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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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]
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]
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.
Marc Antoine Barrois has rapidly established itself as one of the most distinctive independent voices in contemporary perfumery. Born from a couture design house, the brand brings a refined creative sensibility to fragrance, treating each launch as an artistic statement shaped with precision and emotional intent. Its collaboration with perfumer Quentin Bisch has produced a portfolio defined by clarity, structure and a strong sense of identity, which has resonated deeply with both connoisseurs and industry observers. The house has built a loyal and growing international audience while remaining committed to an artisanal and intimate approach. Every element of the brand world is crafted with care, from the quality of raw materials to the storytelling that accompanies each perfume. This commitment ensures that the fragrances are not only beautiful to wear but also meaningful in concept and character. The brand’s ability to maintain this level of artistic focus while expanding globally demonstrates both vision and discipline. In recent years Marc Antoine Barrois has gained significant recognition, including multiple awards from fragrance institutions and consistent acclaim in design and perfumery media. These achievements reflect the brand’s increasing cultural relevance and its influence on the niche perfume landscape. With each launch the maison continues to refine its universe, offering fragrances that are modern, elegant and emotionally resonant. Marc Antoine Barrois stands out as an emerging brand that is not defined by scale but by integrity, craftsmanship and a clear creative voice. It represents the next generation of independent perfumery: focused, thoughtful and driven by artistic purpose[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/MARC-ANTOINE-BARROIS-.docx]
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.
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.
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]
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.
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.
We are Perroy. We believe in the power of perfume to affirm its personality. We love innovation, each creation is the result of a bold olfactory exploration. We are committed to quality, we select premium ingredients to guarantee a long hold and a wide diffusion. We believe in the impact of perfume. It is an invitation to shine, to distinguish yourself, to leave a memorable imprint wherever you go. A mixture of good humor and audacity, a concentrate of freedom that awakens your power. Dare to stand out. Our name comes from Le Bois du Perroy, the peaceful forest where our perfume atelier is rooted. It’s a place of creativity, stillness, and wild inspiration. Nature isn’t just our backdrop it’s where it all begins. PERROY is a range of positive perfumes. Built like a palette of moods, each Perroy juice is a concentrate of optimism and freedom. Each perfume matches a mood: #SELFCONFIDENT #ENERGETIC #FLIRTY #SUNNY #SEXY #SENSUAL #CLASSY #POWERFUL 8 Perfumes, 8 Moods, 0 Limits #SPRAYYOURMOOD
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.
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.
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.
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."
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
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.
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.
