About Us

The Fragrance Perfume Store is part of AS Watson Group, the world’s largest international health and beauty retailer, operating over 16,400 stores under 12 retail brands in 28 markets, with over 130,000 employees worldwide. For the fiscal year 2023, AS Watson Group recorded revenue of US$23 billion. Every year, it is serving over 5.5 billion shoppers via its O+O (offline plus online) platforms, providing a tech-enabled retail experience to customers offline and online.

We are the leading perfume experts. You can be sure that you are in the best place when making a purchase at The Fragrance Perfume Store. We have trained and developed the most knowledgeable team of sales advisors in the perfume industry, proudly boasting the largest number of industry recognized CFSS (Certified Fragrance Sales Specialist) graduates. To further showcase our dedication to fragrance expertise, we recently established our own innovative programme, “The Perfume School”, so that you can always have confidence in our high quality, unbiased advice every time you shop.

Founded in 1992, The Fragrance Perfume Store make luxury perfume brands accessible to everyone at an affordable price. With the first store openings in Birmingham, Belfast & Milton Keynes, The Fragrance Perfume Store developed a genuine passion for delighting customers with expert perfume knowledge and the highest customer service standards which remain at the forefront of everything the brand stands for today. In 2005, The Fragrance Perfume Store was acquired by the world’s largest international health and beauty retailer, AS Watson, with over 16,300 stores in 28 markets. Find out more about our parent company.

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