This season, Kimirica, a top-tier self-care brand in India’s D2C scene, is moving into the luxury home fragrance market, expanding its lifestyle selection. This is a key step for Kimirica, bringing its self-care focus into homes, which fits the growing need for stylish, high-end home items in the Indian D2C market.
The new line features hand-poured soy candles, room sprays, and hand caddy sets in signature reeded jars designed to look good in modern homes. Kimirica is entering a small but growing segment of personal care and premium D2C brands in India, where scent is a big purchase driver.
Rajat Jain, co-founder and fragrance expert, said that the idea for this new category came from Kimirica’s love for fine perfumes. After creating the brand’s popular EDP collection, the team wanted to bring a similar luxury feel to homes. Jain noted that their goal was to make fragrances that enhance emotional, visual, and sensory experiences, blending well with today’s homes.
Mohit Jain, CEO and co-founder, mentioned that home fragrances in India have typically been basic products without much design or sensory depth. Kimirica aims to change this by making each fragrance product a decorative item, a sensory touchstone, and a way to express personal style. This vision lines up with current D2C market trends, where Indian consumers want products that offer both style and emotional connection.
Since its start in 2012, Kimirica has been a well-known D2C brand in India, appreciated for its vegan ingredients, clean formulas, thoughtful designs, and upscale sensory experiences. The move into home fragrances is a natural step, growing the brand from personal care to a full lifestyle brand, similar to other global premium D2C brands with broad product ranges.
This launch comes as the Indian D2C market sees increased demand for luxury wellness items, fragrance layering, and lifestyle aesthetics. With consumers looking to improve their home environments, home fragrance is becoming a growth area in D2C news.
Kimirica’s reeded jar design, IFRA-certified formulas, and premium appeal places it where décor, wellness, fragrance, and lifestyle meet. This matches current shopping trends in India, where people want products that feel premium, vegan, sustainable, and emotionally satisfying.
While the brand hasn’t shared any funding or investment details related to this launch, this move helps Kimirica build a modern lifestyle brand with international goals—a common approach among the fastest-growing D2C brands. This new category also prepares the brand for future product launches, global expansion, cross-category deals, and better gifting options, especially as the holiday season increases demand for premium home décor and wellness items.
As D2C industry updates show the importance of sensory branding, Kimirica’s entry into luxury home fragrances confirms its focus on creating enhanced, modern, and emotionally engaging experiences—pushing the limits of what an Indian luxury brand can achieve.
