Mizensir – Alberto Morillas
After decades of unwavering passion for the craft of perfumery, Alberto’s ideas continue to stand out. His extraordinary journey is alive in his intricately designed, legendary body of creations. It is certainly no surprise that Master Perfumer Alberto Morillas is the very first perfumer in history to receive the Fragrance Foundation’s esteemed Lifetime Achievement Award. His life-long partnership with research and development chemists and encyclopedic knowledge of perfume history allow him to fuse innovative natural techniques with breakthrough synthetic molecules, many of which he helped bring to patent, to create true works of art. Humbly, he notes that he still has doubts. “Even when we’ve learned everything there is to know, there is always doubt. A formula is like a well-written sentence: there are thousands of beautiful words from which to choose, but what makes it impactful, is the emotion with which they are brought together.” Raised in Seville, Alberto was encouraged to develop and explore his inquisitive nature. His chic, refined parents were always elegantly dressed. The patio of his childhood home captured scents like a fragrance bottle. Young Alberto would revel in the scents of the well, of medlar trees, clean laundry and jasmine from their lush, beautiful garden. At the epicenter of his holidays was the ocean. Memories of sea breezes, the unforgettable smell of the Atlantic, and the mysterious secrets of the sea still move him. With a smile on his face, Alberto recalls a time when he spent his vacation in a phone booth in order to stay up to date on an important project. He sent his children to buy candy, using the change from their purchases to extend the call as time ran out. Alberto’s three children, now grown, have chosen different career paths than their father’s despite their inherited olfactive gift. “You must have an innate passion for creation. It’s a calling. You have to love it, love it, and… love it.” While Alberto’s heart belongs to Andalusia, his life’s work brought him to Geneva, where his desk sits in the middle of his laboratory. As a young man, he had a revelation that behind every fragrance is a designer. “If a fashion designer couldn’t touch and experience the fabric with his hands, it would be… unthinkable.” Much of his inspiration comes from being surrounded by his ingredients, and he couldn’t imagine doing it any other way. Having always looked to the future, “maybe too much! ”, he admits that he doesn’t get much sleep. There’s too much to do, too much inspiration to gather, from strolling through his beloved garden with a freshly brewed cup of coffee in hand, to observing tigers in India. Nothing stops a true creative mind, not even the day’s end.
Mind Games – Check Please
“Check, please” was a worldwide exclusive retail launch with Selfridges from Mind Games — a brand built on the tension between strategy, instinct, and emotion.
The fragrance introduces a distinctive olfactive profile paired with a strong visual identity inspired by ribbed glass and the concept of revealing one’s true self.
The launch includes high-quality product assets, photographic campaign imagery, digital content, and in-store activation, forming a complete 360° presence across online and retail touchpoints.
The launch was supported across brand-owned digital platforms and in-store activations ACROSS Selfridges stores.
A distinctive olfactive signature that differentiates “check, please” within the niche fragrance landscape.
A strong, minimalist visual identity built around ribbed glass, reflection, and emotional clarity.
High-quality product assets, including pack shots, cgi, ingredient visuals, and a photographic campaign.
Real consumer touchpoints through digital platforms and in-store activation at Selfridges, London.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/MIND-GAMES-Check-Please-Best-Activation.pptx]
VYRAO AND AMO PRESENT “ENERGY IS EVERYTHING”: A COLLABORATIVE POP UP ON MERCER STREET
With the opening of its first-ever physical installation, Vyrao invited the public to step inside and experience its universe firsthand. The Vyrao x AMO pop-up encapsulated energy, movement, colour, and artistry, marking AMO’s first-ever partnership with a beauty brand.
Conceived as a space for community, connection, and sensory immersion, the pop-up engaged audiences beyond traditional retail. Every aspect of the design was intentional, including the use of totems to present all ten fragrances. Traditionally, a totem is an object that is believed to have sacred significance; here, symbols derived from energy waveforms were used to bring the world of Vyrao to life.
The installation became a living space for shared experiences, with cacao served daily throughout its run. Visitors participated in wellness sessions including cacao ceremonies, breathwork and reiki, alongside one-off experiences such as a laughing meditation and a Halloween celebration with Climax Books celebrating Vyrao’s hero scent, Witchy Woo.
As founder Yasmin Sewell articulated, “It wasn’t about shopping. It was a space to slow down, breathe, and feel.” [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/TFF_Vyrao_Pop-Up-Deck.pdf]
Floral Street – Michelle Feeney
Michelle Feeney’s mission is to bring fine fragrance to the modern woman so she can build an entire fragrance wardrobe which expresses the many facets of who she is. Michelle makes sure that Floral Street is accessible, affordable, and not at the expense of the planet. Eco-conscious at our heart – sustainability is never an afterthought – it’s built into every decision Michelle makes. Our fragrances are vegan, cruelty-free and created with responsibly sourced ingredients. They are housed in reusable, recyclable, biodegradable packaging and printed with vegetable & soy-based inks. In 2025, we launched our FSC certified, 100% recyclable, renewable, high-quality, plastic free, biodegradable pulp packaging, made from ethically sourced, post-industrial waste from the sugar industry. Our same innovative packaging made sweeter. We also launched our perfume mists, made using up-cycled rose water, a by-product of rose essential oil production, which offers light moisturisation and antioxidant properties. The bottle is made from 100% post-consumer recycled PET and features a recyclable metal-free mist pump. Based on market research, we are the first brand to use a metal-free, recyclable mist pump in the UK fragrance market.
Roja – Isola Verde
A sensory escape to a paradise island, where crystalline waters embrace a landscape where succulent tropical fruits grow in abundance amid the lush greenery of its foothills.
NYITA – Rebecca Jaquest
NYITA’s Rebecca Jaquest is a trailblazer redefining modern perfumery through an unconventional vision. Rejecting top, middle & base note structures, creating enchantingly unexpected organic fragrances. Equally radical is her commitment to only 100% organic ingredients. Her rigorous sustainable sourcing includes organically grown botanicals, essential oils never extracted using petrochemical solvents like hexane, & protection of irreplicable topsoil by never destroying whole plants or trees, all set her apart as an inimitable perfumer.
Reshaping expectations of luxury in fragrance. Her creativity has been recognised by the Fragrance Foundation as one of the UK’s foremost “Scent Disruptors”, further validated by multiple awards.
Rebecca recalibrated standards of excellence whilst helping support over 200 organic farmers in genocide-stricken communities of Rwanda, 150 Himalayan holdings, a village farm on a remote Japanese island and a community in the Andes, which suffered from guerrilla violence. Working directly with artisan essential oil producers, ensuring full ingredients transparency & exceptional purity.
Rebecca’s innovation spans product lines, from patent-pending cleaner-burning candle to the ‘impossible’ creation of 100% organic exquisite perfumes, with longevity & projection. In doing so, Rebecca established herself as authentic originator of modern luxury fragrance, proving artistry & innovation can have purposeful impact beyond brand & business.
NYITA
Since launch 3yrs ago, NYITA emerged to redefine modern perfumery through an unconventional vision. Rejecting top, middle & base note structures, creating enchantingly unexpected organic fragrances. Equally radical is our commitment to only 100% organic ingredients. Our rigorous sustainable sourcing includes organically grown botanicals, essential oils never extracted using petrochemical solvents like hexane, & protection of irreplicable topsoil by never destroying whole plants or trees, set us apart as a formidable challenger brand.
Reshaping expectations of luxury in fragrance, NYITA has been recognised by the Fragrance Foundation as one of the UK’s foremost “Scent Disruptors”, further validated by multiple awards.
We’ve recalibrated standards of excellence whilst helping support over 200 organic farmers in genocide-stricken communities of Rwanda, 150 Himalayan holdings, a village farm on a remote Japanese island and a community in the Andes, which suffered from guerrilla violence. Working directly with artisan essential oil producers, ensuring full ingredients transparency & exceptional purity.
NYITA’s innovation spans product lines, from patent-pending cleaner-burning candle to the ‘impossible’ creation of 100% organic exquisite perfumes, with longevity & projection. In doing so, we’ve established NYITA as authentic originator of modern luxury fragrance, proving artistry & innovation can have purposeful impact beyond brand & business.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/NYITA-Emerging-Brand-1.docx]
Maison Crivelli
Maison Crivelli pushes the boundaries of olfactory art, moving beyond traditional perfume structures through surprising contrasts. The outcome: a fragrance collection that surprises with its contrasts, originality and modernity. Every fragrance is rooted in real-life, human experiences, and designed to provoke a real emotional response in return. This approach attracts an experimental fragrance connoisseur seeking perfumes that are not just “luxurious” but also innovative and daring.
In less than seven years, Thibaud Crivelli has built one of the most talked-about and respected fragrance houses on the market today. Maison Crivelli has established itself as a leading force in the niche fragrance segment, with top-performing launches across key international markets such as the UK, France, Middle East and the African Continent. The brand is now consistently ranked among the top five at major department stores globally, and several of its extrait de parfum creations like Hibiscus Mahajad, Oud Maracuja, Oud Cadenza, and Cuir Infrarouge, are regularly listed in the top 10 bestsellers of key retail partners.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Maison-Crivelli.docx]
Mabelle O’Rama
Mabelle O’Rama is an independent olfactive studio based in London and founded by Lebanese- British Perfumer Mabelle. Each perfume is crafted as an invisible portal to the places and memories that shape us and a bridge between nostalgia and fantasy.
The studio’s approach to perfumery is instinctive, conceptual, and deliberately unconventional. Their best selling fragrance Lunar Dust challenges traditional perfume structures by opening with an intentional absence of scent gradually developing on skin, mirroring the moment of stillness when one first gazes at an empty night sky before the stars slowly reveal themselves.
For Phoenix Flame, Mabelle went beyond sourcing materials, developing her own sumac tincture and certifying it for safe use to capture a deeply personal connection to her Lebanese heritage. This process also introduced a new material to the perfumer’s palette.
Beyond fragrance, Mabelle has pioneered a new way of engaging with olfaction as a form of art. With her olfactive art pieces, she integrates scent into physical artworks, creating immersive pieces that can be hung on the wall while simultaneously diffusing scent into the surrounding space.
Through originality and emotional depth, Mabelle O’Rama is actively shaping new ways of experiencing scent and composing distinctive olfactive stories.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Mabelle-Orama.docx]
Escentric Molecules – Geza Schoen
Geza Schoen was born on 2 March 1969 in Kassel, Germany. By the age of 16, he could distinguish between over 100 fragrances. “I started collecting samples of men’s fragrances, and that was it. After that, there was nothing for me but perfume–and football.”After completing his education, he worked for the celebrated Haarmann & Reimer (now Symrise) for 12 years.
Growing increasingly frustrated with the industry’s corporate constraints, Schoen left to pursue a more independent path. In London, he collaborated with designers Brian Kirkby and Zowie Broach of Boudicca, co-creating their fiercely individual fragrance, Wode. Schoen’s discovery of the expressive potential of Iso E Super led to a radical proposition:two gender-free fragrances, one built around an unprecedented 65% concentration of the molecule, the other composed entirely of it. Intended for “the artists, the freaks, the arcane,” the idea instead sparked a global minimalist movement and the creation of Escentric Molecules, now celebrating its 20-year anniversary.
Geza Schoen should be recognised as Icon of the Year for fundamentally changing the language of modern perfumery. By stripping fragrance back to its molecular core, he challenged tradition, reshaped consumer perception, and expanded scent into culture, art and identity, leaving a legacy that continues to influence the industry worldwide