Never Fully Dressed expands into beauty with debut fragrance duo and pop-up

Womenswear brand Never Fully Dressed is diversifying its offering with the launch of two new fragrances, marking its entry into the beauty category. 

To celebrate the launch, the brand is hosting an exclusive pop-up this weekend in London's Covent Garden.

As part of the experience, Never Fully Dressed will be providing complimentary scent samples alongside the opportunity to purchase full-sized bottles.

It will also offer some extra treats, including a candy floss cart and written poetry from London based poet Tevin Muendo.

Founded by Lucy Aylen in 2009, Never Fully Dressed has blossomed into a fashion community dedicated to celebration and empowerment. Driven by a passion for feel-good dressing, the business boasts flagship stores in both London and New York.

What felt like a natural progression with fragrance often being the finishing touch to an outfit, the brand has now been inspired by the creative spirit of the Balearic Islands to create its first-ever fragrances, initially launching with two scents.

Similar to its clothing, the scents are designed to "empower and spread joy", taking wearers from day to night as they move between the two fragrances.

Featuring playful fruity notes balanced with seductive undertones, the scents pay homage to the UK-based brand’s passion for female empowerment.

001 Night combines soft bergamot, warm nutmeg, and spicy black pepper, grounded in a smoky oud, for a scent that’s "empowering and elevated". Meanwhile, 002 Day blends earthy pink pepper, zingy raspberry, and a subtle floral jasmine centre, for a scent that’s "clean and effortlessly sunny".

Priced between £29-69, both scents launch next week with 10mL, 100mL and candles available.

It comes as many fashion houses view fragrances as a natural extension of their brand, allowing them to express their aesthetic, values, and lifestyle beyond apparel. For instance, luxury brands such as Chanel, Dior, and Gucci develop perfumes that reflect their craftsmanship and premium positioning.

At the same time, other brands are focusing on younger, trend-conscious consumers by offering fragrances that are more affordable, playful, and experimental. Brands like H&M and Coach have fragrance lines that emphasise accessibility and contemporary appeal. In particular, ZARA's fragrance range has gained attention for offering budget-friendly options with distinctive scent profiles.