Fragrance house

Shay & Blue London

Shay & Blue London was founded by Dom De Vetta, who had previously worked at L’Oréal, Jo Malone, and Chanel. Its UK company, Shay & Blue Ltd, was incorporated on 15 May 2012 to operate in perfume and cosmetics wholesale. De Vetta created the house around purpose-driven, natural, sustainable, affordable, genderless fragrance, in response to an industry he viewed as mass-produced and strongly gendered. The brand’s creative model took shape through his partnership with perfumer Julie Massé, who joined the project in 2012 and created its inaugural six fragrances. Shay & Blue’s identity combines all-gender artisan perfumery with an emphasis on craft, ingredients, and people; its fragrance collection is clean, vegan, and cruelty-free. The house received early recognition including Monocle’s Best Artisan Fragrances in 2012 and The Beauty Shortlist’s Best New Fragrance House in 2014. Blood Oranges, part of the initial collection, appeared in London fashion shoots and shows and helped the young brand win awards.