New Moon Aromas (Wonder Incense)

 

New Moon Aromas is a relatively recent brand.  A number of internet shops around the world list New Moon incense, and they can be bought for less than £2 a box on Amazon.  The website for the brand is newmoonaromas.net. The brand is owned by Wonder Imports a wholesale distributor run by the Shah family in Australia and the UK (Wonder Incense).  Navan Shah from the UK branch has been in touch to tell me they have their own manufacturing premises in India, so Wonder Incense can be classed as producers rather than just distributors.  But I've seen so address of these premises, and I've heard stories about who is making what for whom. It's difficult to know anything for sure. But, certainly, the lack of a base in India doesn't give good optics. Until I am shown evidence to the contrary, I'm listing New Moon Aromas as a commissioner of incense, rather than a maker.  

The incenses are machine made masalas which have been perfumed with fragrant oils, which seems to be a type of incense I have been encountering a lot recently, and which I am identifying on my Incense List as perfumed masala (PM). Navan is unable to tell me what proportion of "agarbatti oil"  (DEP) is blended with essential oils. 

New Moon Aromas are distributed in India, Europe, and Australia.  

When I first encountered New Moon Aromas I liked them. They are a perfumed masala brand aimed at the West by Wonder Imports (Australia) and Wonder Incense Ltd (UK). The packets - standard 15g masala cardboard box - are attractively designed, and would sit well in a New Age shop, which is probably New Moon's main market.  As I got more familiar with them, and tried new ones, and went back and reviewed older ones, I liked them less. They are presented as masala, though the main thrust of the scent component is chemical. That is, either the scent is synthetic, or it is an essential oil that has been blended with DEP - a diluting fluid that can cause headaches and eye sting.  I feel that New Moon use DEP, and they use too much of it. They can gush great bouts of smoke and irritation into the room causing possible harm to health. 

^ = Review that needs to be revisited

Reviews

 

New Moon Aromas Black Rose (PM)
 Oct 2024 - Score: 41↑

   

New Moon Aromas Shree Frankincense (PM)
Nov 2024 - Score: 37

New Moon Aromas Fruit Planet 

Feb 2022 - Score: 31^

New Moon Aromas Mandala
Sept 2023 - Score: 25↑↓

 

New Moon Aromas Pagan Spell
January 2022 - Score: 28↓

New Moon Aromas Shree Musk

Jan 2022 - Score: 25

New Moon Aromas Sensing Spirit 
May 2022 - Score: 25

New Moon Aromas Arabian Wood 
Jan 2024 - Score: 19 

Incense reviewed: 8

Highest: 41

Lowest: 19  

Average: 27

Conclusion: Difficult to know for certain, but without an address or other evidence, I am listing New Moon Aromas as a commissioner rather than a producer of incense. The incense is perfumed masala. The actual maker is not known, but I've heard private rumours and stories.  I have liked (a lot) some individual scents. However, I'm not that keen on the ambiance of the brand because of the detachment between company and product when someone simply buys or orders an incense rather than making it themselves. There is no pride in the creation, just in the purchase. Sure someone can feel pride in owning Starry Night, but that's not quite the same as the pride in having created it. Having said that, I do think New Moon Aromas can be very decent room fresheners, indeed, even more than that, they can be something a little bit special. They are easily available in the West, and offer great value for money.

Navin Shah of Wonder Incense has been in touch to say "New Moon Aromas range of Incense is manufactured by us in India. All the incense are Masala Incense. Our aim is to bring the best quality fragrance to the market."

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