Scentora

Overview

Scentora is an Egyptian home fragrance brand that pours scented candles into handmade pottery from local workshops and releases them in seasonal collections. It has added reed diffusers and fabric sprays and sells at bazaars, a mall shelf and a boutique in Maadi.

• About 1,200 units sold and EGP 600,000 in total revenue, according to the pitch.
• Gross margin of 61% and net margin of 38%, as quoted on air.
• Has sold at more than 15 bazaars.

The pitch

In Season 5, Episode 4, Karim, a 17-year-old who gave only his first name on air, asked for EGP 400,000 for 20%, which values Scentora at EGP 2 million. He started the brand in 2024 after noticing that home fragrance in Egypt was either expensive imports or local products with little to set them apart, and built it around handmade Egyptian pottery. He said he has sold about 1,200 units for EGP 600,000 in total, with a 61% gross margin and a 38% net margin, and that buying raw materials in small batches keeps costs high. He runs the business from home on weekends around school, with help from his siblings and friends, and wants the money to scale production and rent a workspace. The sharks praised his presentation; one who had backed a scented-candle brand in Season 1 warned that candles alone are a limited market and suggested other home products made in the same pottery workshops. Karim accepted Hala El-Kasem’s offer of EGP 500,000 for 40%, with help selling through her stores so he could focus on school and product development. Mohamed Farouk separately offered to supply wax with payment deferred until the products were sold. Karim confirmed after the pitch that he chose Hala’s deal because it addressed his costs and expansion plans.

Services & products

• Scented candlesCandles in handmade pottery cups, released as seasonal collections with their own concept.
• Diffusers and fabric spraysReed diffusers and fabric sprays added to the latest collection.
• RefillsA refill service for returned pieces, in development at the time of the pitch.

Team and investors

• Hala El-KasemInvestor · 2 deals

After the show

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