What do perfume and literature have in common? They both evoke emotions and memories through their unique mediums. Scent has inspired countless poets and authors, such as Patrick Sueskind and Marcel Proust, to create deeply immersive stories, acting as more than just a pleasant smell. On the consumer side, fragrances are used to reflect identity—they tell a story of who a person is and who they aspire to be.

Lush strongly believes in the power of scent to reflect individual branding. The business is distinguished by the familiar sweet smells that fill the air of its stores, seeping out into the streets, invitingly luring in prospective shoppers. "All of our products are fragranced with intention, for effect, for feeling, or for storytelling," Lee Howes, Fragrance Category Lead at Lush tells BeautyMatter.

A few years back, the British brand utilized the strength of scent to open a Perfume Library in Florence, Italy—its first stand-alone fragrance concept. The store was only a temporary activation, yet inspired Lush’s next moves in commerce. Now, the brand has opened the doors to its permanent Perfume Library, located on Beak Street, in Soho, London.

"Beak Street is fast becoming a new hub for perfumery in London. Already having a permanent Lush presence on the street with our Lush Studio office and a series of successful pop-ups, it made sense to us to convert the space into a place where our customers can fully explore a category that we're incredibly passionate about," Howes continues.

The store stands out, painted in a bright tangerine shade, a nostalgic nod to the brand's original perfume shop in Islington, which opened in 2014 and is now permanently closed. The interior of the shop is just as vibrant, with deep blue walls and sectioned, large wooden bookshelves, accompanied by a plethora of luscious green plants housed in vividly colored pots and vases.

"I reused and repurposed mid-century furniture as it lends itself really easily to the display of the perfume bottles and books and gives different pockets in which to place the product," Howes adds. "The tone of the wooden furniture with little pops of colour here and there help to make the environment a little playful and lift it from being a bit too serious."

A collection of 12 brand-new perfumes (not available anywhere other than the perfume store until September) are carefully placed throughout the store. The assortment of fragrances were crafted by Lush's three in-house perfumers—co-founder Mark Constantine OBE, who has created many scents for the brand since 1995, as well as Emma Vincent and Alina Gliwinska, who created the brands best-selling scents Tumeric Latte and Alina.

The fragrances take inspiration from literature, music, and life events, with bottles that reference the naturally derived colors of Lush perfumes, featuring labels printed directly onto the glass to show the product contained within. Offerings range from vanilla-scented Chelsea Morning, created by Vincent as an ode to Joni Mitchell’s namesake song, to olibanum-rich Bond St 1972, a nod to Constantine's time spent working in vibrant hair salons in 70’s London.

The literature that motivated the perfumers' work is dotted around the store, available for purchase. These include reads on the topic of fragrance history, the smell and senses, and the culture of fragrance, with notable texts from scent experts Luca Turin and Tania Sanchez.

"Books are an integral part of our Perfume Library concept. Some of the books you'll find in our library are ones found on the shelves in our perfumer's labs, to be thumbed through whenever inspiration is needed,” Howes continues. “There are times when the books have directly influenced the creation of a perfume, or when the expertise found within has been a guide on how to effectively use the beautiful essential oils in our fragrances.”

Visitors are welcomed to the store with a free fragrance consultation with branded fragrance experts to help them uncover their story through scent. Howes explained that fragrance is more than just a frivolous concept to Lush, and this is the vital message they wish to share with consumers.

"We know from understanding our olfactory system and the way in which humans respond to scent how powerful the right fragrance for the right person at the right time can be. A perfume can make you feel more confident, more relaxed, or experience enhanced joy,” Howes says. “It can tell a story or communicate who you are or want to be to those around you. Just like wearing clothes that make you feel good, perfume can be transformative, and we want our visitors to gain a deeper understanding of their own relationship with fragrance and how it can positively impact them every time they give it a spray."

The Beak Street location places Lush in prime fragrance shopping territory , neighboring Le Labo, Avestan, Byredo, and Ffern, cementing its reputation among well-respected brands. As the fragrance category currently accounts for 8 to10% of all Lush sales, the store will likely enhance the brand's visibility to customers both old and new, acting as a signal of its commitment to creativity in the fragrance industry.

"I am so excited that we have this beautiful and very diverse collection of scents available for every visitor to explore alongside a personal consultation, inspiring books and more. I am hoping customers will go on a journey to find their unique perfume which will match their personality, evoke memories, and ultimately have the potential to become their signature scent," Gliwinska adds.

The Perfume Library marks just one of Lush’s newfound retail ventures. Recently, the brand opened a new flagship store located at 12-14 Long Acre Street. The destination sees Lush return to Covent Garden after 11 years away, having previously sustained a presence in the area from 1998-2013. The store offers an alternative to the Lush experience consumers typically know at smaller doors, featuring a spa offering massages, facials, and yoga, as well as a collection of previously discontinued products from the brands archive.

"We are beyond excited to make our return to the center of entertainment and spectacle in London, Covent Garden,” says Sophie Watson, Shop and Spa Manager at Lush Covent Garden. "Our talented team of daymakers are passionate to showcase the incredible services, products, and experiences we have to offer. From engaging product demonstrations and exclusives, fresh bouquets to make your day, or transformative spa experiences—we’re ready to bring a little magic and wonder to Covent Garden."

Both the Perfume Library and flagship store are sure to be valuable assets to Lush’s business plan, offering customers experiences that will deepen their connection with the brand. The innovative concepts are likely to attract high footfall, increase brand visibility, and of course drive sales, while offering a unique experience that stands out from competitors.