The Perfume Shop, the UK’s largest specialist perfume retailer, has partnered with the micro-donation charity Pennies, giving customers the opportunity to top up their purchases to support vital charity partners at the point of sale. Following a successful trial in selected stores in November 2025, the initiative has now been rolled out across all UK stores as of early 2026, alongside launching in the Republic of Ireland in aid of the Marie Keating Foundation.
Pennies’ micro-donation technology enables shoppers to add £1 to their transaction when paying by card, with donations going directly to charity. In the UK, funds raised through The Perfume Shop will continue to support Alzheimer’s Research UK, the country’s leading dementia research charity, helping to accelerate progress towards a cure for dementia.
Gill Smith, Managing Director at The Perfume Shop, said: “We’re incredibly proud to introduce Pennies across our stores and to make it even easier for our customers to support causes that matter. Alzheimer’s Research UK is a long standing charity partner with The Perfume Shop. By partnering with Pennies, we can continue to build on this success, turning small change into a powerful force for good both in the UK and, very soon, in Ireland for the Marie Keating Foundation.”
Alison Hutchinson CBE, CEO of Pennies, added: “We’re delighted to welcome The Perfume Shop to the Pennies family. Their commitment to helping customers give effortlessly at checkout will make a real difference to Alzheimer’s Research UK and the Marie Keating Foundation. Micro-donations may be small, but together they create extraordinary impact – just a few hours of micro-donations can
help fund vital equipment to support effective dementia research, or support services for those living with cancer. The Perfume Shop is a brilliant example of retail with purpose.”
Hilary Evans-Newton CBE, chief executive at Alzheimer’s Research UK, said: “We’re incredibly grateful to The Perfume Shop, its colleagues and customers for their continued support. Every donation is helping us end the heartbreak of dementia, by revolutionising the way it is treated, diagnosed, prevented.
“The introduction of Pennies across stores will now make it even easier for people to support vital dementia research and have an extraordinary impact. Partnerships like this play a vital role in accelerating progress and bringing us closer to a cure for dementia.”
Since its launch in 2010, Pennies has transformed the way people give to charity on the high street, enabling more than 300 million micro-donations and raising over £75 million for 1,100 charities and counting. The Perfume Shop’s participation strengthens its long-standing dedication to community and wellbeing, while offering customers a simple way to contribute every time they shop.
