“Soliflore is a joy.
A quirky, unique joy”.

We’re honestly not sure how anyone manages to buy a fragrance in somewhere like Selfridges. The noise, the crowds, the music – and the sheer, overwhelming choice. Well, if you feel the same, we’ve the perfect antidote: Soliflore.

Opened on Bonfire Night 2023 by Sarah, who’d formerly worked at Jo Malone London but whose wider career background is in visual merchandising, Soliflore is a joy. A quirky, unique joy. On the central counter, for instance (an industrial workbench, in a former life), Sarah has assembled a collection of vintage packaging – tobacco tins, a Bourjois powder pot, even a cigarette packet! – with folds of scarf silk inside, spritzed with the scents. 

It’s honestly THE best expression of what those perfumes will smell like in the all-important ‘dry-down’ (how a fragrance will actually smell after an hour or two), that we’ve ever come across. (Of course, there are spills for spritzing – though do remember to write down what you’ve sprayed. Although that’s a case of do as we say, rather than what Jo did, having broken her golden rule through fizzing over-excitement; she’s still puzzling to identify some of the fragrances on the spills she took home.)

The line-up of fragrances and candles itself is beautifully edited, inviting you to explore some of the most creative independent fragrance brands across the scented landscape. You might not know all the names, but you’ll be glad to make their acquaintance.  

Among others, find Kingdom Scotland, Ruth Mastenbroek, Nancy Meiland, Jorum Studio, Gallivant, plus the cult niche brand Arquiste;
Sarah admits to being slightly blown away that just six weeks after launch, scent superstar founder Carlos Huber pitched up from New York for a personal appearance at her little store for Soliflore’s very first event.

On the candle front, there’s our friend Cass’s La Montaña brand, together wtih August & Piers candles – and do also look out for Imogen Owen’s scented pencils (FAB!) and Scribble & Daub’s greetings cards (ditto).

The personal service is what makes Soliflore stand out, though. Passionate about scent, Sarah really knows her stock – but also knows to leave you to ponder, and even go away empty-handed, while you allow fragrances to develop on your skin – the only real way to try a scent. It clearly works: two customers popped back to buy fragrances they’d done that with, even in the (blissful) hour Jo spent there, just a couple of days ago.

Next time you need a new fragrance, then, our advice is to give Oxford Street a miss and make a little perfume pilgrimage to Brighton, instead.

— Jo Fairley, Founder, Green and Blacks and award-winning fragrance journalist and entrepreneur.