Fragrance house

Perfumer's Choice

Perfumer’s Choice is a fragrance brand within Milton-Lloyd’s portfolio. Its parent is a London-based, family-owned fragrance house established in 1975, with Peter Jackson identified as its founder. Milton-Lloyd began by representing other companies’ perfumery products before adding its own brands. The Perfumer’s Choice collection formed part of a move beyond the company’s earlier dupe-oriented presentation, using perfumer first names as a personal seal of approval. Its fragrances are created with master perfumers and use premium oils at high concentrations, alongside simple presentation and British production through a family-run business. The range includes Phoenix No. 4, an oriental-floral scent with citrus, peach, jasmine, amber, saffron, and cedarwood; it is marked as a bestseller on the brand’s website.