If you’ve ever picked up an old-school bar of soap at a pharmacy or seen a flashy cologne bottle online, there’s a chance Caswell-Massey’s name popped up. It’s not a new brand by any stretch—Caswell-Massey is actually considered America’s fourth oldest business, trucking along since 1752. Over nearly three centuries, it’s morphed from a simple apothecary into a kind of cult favorite for personal care buffs and history nerds alike.
In recent years, though, some folks have wondered: is Caswell-Massey going out of business? The short answer, as of spring 2025, is no. The brand is still very much alive, just moving a little differently than it did in the past. Let’s break that down.
Caswell-Massey in 2025: Still Kicking, Just Smarter
For anyone keeping an eye on legacy American brands, Caswell-Massey’s resilience is kind of impressive. Rumors about it disappearing aren’t completely random—retail has gotten wild lately, and plenty of heritage brands have vanished. But according to the most recent information (up through March 28, 2025), Caswell-Massey continues to do business.
If you want to see for yourself, their official website is active and pretty well maintained. Skimming through their online store, the product selection feels both classic and modern, with everything from 200-year-old cologne formulas to recent daily skincare launches. You’ll even spot a “Last Chance” section, which isn’t a fire sale—it’s just a way to cycle through older stock as they bring in fresh inventory, something lots of brands do to keep things moving.
They’ve also found ways to adjust that aren’t flashy, but just practical. Keeping most business online lets them meet customers wherever they are, with less overhead than running big retail operations. No need for marble counters and Victorian wallpaper anymore—just an efficient, functional digital storefront.
How They Sell: Website, Retail Partners, and a Few Twists
One thing that throws people off: you can’t walk into a Caswell-Massey store on Main Street anymore. In fact, the company hasn’t operated its own dedicated retail shops for a little while now.
Back in the early 2000s, things looked different. They had about 15 stores across the U.S., and licensees were running several more locations overseas. But retail rent isn’t cheap. Plenty of long-standing brands have pulled out of brick-and-mortar for basically this reason.
Now, instead of focusing on their own stores, Caswell-Massey sells mainly through its website and a handful of approved third-party retailers. A few major department stores and respected specialty sites carry their products, but if you see them sold in random places or steeply discounted, it’s good to check legitimacy—Caswell-Massey itself is pretty choosy about where their stuff ends up.
This strategy lets them manage costs, but it’s also about keeping the customer experience consistent. They can control how their products are presented online, answer questions directly, and offer that “heritage” touch without spreading themselves too thin.
Why “America’s Oldest Chemists and Perfumers” Still Means Something
Caswell-Massey likes to call itself “America’s oldest chemists and perfumers.” That sounds like pure marketing fluff, but there’s real substance behind it. They got their start in Newport, Rhode Island, in the 1700s, serving everything from colognes to shaving creams to early versions of toothpaste.
Their history isn’t just a tagline—it’s why people go to them in the first place. The catalog is deep, covering about 450 different items, and here’s the kicker: three-quarters of those have stuck around for at least 25 years. Some, like their Number Six Cologne, date all the way back to George Washington’s day. The presidential connection is one of those weird details that gets mentioned a lot, but it’s true: Washington actually used their cologne, and Caswell-Massey still sells a version based on that original formula.
Keeping a stable catalog for that long, without getting boring or stale, isn’t easy. Most beauty and grooming companies turn over their product lines every few years. Caswell-Massey has somehow managed to hold onto its classics while still adding new stuff around the edges.
There’s also the way they push these products out into the world. At any given time, they’re not only selling online but also putting out print catalogs (yep, those still exist) that reach more than two million people. That’s not Amazon big, but for a heritage fragrance and soap company, it’s substantial.
A Look Back: From Apothecary Street Shop to Digital Showroom
It’s interesting to see how Caswell-Massey’s strategy shifted over the last few decades. They once had a bunch of retail stores, including flagship shops in cities like New York, and even overseas outposts thanks to their license partners.
Then, around the early 2000s, things started to shift. A lot of brick-and-mortar locations closed up shop. Rather than chase every new retail trend, Caswell-Massey focused on getting its products into specialty stores, reliable department chains, and—eventually—into digital spaces.
In practice, it meant their soaps and scents got a bit harder to find if you insisted on shopping in person. But if you’re okay with hopping online, the full experience is waiting for you. Their catalog is up-to-date, customer service is responsive, and you don’t have to trek across town.
You can see similar moves from brands covered on sites like Business Republic Magazine, where classic companies often shift strategies instead of folding completely. Nobody wants to go the way of Blockbuster if they can help it.
The Outlook: Steady, No Spectacle, and Still Here
So, is Caswell-Massey going out of business anytime soon? Not at all. They might not be everywhere like drugstore giants or have their old flagship shops in busy downtowns, but the core business is stable. The fact that they still update their catalog and keep communicating with loyal customers is telling. Heritage brands don’t always get to reinvent themselves, but Caswell-Massey seems content growing slowly, honoring its origin, and sticking to what works.
You can still buy their scents, soaps, and shaving products online and through proper retail partners. Instead of spreading themselves thin, they’re sticking to channels they can control. In a way, it’s pretty modern: less noise, more focus, and fewer distractions.
Ultimately, Caswell-Massey sits in that rare spot where almost three centuries of tradition meets just enough modern savvy to keep things rolling. No big flames, no final sale; just a low-key classic carrying on. If you’re in the market for a bit of American history on your shelf, they’re not going anywhere—at least, not for now.
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