Scent and memory are thoroughly entwined – every time we smell something new, it’s filed away in our olfactory memory bank; and every time we smell something familiar, tiny pulses fire-up long-forgotten places, people, experiences we didn’t even know were stored so deeply within us. Niche fragrance house Memoize London took this scientifically proven ability and wove their own stories in scent: each fragrance a specific memory and emotional response, bottled…
We are thrilled to be able to introduce you to this remarkable house in the form of a Discovery Set – truly the best way to get to know any house you’re not already familiar with – or even find new favourites hidden within a collection you thought you already knew well.
Holly Hutchinson founded Memoize London in 2016, but her heart started beating faster for fragrance far earlier – at the age of seven, to be precise. On her birthday, she was gifted her very first set of miniature perfumes. As her mother was ‘an avid collector of unusual scents’, perfumes were almost indelibly linked to scented snapshots of Holly’s childhood memories. ‘A French holiday in the sun, a ride across the waves by boat, venturing through trees in a garden of ferns and Laurels…’ The album of scent memories was filling up fast.
It was in 2011 that Holly could truly begin to follow her dream, joining a prestigious niche fragrance brand and pursuing a career in the industry. But after seven successful years, it was time to start thinking about reaching further, using her love of fragrance and design with the expert knowledge she’d gained, and finally launching her own brand. Holly says she ‘knew immediately’ what the concept should be: sharing the very memories that launched her own fragrant career, while helping perfume-lovers explore their own scented memory bank.
And now, you can share that memory bank while adding to your own scented fantasies, with the Memoize London Discovery Set!
What you get in the box:
Tristitia – The essence of calm, relaxation and pure leisure. Reminiscent of of a lazy Sunday morning, cocooning you in floral and vanilla scented sheets, no need to rise, the amber is keeping you warm…
Avaritia – The essence of insatiability, opulence and unquenchable desire. The first time you dare to think you can have exactly what you want, the need for something that is all yours.
Era – The essence of passion, provocation and power. Lose control of your emotions with this powerful fragrance; reigniting the fire within you, evoking deep seated memories within.
Superbia – The essence of self-confidence, self-love and self-worth. An overwhelming feeling of pride, joy and delight. Recalling a first day of school, the pruned rose bushes, games in the woods, the leather strap of a satchel, a mother’s proudest moment…
Luxuria – The essence of lust, seduction and intoxication. Memories of the first moment of interaction, where desire and passion consumes you. Your skin will tingle with luscious blackcurrant, tuberose and the warmth of musk will captivate you.
Gula – The essence of pleasure-seeking and self-indulgence. A fragrance of sumptuous vanilla, absorbing orange, rich clove and delicate lavender. Gula is an immeasurable mix of thought provoking scents providing unrestrained gratification for your appetites, desires, or whims.
Invidia – The essence of insatiable desire to want, to have, to be who you want to be. Envious and aspirational, your mind takes you on a sub-coconscious journey through the memories from your childhood; always wanting what you can’t have – sweet vanilla ice cream, caramels, tobacco….
Black Avaritia (Limited Edition) – The essence of indulging all of your wants and needs in abundance. Travelling through the rich and woody tones, takes you back on a journey to a foreign land. The warmth on the skin is reminiscent of the sun kissing your skin.
Try the entire collection in the Memoize London Discovery Set £57 for 8 x 2ml eau de parfum
It’s our mission at The Perfume Society to bring you as many of these try-me sizes as possible, so you can do just that: try them (for several days) in the comfort of your own home. Not only is this the recommended way of wearing a new fragrance – giving yourself time to truly experience every nuance of its character before you make up your mind – but we are also very aware that not everyone happens to live within a stone’s throw of a niche boutique or London store stocking these scents. So why not have a browse for a gift (or treat for yourself) in our Luxury Perfume House Sets…?
Written by Suzy Nightingale