Nest New York is bringing its layerable fragrances to the U.K., as prestige and mass beauty brands alike lean into the commercial scent-wardrobe opportunity.
The New York-based fragrance brand, founded in 2008 by Laura Slatkin, is expanding its U.K. presence this month through e-tailer Cult Beauty, department stores Harrods and Selfridges, and specialty retailer John Bell & Croyden. Cult Beauty and Harrods carry Nest’s fine fragrances, while Selfridges and John Bell & Croyden sell its home fragrance products. At Selfridges, the brand is selling both online and in-store, while John Bell & Croyden is launching Nest in-store only.
The move comes as fragrance layering, long popular in the Middle East, is becoming a more mainstream part of the beauty conversation in the U.S. and the U.K. Rather than centering their routines around one signature scent, shoppers are increasingly mixing perfume oils, eau de parfums, body mists and scented body products to create more personalized combinations.
Mass brands are already responding. Bath & Body Works recently expanded its “Blend Bar,” a single-note fragrance-layering concept, to all 1,900 of its stores and its e-commerce site after testing it in 500 stores, as reported by Glossy. The concept includes body creams and travel-sized fine fragrance mists in scents like pistachio and strawberry, with in-store merchandising that suggests combinations while encouraging shoppers to build their own.
