Urania
Urania is a London-based independent fragrance house rooted in instinct and emotional storytelling, creating timeless, provocative, and sophisticated fragrances. Inspired by Urania, a force of heavenly love, the brand captures the playful and gentle, as well as the bold and enigmatic contradictions within us all.
Urania explores scent as an expression of identity rather than a trend-driven accessory. Names such as Queer Magic, Lance of Love, and Fluid Nature reflect the brand’s values, merging divinity with gender playfulness. Every fragrance is crafted with depth and intention, blending unexpected notes with refined structure and infused with thoughtfully selected aphrodisiac molecules, chosen for their mood-enhancing qualities to amplify self-love, confidence, and self-expression.
Over the past three years, Urania has steadily established its presence within the UK fragrance landscape through a clear creative vision and uncompromising point of view. Operating outside conventional marketing models, the brand has grown through authenticity, cultural alignment, and direct community engagement. Strategic collaborations across London’s fashion and art communities have expanded fragrance into new cultural spaces, building meaningful connections beyond traditional retail. With a challenger mindset at its core, Urania prioritises narrative and individuality, a perspective that has resonated with consumers seeking originality and meaning in what they wear.
Urania continues to redefine fragrance as an experience of identity – artistic, emotionally resonant, and unapologetically individual.
Jorum Studio
Jorum has swiftly become one of the most compelling forces within the UK perfume landscape. The in-house brand was founded in Edinburgh by perfumer Euan McCall and creative director Chloe Mullen in 2019, and since then has carved out a distinctive following through fearless creativity, experimental formulation, and an uncompromising artistic vision. Rooted in its Scottish heritage, Jorum approaches scent as both craft and concept: merging classical techniques with unconventional expression to create fragrances that surprise and captivate.
Eschewing commercial trends, Jorum challenges expectations of what modern British fragrance can be with each release demonstrating innovation in structure and storytelling, often blurring the boundaries between natural and manufactured, familiar and abstract. This bold approach reshapes how their audience experiences fragrance, encouraging exploration, emotional connection, and a deeper appreciation of individuality.
Jorum’s character is equally distinctive: refined yet rebellious, intellectual yet instinctive. From formulation to presentation, every detail reflects a cohesive and considered expression of culture and modernity, providing an ever-evolving perspective on modern perfumery.
Savile Row Private Collection
Bucula Extrait de Parfum debuted as part of the new Savile Row Private Collection and launched during Autumn 2025 in independent department stores.
This bold new fragrance captures the spirit of London’s legendary street blending heritage with modern bespoke luxury to create a truly distinctive, signature fragrance. Its symbolic name, inspired by the Savile Row tailor’s button, embodies a seamless synthesis of tradition, artistry, and innovation.
Deliciously well balanced, Bucula unfolds with confidence. The opening enchants with dark juicy cherry layered with saffron and toasted almond, evoking the anticipation of bespoke creation. At its heart, a lush bouquet of rose and osmanthus emerges, enhanced by a fruity apricot glow bringing velvety warmth and depth. The opulent base is an embrace of patchouli, vanilla and praline, whose creamy sweetness blends to leave a lasting and enduring impression.
Crafted in Great Britain, Bucula is presented in a heavyweight glass bottle, framed with a sunken border, a decadent nameplate, and a hexagonal button cap. A plush interior and tailored presentation packaging reflect the fragrance’s precision and refinement. Seamlessly translating the art of fine tailoring into fragrance, Bucula stands as a compelling contender for Best Emerging Brand.
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.
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.
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.
NYITA
Since launch 3yrs ago, NYITA emerged to redefine modern perfumery through an unconventional vision. Rejecting top, middle & base note structures, creating enchantingly unexpected organic fragrances. Equally radical is our commitment to only 100% organic ingredients. Our rigorous sustainable sourcing includes organically grown botanicals, essential oils never extracted using petrochemical solvents like hexane, & protection of irreplicable topsoil by never destroying whole plants or trees, set us apart as a formidable challenger brand.
Reshaping expectations of luxury in fragrance, NYITA has been recognised by the Fragrance Foundation as one of the UK’s foremost “Scent Disruptors”, further validated by multiple awards.
We’ve recalibrated standards of excellence whilst helping support over 200 organic farmers in genocide-stricken communities of Rwanda, 150 Himalayan holdings, a village farm on a remote Japanese island and a community in the Andes, which suffered from guerrilla violence. Working directly with artisan essential oil producers, ensuring full ingredients transparency & exceptional purity.
NYITA’s innovation spans product lines, from patent-pending cleaner-burning candle to the ‘impossible’ creation of 100% organic exquisite perfumes, with longevity & projection. In doing so, we’ve established NYITA as authentic originator of modern luxury fragrance, proving artistry & innovation can have purposeful impact beyond brand & business.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/NYITA-Emerging-Brand-1.docx]
Maison Crivelli
Maison Crivelli pushes the boundaries of olfactory art, moving beyond traditional perfume structures through surprising contrasts. The outcome: a fragrance collection that surprises with its contrasts, originality and modernity. Every fragrance is rooted in real-life, human experiences, and designed to provoke a real emotional response in return. This approach attracts an experimental fragrance connoisseur seeking perfumes that are not just “luxurious” but also innovative and daring.
In less than seven years, Thibaud Crivelli has built one of the most talked-about and respected fragrance houses on the market today. Maison Crivelli has established itself as a leading force in the niche fragrance segment, with top-performing launches across key international markets such as the UK, France, Middle East and the African Continent. The brand is now consistently ranked among the top five at major department stores globally, and several of its extrait de parfum creations like Hibiscus Mahajad, Oud Maracuja, Oud Cadenza, and Cuir Infrarouge, are regularly listed in the top 10 bestsellers of key retail partners.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Maison-Crivelli.docx]
Mabelle O’Rama
Mabelle O’Rama is an independent olfactive studio based in London and founded by Lebanese- British Perfumer Mabelle. Each perfume is crafted as an invisible portal to the places and memories that shape us and a bridge between nostalgia and fantasy.
The studio’s approach to perfumery is instinctive, conceptual, and deliberately unconventional. Their best selling 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.
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.
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.
Through originality and emotional depth, Mabelle O’Rama is actively shaping new ways of experiencing scent and composing distinctive olfactive stories.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Mabelle-Orama.docx]