Fragrance house

So...?

So...? launched in 1994 as a Yardley & Company fragrance brand, with an initial range that included eau de toilette and deodorant. The brand evolved beyond its original women’s launch with SO...? Inspired in 1997, followed in 1998 by men’s SO... For Him fragrances, deodorants, and bath-and-shower products. That same year, Debonair acquired the SO brand via Wasserstein and Co Inc. By 2019, So...? was present in more than 30 countries across five continents. Today, its London-based in-house design team draws on fashion, travel, blogs, and social media, while the brand’s range spans perfume, body mist, and bath-and-body products and is presented around inclusive access to fragrance.