Maison Margiela
Maison Margiela Replica Afternoon Delight Eau de Toilette [PARA] Maison Margiela’s Replica Afternoon Delight is a masterful olfactory translation of Marcel Proust’s “involuntary memory,” reimagining the legendary “madeleine moment” for the modern connoisseur. Crafted by Master Perfumer Carlos Benaïm, this ambery-gourmand composition transcends traditional sweet scents by offering a sophisticated, airy interpretation of Parisian café culture. [PARA] At its heart lies a bespoke Madeleine Accord—a technical feat that captures the golden, buttery texture of the French pastry without the weight of conventional gourmands. This nostalgic core is seamlessly enveloped by the creamy warmth of Sandalwood and the noble depth of Madagascan Vanilla Pod, creating a “second-skin” sensuality that feels both intimate and expansive. [PARA] Afternoon Delight stands out by balancing artistic storytelling with exceptional wearability. It does not merely mimic a dessert; it captures the atmosphere of joyful escapism and the quiet luxury of “me time.” By transforming a literary icon into a multisensory experience, Maison Margiela proves that niche perfumery can be deeply evocative, technically brilliant, and universally loved. It is the definitive choice for the consumer.
Us! – Us2!
Us2! Oud is a groundbreaking unisex fragrance that has recently begun making an impact as a new addition to the Us! brand. Embodying a challenger mindset, Us2! Oud redefines category expectations through exceptional creativity and innovation. The fragrance offers a dual-action experience, designed to serve as a perfume for her and an aftershave for him, depending on the wearer’s chemistry.
This distinctive scent features a captivating contrast between Assam Oud and Rose Oud, creating a complex yet harmonious blend that appeals to modern, inclusive consumers. The Assam Oud provides a rich, smoky depth, while the Rose Oud adds a floral, slightly sweet edge, resulting in a versatile fragrance that evolves uniquely on each individual.
Crafted with the same meticulous mindset that drives all Us! creations, Us2! Oud embodies authenticity, craftsmanship, and a challenger spirit—challenging traditional perceptions of gendered fragrances. Its innovative duality and compelling olfactory profile have resonated with a broad audience, cementing its position as a trailblazer in redefining how consumers experience fragrance. Us2! Oud is more than a scent; it’s a statement of individuality and a bold step toward reshaping fragrance expectations.
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.
Axis – The Perfume Shop
Axis is The Perfume Shop’s exclusive fragrance range, created to deliver affordable luxury with broad appeal. Designed for everyday wear and gifting, Axis offers customers quality scents at accessible price points, with gift sets retailing at just £15.99, perfectly aligned to the category benchmark. [PARA] Axis is a proven high-volume performer, generating over £1 million in sales during 2025 and maintaining strong sell-through across peak trading periods. This success reflects its ability to meet consumer needs for value without compromise, supported by promotional execution.
GHOST Fragrances – Deep Night EDT
GHOST Deep Night – Mysterious & Heady [PARA] Ghost Deep Night enters a bold new chapter, elevating its iconic scent and design to strengthen impact and recognition. Created by master perfumer Michel Almairac, the fragrance blends moon flower and rose with bright bergamot, juicy peach and apricot, unfolding into a floral heart of jasmine, freesia, orange blossom and ylang-ylang. [PARA] A warm base of roasted tonka, creamy sandalwood, ambergris and white musk delivers a rich, sensual finish that lingers on the skin. The refreshed design brings a bolder logo and clearer branding, improving shelf visibility while staying true to Ghost’s core ethos. [PARA] Enhanced decoration increases visibility of the juice, with improved consistency across the range. Thoughtfully developed to appeal to a wider audience without alienating loyal fans, the new Deep Night also places sustainability at its core, with packaging designed to be easier to recycle and more environmentally responsible.
Ghost Fragrances – Deep Night Elixir
A more intense, longer-lasting evolution of Ghost’s most iconic fragrances. [PARA] The new Ghost Elixirs elevate the brand’s most loved scent stories with enhanced longevity, stronger diffusion and a more enveloping olfactive experience than the original Eau de Parfums. Created with a higher fragrance concentration and richer raw materials, they deliver deeper performance while remaining balanced and wearable. [PARA] Developed by master perfumer Pierre Guéros, each Elixir builds on its recognisable signature, amplifying the most distinctive notes and extending their presence on the skin. The result is improved longevity, confident projection and a more pronounced, long-lasting dry down. [PARA] The Elixir collection is crafted with a commitment to quality and responsibility, using carefully selected ingredients chosen for both performance and purpose. With a focus on sustainable sourcing, traceability and ethical production, the Ghost Elixirs represent a modern approach to fragrance where elevated scent performance and conscious ingredient choices work seamlessly together.
GHOST Fragrances – Ghost Orb of Night Elixir
A more intense, longer-lasting evolution of Ghost’s most iconic fragrances [PARA] The new Ghost Elixirs elevate the brand’s most loved scent stories with enhanced longevity, stronger diffusion and a more enveloping olfactive experience than the original Eau de Parfums. Created with a higher fragrance concentration and richer raw materials, they deliver deeper performance while remaining balanced and wearable. [PARA] Developed by master perfumer Pierre Guéros, each Elixir builds on its recognisable signature, amplifying the most distinctive notes and extending their presence on the skin. The result is improved longevity, confident projection and a more pronounced, long-lasting dry down. [PARA] The Elixir collection is crafted with a commitment to quality and responsibility, using carefully selected ingredients chosen for both performance and purpose. With a focus on sustainable sourcing, traceability and ethical production, the Ghost Elixirs represent a modern approach to fragrance where elevated scent performance and conscious ingredient choices work seamlessly together.
Ffern – Summer 25
Summer 25 imagines long midsummer sunsets, painted with sparkling pink grapefruit, golden turmeric, blood orange and white peach water – and for the first time, herbaceous marigold, the sunset-coloured flower. [PARA] The scent opens with citrusy pink grapefruit and sun-warmed blood orange, before blooming into the fresh, herbaceous scent of marigold. A heart of golden turmeric adds richness, while creamy white peach water brings softness and luminosity. [PARA] Inspired by the golden hour, the fragrance captures the last glimmers of light as the sun dips below the horizon, illuminating the sky with fiery hues. The fragrance is housed in a fluted glass bottle, adorned with a sunset-inspired gradient label.
Ffern – Spring 25
Spring 25 tells of a sunny woodland glade in early spring, tender green and scented with sweet violets. Jonquil daffodil and ylang ylang bring a soft, honeyed florality, while velvety orris shades our violet to indigo – the heart of the woodland, and the fresh spring earth. [PARA] The scent takes us on a journey through the woods, from the delicate first blooms to the richer, more complex notes of the deeper forest. There is a sense of tranquility and awakening, as nature emerges from winter’s slumber. [PARA] The name “Spring 25” evokes the transitional nature of this fragrance, capturing the essence of that special moment when spring is just beginning to unfold. It is a scent that can be worn throughout the seasons, always evoking the promise and renewal of this time of year.
Wales Perfumery – Celt
Celt is a dark, honeyed parfum capturing the powerful spirit of Brittany, Europe’s largest Celtic stronghold. This sophisticated fragrance weaves an olfactory narrative of Celtic beauty, strength, and endurance. [PARA] Built around tobacco absolute and a traditional mead accord, Celt evokes the deep, earthy essence of ancient rituals. Louise crafted unique accords: textile and standing stone, to honour Celtic craftsmanship and sacred ceremonies. Heart notes of mead, honey, and wild resins flow into a rich base of amber, tobacco absolute, leather, wool, and ebony, creating remarkable depth and complexity. [PARA] This gender-neutral parfum celebrates Brittany’s living Celtic culture, where heritage thrived before spreading across Celtic nations. Each element tells a story: the warmth of communal gatherings, the sacred weight of standing stones, and the skilled artistry of textile work. Formulated and bottled in Monmouthshire, Wales, Celt reflects modern values alongside ancient inspiration. The bottle comes from France’s oldest glass factory, with sustainable, recyclable UK-made packaging. Completely vegan and cruelty-free, Celt honours both past and present. A powerful, evocative fragrance experience rooted in timeless Celtic tradition.