The Beauty of Curation: Boots UK's New Take on Fragrance
- Cassandra Browning
- 12 hours ago
- 3 min read
Last week I visited the new Boots Fragrance store in Broadgate Central, London, and as someone deeply immersed in fragrance strategy and olfactive identity, I was intrigued to see how the retailer is shaping a sensory experience for its customers.
From the moment I stepped inside, it was clear this was more than a typical high-street fragrance section. The space felt intentionally curated, with a focus on discovery, storytelling, and depth, rather than displaying every product under the sun, there was a real focus on specific collections from brands. The result was a calm, beautifully lit environment where fragrance exploration is encouraged.
Thoughtful Design and Fragrance Experience
Boots has approached this store with careful curation and design. The boutique showcases over 400 luxury and niche fragrances, including more than 20 brands new to Boots. Rather than overwhelming visitors, the store presents collections and full ranges, allowing customers to explore each brand’s identity in depth.
This makes fragrance approachable and inclusive. Boots, a trusted and loved UK retailer, is filling a gap for those who might think luxury fragrance boutiques aren’t for them. By offering expert guidance and thoughtfully curated experiences, the store allows everyone to engage with fragrance in a meaningful way.
Expert-Led Fragrance Experiences
A standout feature is the presence of Fragrance Specialists, trained in scent profiling and personalised consultations. Visitors can enjoy complimentary experiences such as the Signature Scent Experience, designed to help find a fragrance that reflects their style, and the Wedding Fragrance Experience for couples.
From a professional perspective, this combination of curated collections and expert guidance is exactly what makes a retail space stand out — it’s not just about the products, but about helping people discover and connect with fragrance.
Highlights from My Visit
A personal highlight was seeing Rebecca Rose's To The Fairest in store — a stunning addition, both visually and olfactively.
My exploration favoured citrus, green, herbal, and galbanum notes, with a touch of rhubarb, offering a bright contrast to the typical oud-heavy market.
Brands That Caught My Eye
Several brands stood out for their creativity and presentation:
Perroy Parfum
Maison Louis Marie
Tobba
Cra-yon – I was familiar with the brand but hadn’t seen its full range before and so beautifully displayed
Stories Parfum – – loved the concept of votive candles for each note (top, mid, drydown), which you could combine yourself. Love the personalization.
These brands demonstrate how a curated approach can make fragrance exploration both interactive and inspiring.
Fragrances Worth Sampling
Some of my favourites that capture the essence of this boutique:
Balmain – Blanc Galaxie: crisp, fresh citrus with a lime note that sparkles
Cra-yon – Dusk Daze & The Fougere Affair: herbal, green freshness
Prada – Infusion de Vanille & Infusion de Gingembre: non-sickly vanilla with a green-spicy edge and incredibly realistic ginger
Why This Boots Fragrance Store Matters
From my perspective, this store represents a bold step forward in fragrance retail. It combines a curated product selection, immersive experiences, and expert guidance to create a space where discovery meets expertise. For consumers, it’s an invitation to explore luxury and niche fragrances in an approachable, inspiring way.
Boots continues to demonstrate how fragrance retail can be inclusive, educational, and sensory-led, creating a destination where both novices and enthusiasts can feel confident discovering new scents.
Explore Fragrance Trends with Fragrances for Good
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If your business is looking to understand the latest fragrance trends and how to engage customers with meaningful scent experiences, reach out to us for a bespoke consultation or a trend trek designed for your team.
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