APOTHEKE × Press Hook
APOTHEKE × Press Hook
Brooklyn-based luxury home fragrance brand that elevates the everyday.
Chapter 01 — Where they started
Where APOTHEKE started
The name APOTHEKE came unexpectedly. When Founder Chrissy Fichtl was first making soap in her farmhouse kitchen in the Hamptons, a friend from Europe sent her a package of essential oils. Inside was a note that read: “To my little apothecary.” The note stuck with her. Apotheke—the German word for pharmacy—not only reflected Chrissy’s heritage, but captured the deeper purpose behind what she was making. Like a traditional apothecary, Chrissy was blending ingredients by hand to create something that could soothe, restore, and uplift. However, instead of tinctures and tonics, she was crafting scent—fragrances designed to transform a space, shift a mood, and transform the everyday. APOTHEKE became more than just a name—it became the philosophy for the brand, which focuses on fragrance as a form of self-care, and that even the smallest rituals can have a meaningful impact.
Chapter 02 — What changed
What changed
Joined Press Hook
APOTHEKE built a profile so journalists could find, vet, and request it.
Answered the requests that fit
The team responded to relevant media requests with the right product and details.
Coverage compounded
Editors came back and new ones found the brand — coverage built into a steady drumbeat.
Chapter 03 — Where they are now
The results
vs. a typical PR agency retainer
As featured in
Apartment Therapy
BeautyNewsNYC
Esquire
Everyday Health
House Beautiful
Yahoo Shopping
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