Brand Story – Sniff London
At Sniff London, we don’t just make perfumes—we craft statements. Fragrance isn’t just about smelling good; it’s about standing out, turning heads, and leaving an unforgettable impression. Rooted in the heart of Boxpark Shoreditch, we’re here to shake up the industry with bold, boundary-pushing scents that speak to individuality.
Luxury fragrance has been locked behind velvet ropes for too long, filled with the same old compositions and tired traditions. We’re here to change that. Each bottle of Sniff London is a fusion of premium ingredients, unexpected twists, and fearless creativity—designed for those who refuse to blend in.
And for the ones who move differently—the go-getters, trendsetters, and steppers—we’ve created a collection just for you. Powerful, statement-making scents that match your energy and ambition. Because fragrance isn’t just something you wear; it’s something you step into.
This is Sniff London. This is where individuality meets fragrance.
Founder Story – Jamie Laville
Jamie Laville isn’t just a perfumer—he’s a disruptor. One of the very few representing the Black community in perfumery, he’s an anomaly in an industry that’s long been exclusive. But Sniff London is here to change that. With a passion for olfactory artistry and a vision to redefine fragrance culture, Jamie founded Sniff London to make high-end, expressive perfumes accessible to everyone.
Frustrated by the overpriced, one-size-fits-all approach of traditional perfume brands, Jamie set out to create something different: a brand that embraces individuality, thrives on creativity, and lives at the heart of London’s culture scene. Sniff London, based in Boxpark Shoreditch, is his answer—a fragrance brand that’s bold, accessible, and unapologetically unique.
Jamie’s mission is simple: to make luxury fragrance accessible, fearless, and personal. Whether you’re exploring new scents or finding your signature, Sniff London invites you to experience perfume in a whole new way.
