This Works
Own Time is a science-first fragrance that blends neuroscience with luxury perfumery, it eases the transition from daytime alertness to evening calm. Powered by terpenes and proven by neuroscience, Own Time engages the parasympathetic nervous system to signal that it’s safe to let go. When misted on the skin, its soothing aroma travels through olfactive pathways, gently encouraging deeper, more peaceful sleep. [PARA] “For most of my career, I’ve let the science speak for itself. What I’ve shared less openly is my personal journey: living with nervous dysregulation and learning to support my own nervous system. Own Time is the result – a science-backed tool to shift from survival mode into calm, connection, and rest.” – Dr Anna Persaud, CEO, This Works. [PARA] Clinically tested: 71% felt their sleep quality improved, 74% fell asleep faster, 69% felt calmer and more relaxed in the evening**. With a bold woody, ambery and aromatic composition, Own Time also features a unique UV-activated molecule that releases a warming boost of Coumarin under daylight, evolving the fragrance with a powdery rose note proven to modulate neurological pathways linked to emotional regulation. [PARA] Rest. Connect. Sleep. *Panel of 42 participants over 28 days
EX NIHILO
Founded in Paris, EX NIHILO is a contemporary Haute Parfumerie House redefining luxury fragrance through audacity, personalization and creative freedom. Over the past three years, the brand has significantly accelerated its presence in the UK, establishing itself as a modern challenger within a highly competitive niche landscape.
At the heart of EX NIHILO lies a disruptive vision: combining French craftsmanship with cutting-edge innovation. Through collaborations with world-renowned perfumers and a strong artistic talents, the House creates fragrances that balance emotional storytelling with high perfumery excellence.
In the UK, EX NIHILO has reshaped the consumer experience through its exclusive in-store personalization service, the Osmologue, allowing clients to tailor iconic creations to their own olfactive identity, redefining luxury as both individual and experiential.
With standout launches such as Blue Talisman and intensified extrait interpretations of signature scents, the brand continues to push olfactive boundaries while driving strong retail performance and community engagement across key UK partners.
By blending heritage savoir-faire with a bold challenger spirit, EX NIHILO is not only expanding, it is actively redefining how fragrance is discovered, experienced and personalized in the UK market.
Nissaba
Nissaba is emerging as one of the most distinctive new voices in modern perfumery, introducing a creative model where each fragrance begins with a real place, its landscape, materials and the people who cultivate them. This region-led identity is rooted in provenance, storytelling and craftsmanship, offering consumers a meaningful new way to experience fragrance.
Nissaba became the first fragrance house shortlisted for the Positive Luxury Awards in 2025, recognising its commitment to responsible sourcing and conscious formulation. This ethos extends into transparent, educational communication that highlights the communities behind its ingredients and the cultural traditions that shape each scent, with social channels championing ingredient literacy and origin narratives.
In the UK, Nissaba has built meaningful momentum, securing placement with Fortnum & Mason, Bloom Perfumery, Parfum Le Dance. Its growing presence has been recognised by titles such as Glass, Cent, and Editor’s Beauty. The brand has also deepened engagement through creator-led and customer-facing masterclasses, and its first educational brand trip to Grasse, offering audiences rare insight into sourcing, craftsmanship and raw material origins.
With a clear mission, refillable design and an expanding impact roadmap through to 2030, Nissaba is redefining the role of emerging brands in modern perfumery.
Maison Margiela
In three years, Maison Margiela has reshaped the UK market, becoming #3 Share of Influence (SOI) and the fastest-growing brand within the top 10 Collection Fragrance in 2025. This rise is driven by a bold challenger mindset turning abstract memories into tangible experiences.
While the REPLICA MEMORIES collection remains its heart, 2024 saw a daring expansion with REPLICA FANTASIES. Fusing refined raw materials into new, imaginary olfactory notes, the collection brings surrealist visions to life. By translating dream-like concepts into concentrated fragrances, Margiela innovates beyond familiar scents while staying true to its storytelling DNA.
This brilliance was captured in November 2025 during London’s immersive “REPLICA Jazz Club” A&I Event. Recreating a smoky Brooklyn club with live saxophone and rum-vanilla warmth, the event turned the UK’s top-selling Replica scent into a cultural moment. With over 2 million social reach, the activation proved fragrance’s power to transport. By blending immersive activations with record-breaking growth, Maison Margiela is not just following trends—it is redefining how the UK experiences and emotionalizes fragrance.
Sabrina Carpenter Fragrances
Sabrina Carpenter Fragrances has made a strong and fast-growing impact within the UK fragrance landscape, marking Sabrina Carpenter’s expansion into the beauty space. The collection was created to capture moments of sweetness, confidence, and self-expression, translating the artist’s playful yet polished persona into scent. What began with the launch of Sweet Tooth, a caramel-wrapped gourmand that quickly became a cult favourite among Gen Z and millennial consumers, has since evolved into a steadily expanding fragrance wardrobe. The range now includes Caramel Dream, Cherry Baby, Me Espresso, and the latest addition, Lemon Pie, each introducing new layers of indulgence while maintaining a cohesive olfactive identity centred on comfort, nostalgia, and modern femininity. Crafted with rich gourmand notes balanced by sophisticated structures, the collection delivers accessible luxury with strong emotional resonance. By blending Sabrina Carpenter’s playful spirit and cultural influence with a signature gourmand story, Sabrina Carpenter Fragrances has quickly become a must-watch emerging brand with scents that feel both indulgent and irresistibly fun.
ATARATMA London
ATARATMA London is a visionary fragrance house devoted to “Scents for the Soul,” reshaping the UK perfume landscape by uniting ancient Ayurvedic wisdom with contemporary olfactory neuroscience and master perfumery. Founded in September 2025, the brand draws on the Sanskrit roots of attar (scent) and atma (soul) to create transformative extrait de parfums that nurture emotional balance, empowerment, self-discovery and spiritual connection.
ATARATMA defies convention with immersive, functional fragrances designed to elevate mood and enrich daily rituals. Each creation is formulated with premium active ingredients and crafted for depth, longevity and emotional impact. The collections – Atma (spiritual connection), Ananda (joy), Kama (sensuality) and Zakra (strength) – offer luxurious, boundary-pushing scent experiences that resonate on a personal level.
Since launch, ATARATMA has garnered critical acclaim and passionate consumer advocacy, sparking new conversations around originality, emotional wellbeing and the therapeutic potential of fragrance. By championing an Ayurvedically rooted, spiritually resonant vision, ATARATMA is redefining category expectations and shaping a more meaningful future for perfumery.
Ôrəbella
Bella Hadid has revolutionized the Fragrance Category with the UK Launch of ‘Ôrəbella, by introducing the skinification of scent. A shake-to-activate, alcohol-free parfum collection infused with skin-nourishing ingredients and elevating essential oils. ‘Ôrəbella reimagines parfum as part of your skincare ritual—merging high-quality essential oil fine fragrance with a skin-loving base for a nourishing, long-lasting, sensorial experience.
‘Ôrəbella presents a groundbreaking skin parfum collection that changes how we experience scent. It blends clean, vegan, and alcohol-free parfum with skincare-quality ingredients for fragrances that hydrate and cater to sensitive skin. Inspired by Bella’s deep passion for nature, scent, and self-expression, ‘Ôrəbella invites each wearer to reveal their alchemy with an activating shake and spray gesture.
Inspired by Bella’s personal journey, ‘Ôrəbella is a response to her sensitivities to traditional alcohol-based fragrances and quest for a high-quality alternative. Motivated by her long-standing love affair with fragrance, Bella began creating her own essential oil blends, growing lavender and distilling oils herself on her family farm.
The brand’s innovative bi-phase parfum formula is designed to be shaken to fuse the two layers together before spraying directly onto skin. The nourishing base layer is powered by the brand’s proprietary alcohol-free ‘Ôrəlixir™ base, featuring hydrating snow mushroom and a luxurious blend of five moisturising oils (camellia, almond, olive, jojoba, and shea). The second layer contains aromatherapeutic essential oils and responsibly-sourced fine fragrance ingredients that uplift mood and energy.
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.