Fragrance house

Ataratma

Founded by Ada Panday, Ataratma London connects fragrance with wellbeing, self-expression and spirituality. Its name joins the Sanskrit-derived terms attar, meaning scent, and atma, meaning soul. The London brand draws on Indian and South Asian heritage, combining spiritual and Ayurvedic traditions with European perfumery and olfactory-neuroscience research. Ataratma entered the United Kingdom in early September 2025 with a launch at The Connaught Hotel, introducing nine fragrances across four intention-led collections: Atma for spiritual balance, Ananda for happiness, Kama for love and sensual connection, and Zakra for strength. Its launch identity was also shaped by collaboration with IFF’s Science of Wellness program and by sustainably sourced LMR Naturals ingredients.