Innovation in sampling and selling fragrance online is coming out of the UK. During two recent Zoom calls I spoke with passionate founders who, each with their own unique concept and means of reaching the end consumer, offer viable business opportunities and solutions that artistic perfumery brands should be aware of and should consider. In part one of a two part series, meet the creators of genius online fragrance discovery site, Fiole.

For the past 16 months I’ve been writing about fragrance and beauty, devouring industry information, attending numerous webinars and trying, along with my colleagues all over the world, to determine what the in-store fragrance testing experience will be like once shops reopened. Here in Paris, with mandatory masks rules in place, the stores were finally allowed to open their doors again on May 19th. I gave it a week to let the dust settle before making a circuit of six different stores to get an idea of what is really happening. My conclusions?

It depends on where you go.

The Berlin perfume brand has witnessed many historical events since its creation in 1856. It managed to survive every time against all odds. Once though, it became a sleeping beauty for 36 long years. In 2012, the curse was broken, and her deep sleep ended. We take you through the "Happily Ever After’ tale chapter.