Malin + Goetz planted the seeds early for the tomato trend in fragrance and beauty. The skin-care and fragrance brand was one of the first to the vegetable scent craze with the launch of its Tomato candle in 2020, the same year brands like Loewe and Flamingo Estate also launched their own tomato candles. Since then, the vegetal scent has spread to the mass market in launches from the likes of Bath & Body Works and Mrs. Meyers.
But the widespread availability of tomato scents has not squashed consumers’ appetite for the note at the prestige and luxury end of the market. Sales of Malin + Goetz’s Tomato collection, which was expanded this summer to now range from an $18 hand lotion to the limited-edition $205 jumbo three-wick candle in collaboration with famed New York City restaurant Carbone, are up 52% year over year, according to the brand. Sales of the standard $68 9-ounce Tomato candle, available in both the original clear vessel and a limited-edition green glass vessel, are up 136% year over year.
That growth reflects a larger uptick in the brand’s home fragrance category, which includes candles and room sprays. According to Malin + Goetz, sales in the category rose 11.4% in the first half of 2026 compared to the same period a year earlier; overall retail sales rose 6% in that same period.
