Gosh, it’s hard to find all-natural perfumes that smell lovely. But Ffern – founded by brother and sister team Owen Mears and Emily Cameron – – have built a very interesting fragrance brand doing just that.

Their original premise was to send out a quarterly ‘seasonal’ fragrance, on a sale or return basis: Spring, Summer, Autumn, Winter. Beautifully packaged, with a ceramic disc inside on which to spray the scent – and a small vial in the consignment. That means you cansample the smaller size and if you love it, great – but if you don’t break the seal on the bigger box, you can return it, no questions asked. Practical – and the ‘try-before-you-buy’ element really warms us to Ffern.

There are lots of reasons people want natural perfumes. Several friends who’ve had serious health issues simply want to avoid chemicals, wherever possible, but still want to smell pretty. For others, who are eating naturally and organically, it’s just a logical way to tread a little more lightly on the planet. And then there’s the connection with nature: Ffern’s fragrances evoke the feel and scents of the English countryside; if fragrance famously makes us travel, think of these as an idyllic ‘staycation’. Maybe in a shepherd’s hut, or a woodland retreat.

Emily and Owen grew up opposite the Organic Herb Trading Company, in the West Country, visits to which ignited their love of natural materials. But it is the talent of François Robert, a hugely respected perfumer, which really made us sit up and take note: natural perfumery isn’t easy – it’s sometimes hard to get brightness or longevity out of naturals. Unless you’re a genius like François, that is.

Meanwhile, if Ffern’s quarterly fragrance launches seem like a good way to explore natural fragrances, we’re delighted to tell you that you can now enjoy a deep-dive into the collection: the fragrance house just opened a flagship store on the on Beak Street, in London’s West End,

Think: beautiful, tactile and all-natural materials including warm Somerset stone. Soft lighting. Intriguing objets, either nature- or perfume-related. The checkout desk, meanwhile, is made of mushrooms – or more precisely, a culture of mycelium, the first time it’s ever been used in this way. It all makes for a true oasis from the hustle and bustle of the edgier fringes of Soho.

And most importantly, there is friendly and non-pushy expert help, to steer you through the collection to find something you love. This isn’t a fragrance space to dash through, madly spritzing your pulse-points; it’s somewhere to sit, spray, wait, consider. And work your way through the whole ‘back catalogue’, is our advice, to explore Ffern in all its glory.

But as if that wasn’t enough? This beautiful space is so hosting occasional workshops – for instance, Chinese Ink Painting, or Modern Flower Pressing (with Wilder & Wren); check out the website, for details.

So, do you love perfume? Adore naturals? Or simply want to experience fragrance, done a little differently? This is a perfumed pilgrimage to add the fragrant ‘bucket list’, for sure…

Ffern 23 Beak St, Carnaby, London W1F 9RS (open 11am - 7pm most days; 12-6pm on Sundays)

ffern.co

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