To The Fairest

To The Fairest is an independent British perfume house founded in 2019 by Rebecca Rose, its founder and creative director. Rose came to perfume from vintage fashion, having run a London boutique for nine years, and she works with the creative perfumer Penny Williams, who has more than 30 years in the industry. The name comes from the words inscribed on a golden apple from the garden of the Hesperides, and the house sets out to celebrate woman as muse.

The range is small and made in the UK. Each of the four fragrances is an eau de parfum with a matching candle and satin body oil. Cécile, the first, opens with bergamot and mandarin over rose absolute, amber and clove bud. Ordre Cosmique, the first unisex scent, pairs cardamom and shellflower with cacao pod. Aubine is a bright gardenia that dries to soft woods. Élan Vital is an earthy vetiver with oakmoss and patchouli, and it was a finalist for Best Independent Fragrance at the 2023 Fragrance Foundation Awards.

The style is soft, modern and a little vintage. The early scents lean floral and powdery, and the later ones move into earthier, unisex territory. Ideas come from imagined landscapes, literature and love rather than from fashion trends.

To The Fairest sits in independent British perfumery. It is sold through its own website, a few London boutiques and a perfume subscription service. It suits wearers who want a gentle, story-led perfume rather than a loud one.