder bets on home fragrance boom with UK manufacturing expansion

Esteé Lauder Companies (ELC) is integrating luxury candle and home fragrance capabilities into its Whitman Facility, bolstering its UK manufacturing footprint. ELC intends to gain more operational control and long-term resilience in the home fragrance market, which it says is seeing sustainable growth. 

The base will now become the primary global manufacturing location for the beauty giant’s prestige-brand candles, including those of Jo Malone London, Tom Ford, and Aerin.

The Whitman Facility, in Petersfield, UK, will take over candle production from ELC’s long-term partner, Contract Candles, by assuming the lease of two of their UK sites and hiring around 50 employees. By bringing production in-house, ELC reduces its reliance on external partners.

The Whitman facility currently produces over 90 million units of skin care and fragrance products a year for brands like Clinique and La Mer. ELC says that adding candles to the mix builds on its existing expertise.

“The UK plays a significant role in our global manufacturing network, and this investment in candle and home fragrance manufacturing reflects our continued commitment to British craftsmanship and innovation,” says Roberto Canevari, executive VP and chief value chain officer at ELC.

“Bringing these activities more closely into our manufacturing network will strengthen resilience and support our ability to continue delivering the exceptional quality and artistry that define our brands.”

Estée Lauder says it has seen growing consumer demand for home fragrances.The announcement comes as the Whitman facility celebrates its 60th anniversary. Since fiscal 2020, ELC says it has invested US$72 million in the facility for automation, quality systems, and sustainability.

Smells like clean spirit

According to ELC, home fragrance is a major growth opportunity, largely driven by rising consumer demand for luxury scent experiences. The company says its Jo Malone London brand is the number-one luxury home fragrance brand in the UK. 

Innova Market Insights data also indicates a 37% CAGR in home air care launches between April 2020 and March 2025.

Supporting ELC’s bet on home fragrances, a Clorox report examining Gen Z’s home care habits found that the generation looks forward to creating a space of relaxation rather than viewing their homes as a source of chores. The findings outline that 89% of all consumers say a clean-smelling home positively impacts their self-image.

As more consumers reevaluate their relationships with their homes and change how they interact with home care products as a result, scent emerges as a focal point.

“In the last five years, the home fragrance industry has moved from being a background player to taking center stage in the consumer’s daily life. Today, fragrance is not just a finishing touch — it’s a strategic driver of well-being, comfort, and emotional connection in the home,” Laurent Pauchard, VP home, growth office, Perfumery & Beauty at dsm-firmenich, previously told Personal Care Insights.