Boots, Britain’s leading fragrance destination[2], is redefining how customers shop for scent with the opening of a new fragrance-only concept store and the introduction of over 400 new lines. Boots Fragrance boutique offers a reimagined, sensory-led retail space with a curated selection of fine fragrances from luxury labels and niche scents from independent perfume houses, including 20 brands that are joining the Boots line-up for the first time.
The range includes a handpicked selection of luxury scents from some of the world’s finest fragrance houses, such as Tom Ford Private Blend, Prada Les Infusions, Balmain, Guerlain, Maison Margiela Replica and Hermès. The collection also features a suite of niche fragrance brands, including founder-led and independents, such as London-based perfume houses Gallivant and BeauFort London, niche international labels TOBBA, Orebella and Lumira, and high street-exclusive brands Maison Louis Marie and Eris Parfums.
The new lines will be housed in Boots first-of-its-kind fragrance boutique, opening Thursday 23rd October at Broadgate Central in London. The boutique features trend-led discovery zones and immersive experiences that invite customers to engage with fragrance in a completely new way. A team of expert Fragrance Specialists, with advanced training on scent profiling and matching, will offer personalised consultations and tailored advice at the boutique. A range of complimentary expert-led fragrance experiences will also be available, including a ‘Signature Scent Experience’, a bespoke consultation designed to help visitors find a scent that reflects their unique style, and a ‘Wedding Fragrance Experience’ for couples preparing for their special day.
Chelsey Saunders, director of fragrance at Boots, said: “Fragrance is deeply personal, and with our new boutique we’re creating an experience that goes far beyond the traditional beauty counter. We’re proud to bring together some of the world’s leading luxury fragrance houses alongside visionary niche and independent brands, giving them a platform to share their creativity and craftsmanship. By combining our first-ever boutique with nationwide access through boots.com, we’re making the world of fine fragrance more inclusive and accessible than ever before, offering choice, expertise and inspiration both in-store and online.”
In addition to the new Fragrance store, Boots is also launching a Fragrance Hub on boots.com. As well as making the new range accessible to customers wherever they are in the UK, it will be home to exclusive content, inspiration and brand stories. With the Boots Click & Collect service, customers can order online and collect from over 1,600 Boots stores.
The launch comes against the backdrop of a robust UK fragrance market, which is on track to surpass £2 billion by 2029[3]. Fragrance sales at Boots have seen solid growth driven by an expanded brand portfolio and elevated customer shopping experience. So far in 2025, Boots has introduced 11 new fragrance brands and upgraded fragrance walls in nine stores, with plans to enhance a further 25 locations before Christmas. The launch of Boots Fragrance boutique represents the next step in this journey, marking a significant milestone in Boots on-going beauty transformation and reinforcing its position as the UK’s favourite beauty retailer1.
Following the successful opening of its first beauty-only store, Boots Beauty, at Battersea Power Station in 2023, Boots continues to innovate with new store concepts to create immersive spaces where discovery meets expert advice. Boots has redesigned over 180 beauty halls and trained more than 1,400 Beauty Specialists, ensuring customers receive personalised guidance and inspiration every time they shop. With over 500 beauty brands available in-store and online, and more than 30 new names added this year, Boots continues to make new beauty more accessible, inclusive and exciting for customers across the UK.
Boots Fragrance boutique will open at 10:30am on Thursday 23rd October, and is located on the lower ground floor of Broadgate Central, 1 Broadgate, London, EC2M 2QS. Boots Advantage Card customers will receive 3 points per £1 spent at Boots Fragrance boutique, meaning they can continue to earn rewards every time they shop.
