Shay & Blue London

Shay & Blue London was founded in 2012 by Dom De Vetta, a former Senior Vice President at Chanel and Global General Manager of Jo Malone London, who set up the brand as a small, craft-focused perfume house in London. The brand’s long-term perfumer and co-creator is Julie Massé, often referred to by the house itself as “the nose”, who works closely with De Vetta on the collection.

Originally based in Marylebone and later hand-making fragrances in Hastings, Shay & Blue positions itself around artisan methods: fragrances are blended and hand-filled in the UK using distilled oils sourced from Grasse, with batches left to mature for several months before bottling. Early releases such as Blood Oranges and Blacks Club Leather helped define the house’s style, pairing familiar notes like citrus, leather and vanilla with slightly offbeat twists. Over time the range has expanded to include scents like Salt Caramel and a wide roster of unisex compositions, all marketed as vegan, cruelty free and formulated with what the brand describes as planet-friendly ingredients.

Shay & Blue also emphasizes gender-neutral wear and a relaxed, non-stereotyped approach to fragrance, explicitly distancing itself from heavily sexualized mainstream marketing. The line is often positioned by retailers as a boutique or niche alternative to larger designer brands, combining recognisable note structures with approachable pricing and clean branding.