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The Niche Show London wasn't simply a fragrance exhibition. It was two days spent surrounded by some of the most passionate, creative and inspiring people in the industry. Over the course of the event, I had the opportunity to meet founders, perfumers and brand owners from around the world, creating content, conducting interviews and learning the stories behind the fragrances themselves. While bottles and notes often take centre stage, it is the people behind the brands that

Some fragrances don’t announce themselves. They don’t push, they don’t perform. Ember No.05 sits in that space. Calm. Measured. Reserved. The perfumer behind Ember No5 is Pia Long (I am a huge fan-boy). Expert at creating an immediate sense of control and intention. If you’ve followed her work, that balance between technical precision and wearability is always present. Nothing feels excessive, nothing feels accidental. It’s all been considered, then refined. But what makes t

The online fragrance community is, at its best, a place of discovery. A place where people from around the world share their love of scent, storytelling, and creativity. Platforms like TikTok have helped thousands of enthusiasts find new fragrances, new brands, and even new friends. But like many online spaces, there’s another side to it. Behind the polished videos and smiling faces, there is often a quieter reality: private group chats, harsh criticism, and at times outright

Recently I posted about Victory 45–47 , a Donald Trump–branded fragrance. Before anyone jumps to conclusions, let me explain why. Fragrance, for me, has always been about curiosity. Cultural moments. Packaging. Storytelling. Market psychology. Sometimes it’s about artistry. Sometimes it’s about branding. Sometimes it’s about controversy. This one sits firmly in the branding category. Donald Trump is one of the most polarising political figures of modern times. You don’t need

Over the past few weeks I’ve been spending real time with a few fragrances sent to me by Rosa Salas. Not quick sprays. Not one-hour impressions. Full days. Different weather. Different moods. Because I’ve learned that openings perform. Drydowns tell the truth. Rosa Salas sits in that reinterpretation space. You’ll recognise the DNA references if you know your niche, but what matters to me isn’t similarity. It’s execution. Balance. Wearability. And that’s where these impressed

Some fragrances whisper. From Hell does not. It arrives with intent, with soot under its fingernails and a stare that lingers a second too long. This is not perfume as decorati on. This is perfume as atmosphere, as narrative, as obsession. And it is one of the scents that reminded me why I fell in love with fragrance in the first place. From Hell is steeped in darkness, but not the empty kind. This is a constructed darkness, deliberate and thoughtful, like candlelight flick