Kingdom Scotland
Kingdom Scotland is an independent luxury fragrance house redefining Scottish luxury through scent. While the brand has an established creative heritage, it is within the last three years that Kingdom Scotland has emerged as a true challenger, expanding rapidly in cultural relevance and experiential innovation.
The brand’s identity is unmistakable: place-led, story-driven and uncompromisingly Scottish. Each fragrance is rooted in a deep sense of place, drawing on Scotland’s landscapes, folklore, botany and natural history to create scent as narrative and cultural expression. Kingdom Scotland’s unique positioning lies in bottling Scotland for a global audience, redefining Scottish luxury beyond tradition and elevating fragrance from product to cultural medium.
Over the past three years, the brand has pioneered immersive scent experiences that educate, entertain and engage new audiences. By integrating fragrance with luxury whisky, gastronomy and botany, Kingdom Scotland has introduced scent to those who may never have engaged with perfumery before, shifting fragrance discovery from retail-led interaction to experiential immersion. This challenger mindset positions Kingdom Scotland as a leader in place-led sensory storytelling.
Us! – Us2!
Us2! Oud is a groundbreaking unisex fragrance that has recently begun making an impact as a new addition to the Us! brand. Embodying a challenger mindset, Us2! Oud redefines category expectations through exceptional creativity and innovation. The fragrance offers a dual-action experience, designed to serve as a perfume for her and an aftershave for him, depending on the wearer’s chemistry.
This distinctive scent features a captivating contrast between Assam Oud and Rose Oud, creating a complex yet harmonious blend that appeals to modern, inclusive consumers. The Assam Oud provides a rich, smoky depth, while the Rose Oud adds a floral, slightly sweet edge, resulting in a versatile fragrance that evolves uniquely on each individual.
Crafted with the same meticulous mindset that drives all Us! creations, Us2! Oud embodies authenticity, craftsmanship, and a challenger spirit—challenging traditional perceptions of gendered fragrances. Its innovative duality and compelling olfactory profile have resonated with a broad audience, cementing its position as a trailblazer in redefining how consumers experience fragrance. Us2! Oud is more than a scent; it’s a statement of individuality and a bold step toward reshaping fragrance expectations.
Tulpa Club
From launch, Tulpa Club has taken a multi-sensory approach, with each release designed as part of a wider creative framework rather than an isolated product. We treat fragrance as a narrative medium, not just a commodity. Story is established first, shaping the overall intent, before notes, artwork and other elements (comics, playlists, short films) are developed – a robust narrative foundation rather than a story applied retroactively.
Our consistent, highly-individual brand approach resists the pressure to follow trends or replicate from elsewhere. Instead, differentiation comes through atmosphere, storytelling and emotional depth, underpinned by strict focus on fragrance quality, balance and wearability. Fragrances are supported by original creative works but are designed to stand on their own, ensuring accessibility alongside depth.
We are a new brand with the restraint of a mature one: small, coherent collections that truly honour a concept; considered creative direction rather than trend-led cues. This approach rapidly established a recognisable identity, a foundation on which each release has built, contributing to strong audience engagement. This is reflected in repeat sell-outs, international retail partnerships and organic press coverage.
Tulpa Club’s brand is defined by clarity of vision: treating fragrance as a medium for art, storytelling and creativity.
Sense’N’ By Sherif
Sense’N’ By Sherif is a founder-authored fragrance house launched mid-2024 by singer-songwriter and perfumer Leonie Sherif.
Built at the intersection of song and scent, the brand translates original music into fragrance, creating immersive compositions that reshape how fragrance is discovered & experienced.
The concept was born from Sherif’s experience living with chronic pain from endometriosis, where her sensory world felt hijacked.
In seeking reconnection, she explored how song and scent could work together to restore emotional grounding. This personal catalyst became the foundation of the brand.
Her Omani heritage inspires her creative process, where resins, woods and musks sit at the heart of scent culture. Her fragrances are approached with this sensibility, building from weighted bases upward. This mirrors how she composes music, grounding with bass and percussion before layering melody and atmosphere around a strong foundation.
The Celestial Collection includes VENUS, TWILIGHT and SUNBURN, released across 2024, 2025 and 2026, exploring emotional transformation through paired fragrance and song from feminine emergence and intimacy to resilience and renewal.
With strong influencer support, repeat customers and positive reviews, the fragrance-linked music has generated over 115,000 organic Spotify streams, creating a unique discovery pathway guiding listeners to scents and customers back to the songs.
Solférino Paris – No.4 Folies à Montmartre
In this spirit of excellence, Solférino Paris has invited the greatest names in perfumery to capture the Paris of their dreams in a fragrance, a creative freedom guided by emotion and underscored by that touch of Parisian audacity. [PARA] Dominated by the majestic Basilique Sacré-Cœur, Montmartre breathes with the bohemian spirit that once stirred the souls of Picasso, Modigliani, and Toulouse-Lautrec. Here, where history whispers from every corner, the atmosphere is alive with the essence of creativity. Old windmills, timeless cafés, and hidden alleyways reveal artists’ studios and sweeping views of Paris. In this vibrant haven, where art and life converge, Montmartre carries an enchanting air of freedom and mystery, as if the very streets pulse with the energy of its storied past. [PARA] “Intense and enigmatic, this composition is a tribute to a place that has welcomed artists from all over the world and continues to inspire.”
MIND GAMES
MIND GAMES has rapidly become one of the most talked-about new names in luxury perfumery, a brand challenging how fragrance is built, presented, and experienced in the UK. In a category dominated by heritage, sentimentality, and decorative positioning, MIND GAMES reframes fragrance as strategy; intellectual, narrative-driven, and deliberately constructed. This point of view runs through every element of the brand, from extrait-only formulation and chess-inspired architecture to immersive, gallery-like retail environments.
Since launching at Selfridges in 2025, MIND GAMES has delivered one of the most ambitious first-year retail programs in recent memory. A sustained sequence of high-impact exclusive activations across Selfridges, and a dedicated worldwide exclusive launch of Playmate and Check Please, created an evolving stage for discovery, education, and theatre. This extended residency introduced UK consumers to a new model for luxury fragrance; curated, performative, and deeply sensorial.
The result is a brand that feels modern, culturally attuned, and designed for a new collector mindset. With multiple industry accolades, strong organic advocacy, and a rapidly growing base of informed consumers, MIND GAMES exemplifies the spirit of an emerging challenger, shifting expectations and expanding how fragrance can be experienced.
MIND GAMES – CHECK PLEASE
THE FRAGRANCE
Check Please paints a portrait of stylish, magnetic charm. Its character is defined by refined twist reminiscent of apple cognac, opening with a refreshing burst of green apple balanced by sweet, nutty hints of nougat and hazelnut. At its heart, the deep allure of black plum melds with warm cinnamon bark to exude unmatched flair and create an air of intriguing mystique. As the fragrance unfolds, it reveals layers of complexity that speak to a sophisticated spirit, anchored by a rich foundation of oak barrel. The creamy allure of vanilla bourbon and amber deepens the scent into a lasting, elegant statement – a celebration of bold, unforgettable experiences.
THE PERFUMER
Born in Aix-en-Provence in the South of France, Laure Breysse has fond childhood memories of summers spent running through the aromatic hills of wild-grown rosemary, thyme, and immortelle flower. Her father, who worked in the cosmetic industry, unravelled her passion for perfume at a young age.. Laure joined the Symrise Fine Fragrance team in 2022 as Creative Perfumer after years of training. She borrows inspiration from her travels around the globe, bottling emotions and moments in time that are artfully balanced with precision and creativity.
NEUNÉRE – Alina Rosu
Alina Rosu is a London-based perfumer and founder of NEUNÉRE, building a brand at the intersection of neuroscience, philosophy, and slow perfumery.
She defines her practice as that of a Research Artist, fueled by an intrinsic curiosity to uncover hidden patterns and deeper explanations of perception. Anchored by a deep analytical framework derived from her background in AI and a PhD in Machine Learning, she applies this logic to interrogate the olfactory medium and its impact on human emotion.
Following foundational training at the Grasse Institute of Perfumery and a Master’s in Fragrance Formulation, Alina treats perfumery as an inquiry into human nature. Her approach is both philosophical and scientific, as she deconstructs the cognitive paradoxes and neural mechanisms that dictate how we feel, translating them into olfactory spaces of tension and dialogue. This duality is expressed through her fragrances and her highly technical contributions to publications such as Perfumer & Flavorist.
Her unique vision was recognised by the NewGen Program, where her work was noted for its considerate and deeply introspective character. This establishes a new, research-led paradigm for the future of intellectual fragrance.
MARC ANTOINE BARROIS – ALDEBARAN
ALDEBARAN is a niche perfume created by Quentin Bisch for MARC-ANTOINE BARROIS, offering a modern and polished take on tuberose. Its structure revolves around a radiant floral core shaped by creamy petal nuances, a whisper of paprika for lift and a soft tonka base that adds quiet warmth. The combination feels clean, sensual and effortlessly elegant, reflecting the discreet sophistication of the maison.
Since its debut in 2025, ALDEBARAN has distinguished itself through its strong artistic intent and emotional clarity. Inspired by the star that lends its name, the fragrance suggests a gentle passage from shadow toward light, carrying a sense of optimism. This narrative is supported by a composition that prizes purity and precision. The scent unfolds in delicate layers and settles into a graceful, luminous presence on the skin.
ALDEBARAN embodies the ideals of niche perfumery. It avoids predictable formulas and instead follows a thoughtful, personal direction that speaks to those who value authenticity and careful craftsmanship. Every detail reflects the brand’s couture spirit, from the selection of materials to the sculpted balance that defines Bisch’s approach.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Best-Activation-Marc-Antoine-Barrois.docx]
Fortnum and Mason
First founded in London’s Piccadilly in 1707, we are proud to have remained an essential destination for anyone in search of extraordinary food, exceptional service and joy-giving things ever since. Everyone remembers their first encounter with us, and no wonder – over our centuries of history, we have been committed to delivering a sense of pleasure to anyone who walks through our doors.
Millions from around the world visit our flagship store in Piccadilly to take Afternoon Tea, explore our famous Food Halls and wend their way up and down the velvet-carpeted stairs. Resplendent in our signature Eau De Nil, our beautiful building is a corner shop that has seen it all.
Whether mysterious and alluring or fresh and fruity, your new signature fragrance is waiting in our Perfumery Hall on second floor.
An extraordinary perfume collection of over 800 fragrances awaits.
Discover scents from leading perfume houses – including our very own collection Fortnum’s 1707, Roja Parfums, Grossmith, Clive Christian ,Houbigant Paris, Xerjoff, Creed, Penhaligon’s, Acqua di Parma .[RETAILERLINK:https://www.fortnumandmason.com/beauty-accessories/fragrance]