Fragrance house

Fresh Scents

Fresh Scents is a family-owned home-fragrance brand headquartered in Spartanburg, South Carolina, with a scented-sachet business dating to 1975. Its origins lie in the Caldwell family’s greenhouse business, where Bob and Sylvia Caldwell developed an envelope sachet filled with scented vermiculite to offset the greenhouse’s seasonal cycle. From that small Carolinas family business, Fresh Scents developed into a broader home-fragrance brand while retaining family ownership and its Spartanburg base. By 2017, The WillowBrook Company was among the brands affiliated with Grace Management Group; Fresh Scents currently identifies The WillowBrook Company, LLC as its parent. The brand’s durable identity is built around flameless scented envelope sachets for drawers, closets, luggage, cars, and trash cans, with expressive hand-painted artwork as a visual signature. Its fragrance legacy is tied to the original sachet itself, described as a long-selling product synonymous with Greenleaf and enjoyed internationally. In 2025, Fresh Scents introduced a packaging redesign developed with SmashBrand after more than two decades without a full brand facelift, retaining the expressive artwork while clarifying the sachet format, scent descriptors, duration, and brand architecture.