Editor's Note: Welcome to Whiffs and Echoes

Perfume is memory, intimacy, and presence — our story begins here

When I think about fragrance, I don’t just think of bottles lined up on a dressing table. I think of my grandmother’s kitchen, steeped in cardamom and rosewater. I think of train journeys across new cities, where a stranger’s perfume clung to the air long after they’d left. I think of how scent lingers quietly, insistently long after the moment itself has gone.

Whiffs & Echoes was born out of that idea: that perfume is more than an accessory. It is memory, identity, desire. It is both personal ritual and global industry. It tells us who we are, and sometimes, who we long to be.

Here, you’ll find fragrance approached from two directions at once: with the curiosity of a cultural critic and with the joy of a beauty lover. Some days, that will mean a deep dive into why tuberose was once considered “too dangerous” for polite society. Other days, it will mean an edit of the perfumes TikTok is buzzing about or the chicest bottles under £100.

My aim is to make Whiffs & Echoes a perfume blog where perfume feels accessible yet elevated; where stories about scent live alongside shopping guides; where new launches share the page with forgotten histories. Above all, I hope it becomes a place you return to when you want to be inspired, whether you’re searching for your next signature fragrance or simply the right words to describe what lingers in the air.

After all, perfume always leaves something behind: a trail, a trace, an echo. I hope ours will stay with you.

With warmth,

Writer & Editor, Whiffs & Echoes