Fragrance house

Memoize London

Memoize London is a British fragrance brand based in London, founded by Holly Hutchinson in 2016 after her work in niche fragrance development and production. The brand launched publicly in April 2018 following approximately 18 months of development, with Hutchinson shaping its perfumes through scent, naming, visual design, and storytelling. Its central idea is the connection between fragrance and memory: each perfume is intended to evoke moments, experiences, stories, and personal emotional associations. The brand’s first major concept, The Dark Range, premiered in Milan in 2018 as seven fragrances and a limited edition, inspired by the Seven Deadly Sins. The complementary Light Range drew on the Seven Heavenly Virtues, while the wider collection architecture also includes the Colour ranges. Within six months of launch, Memoize London entered Selfridges in London. In 2022, it introduced a new collection exclusive to Harrods, adding another chapter to its fragrance offering.