Nest New York Translates Its Holiday Candle Into Wonder, an Eau de Parfum

Originally reported by Modern Retail.

Nest New York is selling Wonder, an eau de parfum translated from the Holiday Classic Candle in its bestselling Holiday line, as it builds out its fine fragrance business, Modern Retail reported on Oct. 5. Nest's own website lists the 100-ml bottle at $130 and describes notes of grapefruit, winter cranberry and fir balsam in a limited-edition design by artist Pierre Marie.

Founded in 2008, Nest began moving into fine fragrance in 2021 with perfume oils. It expected the oils to double its fine fragrance business within three years, but high demand pushed that timeline up to nine months, according to Modern Retail. Fine fragrance represented about 40% of Nest's new product launches in 2025 and 75% in 2026, the outlet reported.

Chief creative and brand officer Toni Lakis told Modern Retail that holiday season sales make up a majority of Nest's annual revenue, even though the Holiday line is available for only four months of the year. The fine fragrance push is partly about reaching different shoppers. "The biggest opportunity is that we currently have very different consumers for home fragrance and fine fragrance," Lakis told the outlet. Nest's fine fragrances are sold at Sephora and Ulta, which help it reach a younger and more diverse demographic, while much of its home assortment sells in department stores, where the shopper demographic skews older, according to Modern Retail.

Why it matters

Nest is using an established scent to lower the cost of entering a category. Lakis told Modern Retail that the eau de parfum was about leveraging a seasonal scent customers already know rather than building awareness from scratch, and CMO Erwan Le Berrigaud said the launch's marketing is meant to bring consumers "from the home fragrance aisle into the fine fragrance category with Nest." Because Nest's two businesses sit in different channels, a familiar scent is a way to carry department-store home customers toward the Sephora and Ulta shelf, and to introduce the Holiday scent to fine fragrance shoppers who may not buy candles. The concentration of revenue in the holiday season raises the stakes: Wonder extends the Holiday franchise into a second category inside the same four-month window that already produces most of the year's sales.

What to watch

Whether shoppers who know Holiday as a home scent will wear it. Lakis told Modern Retail the company made tweaks to translate the candle into a perfume, and per the outlet the modifications, such as the addition of patchouli, made it a spicy woody citrus fragrance. Nest is also bringing back its Fifth Avenue Association street-scenting pop-up for a fourth year to accompany the launch. How Wonder sells this holiday season will be the first test of whether the format extension works.

Sources

• Modern Retail: Why Nest New York is turning its bestselling Holiday candle into fine fragrance
• Wonder Eau De Parfum (100ml) - NEST NEW YORK