What does London smell like?

If you're looking to experience the captivating streets of London through fragrances, these scents beautifully encapsulate its timeless elegance and vibrant artistic spirit. Delightful creations that perfectly capture the essence of Mayfair, Notting Hill and many more. To help uncover the fragrance inspiration that the city has to offer, this series of neighbourhood and fragrance guides highlights the best fragrance match to each area. After Milan, Naples and Paris, it's London's turn.

Mayfair: Juniper Sling & Sartorial by Penhaligon

Imagine leisurely walking through the elegant streets of Mayfair, enveloped by the charm of sophisticated galleries, designer boutiques, and exquisite dining venues. This sophisticated ambiance is perfectly captured in Penhaligon's Juniper Sling and Sartorial fragrances. Specifically designed for men, Sartorial is inspired by the rich heritage of Norton & Sons, the bespoke tailors at No. 16 Savile Row. This distinctive scent offers a modern interpretation of the classic fougère, blending the invigorating aromas of steam and beeswax with leather and lavender. The fragrance is beautifully rounded off with the sweet, comforting notes of tonka bean, creating a truly unforgettable olfactory experience. For both men and women, Juniper Sling pays homage to the vibrant spirit of London's roaring twenties. You can still sense this lively energy in Mayfair's cocktail bars inside The Connaught, The Dorchester, and Claridge’s. Like a refreshing gin cocktail, Juniper Sling bursts with head notes of Juniper Berry, followed by heart notes of cardamom and pepper, creating a fruity and vigorous aroma. The base notes of brown sugar and black cherry offer a sharp, clean finish, reminiscent of a crisp cocktail.

Chelsea: Aurner by Aesop

Aesop's new Eau de Parfum Aurner envelops the skin, empowering its wearer with the same contemporary elegance found in Chelsea's Saatchi Gallery and the Chelsea Physic Garden. The name Aurner is inspired by an Old Norse verb that means ‘to be adorned, to be embellished with flowers’. Crafted by Aesop’s esteemed collaborator, Céline Barel, Aurner features a captivating blend of magnolia leaf, Roman chamomile, and cedarwood heart, creating a luminous and nuanced aroma that is both bold and refreshing. Céline Barel describes Aurner as "an evolutionary step within Aesop’s aromatic world. It is a truly defiant bloom, offering a different perspective on floral fragrance." 

Marylebone: Chance by Chanel Beauty

As Maryebone evokes the sensation of uncovering an enchanting secret through serene sophistication and modern elegance, so does Chanel's new fragrance. This scent joins the iconic Chanel Chance palette, introducing a vibrant purple to the existing spectrum of pink, green, yellow, and orange. Crafted by Olivier Polge, Chance is a marvel of contrasts. It is both sprightly and grounded, sparkling yet disciplined. The fragrance opens with a lively raspberry accord, unveiling crisp fruit notes intertwined with the delicate scents of rose and violet. At its heart lies an elegant and magnetic floral composition, featuring rose geranium cultivated in Chanel's own fields in Grasse. “Chance Eau Splendide is a luminous, spontaneous and captivating fragrance”, says Olivier Polge, Chanel in-house perfumer-creator.

Hackney Central: Solo Ella Elixir by Loewe

A fragrance that perfectly encapsulates the energy of Hackney Central's vibrant nightlife, dining scene and bustling weekend markets is Loewe’s Solo Ella Elixir EDP. This exquisite perfume elevates the original Solo Ella with a richer concentration of essential oils, ensuring a lasting and memorable impression. Its modern and daring composition unveils a captivating blend of floral accords, spices, and woods. The delightful harmony of pear, tuberose, sandalwood, and musk, all together creating a fruity floral scent that is both enchanting and intense. 

Bloomsbury: Ajedrez by Frassaï

Frassaï's latest fragrance, Ajedrez (chess), is a tribute to the chess players of the 1950s and 60s. Capturing the notion of time and space, just like the historic Bloomsbury district, where many esteemed writers and artists once resided, Ajedrez embodies the elegance of a well-dressed gentleman in its aromatic composition. “Ajedrez is a tribute to my grandfather and to the chess players of the past while celebrating the younger generations making history today. Chess masters enter into deep concentration, reaching an almost meditative state. I wanted to capture this idea of slowed time in a perfume” says Natalia Outeda, Frassaï’s founder and creative director. Ajedrez is a woody, ambery, and spicy scent with vibrant notes of Bergamot essential oil and Black Pepper Pure Jungle Essence™, followed by heart notes of orris and lavender Pure Jungle Essence™, and a base of amber woods, tobacco, and leather. Created in collaboration with Mane perfumer Ralf Schwieger, Ajedrez is a testament to Natalia Outeda's visionary creative direction.

Notting Hill: Glossier You Fleur

Notting Hill goes beyond the surface charm of its boutiques, Portobello Road, and the scenes from the Julia Roberts and Hugh Grant movie. This treasure trove of experiences, much like the enchanting fragrance of Glossier You Fleur, is not just a luminous floral fragrance; it’s an olfactory journey that evokes the beauty of a spring garden. Imagine the fresh notes of mineral salt mingling with a velvety heart of apricot skin and the delicate aromas of osmanthus and ylang-ylang flowers. The fragrance culminates in a warm yet complex soothing experience. Conceived by the perfumer Dora Baghriche, Glossier You Fleur captures the warmth of the sun on golden skin, revealing a fragrance that is both intimate and radiant.

Shoreditch: Orphéon by Diptyque

Diptyque's Orphéon collection beautifully captures the spirit of the 1960s vibrant nightlife in Paris's Saint-Germain district. This modern reinterpretation is not just a scent but an experience, reminiscent of the lively Shoreditch neighborhood in London. The bustling creative energy of Shoreditch, with its vivid street art, dynamic art scene, and thriving nightlife mirrors the inspiration behind Orphéon and the creative universe that influenced Diptyque's founders. This fragrance embodies the elegance and energy of a golden era, offering a tribute that is both poetic and contemporary.

Soho: Tudor by Liberty LBTY

Known for injecting a vibrant culture and bohemian vibe in the beating heart of London, Soho always makes the most of its world-class theaters, eclectic restaurants, and buzzing bars and nightlife. Amid this bohemian haven lies the iconic Liberty flagship store, founded in 1875 by Arthur Lasenby Liberty. To celebrate its rich heritage, Liberty has introduced Liberty LBTY Tudor fragrance, a bohemian creation inspired by the intricate Merchant print from its archives. This scent captures the spirit of the renowned Liberty building, blending bold architectural notes with delicate floral accents reminiscent of the carved blooms adorning its wood and stone facade. “I wanted to create a woody floral scent that embodied this spirit, and so I used notes of juniper and ginger on the top with notes of cypress and myrtle to contrast and a warm woody dry-down,” says Pierre Negrin, the perfumer behind Tudor.