Our Story

The purpose of our incense is to celebrate the aromatic gifts of nature. It is a paradox - just like picking your favourite flowers from your garden. Instead of letting them bloom and going out to enjoy them in their best setting, we like putting them on the table so we get to spend more time with them in our busy lives. Such is human nature.

Incense is our way of "putting them on the table". All our incense are hand made with passion for the craft, with consideration to your loved ones and pets, balanced for indoor use. Minimal smoke similar to Japanese style incense. Light and authentic aroma.

Why sticks?

Probably has something to do with growing up in the north with wood as a source of heating. There is just something real, warm and honest, having a woody background to the fragrance. Kinda like birch is to the sauna or fireplace to a cottage. It completes the experience.

Some things are worth doing slowly.

We are an artisan incense maker on a journey that began in 2012. 

It started in Old Delhi. Standing at a shop counter with a couple of boxes of the usual kind — incense found in stores the world over — the shop owner glanced at the selection and smiled. He reached below the counter, pulled out a paper-wrapped bundle and said: "Would you like to try these?"

Lighting that incense changed everything. For the first time, there was an understanding of what this ancient craft could actually smell like. And once you know, you can not unknow it.

The challenge was finding such quality again, even in India. So instead of searching for the product, the search began for the knowledge — finding a maker willing to share the craft from the ground up. What goes in, what gets left out, and why it matters.

A decade of exciting co-operation followed. But over time something became clear: traditional makers couldn't fully account for the dynamics of western homes, or the clean, cold air of the Nordic. Fragrance behaves differently here. The craft needed adapting.

So 99 Herbs was born — in Estonia, where the air is pristine and the seasons are felt. Two years of sourcing materials, experimenting, and learning through failure led to a range of incense we're finally proud to call natural in the truest sense. No synthetic fragrances. No shortcuts. Just carefully chosen materials, precision and love for the craft.

Thank you for being with us!