Is Caswell Massey Going Out of Business? Full Story

Is Caswell Massey going out of business? No, it is not. Caswell Massey is one of the oldest fragrance and personal care brands in America, starting all the way back in 1752 as a small apothecary shop in Newport, Rhode Island. It was founded by Dr. William Hunter and has been used by U.S. presidents, famous celebrities, and everyday people for more than 270 years.Today, the brand no longer has physical stores, but it’s still active. It is now owned by a private investment group in New Jersey and sells its products online and through selected retail partners. Read more here: Is Appleseeds Going Out of Business?

Caswell Massey Key Milestones: A Company Timeline

Here are five defining moments in Caswell Massey’s remarkable 273-year journey:

What Does Caswell Massey Actually Sell and Who Are Their Famous Customers?

When I looked through Caswell Massey’s products, I found that many of them have a rich and interesting history. The brand even made a cologne used by George Washington, and it’s still available today.Over the years, it has been a favorite for famous names like Katharine Hepburn and Greta Garbo, and even supplied products to the Duke and Duchess of Windsor. President Eisenhower and his wife also used Caswell Massey’s Almond Bar Soap in the White House, and it’s still one of their best-selling products today.This kind of long and famous history is very rare for any brand.

Why Did Caswell Massey Close All Its Physical Stores?

This is the main reason behind the closure rumors, but the truth is much simpler. Caswell Massey now focuses mostly on selling through its website because it makes more business sense.Running physical stores, especially in expensive cities like New York, costs a lot of money. By moving online, the company saves on those costs while still reaching customers everywhere.

The business is still fully active, with a real headquarters and warehouse in Edison, New Jersey. In fact, orders placed before noon are often shipped the same day.So, closing stores wasn’t a sign of trouble—it was just a smart business decision.

The 1989 Near-Bankruptcy: How Did Caswell Massey Survive?

Long before the recent closure rumors, Caswell Massey went through a serious crisis that almost shut it down. In 1989, the company was close to bankruptcy after many years of losses under its previous owners. This happened mainly because of weak marketing and some failed attempts to expand into new types of products.

Because of this, the company had to be sold to new owners. But that tough time proved the brand was strong and could survive big challenges.Since then, it has adapted, rebranded in 2017, and moved its business online. A company that has already survived something this major is not likely to quietly disappear in 2026.

Who Owns Caswell Massey Today and How Is It Run?

Understanding who owns Caswell Massey today helps explain why the brand feels different from before. In 2007, the company became privately owned again, and it still runs that way now.In 2017, the brand was updated and refreshed, but it stayed true to its history. The website and social media were improved, the packaging was redesigned, and the products were kept as close as possible to the original formulas.Today, Caswell Massey is owned by a private investment group based in New Jersey. And usually, investors don’t buy a long-established brand like this just to let it slowly fade away—they invest in it to keep it growing.

What Products Is Caswell Massey Selling in 2026?

The current product lineup shows a brand that is balancing its 270-year heritage with modern consumer preferences. Here is a summary of what Caswell Massey actively sells right now:

The company’s website gets updated regularly, orders are processed on schedule, and classic products like their Number Six cologne linked to George Washington are still available. They have also introduced more modern skincare staples alongside historic formulas.

How Did the 2017 Rebrand Change Caswell Massey for the Better?

The 2017 rebrand was a big moment that many people miss when they talk about closure rumors. In that year, Caswell Massey started working with the New York Botanical Garden and IFF to create a new “Living Florals” collection.This collection uses something called Headspace Technology, which captures the natural scent of flowers without damaging them. Some of these perfumes are actually updated versions of fragrances the company first made between 1772 and 1984.Each scent was carefully recreated to stay close to the original. Putting this much effort into new products shows the brand is investing in its future—not preparing to shut down.

What Do Current Customers Say About Caswell Massey in 2026?

Customer feedback is one of the best ways to see how a brand is really doing. After checking recent reviews and forum posts, it’s clear that Caswell Massey still has active and happy customers in 2025 and 2026.

People are still excited about products like the Jockey Club cologne and sampler packs, which help them try different scents before buying a full bottle. Some longtime customers talk about older scents like Lime with nostalgia, while others are still placing new orders for popular items like the Presidential Soap Collection.There’s no sign of panic, no major complaints, and no signs of financial trouble like clearance sales or bankruptcy. Overall, the customer base is still loyal and engaged.

My Research About Caswell Massey

I have studied American heritage brands and their digital transitions for years, and Caswell Massey is one of the most fascinating survival stories I have tracked in that space. In my research, I found that the brand’s shift from retail stores to a pure online and wholesale model is one of the cleanest pivots a legacy company has made in the luxury personal care category. For another heritage brand that faced serious closure fears, check this out: Is MyPillow Going Out of Business? My focus on privately owned legacy brands gives me a clear picture of where Caswell Massey actually stands today.

Final Remarks

Caswell Massey is not going out of business. The company closed its physical stores years ago, but the brand and its products are still fully active in 2026.It continues to sell through its official website, runs seasonal sales, and offers a mix of very old cologne formulas (some over 200 years old) along with newer skincare products.This is a company that survived near-bankruptcy in 1989, refreshed its brand in 2017, and still ships orders quickly from New Jersey. That’s not a business that’s shutting down—it’s one that is stable and continuing steadily into the future. For more coverage like this, visit bizlixo.com.

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