Firefighters and hazardous materials crews descended on a fragrance manufacturing facility in Franklin Township before dawn Thursday after a chemical reaction sparked a fire inside a warehouse, triggering a haze condition that prompted a full hazmat response. Emergency crews were called to 53 Veronica Avenue shortly before 4 a.m., according to preliminary information, converging on a building operated by Custom Essence, a fragrance design company that formulates scents for personal care, beauty, household and other scented products.
The blaze broke out inside a warehouse at the Franklin Township address, according to RLS Media, which first reported the incident. Firefighters reportedly encountered a haze condition tied to the chemical reaction once they arrived on scene, a development that escalated the response and drew in specialized hazmat resources. No injuries have been reported in connection with the fire, per the same outlet's reporting.
A Boutique Fragrance House With Global Ties
Custom Essence describes itself, per its company website, as a full-service fragrance design house with access to technology, research, natural materials and specialty ingredients. The company was founded in 1981 by perfumers Felix Buccellato and Raman Patel as a boutique operation before establishing its expanded headquarters and manufacturing facility at the Veronica Avenue address in 2000, according to Custom Essence.
The Somerset County business is no longer independently owned. Swiss fragrance and flavor giant Givaudan acquired Custom Essence in 2021, expanding its natural perfumery capabilities and its reach into middle-market customers across North America, the company confirmed. At the time of the deal, Givaudan reported that Custom Essence had generated approximately $40 million in pro forma sales in 2020, and Givaudan said the company had 70 employees globally by the time of the purchase.
Regional Hub for Fragrance and Chemical Manufacturing
Regional Hub for Fragrance and Chemical Manufacturing Somerset County is home to businesses in personal care and cleaning product manufacturing, according to Somerset County Government.
Emergency crews responding to a June commercial fire elsewhere in the township included local volunteer fire companies, the Somerset County Hazmat Team and the county's Office of Emergency Management, according to the Township of Franklin, NJ.
Authorities have not released what caused the chemical reaction, what specific materials were involved, or the extent of any damage to the warehouse, RLS Media reported. The incident remains under investigation, and additional information is expected as authorities continue assessing the scene.
In May, Givaudan scrapped a $215 million factory plan in Reading, Ohio, that had been projected to employ more than 300 workers, marking a notable pullback in the company's North American manufacturing ambitions.
