Memoize London
British niche perfumery built around memory.
Memoize London is an independent British perfume house founded in 2016 by Holly Hutchinson, who spent seven years developing niche fragrances at a global perfumery before launching her own line. Made in the UK and rolled out commercially in April 2018, the brand frames each composition as a captured memory: a moment, a place, or a sensation translated into scent. The collections are organised into thematic groupings — Signature, Floral Chronicles, Heritage Collection — that lean toward European naturals, opulent oriental accords, and a quietly luxurious, very British sense of restraint. Wearers tend to be those who enjoy heavier extrait concentrations and statement compositions without the sharper edges of contemporary niche. Memoize remains family-scale in operation, with Hutchinson directing the creative output and overseeing each launch. The house is sold through specialist retailers across the UK, the Middle East, and online, and has become a fixture for collectors looking for affordable, well-built British niche.
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.
