Fragrance house

Missguided

Missguided launched as an online clothing brand in March 2009, founded by Nitin Passi. Its identity centered on digital-first, trend-responsive women’s fashion and messaging around female empowerment. The brand later expanded from online fashion into beauty and fragrance, launching its debut perfume, Babe Power, by 2017. Babe Power became Missguided’s defining fragrance example: its first stock run sold out in three hours, and it was the fastest-selling female fragrance of 2017. Missguided entered administration in 2022. On 30 October 2023, SHEIN acquired the Missguided brand from Frasers Group, with the brand’s intellectual property licensed to SUMWON Studios, a joint venture between SHEIN and Passi. The arrangement was intended to reignite Missguided by drawing on its distinctive brand personality and reshaping its creative and commercial direction.