Eilish Fragrances – Billie Eilish
2025 marked a truly standout year for Billie Eilish, cementing her status as one of the most influential artists of her generation. Her dominance across the music industry continued with major wins at the American Music Awards, alongside multiple Brit Award and Grammy nominations.
Billie successfully completed a global tour, including multiple sold out UK dates, performing to adoring fans worldwide and reaffirming her unparalleled connections with audiences. She also released her latest album, Hit Me Hard and Soft, which topped charts across the globe and became the biggest album of her career to date. The album’s impact was reflected in streaming numbers, with Billie ranking as the second most streamed artist on Spotify, amassing over 10.68 billion streams.
Billie’s success extended far beyond music. Within the fragrance category, she continued her winning streak by taking home the Consumer’s Choice Award for the second consecutive year with Eilish No. 3. She also unveiled her fourth fragrance -Your Turn, her biggest fragrance launch yet, supported by a highly successful UK campaign that coincided with her tour.
Across music, touring and lifestyle, 2025 was a defining year that further solidified Billie Eilish as a global cultural powerhouse.
Maison Noir – Claudio Denz
Claudio Denz, Co-Founder and Master Perfumer, Maison Noir
Claudio Denz is a transformative force in perfumery whose vision is redefining how fragrance is created, experienced, and understood. With nearly two decades of industry experience designing and launching perfumes across prestige and lifestyle portfolios, including best-selling creations developed for Jaguar, Bentley, Lalique and other iconic houses, Claudio has built a formidable reputation for creativity, product excellence, ans strategic olfactory storytelling. In 2021, he channelled his passion into founding Maison Noir, a Swiss fragrance house centred entirely around scent as experiential art. Here, Claudio introduced a revolutionary concept: olfactive “worlds” accessible through a symbolic, numbered fragrance system that educates customers and demystifies niche perfumery. By treating scent as a portal to imagination and personal identity, he has expanded consumer engagement beyond traditional sampling to immersive narrative journeys. Claudio’s influence extends globally, inspiring a new generation of fragrance lovers and bridging niche artistry with accessible, emotionally resonant experiences. His work challenges norms, broadens cultural dialogue around scent, and elevates the industry’s creative horizon.
Hermes Parfums GB – Christine Nagel
Christine Nagel stands as one of the most influential figures in contemporary perfumery, embodying a balance of scientific skill,French elegance, and Mediterranean warmth. Her creative identity is defined by harmony, a unique ability to story tell through ingredients and an unwavering curiosity for scent. Geneva-born, without exposure to the inherited traditions of Grasse, as is the case with many other perfumers, her path to fragrance began through science. She studied organic chemistry at the University of Geneva before joining the research department of Firmenich, where she developed a deep understanding of aromatic raw materials at molecular level through chromatography. This rigorous analytical training proved to be foundational and ignited her vocation as a perfumer. In the late 1980s, she was appointed to Créations Aromatiques in Geneva, where she established and led the chromatography department. Under the eye of her mentor, perfumer Michel Almairac, she created her first fragrances that were received to critical acclaim, refining both her technical mastery and creative voice. In 1997,Christine Nagel was invited to Paris by Quest International, a renowned fragrance manufacturer. Christine’s distinctive style emerged, attracting the attention of Geneva-based Givaudan, a leader for fine perfumes. Returning to her Swiss roots and guided by a profound appreciation for both natural and synthetic raw materials, her reputation quickly gained international recognition. Her next appointment to succeed legendary perfumer and CEO Pierre Bourdon at Fragrance Resources marked a decisive moment in her career. Embracing an environment that encouraged boldness and creative freedom, she spent three years in focused exploration, further establishing herself as a pioneering and independent perfumer. In 2011,Christine Nagel was named Creative Director at international perfumer Mane, with responsibility for the company’s perfumery school. As her work continued to garner praise,Christine Nagel aspired to become an in-house perfumer. One house alone resonated with her vision and values: Hermès. In 2014, she joined Hermès Parfums as exclusive Creator-Perfumer, and in 2016 she assumed responsibility for creation and the olfactory heritage of the house. Over the past decade,Christine has built out a wealth of iconic fragrances for Hermès, new pillars & expressions of scent that have been industry defining.
Vyrao – Yasmin Sewell
Yasmin Sewell’s two-decade career as a trend forecaster and creative director – including roles at Browns and Liberty – has established her as one of the most sought-after contemporary tastemakers.
Alongside this, Sewell undertook extensive training in holistic practices and energetic medicine, from Ayurveda to Reiki. In 2019, driven by her belief that energy is everything, she brought this combined expertise to fragrance, and in 2021, Vyrao was born.
Vyrao’s mood-boosting fragrances draw on master perfumery and neuroscience to create multisensorial experiences that enhance emotional and energetic wellbeing. The brand has built an international following, expanding the global conversation around beauty and wellness.
Sewell is widely recognised as the pioneer of a new fragrance category. In 2025, the Vyrao founder was named a Beauty Disruptor by the Vogue Business 100 Innovators and invited to speak at The Business of Beauty Global Forum in Napa Valley, California, in conversation with Business of Fashion founder Imran Amed. As Wallpaper’s Mary Cleary notes, “Yasmin Sewell has made a career out of hitting on trends before they become trends, and this latest launch seems poised to follow the same trajectory.”
JIL SANDER
JIL SANDER is the epitome of modernity and sophistication. The first Jil Sander fragrance collection created impact with its 2025 UK launch building upon the brand’s unconditional dedication to design combined with use of innovative, quality materials, to fuses botany and technology in six minimalist, unisex formulas.
The olfactory marks of aldehydes cut across natural ingredients, giving every fragrance unique shape and volume. The leading idea was to recalibrate traditional proportions, creating radical compositions that use only the essential: 3 key natural ingredients, the synthetic molecules of aldehydes, alcohol from upcycled carbon emissions, and water. Reaching the highest degree of olfactory clarity and expression.
Perfectly aligned with the quietly disruptive character of the collection, the bottle was designed to be truly innovative & creative, breaking the codes of traditional glassmaking. Each bottle has non-symmetrical shape, and small random imperfections that make them all singular, as the persons who will make the fragrances their own.
The bell-shaped white aluminium cap that covers the container performs a practical and an aesthetic function. It protects the fragrance from light, but when it is removed to apply the fragrance, it leads to a gesture that suggests holding a precious and personal creation.
Infiniment Coty
The launch of Infiniment Coty Paris in 2024 made history. The next generation of fragrances whose longevity and scent are augmented by science, define new codes for the perfumery of tomorrow, and reshape how consumers can experience fragrance.
A new, innovative collection of 14 fragrances conceived around four complementary guiding principles: scientific innovation to serve longevity and scent; sustainability through reusable packaging; concentrated formulas free of added chemicals; and a creative echo to all forms of art.
Refined formulas challenge the traditional head-heart-base fragrance structure due to the patent-pending “molecular aura” that controls the evaporation of precious olfactory molecules, extending the fragrance’s depth up to 30 hours. In addition to this molecular aura, each gender fluid formula contains concentrated perfume, purified water and upcycled alcohol.
The glass bottle, virtuous down to it’s second-skin plant-fibre case, is as minimalist as it is complex to create. Asymmetrical and infinitely refillable, it’s stackable design becomes a medium of artistic expression. In totality it is Artcycling: a bottle designed to be kept, never thrown away.
Developed by leading perfumers and elevated by Coty’s expertise, with exclusive UK distribution in Liberty, these uniquely authentic and personal olfactory experiences embody the perfumery of tomorrow.
Better World Fragrance House
The first Eau de Parfum from Better World Fragrance House by Drake.
A rich Amber Woody composition, Summer Mink opens with vibrant Italian citrus and aromatic sage, unfolds into a warm, spicy floral heart of Jasmine Sambac, and settles into a sensual base of vetiver and creamy musk.
The fragrance’s architectural bottle reflects its philosophy — uniting opposing elements through design: a sleek navy sphere balanced atop a sharp, rectangular base.
Inspired by the beauty of juxtaposition, Summer Mink embodies the unexpected—the indulgence of wearing mink in the summer, defying conventions of seasonality and gender while embracing bold sophistication.
Urania
Urania is a London-based independent fragrance house rooted in instinct and emotional storytelling, creating timeless, provocative, and sophisticated fragrances. Inspired by Urania, a force of heavenly love, the brand captures the playful and gentle, as well as the bold and enigmatic contradictions within us all.
Urania explores scent as an expression of identity rather than a trend-driven accessory. Names such as Queer Magic, Lance of Love, and Fluid Nature reflect the brand’s values, merging divinity with gender playfulness. Every fragrance is crafted with depth and intention, blending unexpected notes with refined structure and infused with thoughtfully selected aphrodisiac molecules, chosen for their mood-enhancing qualities to amplify self-love, confidence, and self-expression.
Over the past three years, Urania has steadily established its presence within the UK fragrance landscape through a clear creative vision and uncompromising point of view. Operating outside conventional marketing models, the brand has grown through authenticity, cultural alignment, and direct community engagement. Strategic collaborations across London’s fashion and art communities have expanded fragrance into new cultural spaces, building meaningful connections beyond traditional retail. With a challenger mindset at its core, Urania prioritises narrative and individuality, a perspective that has resonated with consumers seeking originality and meaning in what they wear.
Urania continues to redefine fragrance as an experience of identity – artistic, emotionally resonant, and unapologetically individual.
Jorum Studio
Jorum has swiftly become one of the most compelling forces within the UK perfume landscape. The in-house brand was founded in Edinburgh by perfumer Euan McCall and creative director Chloe Mullen in 2019, and since then has carved out a distinctive following through fearless creativity, experimental formulation, and an uncompromising artistic vision. Rooted in its Scottish heritage, Jorum approaches scent as both craft and concept: merging classical techniques with unconventional expression to create fragrances that surprise and captivate.
Eschewing commercial trends, Jorum challenges expectations of what modern British fragrance can be with each release demonstrating innovation in structure and storytelling, often blurring the boundaries between natural and manufactured, familiar and abstract. This bold approach reshapes how their audience experiences fragrance, encouraging exploration, emotional connection, and a deeper appreciation of individuality.
Jorum’s character is equally distinctive: refined yet rebellious, intellectual yet instinctive. From formulation to presentation, every detail reflects a cohesive and considered expression of culture and modernity, providing an ever-evolving perspective on modern perfumery.
Savile Row Private Collection
Bucula Extrait de Parfum debuted as part of the new Savile Row Private Collection and launched during Autumn 2025 in independent department stores.
This bold new fragrance captures the spirit of London’s legendary street blending heritage with modern bespoke luxury to create a truly distinctive, signature fragrance. Its symbolic name, inspired by the Savile Row tailor’s button, embodies a seamless synthesis of tradition, artistry, and innovation.
Deliciously well balanced, Bucula unfolds with confidence. The opening enchants with dark juicy cherry layered with saffron and toasted almond, evoking the anticipation of bespoke creation. At its heart, a lush bouquet of rose and osmanthus emerges, enhanced by a fruity apricot glow bringing velvety warmth and depth. The opulent base is an embrace of patchouli, vanilla and praline, whose creamy sweetness blends to leave a lasting and enduring impression.
Crafted in Great Britain, Bucula is presented in a heavyweight glass bottle, framed with a sunken border, a decadent nameplate, and a hexagonal button cap. A plush interior and tailored presentation packaging reflect the fragrance’s precision and refinement. Seamlessly translating the art of fine tailoring into fragrance, Bucula stands as a compelling contender for Best Emerging Brand.