Memoize London

Memoize London is a British fragrance house founded by Holly Hutchinson after she spent seven years developing niche fragrance products at a global perfume house. The brand says it has been making perfumes since April 2018 and positions itself around memory, stories, moments, and experiences.

Its signature direction is modern niche perfumery with high oil concentrations, with sources noting extraits de parfum at around 20-30% concentration and strong longevity. The house built its first collection around the Seven Deadly Sins, with early scents such as Luxuria, Era, Superbia, Gula, Invidia, Tristitia, and Avaritia. It later expanded into lighter and more daytime-friendly compositions as well as exclusives, while keeping a unisex, story-led identity.

Memoize is also defined by its Made in the UK production and sustainability messaging. The brand says its ingredients are produced in the UK, its caps are made from responsibly sourced oak and walnut wood, and its packaging is recyclable and biodegradable. That combination of concentrated performance, narrative naming, and eco-conscious presentation is the core of its identity.