According to Boots, the new 2,150 sq. ft boutique, Boots Fragrance, will showcase over 400 luxury and niche scents including UK exclusives and new brands to Boots.
The store is set to open in London’s Broadgate Central in autumn 2025 and follows the opening of the retailer’s first beauty-only store, which opened at Battersea Power Station in 2023.
The retailer, which has over 1,800 stores across the UK that sell a mix of cosmetics, wellness and pharmaceutical products, said the new fragrance-only store has been designed to offer customers a reimagined, sensory-led retail experience and will feature trend-led discovery zones and immersive experiences.
The store will also feature a team of expert Fragrance Specialists trained in scent profiling and fragrance matching, to offer personalised consultations and tailored advice, as well as a premium concierge service and luxury gift-wrapping.
Director of Fragrance at Boots, Chelsey Saunders, said the new concept “represents a bold step forward in how we bring fragrance to our customers.”
“As the nation’s favourite beauty retailer, we’re proud to be creating a space that not only showcases the very best in luxury and niche perfumery, but also makes it more accessible, inviting and inspiring for all,” she explained.
Fragrance: beauty’s star category
According to Boots, its sales for the fragrance category have seen solid YoY growth in 2025 and the retailer said it is now continuing to expand its brand portfolio alongside an on-going programme of nationwide store upgrades of fragrance aisles. “The launch of Boots Fragrance boutique represents the next step in this journey,” it shared.
Indeed, in recent years, scent has taken over from skin care to be the all-star beauty category and it’s currently a hotbed of innovation.
Global market data specialists Statista has forecast that the category will generate a global revenue of €56.44bn in 2025, with a compound annual growth rate of 2.68% between 2025 and 2029.
While according to a fragrance market report published by market intelligence agency Mintel for 2024, the UK fragrance market is on track to surpass £2 billion by 2029.
