When you hear the name Caswell-Massey, you’re probably thinking about colognes, soaps, fancy shaving creams—and, honestly, something that seems a little timeless. The brand’s been around forever. Well, not literally forever, but since 1752. That’s seriously old for any American company, let alone a fragrance shop. So when people start wondering if Caswell-Massey is going out of business, it’s understandable. You don’t make it through centuries without running into some bumps.
These rumors pop up every few years, usually after a store closes or some obscure internet post goes semi-viral. So, let’s get into what’s really going on with Caswell-Massey in 2025.
Still Open, Still Selling—Just Not Everywhere
Here’s the quick answer: Caswell-Massey is not going out of business. Yes, there have been changes. Yes, they’ve shut the doors on some famous old stores—including their long-lived location in New York back in 2012—but the company is still running. As of July 2025, you can order their signature scents and bath products online just like always.
What’s changed is pretty common for old-school brands. It’s just that seeing a company this old adapt feels a little strange. This isn’t the first time the brand has gone through rough patches, by the way. Caswell-Massey has faced bankruptcy scares before. Yet here it is, still selling after more than 270 years of soap.
Trading Old Shops for the Internet
The biggest shift for Caswell-Massey has been moving out of physical shops and focusing on online sales. Back in the day, fancy Caswell-Massey stores were a staple in big cities, especially New York. If you lived there in the 80s or 90s, strolling past a wood-paneled window with perfume bottles was just part of the scenery.
But running a chain of luxury stores is tough business right now. Rent in New York became impossible, and most shoppers now find brands through phones and laptops. So after years of struggling to keep expensive locations going, Caswell-Massey shut down their last big store in 2012. Since then, the focus has been clear: Online first, with a few retail partners here and there.
If you’re someone who likes smelling stuff in person, this might feel like a loss. But the reality is, the company wouldn’t have survived if it kept pouring money into rent and retail staff while most customers shopped from their couches.
How a Centuries-Old Brand Handles Change
Switching to online sales wasn’t just a business decision. It was a necessity. The days of people lining up in fancy apothecary shops were over, and the internet changed how we all buy cologne and hand soap. Caswell-Massey saw the writing on the wall earlier than some competitors. They cut back on physical stores, then poured resources into building a stronger website. That move probably saved them.
There was pain along the way. Some longtime employees lost jobs when the New York flagship closed. Some fans missed the ritual of walking into a historic store. The company faced tough choices. But when you look at brands that never made those hard decisions, you can see why Caswell-Massey is still here to sell another bottle of “Number Six.”
Slimmer Product Line, But the Classics Remain
Caswell-Massey used to have an almost overwhelming number of products and specialty scents. Back in the era of department store counters, there seemed to be a lotion or soap for every possible taste. These days, that massive range is gone. The brand trimmed it down to focus on what people actually buy year after year.
They kept classics like “Number Six”—which has a backstory involving George Washington, if you believe old marketing tales. “Jockey Club,” “Greenbriar,” “Newport,” and “Sandalwood” are also regulars. If you’re someone who’s always stocked up on those, you’ll still find them. The lineup looks smaller, but the bestsellers are still front and center.
Some scents and fancy packaging tricks disappeared in the process. You’ll see some old favorites on eBay or in vintage collecting groups, but not on the official Caswell-Massey site.
Talking to Customers Where They Already Are
One of the hardest things for a brand this old is figuring out how to communicate with modern shoppers. Millennials and Gen Z don’t read glossy catalogs in the mail or wander into midtown Manhattan for cologne. They follow brands on Instagram, check reviews, and buy online.
Caswell-Massey put money into their website and social channels. They send email newsletters about new launches, run online-only deals, and even have accounts on the usual social platforms. They’re not chasing viral fame, but they understand the days of relying on foot traffic are over.
This approach seems to be working for them. Reviews for new products pop up on YouTube and websites all the time. People still post about gifts they found from Caswell-Massey around the holidays, so the customer base hasn’t disappeared.
Experimenting With New Scents and Ideas
You might think a heritage brand like Caswell-Massey would just stick with what’s worked for ages. But the truth is, they have launched new fragrances and limited editions in recent years. For example, they’ve done collaborations with other American heritage companies, and released modern takes on their old formulas.
Quality still matters to them. The company talks a lot about using good ingredients, paraben-free formulas, and sticking to their roots, even as they tweak things for new buyers.
When a brand’s been around for more than 270 years, you can’t assume its only customers are history buffs or people looking for a Father’s Day present. Caswell-Massey knows this. They experiment, but they don’t throw out their core identity. This is part of why they’re still visible when so many similar brands are gone.
No Clear Signs of Closing—Just Another Reinvention
So, to get back to the question you might have started with: Is Caswell-Massey going out of business? All the available signs point to “no.” There’s nothing in trade news, and no warnings about bankruptcy in government filings. The website is running, orders still ship, and the company is investing in product development.
There are fewer scents, and some classics have moved to online only. The store in your city might be gone—that’s just the direction the whole personal care market has taken. But the logo, the story, even the unusual blue and gold packaging, it’s all still there. Customer service is still answering emails and processing returns, too.
Even if you’re skeptical, you only have to glance at the listings for their classic colognes or look at online advertisements for new launches. You won’t see that if a company is in the process of shutting down.
The Next Chapter: Casual but Steady
Caswell-Massey hasn’t promised dozens of new stores or a sudden explosion in popularity. That’s not how the brand rolls. Instead, they seem focused on keeping their head above water—selling well online and keeping the best-known products in stock.
Compared to some newer companies, it can feel a bit understated. Still, fans of the classics have reasons to stick around. The reviews are generally positive, and nothing points to big trouble ahead. For the curious, you can keep checking Caswell-Massey’s site, or explore more brand news over at Serabusiness, which often tracks developments from heritage companies.
If you’re a longtime customer, now’s a good time to restock on your favorites. If you’re new, you can still find those famous scents and maybe try something you haven’t seen before.
Caswell-Massey may never be as loud as newer names in the grooming world, but it’s still present. The brand shows that sometimes the quiet approach works—just keep your customer happy, adapt where you need to, and stick to what you do best.
All in all, there’s no big drama to this story. Just a very old company still finding its way in a changing market. Sometimes, that’s interesting enough on its own.