Perfume shopping in London is a journey through time and style. The grand halls of Harrods and Selfridges boast an international selection, housing legendary French, Italian, and Middle Eastern brands alongside British perfumers. For those seeking exclusivity, specialist boutiques in Mayfair and Covent Garden provide rare and bespoke fragrances that cater to the most discerning tastes.
British perfumery holds a special place in this landscape. Houses like Floris London, founded in 1730, embody a refined elegance that has graced royal courts for centuries. Penhaligon’s, known for its storytelling through scent, offers a whimsical yet sophisticated take on British tradition. Meanwhile, Jo Loves, created by Jo Malone, brings a fresh and modern approach to British fragrance-making, pushing boundaries with unexpected compositions.
At the same time, London’s vibrant perfume scene wouldn’t be complete without the influence of international icons. French classics such as Dior, Chanel, and Diptyque can be found in dedicated boutiques and luxury counters across the city. Italian artisanal houses like Acqua di Parma and Santa Maria Novella bring a Mediterranean flair. At the same time, Middle Eastern perfumers introduce rich, oud-infused blends that add depth and intensity to the London perfume experience.
Highlights of British Perfumery
Floris London: Timeless Elegance
Founded in 1730, Floris London is a British family business that has been crafting fragrances for men and women for centuries. The Floris store remains at its original location on Jermyn Street, offering traditional Signature Fragrances, bespoke scents, and home fragrance products such as candles and diffusers.
📍 89 Jermyn Street, St. James’s
Penhaligon’s: A British Classic
Penhaligon’s, founded in 1870 by William Penhaligon, began as a Jermyn Street barber shop where its first fragrance, Hammam Bouquet, was created. Known for iconic scents like Blenheim Bouquet and Bluebell, Penhaligon’s has earned Royal Warrants and crafted collections inspired by history and culture, such as Portraits and Trade Routes. With a legacy of innovation and craftsmanship, it remains a celebrated name in British perfumery.
Penhaligon’s provides a variety of fragrance collections, such as the Portraits Collection, inspired by British aristocracy; the Trade Routes Collection, influenced by historical trade routes; the British Tales Collection, reflecting British culture and history; the Hidden London Collection, inspired by different London neighbourhoods; the Classic Collection, featuring timeless fragrances; and Potions & Remedies, combining elements of perfumery and apothecary traditions.
📍125 Regent Street / 13 Market Building, Covent Garden / 41 Wellington Street, Covent Garden
Les Senteurs: The Jewel of Belgravia
Les Senteurs, founded 40 years ago by Betty and Michael Hawksley in Belgravia, brought a new approach to British perfumery by focusing on carefully selected fine fragrances from around the world. The store uses a classification system to help customers explore scents by fragrance families, such as floral, woody, and citrus.
📍71 Elizabeth Street, Belgravia
Bloom Perfumery: A Niche Fragrance Discovery in London
Bloom Perfumery is a concept store in London that specialises in niche perfumes. It combines the finest international fragrance houses, emphasising quality, creativity, and personalised consultations. Bloom offers fragrances in various categories, including floral, woody, citrus, and bold “dare-to-wear” scents.
The store also seeks to discover new talent in the niche world, offering small-scale, innovative production using rare natural materials. At Bloom’s Bespoke Lab, customers can participate in personalised fragrance consultations and even create their own perfume, where the concept and story are the foundation for fragrance creation.
Additionally, Bloom offers a “Nose Club” membership, allowing fragrance enthusiasts to try new perfumes in smaller samples each month without purchasing full-sized bottles. Bloom aims to make fragrance discovery a unique and personal experience.
📍4 Slingsby Place, Covent Garden
Jo Malone: An Icon of British Perfumery
Jo Malone was founded in London in 1990. The brand’s founder, Jo Malone, started by creating handmade fragrances at home, and her first hit fragrance, Lime Basil & Mandarin, cemented the brand’s place in the luxury perfume industry. In 1999, the company was acquired by Estée Lauder Companies, but its simple and elegant style and fragrance layering philosophy has remained unchanged.
Jo Malone offers popular fragrances such as Lime Basil & Mandarin, a fresh citrus classic; English Pear & Freesia, a fruity and floral blend; and Wood Sage & Sea Salt, a marine and earthy scent. The collection also includes scented candles, home fragrances, and body care products.
📍11A King Street, Covent Garden / 101 Regent Street
Ormonde Jayne: Global Inspiration
Ormonde Jayne, founded in 2000 by Linda Pilkington in Mayfair, London, began as a candle brand before expanding to perfumes. Inspired by her childhood candle-making hobby, Pilkington launched the business after a successful commission for a Chanel fine jewellery boutique. The brand’s name combines her middle name and the address of her former family home.
The Signature Collection represents the brand’s original lineup and showcases its most iconic fragrances. Four Corners of the Earth takes you on a scent journey across different regions of the world, while La Route de la Soie (Silk Road) brings the world of oriental fragrances inspired by historic trade routes.
📍16 The Royal Arcade, Mayfair
Miller Harris: Modern Fragrance Craftsmanship
Miller Harris is a luxury perfume brand founded in 2000 in London by Lyn Harris. She trained as a perfumer under Monique Schlienger in Paris and later worked at Robertet in Grasse. In 2012, Harris sold part of the company, and in 2015, she launched a new perfume house called Perfumer H.
Miller Harris combines natural ingredients with a modern approach to fragrances. The range includes the Editions Collection, centred on plant-based compositions, and the Stories Collection, drawing inspiration from literature and landscapes.
📍Unit 11, Market Building, Covent Garden / 14 Monmouth Street, Seven Dials
Jo Loves: The Home of Innovation and Fragrance Art
Jo Loves was founded in 2011 by Jo Malone after she sold her original Jo Malone brand to Estée Lauder Companies. Jo Loves represents her new creative phase, focusing on experimental concepts. The brand is known for innovative products, such as the Fragrance Paintbrush™, which allows fragrance application in a unique way, and distinctive home fragrances.
Jo Loves is also known for special candles, including a two-toned wax candle that burns with two different scents, making it an attractive choice for fragrance lovers. The Jo Loves boutique offers immersive customer experiences, such as the Fragrance Tapas Bar, where customers can explore scents in a creative and interactive way. Popular products include Pomelo, a fresh, citrusy scent; Mango Thai Lime, an exotic, summery combination; and Red Truffle 21, a luxurious, rich choice for perfume enthusiasts.
📍42 Elizabeth Street, Belgravia
Roja Parfums: British Opulence in Perfumery
Roja Dove, the founder and creative visionary behind Roja Parfums, is renowned for his expertise and artistry in the world of perfumery. Established in 2011, Roja Parfums is committed to creating luxurious fragrances that blend the finest ingredients with exceptional craftsmanship.
Roja Parfums offers a range of collections designed to appeal to various preferences. The Elysium Collection includes vibrant and uplifting fragrances, while the Aoud Collection highlights the richness of oud. The Isola Collection features fresh and coastal-inspired scents, and the Art Collection showcases creative and unique compositions. The Prestige Collection and Men’s and Women’s collections offer timeless and versatile fragrances. Additionally, the Collaboration Collection presents exclusive creations crafted in partnership with various high-end brands such as Rolls-Royce and Fabergé.
📍Burlington Arcade, Mayfair
Highlights of French Perfumery
Diptyque: Artistic Fragrances
Diptyque was founded in 1961 in Paris by three friends: Desmond Knox-Leet, a painter, Christiane Montadre-Gautrot, an interior designer, and Yves Coueslant, a theatre director and set designer. They combined their love for art, nature, and travel to create a unique and creative Maison.
Diptyque started as a small shop selling textiles and other treasures collected from around the world. Over the years, it has become a renowned name in handcrafted fragrances, candles, and home scents. Its collection includes artisanal perfumes inspired by nature and travel, such as the fresh green Philosykos and the woody Tam Dao. Diptyque also offers a wide range of candles and home fragrances for an elegant ambience.
The Eaux de Parfum Collection includes rich, long-lasting fragrances. The Eaux de Toilette Collection features lighter scents suitable for everyday use. The Home Fragrance Collection consists of candles and diffusers designed to create a welcoming atmosphere. The 34 Collection is inspired by the brand’s original address, 34 Boulevard Saint-Germain. Lastly, the Les Essences Insensées collection highlights rare and seasonal ingredients for unique, limited-edition scents.
📍40 King Street, Covent Garden / 107 New Bond Street, Mayfair / 35C Marylebone High Street, Marylebone + others (Spitalfields, Belgravia, Notting Hill)
Parfums de Marly: French Royalty in Fragrance
Julien Sprecher, founder and creative director of Parfums de Marly, established the brand in 2009, channelling his passion for perfumery and 18th-century history into the brand. Inspired by King Louis XV’s era and its connection to prestigious horse races, Parfums de Marly revives the grandeur of the 18th century through contemporary olfactory creations.
Parfums de Marly offers a range of collections to suit different preferences. The Feminine Signature Collection features balanced aromas, while the Masculine Signature Collection offers versatile scents. The Delina Collection features distinctive fragrances, while the Metallics explore bold and contemporary compositions.
📍Market Building, Covent Garden / 97 Mount Street, Mayfair
Jovoy: A Journey into the World of Rare Perfumes
François Hénin founded Jovoy, a French niche perfume house, in 2011. The brand’s mission is to promote rare and unique fragrances worldwide.
In addition to its boutiques in Paris and Mayfair, Jovoy’s website allows customers to explore fragrance profiles and find suitable options based on various criteria, such as raw materials and scent families. The “TRY ME” sampling service lets customers test perfumes before purchasing, with the sample cost deductible from a full-sized bottle if bought within a month.
📍21 Conduit Street, Mayfair
Marc-Antoine Barrois: Parisian Design in Fragrance
Marc-Antoine Barrois is a Parisian haute couture designer for men. He creates unique, handcrafted garments that complement women’s haute couture. He has worked with renowned fashion houses such as Dominique Sirop, Hermès, and Jean-Paul Gaultier and complements his fashion line with exclusive accessories like bespoke neckties.
Since 2016, he has expanded his brand into perfumery, with fragrances developed by perfumer Quentin Bisch. The brand has six perfumes, with the latest released in 2024.
Marc-Antoine Barrois brings his haute couture expertise to fragrances. His creations, such as the debut fragrance B683 and the sophisticated Ganymede, TILIA, and ENCELADE, blend classic and modern notes. These scents emphasise pure, earthy, and aromatic tones, making them suitable for both daily wear and special occasions.
📍4 Piccadilly Arcade, St. James’s
Distinctive Perfumery: Global Icons in London
Byredo: Scandinavian Minimalism Meets Olfactory Art
Founded in 2006 by Ben Gorham in Stockholm, Byredo has redefined modern luxury perfumery with its minimalist aesthetics and evocative storytelling. Gorham, who initially studied fine arts, channels his creative vision into scent compositions that blend Scandinavian restraint with global influences.
Byredo’s fragrances are known for their contemporary yet nostalgic character, with bestsellers like Bal d’Afrique, a warm and citrusy tribute to 1920s Parisian-African culture, and Mojave Ghost, which captures the delicate beauty of the rare Mojave Desert flower. Other popular scents include the smoky Gypsy Water, the leather-infused Bibliothèque, and the ethereal Blanche, evoking crisp linens and fresh laundry.
Beyond personal fragrances, Byredo’s home fragrance line features candles and room sprays in the brand’s signature clean, sophisticated style. The brand also embraces exclusivity through its Night Veils Collection, a series of intense, extract-strength perfumes designed for those who seek deeper and more complex compositions.
📍40 Lexington Street, Soho / 25 Monmouth Street, Seven Dials / 107A Commercial Street, Spitalfields
Le Labo: Crafted in Small Batches, Personalized for You
Le Labo, founded in 2006 in New York by Fabrice Penot and Edouard Roschi, revolutionised perfumery with its artisanal, hand-blended approach. The brand stands out for its lab-style presentation, where fragrances are freshly compounded in-store and labelled with the customer’s name and purchase date.
Each fragrance in Le Labo’s lineup is defined by a numerical name indicating the dominant ingredient count. For example, Santal 33 is a cult-favourite smoky sandalwood scent with leathery and spicy undertones, and Rose 31 deconstructs the classic rose into an earthy, gender-fluid experience. Other bestsellers include Thé Noir 29, a complex black tea and fig fragrance, and Bergamote 22, a vibrant citrus blend.
The brand’s City Exclusives Collection features fragrances dedicated to global cities, available only in their respective locations for most of the year. In addition to personal perfumes, Le Labo’s product range includes scented candles, bath and body essentials, and home sprays, all staying true to the brand’s ethos of simplicity, authenticity, and craftsmanship.
📍48 Monmouth Street, Seven Dials / 77 Beak Street, Soho / 28A Devonshire Street, Marylebone + others (Shoreditch, Islington, Battersea Power Station)
Arabian Oud: The Heritage of Middle Eastern Perfumery
With roots tracing back over 40 years, Arabian Oud is one of the most renowned perfumers specialising in oud-based fragrances deeply embedded in Middle Eastern traditions. The brand is recognised for using pure oud sourced from some of the finest agarwood trees in Asia, creating rich, long-lasting compositions.
Arabian Oud’s collections range from classic, traditional blends to modern interpretations of Middle Eastern perfumery. Standout fragrances include Kalemat, an amber-infused scent with honeyed and smoky nuances, and Cambodi Oud, highlighting the deep, resinous qualities of high-grade Cambodian agarwood. The brand also offers elegant Mukhallat blends, combining oud with floral, fruity, or spicy elements to create distinctive, multilayered experiences.
For those seeking a truly opulent scent, Arabian Oud’s Private Collection features handcrafted, limited-edition perfumes with rare ingredients presented in lavish, gold-accented bottles. Beyond personal fragrances, the brand is also known for its selection of oud chips and oils, used in traditional incense-burning rituals and personal scent layering.
📍 435-437 Oxford Street, Mayfair
Luxury Department Store Perfume Sections
Harrods
The first-floor perfume section is a more extensive and busier space that serves a broader clientele. It offers well-known designer fragrances and popular brands such as Chanel and Dior at various price points.
Salon de Parfums, Harrods (6th floor)
Salon de Parfums at Harrods offers a selection of the world’s most prestigious perfume houses and bespoke fragrance services. Customers can enjoy a luxurious, personalised shopping experience and discover exclusive boutique fragrances.
Representing the UK are Bella Bellissima, Penhaligon’s, and Roja. France is represented by Chanel, Dior, and Guerlain, along with niche brands like Ex Nihilo and Kilian. Italian elegance is showcased through Bvlgari and Xerjoff, while the US is represented by Bond No. 9, Strangelove NYC, and TOM FORD. The Argentinean brand Fueguia focuses on sustainably developed fragrances, Monaco’s Grace de Monaco honours Grace Kelly’s legacy, and the Swiss brand Maison Douze brings a modern niche aesthetic. Additionally, Harrods Exclusive Boutiques present specially curated perfumes available only at Harrods.
📍87-135 Brompton Road, Knightsbridge
Liberty London: Tradition and Personality
Liberty London’s perfume department is renowned for its unique selection of niche fragrances and world-famous brands. It also offers customers personalised services.
Liberty London’s distinctiveness is reflected in its own product collections: Liberty LBTY. Fragrance is an eight-scent collection inspired by Liberty’s prints. It includes Vine Thief, a blend of strawberries, leather, vanilla, and Ianthe Oud, where oud meets violet and honeyed mimosa. Hera Reigns highlights pink pepper, jasmine, and oud, while Tudor features woody and ornamental notes. Zephirine combines fig and forest tones, and Liberty Maze evokes a fresh, citrus-filled garden. Wild Rosinda is rich with roses and peonies, and Adelphi Sun exudes a green and fruity vibrancy.
Fortnum & Mason: Luxury and Tradition
Since 1707, this department store has been known for its unique and carefully curated products. Its perfume section continues this tradition by offering customers a wide range of classic and niche fragrances.
The department’s interior exudes luxury, combining elegant gold details, soft lighting, and refined displays. Hand-selected perfumes are presented on glass shelves and marble platforms, creating an immersive shopping experience.
Fortnum & Mason offers both traditional British perfumes, such as Floris and Penhaligon’s, and international luxury brands, like Xerjoff, Ex Nihilo, and Maison Francis Kurkdjian. Additionally, its in-house 1707 Collection honours the craftsmanship of perfumery and is designed in collaboration with master perfumers from Grasse.
📍181 Piccadilly, St. James’s
Selfridges: Contemporary Luxury
The Selfridges perfume department represents modern elegance and offers a comprehensive selection of the world’s leading fragrance brands. Known for its innovative approach and carefully curated niche fragrances, Selfridges blends traditional luxury brands with the latest perfume trends.
The department’s decor is as striking as its selection: sleek black display tables create a sophisticated atmosphere, while large domed lights and floral arrangements add modern luxury. Selfridges features iconic international brands such as Dior, Chanel, and Guerlain, alongside niche perfume houses like Byredo and Le Labo. It also offers exclusive, Selfridges-only fragrances and the ability to customise scent blends from select brands.
Harvey Nichols: Exclusive and Rare Fragrances
Harvey Nichols’ perfume department focuses on exclusive and rare scents. Its selection includes luxury brands such as Memo Paris and Amouage. Additionally, world-renowned brands like Dior, Hermès, and Chanel complement the range with their elegant classics. Harvey Nichols also prioritises limited-edition fragrances, offering unique choices for perfume collectors and those seeking distinctive gifts.
📍109-125 Knightsbridge, Belgravia
Summary
Shopping for perfume in London is more than just selecting a scent—it’s an immersive experience that bridges history, culture, and artistry. Whether you’re drawn to the distinguished heritage of British perfumers, the timeless elegance of French maisons, or the exotic depth of Middle Eastern compositions, London offers an unparalleled world of olfactory exploration. Each boutique and department store presents a new opportunity to find a fragrance that tells your story, making the city a true haven for perfume lovers.
So whether you’re strolling through the historic streets of Mayfair, indulging in the grandeur of Harrods, or uncovering hidden gems in independent shops, London is the perfect place to discover your next signature scent.
