Amouage – Harrods, Salon de Parfums
Amouage is an independent Omani High Perfumery House renowned for creating some of the most finely crafted perfumes in the world. Founded in the Sultanate of Oman in 1983 to be ‘The Gift of Kings’, the House has redefined the Arabian art of perfumery and garnered a global reputation for bringing innovative modernity and true artistry to all its creations. [PARA] Masterfully paying tribute to its heritage, Amouage is a unique fusion of East and West that defines avant-garde opulence. Today, it expresses the contemporary majesty of Oman, a historic trading centre for frankincense around the globe, with arresting and alluring creations that speak to a sophisticated, confident, well-travelled and discerning clientele seeking the extraordinary, the personal and the compellingly precious. [PARA] Amouage creations have charmed a global audience and are now available in close to 100 countries around the world. The House’s international presence encompasses 22 standalone boutiques in Oman, the UAE, the USA, China and Malaysia as well as a highly selective network of approximately 1,500 of the world’s finest department stores, perfumeries and airports.
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]
Niche Show London – Niche Show 2025
Niche Show is London’s first exhibition event dedicated to niche fragrance and perfume. The first edition connected over 35 brands from all over the world with the fragrance community including collectors, distributors, press, buyers, creators and more.
The debut show hosted over 500 visitors in a one-of-a-kind central London art gallery environment, which allowed for the art of fragrance to be celebrated.
The brands being showcased ranged from viral emergent Memories of a Perfume Collector to a range of British start ups like Gallia Rae, to globally recognised names such as Zoologist and Kajal Paris.
Visitors got the opportunity to connect with brands which are not available on the high street, get closer to founders and hear their stories, plus try new and exclusive fragrances before anyone else.
Niche Show London successfully created a new date in the global fragrance community calendar, bringing a new concept to the UK’s capital.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Niche-Show-London-2025-Recap.pdf]
Diptyque – Maison Diptyque, London – Gifting Atelier
To celebrate the holiday season, Maison Diptyque, London’s ephemeral space is transformed into a gifting atelier. Inspired by the Diptyque winter tale, it unveils treasures adorned with golden details, designed to make every gift unforgettable. In the gifting atelier, the art of gifting becomes a statement. Bringing a personal touch and festive spirit, customers can fully customise their gift wrapping through ex-libris stamps, wax seals and a variety of silkpapers, offering endless design possibilities. Customers can also write a postcard from the atelier, which Diptyque will send on their behalf and cover the postage cost. Visitors have the chance to take part in the lucky draw, where oval tokens offer the chance to win gifts, including samples of fragrances and creams, a 190 g candle.
Escentric Molecules – EM01 20th Anniversary
As 2006 began, 21st century fragrance was still waiting to be born. Zzzzz. Something radical would be necessary to break the spell of this hundred-year sleep, a marginal notion that would unhinge the mainstream. But the world wouldn’t have long to wait. [PARA] A quiet storm was coming to wash away the old and advance the new — one simple, beautiful molecule at a time. It would be called Escentric Molecules, and it would become the scent sensation of the 21st century, causing a frenzy that no one ever saw coming. The irony is, of course, that in setting out to strip away the myths that weigh down the fragrance industry, Escentric Molecules has generated a whole new mystique for an intense and loyal following of fans and was hailed as the anti-fragrance fragrance company. [PARA] As the brand has reached 20 years, as part of the celebrations. We have done a number of activities to mark the milestone of these cult classics. One of the standouts is our Liberty atrium takeover and window. The pop-up marks the start of our 20th anniversary celebrations and honours our long-standing partnership with Liberty, who is also celebrating a milestone anniversary of 150 years.
[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Frag-Foundation-Additional-Supporting-Material.pdf]
Jo Malone London – Scent Layering Campaign
In September 2025, Jo Malone London championed their Scent Layering philosophy with a new, innovative campaign and product offering, fronted by with British actor India Amarteifio. [PARA] Sitting at the heart of the JML philosophy, Scent Layering is a chance to express yourself in all your glory… Every Layer Tells A Story. Every cologne is a blend of carefully chosen ingredients made to combine with one another. To inspire Scent Layering experimentation, JML selected three colognes from its library, each with a distinct effect, that can be layered with a choice of fragrance to create a scent that is uniquely you. [PARA] The campaign invites you to layer your signature scent with Grapefruit, English Oak & Hazelnut and Peony & Blush Suede. These three Scent Layering combiners adapt your chosen cologne to suit your mood, the occasion or season. Add a twist of citrus with Grapefruit to start the day feeling uplifted and bright, bring an elegant edge to a fun night out with English Oak & Hazelnut’s burst of freshness and set the tone for feel-good days through to cosy nights in with Peony & Blush Suede’s layer of warmth. [PARA] Introduced easy ‘3 Step Method’ [PARA] Disruptive Experiential Stunt – ‘Scent Layering Pod’ in London & Manchester[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Jo-Malone-London-Scent-Layering-2025-Campaign-Overview.pptx]
Jo Malone London – Raspberry Ripple
In July 2025, Jo Malone London was delighted to unveil its most nostalgic collection to date… just because we love a summer favourite! The fragrance and lifestyle house celebrated summertime – with a distinctly British and delicious twist – and gift giving, for any reason or no reason at all. [PARA] Sandcastles, sunny spells and scrumptious scoops of a childhood favourite. Savouring the scent of Raspberry Ripple as we celebrate our most-treasured childhood trips to the British seaside. Top of the menu is Raspberry Ripple, a vivacious and enticing fruity cologne. [PARA] Sharp-scarlet juices of lush raspberries and redcurrants swirling through white musk to mind this nostalgic ice cream flavour. The fragrance notes include: Top: Redcurrant Accord, Heart: Raspberry Accord, Base: White Musk Accord. Wood, Sage & Sea Salt also joint the seaside celebrations. The natural beauty of the British Isles inspires this universally popular fresh woody fragrance. [PARA] To celebrate the scrumptious Raspberry Ripple Cologne, Jo Malone London brought the British seaside to the banks of the River Thames with an interactive, showstopping pop-up experience, that then travelled to Edinburgh to further surprise and delight.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Jo-Malone-London-2025-Raspberry-Ripple-Campaign-Overview.pptx]
BORNTOSTANDOUT® – CHOCO LOCO EAU DE PARFUM
Choco Loco from BORNTOSTANDOUT is a bold, gourmand unisex fragrance that celebrates chocolate in its most decadent forms – rich, playful, and utterly indulgent. It opens with a burst of cocoa powder, creamy cocoa butter, and boozy cocoa liquor, creating an immediate impression of a molten chocolate dessert that’s both sweet and slightly intoxicating. [PARA] At the heart, lush cacao absolute melds with condensed milk, caramel fudge, burnt sugar, ginger liqueur, and whipped cream, building a complex gourmand core that feels like a fusion of sticky caramel and spiced sweetness. This stage is where the fragrance earns its name a “hot chocolate gone rogue,” exuberant and unapologetically rich. [PARA] As it dries down, the scent becomes warmer and more comforting, with cookie dough, vanilla absolute, brown sugar, marshmallow, soft musk, and ambrette lingering on the skin. Overall, Choco Loco is a decadent gourmand statement scent that’s perfect for cooler weather and anyone who loves rich chocolatey aromas with depth, texture, and personality.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Born-To-Stand-Out-Choco-Loco-Eau-de-Parfum.pptx]
Parfums Christian Dior – Sauvage – Fort Sauvage
Christian Dior Parfums announced the opening of “Fort Sauvage”, an immersive retail pop-up and experiential space. Open to the public from September 25 to September 28, 2025, at Somerset House in London, “Fort Sauvage” captures the untamed spirit of Dior’s iconic Sauvage fragrance, marking 10 years of the world’s bestselling Scent. [PARA] Stepping into “Fort Sauvage”, guests are transported into Sauvage’s new visual universe: A raw and cinematic Wild West world that pays homage to ’60s Westerns, in the heart of London. From the main corridor, the space unfolds into a series of interactive environments – including The Fragrance Bar, The Wild Theatre, The General Store and The Barber Shop – each exploring the magnetic masculinity of the Sauvage universe. [PARA] Since its launch in 2015, Sauvage has embodied a raw and magnetic masculinity – a fragrance that is both refined and rugged, with an irrepressible spirit of freedom. “Fort Sauvage” brought to life this essence, offering an unforgettable journey into the wild heart of a fresh and powerful men’s scent that has had enduring worldwide success for 10 years.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Parfums-Christian-Dior-DIOR-FORT-SAUVAGE-POP-UP.pptx]
Byredo – Igloo Pop-up in Selfridges London (19th November – 31st December)
The Byredo Igloo pop‑up at Selfridges became one of the season’s most distinctive retail moments, translating the brand’s global campaign into a physical, immersive space. Set inside a sculpted, ice‑white dome, the installation mirrored the campaign’s themes of stillness and sensory clarity, bringing Byredo’s minimalist world to life through frosted textures, curved architecture and soft, diffused light. [PARA] The igloo acted as a calm, cocoon‑like environment where visitors could slow down and experience fragrance in a more intimate, atmospheric way. Byredo’s icons and seasonal creations were presented like curated objects, echoing the global campaign’s focus on elevating everyday rituals into moments of art. [PARA] Rather than traditional counters, the space encouraged exploration through touch, scent and movement, aligning with Byredo’s worldwide shift toward sensorial storytelling. As a destination within Selfridges, the Igloo pop‑up drew fragrance lovers, design enthusiasts and holiday shoppers, serving as a local expression of Byredo’s global vision: modern, immersive and quietly transformative.
[LINK:https://www.instagram.com/reels/DRNjh3BiFfW/]