Demand for mass-market fragrance has drawn private equity attention to the developers behind the scents sold at major retailers.

SBJ Capital has acquired a majority stake in 3B International, a New Jersey-based developer and distributor of perfumes, colognes, body mists, and home fragrance products, marking a new platform investment for the firm.

3B handles the full lifecycle of fragrance products—from design and scent formulation to brand development and distribution.

All development work is conducted in-house at its Totowa, New Jersey headquarters, giving 3B control over quality and speed to market.

SBJ Capital, which targets founder- and family-owned businesses in the consumer and services sectors, said 3B’s integrated design capabilities, deep retailer relationships, and disciplined operating model made it an attractive platform.

The firm noted that rising demand for accessible, high-quality fragrance provides strong tailwinds for the business.

CEO Brad Horowitz will continue to lead the company alongside co-founders Rafat Khan and Raza Khan, who built 3B over more than three decades and will retain a significant ownership stake.

The investment gives 3B capital to broaden its service offerings and extend its reach to additional brands and retailers, while preserving the heritage and customer partnerships that have driven its growth.