My Jolie Candle acquired by Emosia Group

FRANCE Consumer Products / Home & DIY REV 1m EUR - 100m EUR

Context

The acquisition of My Jolie Candle by Emosia Group represents a strategic consolidation in the home fragrance sector, specifically designed to diversify the acquirer's product portfolio and accelerate its digital transformation. By integrating a successful Digitally Native Vertical Brand (DNVB), the acquirer secures a direct connection to a younger, millennial consumer base, effectively balancing its traditional retail distribution strengths with new e-commerce agility. The target’s innovative product concept complements the acquirer's existing high-end brand lineup, creating a robust, multi-generational portfolio. This transaction is structured to preserve the target's pioneering spirit and innovative culture while providing the operational scale and global distribution infrastructure of the larger group. Operationally, the deal grants the target immediate access to a vast international network of over 1,200 points of sale, significantly scaling its distribution reach beyond its native digital channels.

My Jolie Candle, which reported an EBITDA margin of [members only] in 2022, is valued in this transaction at an EV/EBITDA multiple of [members only], to compare with the average observed in the Retail & Consumer sector (11.4x in 2022).

-> Deep-dive in Retail & Consumer market trends

Target

My Jolie Candle is a French Digitally Native Vertical Brand (DNVB) that revolutionized the home fragrance market by integrating jewelry into premium candles. Established in 2014, the brand leverages a high-engagement, experiential model, targeting a younger consumer base—particularly millennials—through an innovative product concept where a piece of jewelry is revealed as the candle burns. By utilizing a direct-to-consumer digital strategy, the company has built a strong, loyal online community, effectively differentiating itself from traditional home fragrance competitors. The firm’s business model combines sensory product appeal with a surprise-driven shopping journey, fostering high brand visibility and consumer retention. As a pioneer in its specific niche, My Jolie Candle has demonstrated rapid scalability, becoming a prominent player in the online lifestyle and home scenting category.

Ent. Value

[members only]

Equity Value

[members only]

Multiples

EV / Revenue

[members only]

EV / EBITDA

[members only]

EV / EBIT

[members only]

Historical Financials (EUR)

Year

Rev

EBITDA

EBIT

2022

2021

Other operations with Emosia Group

Other operations with Emosia Group
Date	Acquirer	Target	Country	Sector
04/2026	EMOSIA GROUP	CULTI MILANO	ITALY	High-End Lifestyle

Similar deals in Consumer Products

Similar deals in Consumer Products
Date	Acquirer	Target	Country	Sector
02/2023	SCANDINAVIAN TOBACCO GROUP	ALEC BRADLEY CIGAR DISTRIBUTORS	UNITED STATES	Consumer Products
10/2022	MAPED	JURATOYS	FRANCE	Consumer Products
06/2022	BC PARTNERS	HAVEA	FRANCE	Hygiene & Beauty Brands
04/2022	NEXT PLC / DAVIDSON KEMPNER CAPITAL MANAGEMENT	JOJO MAMAN BEBE	UNITED KINGDOM	Fashion & Apparel
03/2022	QUILVEST CAPITAL PARTNERS	LES SECRETS DE LOLY	FRANCE	Hygiene & Beauty Brands
01/2022	EMBRACER GROUP	ASMODEE GROUP	FRANCE	Consumer Products
01/2022	KKR	ACCELL GROUP	NETHERLANDS	Cycling & Micromobility
12/2021	CVC / HPS INVESTMENT PARTNERS	AUTHENTIC BRANDS GROUP	UNITED STATES	Fashion & Apparel
10/2021	ARDIAN	KAPTEN & SO	GERMANY	Fashion & Apparel
08/2021	AUTHENTIC BRANDS GROUP	REEBOK INTERNATIONAL	UNITED STATES	Other Sports

REFERENCES

Revenue range: REV 1m EUR - 100m EUR

Note: This page provides detailed data on a private equity M&A transaction. Detailed and exact financial metrics for the acquisition of My Jolie Candle by Emosia Group are reserved for mynth community members. Register for free to unlock full data.

Authors: This transaction was contributed by a verified mynth contributor and cross-checked against available transaction documents and official company communications.

Target: my jolie candle

Acquirer: emosia group

FAQ

What transaction does this page cover?

This page covers Emosia Group’s acquisition of 100% of My Jolie Candle, a French company specialised in Home & DIY, in 2022.

How does the valuation of My Jolie Candle compare to benchmarks in the Retail & Consumer sector?

Transaction multiples for this specific deal are exclusively reserved for mynth members. Nevertheless, transactions tracked by mynth in this sector reveal an average benchmark multiple of 11.4x EBITDA during 2022.

What sources support the information on this transaction?

Transaction data and operational intelligence were compiled from independent financial press reporting by specialized M&A publications.

What is mynth?

mynth is the first free M&A database dedicated to Small & Mid-Cap transactions. We centralize Enterprise Values, revenue multiples, EBITDA multiples and transaction financials that are typically locked behind five-figure subscriptions on platforms like Capital IQ or Mergermarket. On mynth, searching and browsing deals is completely free. Our mission is simple: make professional-grade valuation intelligence accessible to every M&A advisor, independent consultant, Private Equity professional and student, without the burden of expensive annual licenses.