Rahasya launches at Selfridges with first UK branded retail space

Indian niche fragrance house Rahasya has launched its latest fragrance, Nomadic Jasmine, exclusively at Selfridges, its first dedicated branded space within a UK store. 

The fragrance launched at Selfridges London on 27 August, with an immersive pop-up running until 9 September. The space marks the first time Rahasya has created a dedicated retail environment within a UK store, having previously been stocked online and in the Selfridges beauty hall.

Designed in collaboration with Armaan Bansal, founder of Anda Ba Studio, the space is designed to reflect movement, contrast and contemporary Indian identity.

Nomadic Jasmine is Rahasya’s first Extrait de Parfum and takes jasmine, one of the most recognisable ingredients in Indian perfumery, in a less traditional direction. The fragrance combines the floral note with mineral accord, citrus, mandarin orange, green chilli, woods and spice, with an extrait concentration of more than 30%.

The fragrance is priced at £152 for 50ml.

Founded in Singapore in November 2024 by Sachit Sood, Sai Pogaru and Utkarsh Vijayvargiya, Rahasya was created to bring a contemporary Indian perspective to the niche fragrance market, which has historically been dominated by European and Middle Eastern heritage houses.

Rather than focusing on traditional interpretations of Indian ingredients, the brand draws on contemporary experiences and everyday moments across India and its diaspora.

The founders said jasmine has often been presented through a “specific, ‘romantic’” interpretation of India, while Nomadic Jasmine instead explores “warmth and coldness, softness and infrastructure, intimacy and chaos” within contemporary Indian identity.

The launch also marks an expansion of Rahasya’s presence across the Selfridges estate. Nomadic Jasmine is also now available at Selfridges Birmingham and Manchester, as well as online through Selfridges.

The move comes as Selfridges continues to expand its beauty offering through dedicated retail spaces and experiences. In May, DUA by Augustinus Bader Science staged its first-ever pop-up at Selfridges London, while Bio Sculpture expanded its partnership with the department store with a second nail salon in Birmingham following the launch of its first UK standalone salon in London.

The launch gives Rahasya a physical retail presence at one of the UK’s biggest department stores less than two years after the fragrance house was founded, as it looks to establish its position within the international niche fragrance market.

It also comes as gourmand fragrance moves beyond familiar notes of vanilla and confectionery, as Asian perfume houses draw on regional ingredients and personal food memories to create more culturally specific scents.

Similar to Rahasya, Ruhveda is another fine fragrance house deeply rooted in Indian heritage, creating handcrafted perfumes inspired by cultural stories, rituals and memories.

Meanwhile, London-based perfume house Gabar, founded by Susan Wai Hnin and Phway Su Aye, is rooted in the founders’ Myanmar heritage, using fragrance to interpret Southeast Asian places, folklore and lived experiences.