Vitruvi – D2C Ranking & Growth Metrics
Natural home diffusers, humidifiers, and scents for air care.
Last updated · August 2026 edition · method v1.2
Vitruvi ranks #222 of 312 D2C brands in the August 2026 edition and #77 of 121 in Home, up 2 places on last month. We estimate Vitruvi's revenue is shrinking year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in November and December. Among home brands selling home diffusers and humidifiers, its closest competitor is Hawkins New York (#249).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Vitruvi is today: #222 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Vitruvi's revenue growing?
We estimate Vitruvi's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Vitruvi growing?
Vitruvi's Momentum score is 41.1, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months, and declining sharply over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #191 to #222 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Vitruvi
Vitruvi makes home air-care products, including essential oil diffusers, humidifiers, and natural fragrance scents such as diffuser blends, scent refills, and air sprays. Its designs, including the Stone Diffuser and Cloud Humidifier, are positioned as decorative objects meant to sit visibly in a home rather than be hidden away, with an emphasis on natural, vegan, and cruelty-free formulations free from sulfates, parabens, formaldehydes, and phthalates. The brand targets people who want home scenting without the undisclosed synthetic chemicals it associates with conventional air-care products.
Vitruvi sells direct to consumers through its own website, offering diffusers, humidifiers, scent refills, and bundles, alongside wholesale and corporate gifting channels. It is family founded and women run, started by siblings Sara and Sean Panton, who grew up on Vancouver Island and built the company around natural ingredients and sustainable products. The brand presents itself as design-forward, emphasising product aesthetics alongside function, and has been featured in lifestyle and design media.
Vitruvi branded search volume
How often people search for Vitruvi by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady; the last three months, compared with the same months a year earlier, are declining sharply. Demand is seasonal, peaking in November and December and lowest in June.
Vitruvi's audience, products and channels
Social audience
- Instagram vitruvi 150,814
- TikTok vitruvi 3,135
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store113
- New in the last 90 days6
- Typical price29
- Price range2 – 340
From Vitruvi's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US.
Vitruvi competitors
The home brands closest to Vitruvi: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Home decor and linen bedding for bed, bath, dining and kitchen.
British home lighting, switches, handles and bathroom fittings
British furniture, lighting and homeware for the home and garden
Rugs, bedding, and home décor for furnishing the home
British home and garden furniture, lighting and accessories
Vitruvi vs Hawkins New York
Vitruvi is the bigger brand (Scale 34.3 against 30.8), while Hawkins New York is growing faster (Momentum 59 against 41). See Hawkins New York's page.
| August 2026 | Vitruvi | Hawkins New York |
|---|---|---|
| Overall rank | #222 | #249 |
| Home rank | #77 | #90 |
| Scale (size) | 34.3 | 30.8 |
| Momentum (growth) | 41.1 | 58.9 |
| Branded search | 26 | 23 |
| Site traffic | 25 | 27 |
| Social audience | 55 | 45 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Vitruvi: common questions
What does Vitruvi sell?
Natural home diffusers, humidifiers, and scents for air care. Known for: Stone Diffuser, Cloud Humidifier, Push Plug-In Wall Diffuser, Essential Oils and Diffuser Blends.
Where is Vitruvi from?
Vitruvi is based in Canada.
Where can you buy Vitruvi?
Vitruvi sells through its own online store and selected retailers. Its online store is at vitruvi.com.
When was Vitruvi founded?
Vitruvi was founded in 2015.
Who founded Vitruvi?
Vitruvi was founded by Sara Panton and Sean Panton.
Is Vitruvi's revenue growing?
We estimate Vitruvi's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Vitruvi's competitors?
Vitruvi's closest competitors in the Home category are Hawkins New York, Dowsing & Reynolds, Rowen & Wren and Annie Selke.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.