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The Heart Company is a Hamburg-based German beauty and lifestyle brand specialising in vegan Eau de Parfum built around positive emotions. Rather than organising its identity solely around conventional fragrance families, fashion trends or ideas of social status, the founder-led company creates perfumes associated with feelings such as love, happiness, kindness, positivity and personal calm. Its distinctive heart-shaped bottles give that philosophy a physical form, presenting fragrance as something to be chosen not only for its aroma, but also for the emotional intention attached to it.
The business operates legally as The Heart Company Beauty & Lifestyle GmbH. Its official imprint records a Hamburg address, registration with the Amtsgericht Hamburg under HRB 150393, and Kristina Rasmussen as managing director. Registry-derived records place the company’s incorporation in February 2018, while independent beauty-industry reporting dates the launch of its perfume line to 2020. This distinction is important: the corporate story began before the pandemic, but the emotionally focused fragrance collection emerged during a period when comfort, connection and everyday rituals had acquired particular significance.
The Heart Company’s current materials identify Kristina Rasmussen as its founder and chief executive. Before developing the brand, Rasmussen worked in communications, branding and business development, with experience connected to organisations including Bertelsmann, AOL Europe and Montblanc. This background helps explain the clarity of the company’s positioning: its perfumes are presented through an immediately recognisable emotional vocabulary, supported by a coherent visual identity and a distribution model shaped largely around digital commerce.
Rasmussen has described the emotional-fragrance idea as taking shape during the COVID-19 period, when uncertainty and isolation led her to think more deeply about positive psychology and the relationship between scent and everyday feeling. The question that guided the concept was simple: rather than choosing perfume primarily because of a trend, a designer name, or a celebrity association, could people choose it based on how they wanted to feel?
That question became the foundation of The Heart Company’s fragrance language. In place of abstract product names, the collection uses direct emotional expressions: Happiness in a bottle, Love in a bottle, Kindness in a bottle, Positivity in a bottle, Good Vibes in a bottle and Me Time in a bottle. Each name communicates its intended mood before the wearer has even encountered the fragrance itself.
The Heart Company describes itself as an emotional fragrance brand. Within this philosophy, scent is treated as part of an everyday personal ritual rather than simply a finishing accessory. Rasmussen has explained that the development process begins with the emotion the perfume is intended to represent. The fragrance notes are selected afterward, translating that emotional brief into a structured composition.
This approach does not remove traditional perfumery from the process. Citrus, florals, fruits, woods, musks, amber and gourmand accords remain essential to the collection. What changes is the starting point. Instead of asking consumers to navigate the range through technical categories alone, the brand invites them to begin with an emotional idea.
The concept is captured in the question The Heart Company repeatedly places at the centre of its identity: not only “How do you want to smell?” but “How do you want to feel?” The phrase gives the collection a sense of intimacy and makes its perfumes accessible to customers who may respond more naturally to a feeling than to specialist fragrance terminology.
The Heart Company states that its fragrances are developed with experienced master perfumers at Givaudan. This collaboration is also documented by Beauty Independent, which reported that the collection was developed with the fragrance and beauty company as part of the brand’s attempt to connect perfume compositions with emotions.
According to Rasmussen, the creative discussion begins with the desired feeling. A perfume such as Kindness, Love or Positivity is not treated merely as a collection of attractive notes; its composition is expected to give sensory expression to the emotion named on the bottle. This combination of direct storytelling and professional fragrance development allows the brand to retain an approachable personality while grounding the products in established perfumery expertise.
The brand’s principal perfumes are presented as Eau de Parfum in 75 ml, or 2.5 fl oz., bottles. Their heart-shaped glass presentation is integral to the collection. The bottle transforms the heart from a logo into a tangible object, linking the name, packaging and emotional purpose of each fragrance.
The Heart Company encourages customers to think in terms of a fragrance wardrobe. Just as clothing changes with occasion, season, or state of mind, the brand suggests that perfume can be chosen to suit the atmosphere a wearer wants to create. Its official product descriptions also suggest that fragrances from the collection may be layered.
Happiness in a bottle occupies the brighter, more radiant side of the collection. Classified by the brand as a citrus-floral perfume, it opens with notes of Sicilian mandarin, bergamot, and pink grapefruit. Jasmine, lily of the valley, frangipani and honeysuckle form its floral heart, while amber crystals, white musk and vanilla provide a warmer foundation. The contrast between vivid citrus and a softer musky-vanilla base reflects the fragrance’s uplifting name.
Good Vibes in a bottle follows a fruity-floral direction. Red berries, Italian lemon, Sicilian bergamot and blackcurrant introduce the composition. Crushed raspberry, jasmine, rose and freesia appear at its centre, followed by white musk, sandalwood, cedarwood and vanilla. It is one of the collection’s most playful expressions, bringing together bright fruit and a smooth woody base.
Love in a bottle is described as sweet and floral. Sicilian bergamot, tangerine, pear granita and red berries form the opening, leading into wild rose, pink rose, neroli blossom and jasmine. White musk, vanilla and amber complete the composition. Its floral heart and gently gourmand finish align naturally with the brand’s language of affection, romance and personal connection.
Kindness in a bottle is a unisex fragrance with fresh, floral, and woody notes. Its opening combines Sicilian lemon, bergamot, pear, ginger and pink pepper. Rose, jasmine, immortelle, hyacinth, a watery accord and lily of the valley form the heart, resting on white musk, dry amber, cedarwood, patchouli and vetiver. The composition has greater aromatic and woody depth than some of the collection’s sweeter perfumes, giving kindness a fresh yet grounded interpretation.
Me Time in a bottle is built around a lavender-citrus identity. Sicilian lemon, pink pepper, bergamot, verbena and petitgrain open the fragrance, followed by Provence lavender, wild rose, coriander and jasmine. Cedarwood, white musk, amber crystals, sandalwood, patchouli and rice milk create the base. The combination of aromatic lavender, citrus and soft woods supports the perfume’s association with personal space and quiet daily rituals.
Positivity in a bottle begins with Sicilian bergamot, Italian mandarin and orange blossom. Jasmine, a salty marine accord, ylang-ylang, lily of the valley and frangipani make up its heart, while white musk, blonde woods, amber crystals and vanilla complete the fragrance. Its citrus, floral and marine elements give the composition an airy quality within the wider emotional wardrobe.
The Heart Company’s emotional concept naturally extends to weddings and other celebrations. Wedding Love is a 75 ml fruity-floral Eau de Parfum created for wedding-related gifting and personal wear. Wild peach, Sicilian bergamot and apricot nectar form the top notes. Osmanthus, jasmine, rose and mimosa appear in the heart, followed by white musk, bourbon vanilla, sandalwood, cedarwood, tonka bean and coconut milk.
The brand presents Wedding Love as a bridal fragrance, bridal shower gift, and gift associated with a wedding celebration. Its heart-shaped bottle gives it a keepsake quality that is particularly suited to occasions in which scent, memory and sentiment are closely connected. The company’s dedicated wedding pages also position the range for bridesmaid gifting and what it calls life’s happiest moments.
Other special editions broaden this occasion-led approach. Valentine’s Love combines pomegranate, rose petals, raspberry, cherry nectar, lemon and cassis buds with an expansive floral heart and a base containing vanilla, amber crystals, praline, cedarwood, white musk and patchouli. Christmas Love, meanwhile, uses mandarin, orange and ginger above cinnamon, clove, jasmine and plum, finishing with cedarwood, vanilla, tonka bean and musk. The seasonal editions demonstrate how the company can translate its central emotional idea into particular moments of celebration and gifting.
The Heart Company identifies its fragrance collection as vegan, cruelty-free and registered with The Vegan Society. Individual product pages for Happiness, Good Vibes, Love, Kindness, Me Time, Positivity, Wedding Love and the special editions carry the Vegan Society registration statement. Rasmussen has also described the certification as a non-negotiable part of the company’s approach to responsible premium beauty.
The Vegan Society’s trademark standards require registered products and their supply chains to exclude animal ingredients and by-products. They also prohibit animal testing by the applicant, on its behalf or by organisations under its effective control. The certification therefore provides a defined external framework behind the brand’s vegan and cruelty-free positioning.
The company additionally describes its products as free from parabens, phthalates and synthetic animal derivatives. These statements form part of The Heart Company’s published formulation philosophy and its effort to combine premium fragrance development with clearly communicated ethical standards.
The emotional promise of Kindness in a bottle extends beyond its name. The Heart Company states that it donates US$1 to The Love and Kindness Project Foundation for every bottle of the fragrance sold. The arrangement is confirmed by the foundation itself, which has publicly thanked the company for supporting its work through sales of the perfume.
The foundation promotes everyday acts of kindness and supports projects intended to encourage more compassionate behaviour. By connecting a fixed donation to a specifically named perfume, The Heart Company gives the product’s emotional idea a practical counterpart. Kindness becomes both the fragrance’s creative inspiration and the focus of a continuing charitable commitment.
The Heart Company developed as a digitally focused and bootstrapped business. Beauty Independent reported in January 2025 that its perfumes were available on Amazon, TikTok Shop, 1-800-Flowers, Walmart’s website, and the company’s own online store. The brand’s current website continues to identify Amazon and TikTok Shop among its digital channels, while Amazon maintains a dedicated The Heart Company storefront.
The United States played a particularly important role in the company’s early fragrance growth. In its 2025 profile, Beauty Independent reported that the American market accounted for most of the brand’s sales at that point. Rasmussen has since described Amazon as a key growth platform while maintaining the company’s intention to develop a broader international presence.
This marketplace-led strategy suits the simplicity of The Heart Company’s concept. Emotional names and recognisable packaging communicate quickly on a digital product page, while the heart-shaped bottle lends itself to social media, gifting content and visually driven online retail.
The strength of The Heart Company lies in the consistency of its central idea. The names describe feelings. The perfumers translate those feelings into fragrance structures. The heart-shaped bottle embodies them visually. Vegan registration supports the company’s ethical message, while the Kindness donation gives one of its emotions a tangible social dimension.
The result is a brand identity that remains understandable without becoming simplistic. A customer may initially be drawn to Happiness, Love or Me Time because of the name, but each perfume is supported by a complete note structure and professional fragrance development. The emotional message opens the door; the composition gives it substance.
The Heart Company ultimately proposes a gentler interpretation of premium fragrance. Its perfumes are designed to become companions to moods, relationships, celebrations and private moments. In this world, scent is not presented as a distant status symbol. It is a small, personal ritual something chosen with intention and carried through the day.
By combining emotional storytelling, Givaudan-developed compositions, Vegan Society registration, charitable giving, and a founder-led international outlook, The Heart Company has created a distinct place for itself in contemporary fragrance. Its most memorable contribution is also its simplest: the suggestion that choosing a perfume can begin with the heart.
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The Heart Company. (n.d.). About us: The emotional fragrance brand. Retrieved July 22, 2026.
The Heart Company. (n.d.). Charity projects: Shop kindness, support a better tomorrow. Retrieved July 22, 2026.
The Heart Company. (n.d.). Christmas Love. Retrieved July 22, 2026.
The Heart Company. (n.d.). Good Vibes in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Happiness in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Imprint. Retrieved July 22, 2026.
The Heart Company. (n.d.). Kindness in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Love in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Me Time in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Positivity in a bottle. Retrieved July 22, 2026.
The Heart Company. (n.d.). Valentine’s Love. Retrieved July 22, 2026.
The Heart Company. (n.d.). Wedding Love. Retrieved July 22, 2026.
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