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.
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.
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.
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.
BornPatriot Parfums
BornPatriot Parfums is an emerging British fragrance house redefining how scent connects with identity, emotion, and storytelling. Founded with a challenger mindset, the brand was created to move beyond traditional luxury codes and instead celebrate personal meaning, cultural pride, and raw authenticity. Each fragrance is developed with a clear narrative and a focus on high-quality materials, drawing on formal training in perfumery in Grasse with an understanding of fragrance composition.
In a short time, BornPatriot Parfums has built a growing community of highly engaged consumers who connect with the brand on an emotional level. Through immersive sampling experiences, direct-to-consumer storytelling, and educational content that reveals the craftsmanship behind each formula, the brand transforms fragrance from a product into a personal journey. Customers frequently describe the scents as confidence-building, memory-evoking, and identity-affirming a reflection of the brand’s purpose to create perfumes that people feel, not just wear.
Creatively, BornPatriot Parfums challenges industry norms by blending niche perfumery quality with a bold, culturally resonant visual identity and grassroots marketing approach. This has allowed the brand to gain recognition organically, demonstrating that impact is no longer defined by heritage alone but by authenticity, innovation, and community. As it continues to grow within the UK fragrance landscape, BornPatriot Parfums represents a new generation of fragrance brands emotionally driven, story-led, and unapologetically original.
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.
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.”
Aqualis
In the last three years Aqualis has been one of the biggest innovators in the fragrance market, creating a unique experience for fragrance lovers at every touch point.
We created an iconic brand identity with our sculptural flacons, working with renowned architect Coetzee Steyn to design the most unique fragrance vessels that exist in the market today. It took two and a half years to bring to market and is an engineering feat as much as an optical marvel. Last year we had the privilege to further our collaboration with Coetzee, launching our first flagship store in Harrods Salon de Parfums. Raising the bar with an entirely unique space that redefined what can be done in luxury retail.
Mother of Pearl has become a viral fragrance in a saturated world, where the quality and distinctiveness of the juice mixed with ingenuity of design has stood out head and shoulders above all.
Aqualis is the only company in Harrods Salon de Parfums that is entirely owned by its original founder. Competing with global giants yet remaining hundred percent independent. Despite our budgetary constraints compared to global houses, we are carving out our own niche in the industry, flourishing against all odds.
Elix Personal Alchemy
Elix Personal Alchemy is a fragrance-personalisation brand that opens the door to mindful creativity and playful exploration. Unlike other senses, perfume is usually a passive experience. Elix is founded on the belief that creative play can extend wellbeing beyond aromatics and the memories they evoke, encouraging curiosity for botanicals and artisan craft. [PARA] Elix blending sets contain four 30ml accords (from a range of 11) designed to create complex personalised fragrances when combined in different proportions. This mixology approach makes artisan perfumery accessible and engaging. Containing 50–70% naturals, these hand-crafted eau-de-toilette accords include top, mid and base notes, so each can be worn solo. [PARA] Elix offers the spectrum of accords to explore through live workshops and events. Personalised fragrances can be recreated to order as a single 30ml bottle when the recipe has been recorded. Blending sets encourage continued creativity and a shared experience, with additional accords and refillable atomisers available individually. Elix’s ambition is to champion sensory creativity in perfumery, inviting curious scent lovers to create personal scent stories and experience personal satisfaction, connection and mindful immersion.