Houseplant by Seth Rogen is venturing into the sensorial world of home fragrance.
In a brand-new collaboration launching Thursday, the smoking accessories and decor brand is teaming up with Ripple+ Home, the luxury home fragrance brand, to release four limited-edition incense droplet scents, including Sweet Herb, Old Money Leather, Baked Goods and Rich Pine. This is the first time Houseplant is releasing an aromatic-based product set.
“This collaboration was a natural meeting of minds,” Rogen told WWD. “I love things that smell amazing and look incredible, and together with Ripple+, we’ve crafted something that does both.”
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Titled Droplets by Seth, the four-scent mix blends floral notes with rich, earthy undertones. Sweet Herb, specifically, is described as a “mystical aroma that inspires artisitic energy,” while Old Money Leather is its “sophisticated” counterpart, a lavish alternative. Baked Goods is designed for a cozy night in with a scent reminiscent of freshly baked treats. Rich Pine, conversely, evokes the aroma of the outdoors, a wet and earthy scent.
Aside from the droplet pack, the collection includes a hand-carved, pear-shaped marble vessel with a small cone-sized divet to place the incense, which is said to burn for about 10 minutes once lit. With 64 incense cones, customers will be able to enjoy roughly 640 minutes of lush smells.
Speaking with WWD, Ripple+ cofounder Lucie Beecham explained this collection was motivated by the two brands’ “shared love for detail and artistry.”
“Ripple+ and Houseplant create experiences that are immersive and intentional. This collaboration reimagines scent not as an afterthought but as the heart of the moment, turning fragrance into a design statement that defines a space and sets its mood,” Beecham continued.
Rogen cofounded Houseplant alongside Michael Mohr, Evan Goldberg, James Weaver and Alex McAtee in 2019, launching exclusively in Canada before bringing it to the U.S. in 2021. From hand-crafted ashtray sets by Rogen to actual cannabis, Houseplant has quietly cashed in on a budding — pun intended — weed craze, and its not the only celebrity-backed brand to do so. In fact, in recent years, Travis Barker, Gwyneth Paltrow and Bella Thorne have all done the same.
At New York Fashion Week this season, cannabis hit the runways, with models taking drags from lit joints by New York-based dispensary Gotham at Collina Strada and Eckhaus Latta. “Partnering with Gotham allows us to challenge perceptions in a way that feels both daring and intentional — integrating cannabis into the runway conversation as naturally as a silhouette,” Collina Strada founder and creative director Hillary Taymour told WWD. “It’s a collaboration rooted in innovation and risk-taking, designed to capture how fashion and cannabis intersect to spark creativity and cultural inspiration.”
