Noted Aromas

Noted Aromas is a Durham-based, direct-to-consumer dupe house founded in 2020 by brothers Thomas and James Gibson, built on a simple proposition: take the world's most loved designer and niche fragrances and reinterpret them in UK-blended formats sold at a fraction of the original price. After more than a year of development the brand launched to market and scaled fast, reaching multi-million-pound turnover within its first trading years and, in 2025, completing a 31 million GBP management buy-out backed by eComplete, NVM Private Equity and Metro Bank - a striking growth curve for a young independent.

Production is the differentiator. Unlike most price-led dupe houses that source from Middle Eastern or Indian blenders, Noted Aromas formulates and bottles in the United Kingdom, with a small in-house team and full cosmetic-safety compliance. The catalogue is organised around city names: Berlin, Monte Carlo, Riyadh, Rome, Manhattan and dozens more, each a recognisable reinterpretation of a designer or niche original, priced from around 4.99 GBP for a 5 ml sample to roughly 33 GBP for the 100 ml flagship.

Olfactorily the line skews toward the modern dupe-house staples that drove the brand's social-media reach: ambroxan-heavy blue scents, vanilla-tobacco gourmands, woody-amber ouds, and saffron-amber readings of cult niche releases such as Baccarat Rouge 540. Performance is the pitch - long-wearing, projection-forward interpretations aimed at wearers who recognise the inspirations but won't pay designer-tier prices for them.

Positioning sits in the UK-blended budget dupe tier, alongside The Essence Vault and Match Fragrances on the British dupe shelf, but with a tighter naming concept (cities, not numbered codes) and a notably stronger consumer-marketing footprint than its peers.