Colourful fragrance feeds on Instagram are lighting up our life right now – most especially as we’ve just published the latest edition of The Scented Letter magazine with the theme of ‘Perfume’s Bright Future.’
Because fragrance truly has been brightening the darkness of the last year for so many of us – both literally and metaphorically – and we now know that colour, emotions and scent are not only metaphorically linked, but scientifically proven. Changing the colour of the bottle, packaging or juice inside can drastically alter our perception of how a perfume smells to us. And, as you will discover in this biggest ever issue: fragrance designers have mapped out your mood, sometimes long before the first drop of an ingredient has been added to the composition.
But really it all comes down to that immediate uplifting appeal that bright colours and the right fragrance can have – a whizz, bang, pop! of rainbows bursting forth from our phone screens just make everything seem jollier, somehow. And how we’ve needed that of late.
Here are some of our favourite multi-hued, must-follow fragrance feeds on Instagram, for whenever you need to smell in full colour...
A perfume collector based in the U.K., Dr. Elle’s account is a brilliantly curated glimpse at her incredible collection – displayed in a rainbow of colours. Fascinating to see the colours en-masse, to spot rare bottles and be entranced by her impeccably arranged flatlays!
In her ‘spare time ‘from working in science, Nafia is a talented artist who renders some favourite fragrances in hand-drawn illustrations. Often surrounded not only by their literal colours, but those the scent evokes for her, adding another sense to seeing them on screen.
A perfume collection of dreams, we wonder how many bottles Yura has in total, with snippets such as ‘Photos of a few months ago. And have collected 300 bottles more after that…’ Exquisite flacons, usually arrayed by house, showing their full scent spectrum.
No not my collection (I wish!) but this Suzy shows her ‘passion for fine fragrance expressed through reviews and photos.’ Wonderfully evocative and so-colourful backdrops give another vibe to her really great descriptions of how the particular perfumes make her feel.
Anyone who keeps fragrance bottles in a cocktail cabinet is right up our street, and Markus describes himself as a ‘perfume extremist’, whose Instagram also serves as a scent diary. A rapid response nurse for the NHS, his feed is full of color, wit and personal reflections.
Exploring both niche and more mainstream designer houses, colourful flowers and themed layouts are often employed to accompany her lovely reviews (sometimes even matched with nail polish too!) We love her trays of monthly scent sellections as well: so organised!
Sarah has an extraordinary collection we’ve previously shared in The Scented Letter magazine’s #ShareMyStash feature, having visited her home and seen the beautiful bottles for ourselves! Gorgeous photos and thoughtful reviews of often more affordable houses.
Floral Instagrammers are on the rise – and no wonder, with all of us desperately seeking solace in gardens (if we’re lucky enough to have them) and open spaces, of late. Scroll down for some of the *most* exquisite flower-filled feeds we love to follow, and think you will, too…
Once upon a time, Instagram seemed full of pictures of avocado toast and cats, but it’s the floral Instagrammers really making it their own, right now. If you search for the hashtag #garden, it currently has over 56.4m posts attributed to it, while #flowers has 190m. And there are so many more, similarly floral-themed hashtags, each with several million posts (and counting).
So why are we seeing such a floral show on Instagram (and oither social media) right now? Well, it’s been proven that even looking at pictures of nature and open spaces can dramatically lower your blood pressure and improve your mental health. But more than that, we think people are just craving nice things to focus on for a while each day. We certainly are!
That’s why we devoted our latest issue of The Scented Letter magazine to all things bright and beautiful, inviting you to Step In To the Garden and explore with us, which you can do for free online if you’re a VIP, or in print if you want a glossy, gorgeous magazine to sit in your own garden with.
Meanwhile, here are just a handful of the brilliant floral Instagrammers we follow, and if you scroll through their feeds you’ll see exactly why we’re so in love…
@cultivatedbychristin Christin Geall is enormously talented and here shares her beguiling ideas on design, nature, culture, horticulture. The kind of floral feed that makes you want to immediately dance barefoot into a meadow and turns floral arrangements into a pure art form.
These stunning (and so relaxing) IGTV films follow Li Ziqi’s adventures as she strolls through flower-filled meadows, picking blossoms to cook with, to arrange into stunning, so-simple floral arrangements, and even make her own floral hydrolates with a copper still in her garden.
A florist, writer and brilliant teacher based in Oxfordshire, Claire Victoria Bowen taught our own Co-Founder, Jo Fairley, how to create the most beautiful (yet seemingly effortless) bouquets. Truly inspirational, you’ll never look at your plants in the same way: here, everything in the garden is beautiful.
Looking for all the world as though you’ve stumbled across some undiscovered Vermeer paintings, the work of artist and photographer Tracy Goldfinch Elson is filled with ethereal light, love and touches of great humour. We’re regularly stopped in our tracks by their other-worldly beauty.
Head judge on the Netflix series, The Big Flower Fight (which we’ve binge-watched with joy), named one of the world’s top florists by Harpers Bazzar; Kristen Griffith VanderYacht’s feed is filled with the exuberance and artistry he’s become (rightly) famed for.
A patchwork quilt of quintessence, Sheffield-based florist Anna Potter’s account is a glory of colour and style, featuring just the kind of artfully rumpled and ‘undone’ arrangements we favour, and providing a wealth of inspiration to brighten up your every day. How we revel in it.
Cotswold-based Ros is one of those photographers who conjures magic from every subject she turns her camera to. From gorgeously swooning bouquets to simply capturing the cracking of an egg or pasta drying, draped nonchalantly over the back of a chair: flowers seem to glow in the gloom for her.
A floral design studio, eco-florist (with gift subscriptions available) and cutting garden in North Essex, we marvel at the skill of show here – and how much fun they seem to be having! Also, absolutely any feed showing donkeys (and humans) wearing floral crowns gets our vote. Instantly smile-inducing!
A riot of colour and creativity, Jam Jar Flowers create the most jaw-dropping floral instillations, seasonal floral arran gements and dress gorgeously glam events. We dream of re-creating their coloured glass bottle-filled window (though kind of dread the dusting, so might just gaze in wonder, instead…)
Dianna Jazwinski is a professional garden photographer based in Sussex, and oh my gosh, her work is laden with the kind of imagery that makes our faces turn into the heart-eyed emoji. Ravishingly laid out and perfectly captured, flowers look so perfect in her hands you’d swear they were crafted by angels.
Alex Musgrave combines two of our favourite things – lovely reviews of fragrances, often thoughtfully themed around poetry and art, and simply beautiful pictures of flowers in various settings. Our favouites are those captured as they become blowsily over-bloomed. Always a treat to read and see.
Delivering across the U.K. – ‘Our dream is that everybody should assume that they can buy exceptional quality, British grown flowers year round, that ‘grown not flown flowers’ should be the norm,’ say husband and wife team, flower farmer and author Georgie Newbery, and artist Fabrizio Bocca. Bravo!
On National Fragrance Day, March 21st, in a shower of #smellfie sharing, the world came together as perfume-lovers all over the planet expressed their joy for scents that gave the most comfort, strength and happiness in these troubling times.
This is the sixth year of our #smellfie campaign – sharing a selfie with a scent you love – and this time, we placed a special emphasis on those fragrances that make us smile, feel as though we’re wearing a suit of armour or as though we’re somehow standing taller. To be perfectly honest, we just weren’t sure – amidst a global pandemic – how many people would be able to, or actually feel like joining in on this occasion. But OH BOY, you didn’t disappoint!
We were moved to tears by some of the tender scent meories and photos you shared, and then whooping with laughter at some of the hilaious costumes you somehow got together! Overall, it was a fragrantly creative display of unity that helped us feel less isolated, reminded us all of how important fragrance can be to help lift our moods, and gosh, just gave us something nice to focus on for a little while.
Though in our hearts you are all winners, we promised to pick some of our all-time favourites, and we would love to share these with you below…
Our top choice, @harleyrider1883, will be receiving £300 worth of fragrance (though he might have to be a little patient as we figure out how to get it to him, while working remotely!) Five runners-up will either receive a VIP Subscription in the UK (with the joining box of their choice), or an International VIP Subscription – for a full year of fragrant reading!
@harleyrider1883 For embodying the power of perfume in his smile-making pic, captioned: ‘Wearing this makes me feel strong, confident and brave! (and happy because the wife likes it too)’
@mindmarrow Because we think everyone should go hiking with their fragrance. (We’re so doing that in future.) To quote: ‘Like a good scent soldier asked to do a smellfie, here it is. One of my favourites is Guerlain’s Plus Que Jamais. Besides having private and beautiful memories for me, it translates to “more than ever” and fittingly now more than ever we need connection, grace and kindness. More than ever we need courage, creativity and resilience. More than ever we need to breathe deeply. Sending love, support and solidarity to this community of passionate ’fumeheads.’
@bellempiretheheartoffeminity For the wonderfully dramatic photo with Guerlain L’Heure Bleue, and her caption: ‘Let us all honour the joy that spraying a beautiful scent can give us on National Fragrance Day in a time where small pleasures mean more than ever and a favourite perfume has the power to bring us back to happier and easier times… if only for a small moment.’
@lelatr85 As with many #smellfies for 2020, bare-faced but beautiful. (Lots of slap just doesn’t feel of-the-moment, right now, does it? And as we all know, you’re never naked with perfume.) ‘To celebrate #nationalfragranceday I choose to post a #smellfie with no make-up, just wearing #eaudemerveilles. A unique woody, salty, citrusy perfume – one of a kind.’
@thesniffwebsite For giving us the best laugh of the day. As the talented fragrance writer behind The Sniff, Nicola Thomis, says, ‘Sauvage by @dior done the #smellfie way for @theperfumesociety. Humour at times like this lifts us up, keeps us going and makes us feel like we’re wearing that suit of armour. I loved having an eyeliner beard and tattoos by the way. Things I have learned this weekend: felt tip eyeliner is a sod to get off arm skin!’
@perfumepuffery A scented sketch that we simply enjoyed. ‘I’m over here on #nationalfragranceday… wearing the very austere Iris Silver Mist. Is she uplifting? Probably not, but I’m always very moved by its abject greyness and enjoy being shrouded in icy glamour. Best iris and best Serge (in my opinion). Wishing you all the best in these very scary and uncertain times.’
Thank you SO much to every single one of you who took part. We spent the whole of Saturday (and much of Sunday) liking, commenting and loving as many of your posts as we possibly could. With so many great entries it was a really tough decision, but please know we adored seeing every single one!
By Suzy Nightingale (with thanks to Hettie Jones for curating all the #smellfies)
Could you ever splurge on an all-time lust list fragrance, or save the cash by buying more pocket-friendly (but still utterly fabulous) ‘fumes? We all have fantasties of winning the lottery and suddenly having access to the rarest scents in the world… But when reality hits and more attainable scents are the name of the game, what, I wondered, would some of our favourite social media fragrance commentators choose…?
Persolaise Splurge: If money were no object, I’d love a full bottle of vintage Diorissimo extrait (price… priceless?) in the famous, gold-topped Baccarat flacon. Actually, I’d be happy with some vintage Diorissimo in ANY bottle, but if we’re dreaming, let’s throw in the Baccarat. I could probably write a whole dissertation on why I love the perfume so much, but if I had to sum up my feelings, I suppose I’d say that, for me, it is THE most perfect example of a perfumer both reflecting nature and putting his own personality on it. Roudnitska’s nose was being guided by the scented gods when he made it. It is an absolute masterpiece.
Save: I might go for Gorilla PerfumeKerbside Violet £29 for 30ml eau de parfum from Lush: a modern, uniquely urban take on florals, mixing that strange, green, lung-filling ‘openness’ of violet leaf with smoke, concrete and exhaust fumes. Genius.
Viola Levy, Scents & the City Splurge: If money were no object, I would go for a dazzling bottle as much as the fragrance itself – and for stunning perfume bottles, you can’t go wrong with Lalique (they pretty much invented the concept!) Their limited edition Crystal Collectible Bottle in Naïade €1,200.00 is a miniature work of art, featuring a mermaid-like Art Deco figurine as the stopper, while the fragrance inside: ‘Lalique de Lalique‘ ticks all the boxes when it comes to my favourite perfume notes (jasmine, rose, blackcurrant and sandalwood). I like to think of this scent as the equivalent of an off-the-shoulder cashmere cardi – old-school elegance with subtle sex appeal. Plus you can never go wrong with a mermaid, can you?
Save:Coty‘s L’Aimant,£14.49 at Boots for 50ml eau de toilette, would be a no-brainer. Created by François Coty (dubbed ‘the father of the modern perfume industry’) it was launched in 1927 at the Galleries Lafayette in Paris and is an incredibly romantic concoction. The backdrop was the Roaring Twenties – of girls emboldened by their contribution to the war efforts and the greater freedoms this had allowed them – which lead to the perfume being promoted as ‘the pure essence of Modernism – vivacious, warm and magnetic – the passionate woman’s perfume.’ Certainly it’s similar to No.5 in its composition: sparkly aldehydes, rose and jasmine (always a winning combination for classic scents), but it’s got a lighter spring in its step and a certain sparkle all of its own.
Sarah Gallogly Splurge: If money were not an issue I would blind-buy Mendittorosa Osang. It has a lot of my favourite notes in it such as honey, frankincense, myrhh, labdanum and sandalwood and Mendittorosa is a perfume house I would really love to explore further. I recently tried a sample of Le Mat and it’s straight up beautiful! I can only imagine how spectacular Osang is…
Save: For a fragrance under £40 I believe you can’t beat Lush and I would reach for I’m Home £25 for 30ml eau de parfum, or Cardamom Coffee £39 for 30ml eau de parfum– both wonderful and with sweet, resinous depth. Lush make excellent and creative perfumes for such an affordable price, and I’m a big fan.
Sam Scriven, I Scent You a Day Splurge: My fantasy bottle would be Aedes de Venustas Pelargonium £210 for 100ml eau de parfum, without a doubt. The first time I smelled it, I got emotional. That’s happened about twice in my life, and as a blogger, I’ve smelled thousands of scents. Pelargonium is a woody floral, but so seamlessly blended it’s like a cloak of iridescent fairy wings merging into each other. It’s mainly geranium, but it’s also musk, oakmoss, spices and smooth orris. Just perfection.
Save: There’s a huge choice of great value fragrances at the other end of the spectrum, but if I had to narrow it down, I’d go for Lanvin Arpège £29.99 for 100ml eau de parfum. It’s a classic aldehydic chypre created in Paris in 1927 and it makes me feel like a grown-up sophisticated lady even when I’m in pyjamas. Trust me, that’s powerful. Because my pyjamas don’t even match.
Viola Cserkuti Splurge: If money wouldn’t matter, I’d possibly get a lot of raw materials and make something, or rather experiment with my favourite notes: say, a kilo of Iris butter? I’d be pretty over the moon if I could go into Fortnum & Mason and buy a super fancy Caron bottle and get it filled with Farnesiana from one of those glass samovars (price on request!)
Save: I’m a big fan of discovering affordable scents in unexpected places. I love &Other Stories’s Sardonyx Fire £28 for 50ml eau de toilette, it’s very on-trend with a lot of iso-e super and ambroxan, metallic and musky with sweet florals in the background.
Blueberry Chicks Splurge: The first perfume I’d choose is unavailable today, but if somebody had a sealed version I would have spent my (imaginary) thousands on La Rose Jacqueminot by Coty. I love rose and it is a legendary perfume. It was used by one of the last Romanoff princesses! For a modern perfume, it would be Puredistance White £455 for 100ml eau de parfum – because it smells like diamonds! I have never met a fragrance that’s so deliciously ‘posh’ and yet fresh. The first thing that comes to my mind when I smell it is a sumptuous ballroom full of finely dressed ladies.
Save:Jennifer Lopez Deseo£10.95 for 50ml eau de parfum, on the contrary, is a recollection of a tropical holidays on the beach. A sweet memory doing nothing all day, with a pina colada in one hand and a book in the other.
Having salivated at the thought of the luscious lottery-win type fragrances mentioned above, and added many of the budget-friendly options to my own shopping basket, of course I couldn’t resist throwing my own scented suggestions into the ring…
Splurge: Oh go on, then, I’ll have a bottle of the original Guerlain Mitsouko, from when it was first released in 1919. Can you imagine? The thing is, I’d want to time-travel back and buy it myself, dressed to the nines in a velvet Opera coat by Elsa Schiparelli, with an ebony cigarette holder and scarlet lips, being shockingly daring yet romantic – presaging the turn of the century and those Bright Young Things to come. One spritz of this (well actually, as money is no object, several lavish applications) and I could snuggle in the cinnamon infused, milk-lapped plump peach skin and oakmoss for hours. In reality, the current reformulation by Thierry Wasser is as close as we’ll get, thanks to oakmoss restrictions, and it still smells *expletive* wonderful.
Save: If you’re looking for something with a sassy swagger, which smells about ten times more expensive than it is, consider unleashing your inner Diva with Emanuel Ungaro‘s much-overlooked masterpiece. First released in 1983, it’s a pleasingly buxom affair of softly powdered rose and iris with a purr of ylang ylang and sandalwood. And the perfumer? None other than Jacques Polge, darlings. Yes, he of the many, many Chanel fragrances. But this can be snapped up at £29.95 for 100ml eau de parfum. I know. You’re welcome.
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