Fragrance house

Memoize

Founded by Holly Hutchinson in 2016, Memoize London is a London-based British perfume house whose fragrances are made in the UK. Its first fragrances launched in April 2018 after an 18-month development period. The brand was conceived around the relationship between scent and memory: each fragrance is intended to capture a time, feeling, moment, experience, or story while helping wearers form new scent memories. That idea shaped the initial collection, which drew on the Seven Deadly Sins as a narrative framework of emotional and behavioral themes. Hutchinson is the founder and creative director and personally oversees the creative process. Luxuria is one of the clearest examples of the original concept, presented as the scent memory associated with lust, seduction, and intoxication.