Formulary 55 Welcomes New Owner Kecia Hielscher

Seasoned fragrance and home merchandising expert will also serve as the luxury brand’s CEO & Creative Director

Formulary 55, the luxury fragrance company known for natural botanical bath, body, and home products, is proud to welcome Kecia Hielscher as its new owner, CEO, and Creative Director. With over two decades of experience in the home décor and fragrance industry working for elite brands like Nordstrom, Williams-Sonoma, Disney, and Neiman- Marcus, Hielscher brings a wealth of expertise, creativity and a keen entrepreneurial spirit to her new role. 

Hielscher’s acquisition of Formulary 55 marks a significant milestone in the brand’s ten-year history. Under Hielscher’s leadership, the company will continue to offer the product portfolio it’s known for while continuing to elevate and innovate. “I fell in love with Formulary 55’s brand for its luxury and natural positioning and products that look and perform as amazingly as they smell,” said Hielscher, who has always considered the home industry her calling and fragrance her forte. “I am excited to lead this incredible, women-powered team and to continue the tradition of delivering naturally indulgent gifts that elevate the everyday, whether it be for friends, family or ourselves.”

Formulary 55, a beloved name in luxury fragrance and signature modern botanical packaging, is celebrated for its commitment to craftsmanship and quality. The company’s hand-poured and hand-wrapped products – including exquisite shea butter soaps and hand creams, bath fizzies, face & body treatments, and candles – are made at its headquarters in Pueblo, Colorado, using premium botanical ingredients sourced from across the U.S. The company offers more than 30 exclusive, unusual and sophisticated signature scents including Bourbon & Vanilla, Sea Salt & Lavender, La Nuit, Agave & Teakwood and many more – all  in elegant and distinctive black and white packaging featuring vintage botanical drawings, Formulary 55 aims to bring a touch of natural luxury to daily rituals, fostering confidence and joy in its customers.

Contact: Megan Bennett
Light Years Ahead
(310) 505-4224
megan@lightyearsahead.com