The Industry.beauty Awards Winners' Interview: Amanda Morgan, UK Managing Director, Diptyque

In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.

As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.

Diptyque won the Hall of Fame – Brand Award (sponsored by Bleckmann) and New Product Award in the Bath, Body and Home category. TheIndustry.beauty hears from its UK Managing Director, Amanda Morgan.

Diptyque is known for its rich heritage and unique approach to fragrance. How does the brand balance honouring its history with the need to innovate in a fast-changing market?

We honour our rich heritage through storytelling – every fragrance has a story, often linked to our founders’ inspirations, travels, or artistic influences which connects back to the brand's history. In a dynamic market, we adapt to modern trends and balance our heritage with innovation through exploring new scent profiles, embracing sustainability and partnering with contemporary artists to bring fresh perspectives to our products, all while staying true to our artistic roots.

In July, Diptyque won the prestigious Brand award at TheIndustry.beauty Awards. What does this recognition mean for the brand, and how does it reflect your journey and achievements in the beauty industry?

Winning the Brand award at TheIndustry.beauty Awards is a proudly significant recognition for Diptyque, affirming our status as a leader in the luxury fragrance industry. It underscores the brand’s journey from a small Parisian boutique founded in 1963 to a globally celebrated brand, resonating with both loyal customers and new audiences.

Les Mondes de Diptyque won the Best New Product award in the Bath, Body and Home category at TheIndustry.beauty Awards. Can you share the inspiration behind this collection and what sets it apart in a crowded market?

Les Mondes de Diptyque, “The Worlds of Diptyque” is an exceptional candle collection – a multi-volume saga that takes you on a journey to a faraway place. Each candle is a story composed of the scents of secret and wondrous places, from a zen garden in a Japanese temple to the heart of a tropical Mexican jungle – where nature and culture come together. It is an innovative milestone for us, being our first refillable scented candles, combining our artistry with environmentally friendly practices.

Sustainability is increasingly important to consumers. How is Diptyque integrating sustainability into its product development and overall business strategy?

Sustainability is a core focus, and we have strong brand commitments, which will continue to evolve. We are committed to integrate eco-conscious practices in our product development by continuing to source ingredients responsibly, developing more responsible formulas, creating sustainable objects and offering refillable products in our collections. We also embrace second-life of our candles and host regular workshops at our Maison for customers to transform and reuse their empty candle jars.

Diptyque has a loyal customer base that appreciates the artistry of your products. How do you ensure that each new launch meets their high expectations while attracting new customers?

With all launches, we stay true to our commitment to quality, craftsmanship, and storytelling, blending artisanal expertise with innovative scent profiles. As an artistic luxury brand, our playful collaborations appeal to both long-term fans and new customers alike.

The intersection of art and fragrance is central to Diptyque's identity. How does the brand continue to draw inspiration from art and culture to create its signature scents?

Our three founders were deeply passionate about art, travel, and nature, and we continue to draw inspiration from the beauty of these elements. Each fragrance is developed as a piece of art, with careful attention to detail in both scent composition and packaging design, blending artistic influences with olfactory innovation, allowing your imagination to wander.

With the rise of digital and e-commerce channels, how has Diptyque adapted its approach to engage with customers online while maintaining the luxurious experience associated with the brand?

We’ve enhanced our online presence with an elegant digital experience. We launched a new brand website last year designed to offer a seamless and visually stunning shopping experience. It’s important for us to create more engaging content and immersive storytelling for our online customers to help convey our artistry and heritage behind each product.

Fragrance is deeply personal and often tied to emotions and memories. How does Diptyque approach the creation of scents that resonate so strongly with your audience?

We work with different perfumers, friends of the house, each bringing their unique approach to crafting Diptyque scents. They all have a core aim to capture and evoke a specific mood or moment, drawing on rich narratives and artistic inspiration to create a deep, personal connection. 

Diptyque has expanded its offerings to include home and body products. How does the brand ensure that these products maintain the same level of luxury and craftsmanship as your iconic fragrances?

We apply the same meticulous attention to detail across all our products, whether they are fragrances, home care or body gestures. We use high-quality ingredients and formulations, and continue to integrate the brand's signature storytelling into each product.

How does Diptyque approach the challenge of maintaining its exclusivity and artisanal essence while expanding globally and reaching new markets?

When opening new stores, we carefully curate our retail locations to preserve a boutique feel and focus on luxury retail experiences. We offer a range of personalisation services and host exclusive events and activations to deepen our customer engagement.

Can you discuss the role of collaborations and limited editions in Diptyque's strategy, and how these partnerships help to elevate the brand’s profile?

Collaborations and limited editions play a key role as it generates excitement and exclusivity. Our partnerships with different artists allows us to inject fresh, creative ideas and our customers always look forward to these new launches.

Looking forward, what are the biggest opportunities and challenges Diptyque sees in the luxury fragrance and home scent market, and how do you plan to navigate them?

We see a rising demand for sustainability and personalised experiences which is a great opportunity for us and something we are already continuingly navigating. With the luxury beauty market, there is a challenge in market saturation so we’ll leverage innovation while maintaining our commitment to craftsmanship.

And finally, what is one beauty product you can’t live without?

Of course it will be a Diptyque perfume! Every day I wear perfume, and refresh throughout the day. I change the scent depending on the occasion and if I want to be subtle or make a statement. I currently wear Tam Dao and also Eau Rhila.

As the Hall of Fame – Brand Award was sponsored by Bleckmann, we asked Rachel Dyche, its UK Sales Manager, why it is important to champion innovation in the beauty industry and how it works with beauty brands to drive the market forward.

The retail space is constantly evolving and in the beauty space in particular, we have seen some exponential growth through brands challenging the norm and engaging with their customer in more interactive ways. Innovation is at the core of what we do at Bleckmann, which is why we work collaboratively with our brands to ensure we are able to deliver their innovative ideas through multiple channels, resulting in the end customer receiving the same journey and experience throughout. It is important that we as a 3PL, are an extension of the brands we work with, and having the ability to support, partner and deliver innovation in the beauty industry then enables brands to realise their potential and being part of the journey too brings like minded businesses together to succeed!

We offer our expertise and advice where needed and where we believe we can truly add value. Most importantly however, Bleckmann seeks to build a successful partnership and be the go to logistics provider in the beauty market. Through our vast experience in fashion, now transcending the beauty space, we provide a consultative approach to help our brands strive and flourish in the beauty market offering an omnichannel approach. Our omnichannel offering means that we can work across all channels, innovating with brands to offer the best end to end solution for each specific beauty brand and the story they are wanting to tell.

You can view all of 2024's winners here.  2025's TheIndustry.beauty Innovators Awards will launch very soon, so please keep an eye on the website and our social channels for announcements.

For sponsorship enquiries for 2025's awards, please email partnerships@theindustry.beauty.