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For many people, hearing “Boots fragrance store” might not sound groundbreaking, after all, the brand has sold perfume for decades. But its new space, just moments away from London Liverpool Street, proves to be an absolute treat for perfume lovers like me. It’s a fragrance-only boutique based in Broadgate Central and is the first of its kind for the retailer. The space feels like a whole new universe for scent lovers. It wasn't the rows of perfectly lined-up perfume bottles that excited me when I first stepped into the boutique, but the scent that filled the air. There are over 400 new perfumes filling this space, but nothing clashed. Instead an invitingaroma floated around the room, pulling you in to try one of the 20 new brands that have been added to Boots' catalogue. Boots wants to redefine how we shop for perfume , moving away from overwhelming counters and towards discovery. The boutique features trend-led fragrance zones based on notes and personality - perfect if, like me, you don’t know your ambers from your aromatics. I headed straight for the vanilla section, where I quickly learned vanilla doesn’t have just one scent profile. A specialist asked about my go-to perfumes and broke down the different variations, updating my knowledge and turning fragrance from a guessing game into something personal. There’s a clear focus on education and expertise, something most perfume shoppers never get. “We worked with experts to help us understand and navigate which brands would resonate with our consumers,” Boots’ Fragrance Director, Chelsey Saunders told the Mirror . And honestly, you can tell. Everything feels curated with intention, not stocked for the sake of it. For more stories like this subscribe to our weekly newsletter, The Weekly Gulp , for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror's Audience U35 team delivered straight to your inbox. The store brings more than 20 fragrance brands that are completely new to Boots, including luxury labels like Tom Ford Private Blend, Hermès, Prada Les Infusions, Balmain, Guerlain and Maison Margiela Replica, alongside founder-led and niche houses such as London-based Gallivant and BeauFort London. There are also high-street exclusives like Maison Louis Marie and Eris Parfums, plus international names arriving from Australia , Hong Kong and beyond. And the best part? It’s luxury but accessible as Chelsey explains, “We pride ourselves on being accessible, it’s an inviting space, accessible for everybody,” with prices starting at £20 and rising to £300 for premium picks. There are even complimentary fragrance experiences, including a Signature Scent Experience to help you discover something that feels like you, and a Wedding Fragrance Experience for couples preparing for their big day, online shoppers can also browse the full edit via a new Fragrance Hub on boots.com and the Boots App -complete with Click & Collect at over 1,600 stores nationwide. I left with scent strips tucked into my pocket and a strange sense of accomplishment like I’d finally cracked the secret to choosing fragrances I actually love, not just whatever a friend once said smelt nice on me. And unlike big department stores, this wasn’t overwhelming. It was fun which is exactly what fragrance shopping should be. Help us improve our content by completing the survey below. We'd love to hear from you!
