National Fragrance Week is returning this March, celebrating the UK’s growing influence in global fragrance innovation, creativity and culture. Organised by The Fragrance Foundation UK, the annual event highlights the evolving role of scent in modern life while bringing together industry leaders, creators and enthusiasts.
As part of the week’s programme, a series of ticketed talks and panel discussions open to the public will take place in London on 18 March 2026, offering insights into everything from fragrance creation to retail trends and the powerful emotional connection between scent and memory.
The events form part of a wider celebration that aims to position the UK as a global hub for fragrance creativity.
Public Events at National Fragrance Week
The Alchemy of Expression
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Date: 18 March 2026, 11:00am
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Location: Icetank
This discussion explores the artistic relationship between scent, craft and culture. Chloe Mullen, co-founder of niche fragrance brand Jorum Studio, will join glass artist Juli Bolaños-Durman to examine how raw materials are transformed into powerful forms of artistic expression.
Everything You Want to Know About Fragrance…Buyers Edition
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Date: 18 March 2026, 12:30pm
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Location: Icetank
Hosted by Francesca Cherruault, founder of Filthy Brands, this panel brings together fragrance buyers to discuss industry trends, what stands out on retail shelves and how emerging brands can break into the market.
How Is Fragrance Linked to Emotion and Memory?
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Date: 18 March 2026, 2:00pm
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Location: Icetank
Fragrance expert Thomas Dunckley leads a conversation exploring the deep connection between scent, emotion and memory. The discussion will also examine how emerging technologies are changing how consumers discover and interact with fragrances.
The Future of Fragrance: From Perfume to Personal Transformation
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Date: 18 March 2026, 3:30pm
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Location: London
This panel explores how fragrance is evolving beyond traditional perfume. Industry voices will discuss the rise of multi-sensory experiences that combine scent with sound, wellness and immersive environments.
A Booming UK Fragrance Market
The events come at a time of rapid growth for the fragrance industry in the UK. The market was valued at £1.74 billion in 2024, rising to £2.2 billion in 2025, making the UK the largest fragrance market in Europe.
This surge reflects a broader cultural shift, with consumers increasingly viewing fragrance as an extension of identity and wellbeing rather than simply a finishing touch.
Inside the New Fragrance Hub
At the heart of the week’s activities will be the new Fragrance Hub, launched by The Fragrance Foundation UK in central London. The space will bring together brands, retailers, creators and innovators to explore the future of scent.
Topics will include:
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AI-driven fragrance discovery
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Digital influence on perfume trends
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Sustainability and ingredient innovation
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Changing consumer behaviour
Spotlight on Emerging Talent
National Fragrance Week will also unveil the 2026 Next Gen cohort, an accelerator programme developed with Growth Studio.
During a showcase and live pitch event, emerging founders will present their fragrance concepts to retail buyers, media and industry leaders—offering an early look at the scents, ideas and storytelling shaping the future of the sector.
National Fragrance Week continues to highlight the UK’s role at the forefront of fragrance culture while inviting the public to rediscover the emotional power of scent.
