The Perfume Studio

What The Perfume Studio does

The Perfume Studio is a UK-based bespoke fragrance experience company that runs in-person perfume-making events at 30+ venues across the United Kingdom. During these guided sessions, customers work with stylists to design a personalised fragrance from a library of base scents, with the company having hosted over 33,970 events and designed over 97,327 fragrances to date. The core product is a ~30-minute guided fragrance creation experience, supported by a proprietary library of 29 signature blends and a curated scent palette used in the creation process.

The business operates three distinct revenue streams. First, the live event ticket revenue paid by individual consumers at the network of venues. Second, an at-home product line comprising fragrance design kits, refills, and the "Joy" loyalty program, which serve as a recurring D2C channel independent of the physical events. Third, a B2B white-label fragrance service for corporate clients, with notable deals including a co-developed "No.11 Eau de BBQ" fragrance with KFC, licensing partnerships with SEGA gaming franchises, and bespoke fragrances for brands such as Olivia Burton, Tetley Ale, The Cut, Torque, and Captify. The business is managed by Lloyd Naake and operates a London flagship studio alongside the national venue network.

Name

The Perfume Studio

Legal name

The Perfume Studio Limited

Website

https://theperfumestudio.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

The Perfume Studio is a UK-based experiential fragrance company that designs personalised scents through guided events at 30+ UK venues, serving individual consumers and B2B clients seeking bespoke and white-label fragrance products.

Ownership category

akta.pro rank

Product category

Bespoke Fragrance Experiences

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industries

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Fragrance Packaging (Perfume Bottles, Atomizers, Caps) (IMALAJAJ)

Keywords

• Bespoke fragrance design
• Perfume making experiences
• Fragrance refills
• White label fragrances
• Corporate fragrance events

Headquarters

HQ city

Loughton

HQ country

United Kingdom

HQ region

Europe

Offices34 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Fragrance Design Experiences: One-time paid experiences where customers attend perfume-making sessions at venues nationwide. Tiered pricing from £49 to £675 depending on package level, fragrance volume, and private vs group format.
2. Fragrance Refills and Reorders: Ongoing sales of bespoke fragrance refills in various atomiser sizes (20ml, 30ml, 100ml) and collections. Customers reorder their previously designed signature scents.
3. At-Home Fragrance Design Kits: Sale of fragrance design gift sets for home use, including the Fragrance Discovery Collection (£165), Perfumer's Edit (£99), and various 6-blend collections (£57.50).
4. Gift Vouchers: Prepaid vouchers available in denominations from £10 to £100, redeemable for experiences, refills, or gift sets.
5. White Label / Private Label Fragrances: Custom fragrance development services for corporate clients and brands, including product launches, corporate gifts, and retail products. Low MOQ of 500ml for fragrance-only options.
6. Corporate Events and Masterclasses: Bespoke corporate perfume experiences starting at £49 per person for masterclasses, £2,000+ for fragrance bars, and custom team building events.
7. Loyalty Program: Joy loyalty program where customers earn points (10 points per £1 spent) that can be redeemed for discount coupons (£5 for 500 points, £10 for 1,000 points).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Perfume Studio creates bespoke fragrances through guided in-person experiences at its studios, at-home blending kits, and ongoing online refill orders for existing customer blends. It also develops and supplies white-label/private-label fragrances for brands and corporate clients, and hosts corporate and private fragrance events.

Product overview

The Perfume Studio is a UK-based bespoke fragrance experience and e-commerce company operating through three interconnected channels: (1) In-person fragrance design experiences at 33+ nationwide venues plus private consultations, where customers create custom fragrances by blending from 29 exclusive perfume blends; (2) At-home fragrance design kits including the flagship Fragrance Discovery Collection (24 blends, £165) and Perfumer's Edit (15 blends, £99), plus themed 6-blend collections; (3) An e-commerce platform for refills, atomisers, and accessories with a loyalty rewards program. The company also serves corporate clients through masterclasses, fragrance bars (50-1000 guests), and team building events, and offers white/private label fragrance development for B2B brands. A network of independent Perfume Stylists delivers experiences across the UK, with bookings managed through Fareharbor and payments via Shopify-integrated methods including Shop Pay, Klarna, PayPal, Apple Pay, and Google Pay.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke Fragrance Experience (In-Studio) Guided, in-person fragrance creation session run by a Fragrance Stylist at one of The Perfume Studio's studios, where customers collaborate to design a bespoke personal fragrance. Intended for individual consumers and small groups seeking a personalised scent and gift.
• At-Home Fragrance Creation Kit DIY blending kit that lets customers create a bespoke fragrance at home, mirroring the studio experience. Aimed at individual consumers and gift buyers who cannot or prefer not to visit a physical studio.
• Online Fragrance Refills Refill service sold through the company's e-commerce site allowing existing customers to reorder their previously created bespoke fragrance. Targets returning individual consumers who want to replenish their personalised scent.
• Fragrance Atomisers and Gift Sets Finished fragrance products such as atomisers and curated gift sets available via the online shop. Sold to individual consumers for personal use or as gifts.
• White-Label / Private-Label Fragrance Development B2B service in which The Perfume Studio develops, formulates, and supplies bespoke fragrances under third-party brands. Designed for consumer brands, hospitality groups, and corporate clients wanting their own-label fragrance without building in-house perfumery.
• Corporate Fragrance Events Group fragrance creation experiences hosted at company premises, the studio, or as mobile events for corporate team-building, client entertainment, and private celebrations. Sold to corporate clients, HR/event teams, and organisers of private parties.

Quantifiable outcome

• 97,327+ fragrances designed for customers
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

16 partnerships are on record, tiered notable, minor and core.

• KFCnotableOEM/ Whitelabel/ Licensing PartnerCreated 'No.11 Eau de BBQ' bespoke fragrance for KFC's burger launch campaign. This white label fragrance innovation turned a product launch into a global PR success story, demonstrating The Perfume Studio's capability in creating memorable brand scents for major consumer brands.
• SEGAnotableOEM/ Whitelabel/ Licensing PartnerDeveloped custom colognes for SEGA gaming franchises including Sonic 2, Shenmue 2, and Yakuza 2. These branded fragrances serve as collectible merchandise for gaming enthusiasts.
• Olivia BurtonminorOEM/ Whitelabel/ Licensing PartnerCreated white label fragrance for fashion brand Olivia Burton, expanding their jewellery and accessory brand into fragrance category.
• Tetley AleminorOEM/ Whitelabel/ Licensing PartnerCustom branded fragrance developed for hospitality brand Tetley Ale, likely for promotional or experiential marketing purposes.
• The CutminorOEM/ Whitelabel/ Licensing PartnerCustom fragrance collaboration with media publication The Cut, likely for editorial or promotional purposes.
• TorqueminorOEM/ Whitelabel/ Licensing PartnerCustom fragrance created for automotive media brand Torque.
• Apex HotelscoreChannel Partner/ Reseller/ DistributorVenue partner hosting The Perfume Studio experiences at Apex City of Bath Hotel. Part of nationwide venue network providing physical locations for experience delivery.
• Clayton HotelscoreChannel Partner/ Reseller/ DistributorVenue partner hosting experiences at multiple locations including Cambridge, Cardiff, Leeds. Part of Accor hotel group.
• Hilton HotelscoreChannel Partner/ Reseller/ DistributorVenue partner at Nottingham Hilton and DoubleTree by Hilton Harrogate Majestic. Premium hotel venue for experiences.
• Marriott HotelscoreChannel Partner/ Reseller/ DistributorVenue partner at Edinburgh Marriott Hotel and York Marriott. Major international hotel chain hosting experiences.
• Radisson HotelscoreChannel Partner/ Reseller/ DistributorVenue partner at Radisson RED Liverpool and Radisson Manchester City Centre. Modern hotel brand hosting experiences.
• Accor HotelscoreChannel Partner/ Reseller/ DistributorParent company for Novotel Glasgow and Mercure Exeter and Sheffield venues. Major international hotel group providing multiple venue locations.
• IHG (Holiday Inn)coreChannel Partner/ Reseller/ DistributorVenue partner at Holiday Inn Oxford and Northampton. Part of InterContinental Hotels Group.
• CaptifyminorStrategic or Co-development PartnerDigital marketing company that hosted a corporate fragrance team building event. Provided testimonial feedback on the experience.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting The Perfume Studio's online store. All online sales, product listings, and checkout functionality powered by Shopify.
• FareHarborcoreTechnology or IntegrationBooking and scheduling platform integrated into website for managing experience reservations and venue availability.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Le Labo: Estée Lauder-owned niche fragrance house famous for hand-blended, label-customized perfumes created in-store. Most directly comparable to The Perfume Studio in combining bespoke fragrance creation with retail experience, though at a much larger global scale.
• Floris London: Britain's oldest perfumer (1730), offering bespoke fragrance creation services and a heritage British retail footprint. Direct UK peer with a similar bespoke-and-heritage angle, though with more traditional retail rather than venue-based experience delivery.
• Penhaligon's: British heritage perfumery offering bespoke fragrance services, signature scents, and grooming products. Comparable bespoke offering within the UK prestige fragrance market and operates its own retail and concession network.
• Miller Harris: London-based niche perfumery known for artisan fragrances and personalization services. Closely aligned with The Perfume Studio on the niche/artisan positioning and bespoke customer experience.
• Ormonde Jayne: London-based niche fragrance house offering bespoke perfume creation and private consultations. Directly comparable in offering one-to-one bespoke fragrance design with a UK luxury customer base.
• Atelier Cologne: French-founded niche fragrance house built around bespoke Cologne Absolue personalization in-store. Direct competitor in the in-store/venue-based bespoke fragrance experience space.
• Commodity Fragrance: US-based customizable fragrance brand offering personalized scent creation and discovery sets. Comparable in providing bespoke/at-home fragrance design kits and a refill/reorder model, though distributed online rather than through venue experiences.

Broad incumbents

• Jo Malone London: Estée Lauder-owned British fragrance house offering fragrance combining and engraving services in-store. Larger incumbent with comparable personalization touchpoints but much broader product range and global retail footprint.
• Maison Margiela 'Replica': Designer fragrance line with strong experiential storytelling and seasonal limited-edition scents. Comparable experience-led positioning but operating at much larger scale within a major fashion house.

Emerging players

• Scentbird: Fragrance subscription and discovery platform with personalization elements. Adjacent business model targeting personalized fragrance discovery, intersecting with The Perfume Studio's recurring refill/reorder stream.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/perfume_studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Perfume Studio