FILTHY BRANDS – Francesca Cherruault
FILTHY navigates the complexities of global sales, works with a carefully selected distribution network and direct-to-retail partnerships. Ensuring brands receive the attention and placement they deserve, maximising their potential in key markets. [PARA] Filthy tailors strategies to suit the nuances of each brand and regional market. All this while maintaining a cohesive global brand identity. [PARA] (Current portfolio includes: Fugazzi, Histoires De Parfums, Commodity, Tsu Lange Yor and more)
Ôrəbella – Bella Hadid
Founded by Bella Khair Hadid, ‘Ôrəbella is redefining fragrance as a skin-loving ritual. Alcohol-free, vegan, and cruelty-free, the brand’s bi-phase skin parfums are powered by the proprietary ‘Ôrəlixir™ base, combining nourishing botanicals, hydrating snow mushroom, and high-grade essential oils. Each shake-and-spray experience invites you to “reveal your alchemy,” merging scent, skin, and self-expression into one transformative ritual.
CPL Aromas – CELINE HERBETTE
Celine Herbette is an exciting rising talent in perfumery, known for her refined creativity and distinctive sensory approach. After beginning to lose her hearing at the age of four, Celine developed a heightened sensitivity to smell, which became the foundation of her perfumery journey. Encouraged by her father, who worked in perfume packaging, she went on to study at the École Supérieure du Parfum in Paris, followed by international internships before joining CPL Aromas UK in 2020. [PARA] Training under Kamila Lelakova and Kevin Mathys, Celine progressed rapidly to Perfumer and has already contributed to a number of successful briefs and commercial fragrance wins with renowned brands. Her work is often inspired by everyday experiences, from the brightness of a cocktail to the warmth of a nearby bakery, She also captures travel experiences through small accords, building a personal library of olfactory memories that later evolve. [PARA] Recognised for her use of materials such as osmanthus, cedarwood and Muscenone, Celine places sustainability at the heart of her work and believes it will define the future of fragrance. Thoughtful and ambitious, she represents a new generation of perfumers shaping the industry with purpose and emotion.
Don Beauty
Don.Beauty has made a powerful entry into the UK fragrance landscape with the launch of Don.Beauty in October 2025, the brand marks Stefflon Don’s transition into beauty entrepreneurship with a six‑fragrance collection. Each scent is inspired by aura mapping, energetic shifts, and the emotional language of identity, drawing from the artist’s Caribbean and British heritage to create fragrances that feel deeply personal, expressive, and modern. The Don.Beauty collection is crafted with premium ingredients and layered compositions, designed to reflect contrasting moods and facets of contemporary femininity. Don.Beauty brought a fresh point of view that resonates across diverse audiences. By merging artistic vision with innovative scent design, the brand is reshaping expectations of what a modern fragrance house can be within the UK market.
BORNTOSTANDOUT® – Jun Lim
Jun Lim is the founder of BORNTOSTANDOUT®, a global luxury fragrance house built on two simple convictions. Rebellion against the standard. Originality over familiarity.
Before perfume became his work, it was his lifelong obsession. Jun has collected fragrance for over twenty years, buying at least one bottle every week. He fell in love with scent not as an accessory, but as a medium of self expression. Scent was his language long before it became his business.
Alongside perfume, there was art. Painting is one of the ways he releases tension and resets his mind. Weekends were spent in galleries, asking the same questions again and again. What feels alive. What feels fake. Why some things hit before you understand them. That tension shaped everything that came next.
By day, Jun spent nearly a decade in global investment banking as a consumer sector analyst. Finance was never the identity. It was training. Discipline. Pattern recognition. Understanding how brands rise, stall, and disappear.
In 2022, he launched BORNTOSTANDOUT® to challenge a fragrance industry that had grown too safe. He honors craft, slow maceration, and perfumers treated as artists. But he rejects predictability, market testing, and politeness.
PARFUMS DE MARLY – JULIEN SPRECHER
Julien Sprecher is the founder and creative director of Parfums de Marly. [PARA] Sprecher is renowned for his ability to blend history with modern elegance.
Olfactive O
I founded Olfactive O as a British independent perfume house, now recognised as a niche leader in experiential fragrance discovery. From the outset, I set out to challenge how people choose perfume and make the complex world of niche fragrance more accessible, moving away from trend-led narratives and towards personality intuition, and lived experience. [PARA] At the heart of Olfactive O is Sniff & Sip – my trademarked fragrance experience and the defining pillar of the brand. Through Sniff & Sips, I strip back the marketing mystique of perfume, sharing the process behind the scenes and opening up the craft in a way that is warm, accessible and engaging. In the past year alone, I have hosted 63 Sniff & Sip events, helping people build confidence, curiosity and a deeper connection to scent. [PARA] Sniff & Sip is now widely recognised as a signature format, with a monthly residency at Soho House alongside corporate, private, members’ club and retail events. I collaborate with respected spirits brands and wine experts creating multi-sensory experiences that invite more people into the magic of fragrance. Today, Olfactive O is a brand people actively seek out and connect with, reshaping fragrance as something personal, human and deeply relevant.
MIND GAMES – Alex Shalbaf
Over the past year, Alex’s vision has translated into significant global impact. [PARA] MIND GAMES has expanded internationally, secured prestigious retail partnerships, including Selfridges, and achieved strong commercial growth, all while emphasizing sustainability and innovation through its exclusive partnership with Symrise. [PARA] Innovations such as perfumer-forward storytelling, raw-material transparency, and multi-sensory retail experiences have challenged industry conventions and reshaped consumer expectations. [PARA] More than a founder, Alex Shalbaf is a cultural architect whose work bridges niche artistry and global relevance. By demonstrating that intellectual depth, ethical sourcing, and commercial success can coexist, he is inspiring the next generation of fragrance creators – and redefining luxury fragrance as both an art form and a cultural force.
Gallia Rae
As the creator of the world’s first ceramic matchbox diffuser, Gallia Rae proves that exceptional creativity, craftsmanship, and responsibility can redefine an entire category.
Determined to develop a solution that’s as effortlessly beautiful to look at and live with as it is to use, founder Nicole Campanaro, created the Pietrina Diffuser: an innovative interior fragrance system that beautifully blends sculptural ceramic design and natural stone diffusion, removing the need for flame, reeds, or electricity.
Launched in June 2025, Gallia Rae is an emerging British fragrance brand inviting customers to reimagine how they experience scent in the home. Inspired by the timeless elegance of the Amalfi Coast, the hometown of Nicole’s nonna, the Pietrina Diffuser Set features a handcrafted ceramic matchbox, terracotta diffusion stone, and a concentrated fragrance oil applied drop by drop to the naturally porous stone for gentle, continuous diffusion.
Proudly Made in Britain certified, Gallia Rae works exclusively with specialist UK makers from Stoke-on-Trent ceramics to heritage brickmakers in Suffolk who helped bring this challenger concept to life through extensive research and prototyping.
Gallia Rae represents a new generation of home fragrance that is redefining category expectations through bold innovation, artistry and creative vision.
Mabelle O’Rama – Mabelle O’Rama
Mabelle’s approach to perfumery is instinctive, conceptual, and deliberately unconventional. Her bestselling 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. [PARA] 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. [PARA] 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. [PARA] Through originality and emotional depth, Mabelle O’Rama is actively shaping new ways of experiencing scent and composing distinctive olfactive stories.