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.
Dries Van Noten Beauty
Dries Van Noten Beauty has emerged as one of the most compelling new forces in the UK fragrance industry, redefining how consumers experience scent since its debut in 2022. Rooted in the house’s fashion philosophy of counterpoint and contrast, the brand has introduced a fragrance collection that is both boldly creative and unmistakably disruptive. [PARA] Collaborating with master perfumers including Suzy Le Helley, Julien Rasquinet and Paul Guerlain, Dries Van Noten has crafted genderless compositions that push olfactive boundaries, pairing unexpected notes, such as pomelo with leather or cannabis with patchouli, to create scents that feel modern, emotive and entirely new. [PARA] But it is Dries Van Noten’s holistic approach to beauty that truly sets it apart. Each bottle, an object of beauty itself, is a translation of the fragrance’s duality. The collection celebrates amazing and unlikely combinations of materials, porcelain with metal, wood with lacquer, delivering industry firsts that honour craftsmanship while embracing industrial innovation. These refillable, apothecary inspired vessels provoke sensorial surprise and delight, transforming every gesture into a magical journey into Dries’ world.
LBTY. Fragrance
Launched in October 2023, LBTY. Fragrance is Liberty’s most significant beauty launch in over a century. In under three years, the brand has establishing itself as the bestselling fragrance range at Liberty.
Rooted in Liberty’s iconic print archive, LBTY transforms visual artistry into scent. Each of the ten fine fragrances – alongside a complementary candle collection – is created in collaboration with world-renowned perfumers, translating historic designs into modern, genderless compositions. This art-first approach disrupts traditional fragrance development, replacing trend-led launches with culturally driven storytelling.
The LBTY brand extends beyond scent. From immersive retail activations to artist collaborations – including a Royal Academy Schools partnership – the brand has reshaped how consumers experience fragrance as wearable art. Unexpected pairings such as violet with oud and strawberry with leather challenge category norms while maintaining commercial appeal.
The impact has been swift. Now available internationally across the US and Europe, as well as key boutique online retailers, LBTY has rapidly built global momentum. Through a balance of artistry and commercial strength, LBTY has carved out a distinctive space within the UK fragrance landscape.
ACQUA DI PARMA – COLONIA IL PROFUMO EAU DE PARFUM
A modern and intensified interpretation of the Maison’s first ever fragrance, the iconic Colonia, originally launched in 1916, Colonia Il Profumo draws from the golden radiance of the Italian sun with a refined blend of ylang ylang and patchouli, which enhance and prolong the citrus notes throughout the fragrance. [PARA] The top notes feature an exquisite blend of bergamot, grapefruit, blood orange, and petitgrain, delivering an initial burst of fresh, zesty aroma that captivates the senses. At its heart, Colonia Il Profumo blooms with the aromatic allure of rosemary, the volume, intensity and opulence of ylang ylang, and the unique touch of orange leaves absolute. [PARA] Ylang ylang was specifically chosen for its multi-dimensional notes that sublimates the golden fruits and their presence throughout the whole sillage adding modernity and richness to a timeless icon. The base notes are anchored by the sophisticated depth of vetiver oil and patchouli, giving structure and character to the fragrance. The fragrance’s yellow hue evokes the warmth of the Italian sun and the zest of citrus fruits, while the bottle features a golden-tinted base for an intense and robust visual experience.
The House of Creed – Oud Zarian
Oud Zarian is a masterwork from The House of Creed born of some of nature’s most elusive gifts and crowned with the most precious 80-year-aged oud. Carried within it is the quiet, unhurried work of generations of artisans, from the oud production shared across lifetimes in Bangladesh to the time-honoured techniques preserved at The House of Creed that transformed this coveted resin into an unforgettable scent. More than just a fragrance, Oud Zarian is an olfactive tribute to patience and the pursuit of perfection. [PARA] Oud Zarian is a fragrance of Millésime quality, a French wine term denoting a great vintage, and a hallmark of excellence applied to The House of Creed’s creations. Its woody, spiced and ambery layers have been hand-blended using age-old, labour-intensive methods refined over more than 260 years. This unwavering dedication to artisanal excellence is not just what gives Oud Zarian its longevity. It is what shapes its entire story. [PARA] The perfume opens with an air of mystique brought by swirls of rich, reverent frankincense entwined with warming ginger and an enticing spice accord. As this veil rises, the elegant Rose Centifolia is revealed, a radiant bloom prized for its beauty and fleeting harvest.
Eilish Fragrances – Your Turn
Your Turn opens with a vibrant contrast of zesty bergamot, spicy cardamom, and the warm, invigorating bite of ginger. As the fragrance unfolds, velvety peach skin, delicate night-blooming jasmine, and the airy essence of coconut water come together, revealing a soft, alluring heart. [PARA] The warmth of sandalwood, enveloping musks, and sustainable Sylvamber™ wraps the scent in an unforgettable finish. Made for everyone, Your Turn is a fragrance made for embracing your individuality with every wear.
Maison Crivelli – Safran Secret
Perfume is even more beautiful when there is a touch of mystery. [PARA] Venture into the unknown and experiment with fragrance in an entirely new, deeply personal way with the Olfactory Mysteries collection. [PARA] Safran Secret is inspired by a mysterious adventure experienced by Thibaud Crivelli, during which he came across fields of saffron enveloped in a thick blanket of fog. This sensual and enveloping composition, as captivating as it is enigmatic, is built around the contrast between soft, comforting, spicy saffron and intense, warm, woody notes, for a lingering trail.
Ariana Grande
Ariana Grande has seamlessly evolved from global pop icon to a formidable force within the fragrance industry, building a brand that transcends the traditional celebrity category. What began as an extension of her artistry has become a powerhouse portfolio defined by authenticity, innovation, and cultural relevance. Each fragrance reflects a distinct facet of her personality playful, confident, sweet, and bold creating a collection that feels both personal and aspirational. Instantly recognizable packaging, inspired by her signature aesthetic, pairs with sophisticated scent compositions that blend indulgent sweetness with refined, luxurious notes, resonating with a broad and loyal audience.
The brand has continuously innovated within the category from Thank U, Next, translating the energy of her hit song into scent to LOVENOTES, a regionally exclusive collection blending elegance with innovation. Last year the brand introduced olfactive trend-driven launch R.E.M. Cherry & a limited-edition dual fragrance collaboration with Universal pictures inspired by Wicked which celebrates two iconic characters through distinct olfactive signatures but at the heart of the brand’s extraordinary success is Cloud a global phenomenon and cult classic that continues to dominate the category, selling a bottle every 11 seconds worldwide.
With this diverse collection spanning the last 10 years Ariana Grande has transformed her fragrance house into a true industry-leading power brand.
Solférino Paris
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.”
Playboy – Sweet Kiss
Playboy Sweet Kiss Body & Hair Mist is a playful, radiant fragrance that captures the energy and optimism of the Shimmer Mists collection while standing out as the bestselling and most popular scent. Designed with diversity and inclusion at heart, these products complement all skin tones, are vegan, feature sustainable shimmer, and do not stain clothes. [PARA] Sweet Kiss opens with a juicy, sparkling burst of mandarin and bergamot, bringing bright, uplifting energy that draws attention. The heart blends creamy ginger with soft floral touches, adding warmth, depth, and comforting sweetness, while a subtle vanilla base lingers for a gourmand, addictive finish that is both youthful and sophisticated. [PARA] The scent is presented in a tactile, shimmering bottle with soft metallic tones, made from 30% recycled materials, reflecting the collection’s playful, responsible spirit. Sweet Kiss embodies the carefree, confident energy of the brand, appealing to a broad audience, and its success shows how formulation, packaging, and personality combine to delight in both scent and presence.