Plug-ins still remain a key part of the billion-dollar home fragrance category. And a variety of indie brands are driving innovation alongside Happi Top 50 leaders such as P&G and SC Johnson .
 
For example, premium natural fragrance company Below 60° recently debuted its new plug-in room fragrance diffusers on Amazon. With this new platform, Below 60° is focused on expanding its distribution to reach customers directly where they are shopping. 
 
Ideal for bathrooms and small spaces, Below 60°was founded on the idea that personal areas can be scented with natural components. Now available for purchase on Amazon, the line of premium room fragrances derived from essential oils will offer three initial scents: Mint Disco on Ice (mint, lavender and glacial waters), If Citrus Were a Feeling (grapefruit lily, and sandalwood) and Vanilla Buys a Timeshare in Paradise (pineapple, exotic coconut and Tahitian vanilla). 
 
Below 60° will offer a starter kit with one plug-in fragrance diffuser and three natural fragrance refills for $58—note the price is just under $60, a node to the company moniker.

 
And, what about the name? The 60th parallel south is a circle of latitude that is 60 degrees south of Earth’s equatorial plane. No land lies on the parallel–it crosses nothing but ocean. Scientists have identified this area as naturally having Earth’s cleanest pocket of air.   
  
In the spirit of “pristine, crisp air below the 60th parallel,” Below 60°air fragrance products are made only with 100% natural essential oils and ingredients, said the company.
 
There’s an illustrious crew behind the brand as well.
 
The company is led by founding investors Jeff Marine, a retail and apparel executive; Brian Lee, co-founder and managing director of Bam Ventures (also The Honest Company) and Mark Jacobs, CEO at The Watkins Co.
 
Below 60°is also helmed by Chief Brand Director Hilary Duff, the actress, author, producer, recording artist, mother of three and entrepreneur. According to Duff, her appreciation for natural products led to her involvement with the indie brand.   
   
“It has been such a joy to see our fragrances in people’s homes and watch them enjoy the natural fragrances we are so proud of,” said Duff. “I love being able to get all of my shopping done in one place. Now, offering Below 60° on Amazon makes it that much easier for busy parents like me and others to add to cart and find a special place for our devices and scents in their own homes.” 
 
The brand is planning to expand its premium natural room fragrance options with additional scents this year.   
 
“We’re thrilled to partner with Amazon to bring Below 60°to even more homes across the country,” said Jacobs. “With a wider audience, we look forward to introducing our fragrance diffuser and natural scents and reaching incremental consumers who prefer to shop on Amazon, as we believe everyone deserves to experience the benefits of aromatherapy in the comfort of their own homes. With the convenience of Amazon, this growth in availability is a critical step in growing Below 60° to bring a sense of relaxation and wellness to more people.”