Shay & Blue
Clean British perfumery from a London atelier.
Shay & Blue is a London perfume house founded in 2012 by Dom De Vetta, a former senior executive at Chanel and global general manager of Jo Malone London. The name combines his grandmother Grace Shay's surname with his favourite colour, and the brand positions itself as a clean, vegan-certified alternative within accessible British niche. All scents are composed by Julie Massé, who works closely with De Vetta on a tight, evolving collection rather than a sprawling catalogue. Naturals are sourced through Grasse and blended, matured and bottled at the brand's London atelier. The aesthetic favours legible, single-idea fragrances — blackberry and oud, salt caramel, framboise noir — in slim cobalt flacons. Shay & Blue suits wearers who want craft-led British perfumery without ultra-niche pricing or austere conceptualism.
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.
