Scentbird: Scaling the future of fragrance with innovation & flexibility

The go-to destination for all things fragrance

Scentbird started with a simple yet powerful vision: to make high-end fragrances accessible through a flexible subscription model. What began as a monthly perfume subscription has since evolved into a full-fledged fragrance destination, offering colognes, candles, diffusers, and car fresheners — cementing its status as the go-to destination for all things fragrance.

But scaling a subscription business in the world of luxury fragrances comes with its own set of challenges. Managing complex billing structures, reducing churn, and ensuring smooth customer experiences require more than just great scents — it demands smart technology. That’s why Scentbird partnered with Recurly. 

A subscription model built for scale

As Scentbird grew, they realized their existing subscription platform couldn’t keep up. Precise billing was critical — yet their previous provider struggled to keep orders and payments in sync. Since Scentbird manages fulfillment in-house, a seamless connection between billing and order processing was essential.

For example, by finalizing order lists at 5:00 p.m. on billing day, Scentbird ensures their warehouse is processing shipments by 5:00 a.m. the next morning. Every second counts, and any friction in the billing process could slow fulfillment — and impact customer satisfaction.

But beyond seamless billing, Scentbird knew that long-term success hinged on more than just billing efficiency. I was also about how well they could acquire and retain customers. 

“As the business grew, we realized that we needed to find a scalable partner who wouldn’t just be a vendor, but a true partner for us — someone who could help us to scale, offer a variety of features and functionalities, and actually educate us on how to be a best-in-class subscription business,” said Andrei, Co-Founder & Former CTO of Scentbird.

With the expertise, technology, and ongoing support needed to help Scentbird thrive, Recurly delivered more than just a platform, but a true partnership. From implementation to expansion, Recurly helped Scentbird navigate the complexities of growth with tailored strategies and powerful automation. 

Recurly delivered on that promise. From implementation to expansion, Recurly’s technology and expertise helped Scentbird navigate the complexities of growth with confidence, automation, and strategic support.

“There is a clear distinction between being a vendor and being a partner,” explained Rebrov. “A partner is someone who stands by your side to help you grow and scale. One of the biggest advantages that Recurly has is their team, because, from the moment when we engaged with them, we always felt that we were being taken care of and we weren't forgotten.”

The key to retention? Personalization and flexibility

Fragrance is a deeply personal experience — one that goes beyond mere necessity. Unlike consumables that require constant replenishment (think razor blades or dog food), fragrance is a nice-to-have — which means retention is less about replenishment and more about evolving with customer preferences. To keep subscribers excited about their fragrance journey, Scentbird prioritizes personalization at every stage.

Fragrance is personal — an experience, not just a product. Unlike subscriptions for essential goods like razor blades or pet food, fragrance is less about necessity and more about discovery and indulgence. This means retention isn’t just about replenishment — it’s about evolving with customer preferences.

To keep subscribers excited about their fragrance journey, Scentbird prioritizes personalization at every stage. For example, subscribers can adjust their shipment frequency, skip a month, or postpone their next order with ease. They’re the ones in control — ensuring their subscription always fits their lifestyle.

Beyond flexibility, Scentbird also encourages exploration by offering add-on product categories. While perfume and cologne remain core offerings, subscribers can mix up their experience with scented candles and car fresheners, keeping their subscription fresh and engaging.

For those craving a more premium scent experience, Scentbird provides access to high-end fragrances through a dynamic upcharge model. Luxury scents that retail for up to $1,000 are available to subscribers for just $5 to $20 more — unlocking exclusivity without breaking the bank.

“For customers, the experience is simple — they add products to their queue, and on billing day, we charge them,” said Rebrov. “But behind the scenes, there’s a complex process ensuring accurate billing, revenue allocation, and fulfillment. Personalization makes things easier for the customer, but on the business side, it requires the right technology to manage effectively.”

AI-driven insights for smarter subscription management

The future of subscriptions isn’t just about managing payments — it’s about predicting and optimizing every aspect of the subscriber experience. That’s why Scentbird is embracing AI-driven insights to refine and future-proof its subscription model.

For Scentbird, a great technology partner doesn’t just provide tools, but actively helps drive smarter decision-making — which is why Rebrov was particularly excited to explore Recurly Compass, an AI-powered analytics and recommendation engine designed to help merchants optimize their subscription models.

“These days, businesses expect their technology partners to do more than just process transactions — they need to provide AI-driven insights that help them make better decisions, faster,” said Rebrov. “That’s why I was super happy to participate in user interviews for Recurly Compass. Since Recurly oversees thousands of businesses, you’re able to make recommendations about what we should do next.”

As Scentbird continues to scale, AI-powered insights will play a key role in reducing churn, maximizing revenue, and ensuring a frictionless customer experience — allowing the company to focus on what it does best: delivering exceptional, personalized fragrance experiences to its customers.

Frictionless payments, lower churn

For Scentbird, an exceptional customer experience starts at checkout. Failed transactions can mean lost customers, which is why optimizing payment processing is critical.

With Recurly’s flexible payment gateway integrations, Scentbird has been able to optimize approval rates and reduce failed transactions. Instead of managing multiple integrations in-house, Scentbird can now test different payment processors with the flip of a switch, ultimately improving revenue retention and operational efficiency.

One of the most impactful tests? Adding Apple Pay. Thanks to its ease of use and familiarity, Apple Pay led to a significant boost in conversions, making it one of Scentbird’s most successful A/B tests. With just a few configuration adjustments on Recurly’s side, the feature was live — and the results spoke for themselves. 

“On the Recurly side, it was easy to configure,” said Rebrov. “We went live with the AB test and we saw a big increase in sales — that was a big success for us.”

Encouraged by this success, Scentbird continues to explore additional payment innovations like Buy Now, Pay Later (BNPL) to further enhance the checkout experience and drive higher conversions.

From local to global

Scentbird isn’t stopping in the U.S. With international expansion on the horizon — starting with the UK and beyond — the company needs a partner that can handle local payment methods, tax compliance, and subscription complexity without slowing them down.

"The world of payments is complicated,” said Rebrov. “Most companies end up hiring payment optimization experts, but with Recurly Compass, we get real-time insights that help us make smarter, faster decisions. I expect a lot of good outcomes from using this functionality going forward."

From hyper-personalization to global expansion, Scentbird’s future is as bold as its fragrances. And with Recurly as a trusted partner, they’re set up for success every step of the way.

"Recurly has a great engineering team, excellent documentation, and an intuitive platform. As a technical leader, I need a partner that is scalable, secure, and has a great roadmap — one that can support our growth long-term,” said Rebrov. “Knowing that Recurly will remain reliable as we double or triple our subscription base in the coming years gives me confidence in our partnership.”