One of the joys of this job is learning about new brands - and one of my favourites fragrance discoveries of 2025 is Nosu. I met the co-founders, Jacob Grainger & Lucy Webster at the Barnes Fragrance Fair earlier in the year and it was a pleasure to re-connect with Jacob recently for the podcast.

Jacob is the co-founder and self-taught perfumer of Nosu, a British indie perfume house. There are currently 3 fragrances in the collection, made in North London and each one is accompanied by an original artwork created by Lucy, inspired by the textures and themes within the scent. Together, these elements blur the lines between the visual and the olfactory worlds, offering a full sensory experience.

Lucy & Jacob are part of a new wave of talented indie brands who are doing things their own way and working collaboratively. In line with that ethos, Nosu are taking part in the first ‘Pop Up Perfumery’ where various brands will take over a temporary space at 69 York Street, London W1 from 13-16th Nov 2025, alongside Eau de Boujee, Soul Notes and Sainte Cellier. https://www.instagram.com/thepopupperfumery/

They have also created a bespoke scent for the ‘Passengers’ exhibition at Parallel LDN Gallery, which is running until the end of November in Devonshire Square in London. 

https://www.instagram.com/parallellondon/

Jacob mentioned the following products/services from his morning and evening routines:

Tocobo - Moisturiser

https://www.boots.com/tocobo-multi-ceramide-cream-50ml-10359710

The Ouai - The Wave Salt Spray

https://theouai.co.uk/products/wave-spray?variant=54933620228478

George Northwood Barbers - Shoreditch, London

https://www.georgenorthwood.com/

You can find Nosu on Instagram at:

https://www.instagram.com/nosuparfum/?hl=en

Brand website:

https://www.nosuparfum.com/

Nosu Fragrances are available from the following stores:

https://www.instagram.com/roullierwhite/?hl=en

https://www.instagram.com/parfumledanceuk/?hl=en

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Thanks to Anders Sundberg for ‘Man in the Mirror’ sound mixing and production and Andy Goff @goff_andy for the artwork.

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