There are few fragrance houses in the world with the same kind of rich and storied heritage — not to mention royal pedigree — as Penhaligon’s. Founded in 1870 by the Cornish-born barber William Henry Penhaligon, the label started life on Jermyn Street, where William opened a small shop adjacent to the Piccadilly Turkish Bath. As was the custom at the time, Penhaligon soon started creating his own grooming lotions and fragrances for his hair clients, and Mayfair society took notice.
Before long, Penhaligon had become the Royal Barber and Perfumer to the Royal Court of Queen Victoria. And by 1903, shortly after his son Walter took over, Queen Alexandra had granted Penhaligon’s its first Royal Warrant, the most coveted recognition of excellence that can be bestowed on a business.
Today, the luxury perfumer still holds two of these rarefied appointments, one granted in 1956 by the Duke of Edinburgh and another in 1988 by the Prince of Wales, who is said to be a fan of the brand’s hair pomade.
Over its 150-year run, Penhaligon’s has become part of the fabric of British history: Winston Churchill famously wore Blenheim Bouquet, a citrusy scent originally conceived as a private commission for the Duke of Marlborough in 1902 — which remains a bestseller to this day.
Generational appeal
With 50 stores around the world — and at least 20 more on the way — Penhaligon’s shows no signs of letting up. Though steeped in the past, the brand’s fragrance repertoire is in a constant state of reinvention.
“The fact that we are still here 150 years later is a testament of us always looking into the future,” says CEO Lance Patterson. “We are proud of our heritage and the brand’s important milestones over the years, but we always adapt and try new things to delight our customers.”
The brand recently released Racquets, a contemporary interpretation of a favourite from its classics library, which it describes as lemon bouncing off woody leather, or a “fragrance as bright as one’s tennis whites.” Inspired by British sport and a dandy spirit, Racquets glows with fresh notes of Lemon Essence, rich Guaiac Wood, and seductive Ambrox — contrasted by girthy Woodleather.
There’s also Halfeti, composed of “rose and spice and all that is nice,” a Turkish delight that makes a “terribly moreish gift.” Another popular fragrance is called The Tragedy of Lord George, a “rich, noble, deceptive” scent that “like our patriarch,” Penhaligon’s says, “has secrets.”
The fresh and cheeky tone is all part of the brand’s signature charm — and what keeps it so relevant.
“We play with storytelling and the British love of humour,” Patterson says, “which can be felt in our playful descriptions of the fragrances.”
The future smells great
With the recent launch of its Virtual Portraits Mansion, Penhaligon’s seems to have guaranteed it will stay relevant for years to come. The digital platform offers an immersive, interactive experience for customers, who are invited to enter a whimsical mansion full of paintings, books, and musical instruments. As visitors explore the rooms, they learn about the label’s range of perfumes and ingredients, getting to know the fictional characters that make up the Portraits Collection, an incorrigible family of Victorian aristocrats with names like Much Ado About The Duke and The Impudent Cousin Mathew. The line is already a huge hit among younger customers.
“We are always trying to find ways to give our consumers an enjoyable experience,” Patterson says. “Everything we do must first and foremost be entertaining and attractive, it has to educate you, and ultimately it has to evoke emotions.”
Penhaligon’s toolbox for engaging customers now includes a device that allows you to browse the collection by pressing a button to smell fragrances in stores without the alcohol, so your nose stays sharp. The company also recently launched the Magic Monocle, which enables you to use your smartphone’s camera in stores to scan fragrances and get a list of the notes they contain.
The personal touch
Looking for just the right scent? Give Penhaligon’s fragrance profiling a spin. Just answer a few simple (and fun) questions on the website and they’ll tell you exactly which scent to try — then send you free samples of your new signature fragrance. And if you want an even more personalized experience, you can consult the experts via streaming video from the comfort of your own home. Their in-store fragrance aficionados will help you right from the shop floor.
Once you discover what you love, you can have the bottle engraved with a personalised message or with a recipient’s name, which makes any gift of Penhaligon’s perfume that much more special. And if you can’t decide on just one, Penhaligon’s Discovery Sets make it easy to try — or gift — their most popular fragrances in beautifully packaged collections like Hearts and Humbugs and the Portraits Scent Library.
Penhaligon’s goes out of its way to make it easy to find the perfect scent, whether it’s for you or a loved one. And when you’re ready to check out, make sure the experience stays just as simple and seamless by using Amazon Pay.