Green Gravity
EDP
MOH London
Acquired
MOH London
Hatton Garden jewellery house with a seven-scent genderless fragrance line made in the United Kingdom.
About MOH London
MOH is a Hatton Garden jewellery house, founded in 2013 by Dakshesh Sangani. The name comes from the Sanskrit word moh, meaning love, and also stands for "My Other Half".
The house moved into fragrance in 2024 with seven genderless Eau de Parfums, all composed by the UK-based perfumer Pia Long and made in the United Kingdom: Rose Dose, Green Gravity, Honeyism, Innocuous Oud, London Lover, Quixotic and TOBAC. The range runs from bright citrus and green aromatics to spiced tobacco and an animalic oud.
At a Glance
The Brand
Founded
2013
Founder
Dakshesh Sangani
Country
United Kingdom
Category
Niche
Scent Personality
Worth It?
Scent DNA
Woody
spicy
oud
amber
floral
- MOH’s fragrance identity is tied to genderless Eau de Parfum releases developed by perfumer Pia Long
- The range combines luxury-jewellery positioning with woody, spicy and oud-focused directions, while individual scents span warmer spice and floral-woody territory
Typical Performance
Longevity
Long
Projection
Strong
Positioning
A niche, luxury house known for woody compositions.
How It Compares
- → More jewellery-led and less historically maritime BeauFort London
- → Less conceptually theatrical and more luxury-retail oriented Zoologist Perfumes
- → Bolder and less understated Jo Malone London
- → Less established and generally more experimental Tom Ford
Who It's For
Best For
- Genderless niche fragrance buyers
- Collectors interested in British independent perfume
- Wearers who prefer premium Eau de Parfum
- Fans of oud, woods and distinctive spicy compositions
Strengths & Weaknesses
Strengths
- Distinctive genderless positioning
- British-made fragrance collection
- Premium presentation and jewellery-house context
- Pia Long as a named perfumer
- Several woody, spicy and oud-led options
Weaknesses
- High price for a new fragrance line
- Limited publicly documented history in perfumery
- Small collection compared with established luxury houses
- Availability and independent review coverage may be limited
Brand Evolution
MOH began as a Hatton Garden jewellery business founded in 2013. In 2024 it extended the brand into fragrance, launching seven genderless perfumes crafted in the United Kingdom. The available evidence describes this as a new fragrance line rather than a long-running perfume house with multiple historical eras.
Quick Verdict
MOH London offers a small, expensive British fragrance collection with a clear jewellery-house identity and credible perfumer attribution. Its £240 pricing makes sampling important, especially because the fragrance line is new and has limited independent coverage.
Perfumers
Pia Long
7
MOH London Perfumes
Favourite - easy to wear anywhere · Statement - bold & distinctive · Acquired - bold, for fewer occasions
