EAU MG
Be bold.
EAU MG was founded in the UK in 2023 by Holly Hutchinson, who co-founded Contradictions in ILK in 2020 before launching this second, independent project. Where ILK was built around intellectual paradox and duality, EAU MG takes a more direct approach — the name reads as a chemical formula shorthand, signalling precision and clarity rather than conceptual complexity. The house is very recently founded, with a short back-catalogue, but Hutchinson's earlier work demonstrated a coherent creative and strategic intelligence that suggests EAU MG is a serious long-term proposition rather than an extension project. British niche fragrance has expanded considerably since 2015, with houses like Memo, Clive Christian, and a dozen emerging independents competing for shelf space and attention; EAU MG enters with the advantage of a founder who already knows the market from the inside. Early compositions prioritise directness and confidence over decorative complexity.
