Fragrance house

Impulse

Impulse was introduced in South Africa in 1972 as a perfume deodorant, combining fragrance with deodorant. It later expanded into the United Kingdom and was introduced in more than fifty countries during the 1980s. Its public identity frames fragrance as a form of personal self-expression and confidence, expressed through “Trust Your Impulse,” while its current range emphasizes body mists and nostalgic sprays. Fragrance milestones include a Spice Girls scent released in 1997 and Tease, a body spray launched in 2006. Impulse added body mists in 2017. In 2021, Unilever placed the brand within Elida Beauty; on 1 June 2024, Unilever completed Elida Beauty’s sale to Yellow Wood Partners LLC, whose acquired portfolio included Impulse. In 2025, the brand partnered with footballer Ella Toone on limited-edition artwork for its body-spray range.