Fragrance house

Shay & Blue

Shay & Blue was founded by Dom De Vetta, and Shay & Blue Ltd was incorporated in the United Kingdom on 15 May 2012. After more than 20 years in fragrance, De Vetta created the brand around a purpose-driven approach described as natural, sustainable, affordable and genderless. At launch, he worked with perfumer Julie Massé, who created six inaugural fragrances in 2012. Its creative identity brings modern, accessible, all-gender fragrance together with respect for traditional perfumery knowledge and quality-focused methods. The process pairs De Vetta’s art direction and storytelling with Massé’s perfumery, drawing on contrasting ideas, visual references, nature, food and personal memories. Blood Oranges was the first scent they developed together; it attracted early interest, appeared in London fashion shoots and shows, and became one of Shay & Blue’s bestsellers. Awards associated with the brand included Monocle’s Best Artisan Fragrances in 2012, CaFleureBon’s Best Creative Director in 2013 and The Beauty Shortlist’s Best New Fragrance House in 2014. In 2023, Shay & Blue achieved B Corp certification.