The original Ghost fashion label was founded in 1985 by fashion designers and ex-models Katherine Hamnet and Tanya Sarne, while Ghost The Fragrance was a floral-fruity scent launched by the fashion brand in 2000.
Its blend of hibiscus, rose flowers, ambrette seeds. jasmine, sandalwood, frankincense and vanilla was created by perfumer Michel Almairac and helped it become a bestseller at this time.
Why has GHOST rebranded?
Following its success, over the next decade the brand launched more scents that were also a winner with fragrance shoppers. However, 25 years later, Ghost’s parent company, UK-based SA Designer Perfumes, has decided to rebrand the iconic label, aiming to capture the hearts of a younger new consumer base, as well as reignite the passion for original fans.
“For so many, GHOST is tied to memories that really matter... whether that’s first loves, big milestones, or all those unforgettable moments in between,” explained global senior brand and marketing manager at Designer Parfums Louise Rigley.
“As we step into a new chapter, we wanted to honour everything that’s made GHOST so loved, while giving something back and reinvesting in the community who’ve grown with us.”
The message ‘Embrace Your Aura’ is at the heart of the rebrand, with each GHOST fragrance “designed as an extension of your aura - creating a sensory experience that’s as dynamic, multifaceted, and magnetic as the person wearing it,” it said.
Sustainability has also been an important part of the rebrand, as all of the fragrances are now sold in refillable packs and the products are100% vegan and cruelty-free.
“This rebrand isn’t about changing who we are. It’s about evolving with the times, while staying true to our roots,” explained Rigley.
“From our updated imagery to our new refillable designs, every detail has been carefully considered to reflect who we are today, and where we’re headed. It’s our way of saying thank you and inviting everyone to fall in love with GHOST all over again.”
