So...? Fragrance

So...? is a British mass market fragrance brand that launched in 1994 under Yardley, with its first scent, So...?, created in the same year. The brand was later acquired from The Yardley Group in 1999, and is now operated by Incos Limited, a UK-based fragrance company. From early on it focused on accessible pricing and trend-led scents for younger consumers, and by 2001 it had become the number one best-selling fashion self-select fragrance brand in the UK.

Over time So...? expanded from its original perfumes into a wide portfolio of body sprays, body mists, EDTs and gift sets, often sold in high street retailers and drugstores. The launch of So...? Sinful in 2004 and rapid range extensions in 2006, including Superstar, Exciting, Eternal, Exclusive, Brit and Rock and Roll, helped define its image as an affordable, fashion-aware brand. In 2012 the brand introduced Body Mist by So...? in South East Asia, rolling the format out in the UK in 2016 and growing to seven distinct fragrance lines by 2019, when the Miss So...? range debuted.

The company highlights that since the creation of the So...? brand in 1994, its products have never been tested on animals, and it states that no other organisation has carried out animal testing on its behalf. According to an Incos brand timeline, So...? overtook Impulse as the number one body spray and body mist brand in the UK in 2022, based on a Mintel report. Today the brand offers more than 50 scents spanning sweet, fruity, floral and fresh profiles, positioned to give budget-conscious shoppers a wide choice of everyday wearable fragrances.