New fragrance brand Diem launches to 'disrupt outdated industry'

London-based fragrance house Diem has launched with a mission to "disrupt the outdated industry", encouraging true expression and fresh, fearless experimentation with fragrance.

Allowing consumers to experiment and build a scent collection that "adapts to every version of them", Diem is avoiding the concept signature scents.

The brand also attempts to take the hype, hassle and cost of out of fragrance, by bringing atelier-made perfume in small formats with accessible prices.

Launching with 12 gender-neutral scents, customers can use Diem's online AI-powered fragrance finder to mix and match perfumes to their liking.

Each fragrance is also housed in aluminium refillable casing, a slick "twist-and-spray" device, available in three colours: Obsidian, Raw and Off White.

Annabelle Baker, co-founder of Diem, said: "We want customers to wear fragrance intentionally as an extension of their own personal style, functioning as an invisible but powerful layer to complete their aesthetic narrative.

"Whether it’s your mood, your outfit or your big bold plans, we’ve got a scent. Build your collection, switch it up and match the fragrance to the moment."

The scents

• Primal draw - "magnetic, confident and unihibited". Notes include tuberose, jasmin, mandarin, lemon, sandalwood and musk.
• Chapter Two - "revitalised, adventurous and invigorating". Notes include cypress, siberian pine, hinoki wood oil, patchouli and cedar.
• Dare You - "daring, captivating and unrestrained". Notes include black pepper, clove, cardamom, bergamot, cumin, saffron and lavender.
• Quiet Riot - "open-hearted, bright and playful". Notes include violet, jasmine, mandarin, matcha, bergamot and basil.
• Two Halves - "intrigue, elevate and allure". Notes include vanilla, geranium, lavender, bergamot, cypress, cedarwood, patchouli and oakmoss.
• Begin Again - "awaken, inspire and renew". Notes include green bell pepper, tomato leaf, jasmin, lily and sandalwood
• Deep Silence - "balance, centred and tranquil". Notes include bergamot, grapefruit, incense, sandalwood, vertivert and vanilla.
• Love Tangle - "enchant, delight and connect". Notes include blackcurrant, citrus, jasmin, rose and musk.
• Stay Close - "loyal, endearing and comfort". Notes include cedarwood, bergmot, pink pepper, sage, rosemary, amber and moss.
• Self Made - "empowered, commanding and unapologetic". Notes include fig, cinammon, clove, black tea, tuberose, tonka and vanilla.
• No Strings - "radiant, Joy and freedom". Note include lychee, pear, bergamot, rose, lily, incense and cedarwood.