Memoize
London niche fragrance built around the seven sins.
Memoize London was founded in 2016 by Holly Hutchinson, who had spent seven years working within a global niche fragrance company before stepping out with a brand built entirely around personal and cultural memory. The name derives from the French for "memories"; the brand's founding collections, The Dark Range and The Light Range, are structured around the Seven Deadly Sins and Seven Heavenly Virtues respectively. Every Memoize fragrance is an extrait de parfum at 20–30% oil concentration, with longevity of ten to twelve hours. The house works with a rotating roster of perfumers including Christian Provenzano, known for his Arabic and oriental compositions, and Mylène Alran, whose work spans luxury and niche houses. Hutchinson designed the brand to occupy the overlap between opulent niche and wearable luxury — intense enough to satisfy serious collectors, structured enough to suit daily use. The conceptual framework of virtues and vices gives the catalog coherence without confining it. Distribution is through specialist niche retailers in the UK and internationally.
Releases
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
