About us and our products
HOW OUR FRAGRANCES ARE MADE
Crafted by hand. Made with care.
At Selrow & Brady, we believe fragrance should be more than something that simply smells nice. It should have character. It should create an atmosphere, trigger a memory and make an everyday moment feel that little bit more special.
That philosophy sits behind everything we create.
We're a small independent business with a genuinely hands-on approach to fragrance. Rather than simply putting our name onto finished products, we're personally involved throughout the process.
We select our fragrance materials, experiment with and blend our own fragrance-oil combinations, formulate our products, measure and blend our batches, fill our bottles, apply our labels and finish our products ourselves.
From the first idea for a fragrance to the finished bottle that reaches you, there's a personal touch throughout.
It's a more involved way of doing things.
But that's exactly how we want Selrow & Brady to be.
IT ALL STARTS WITH THE SCENT
Fragrances chosen because we genuinely love them.
Before bottles, labels or packaging, everything begins with fragrance.
We're constantly exploring different scent profiles and combinations, looking for fragrances that have something special about them.
Our collection spans everything from bright citrus and crisp fruits to delicate florals, creamy vanilla, warm amber, musk, woods, spices and deep gourmand notes.
Some are fresh and uplifting.
Some are warm and comforting.
Others are rich, dark and sophisticated.
Some of our fragrances take inspiration from the character of iconic luxury perfumes, while others are developed around more universal scent profiles that simply smell incredible.
We're not interested in filling our collection with fragrances simply for the sake of having hundreds to choose from.
We'd rather offer scents that we're genuinely excited about ourselves.
Because ultimately, our starting point is very simple:
If we wouldn't want to use it ourselves, why would we expect you to?
WE CREATE OUR OWN FRAGRANCE BLENDS
The fragrance itself is part of the craft.
Our involvement doesn't stop at selecting a fragrance oil.
We also experiment with and create our own fragrance-oil combinations, blending different fragrance oils and accords together to achieve the scent profile we're looking for.
A fragrance may start with one particular scent that we love, but we might feel it needs something more.
Perhaps more warmth.
More freshness.
A smoother base.
A little more depth.
Or something that helps give the finished fragrance its own personality.
That's where experimentation begins.
We explore how different fragrance profiles work together, combining and balancing them until we're happy with the finished result.
That could mean working with citrus, fruits and florals, or exploring deeper profiles built around woods, amber, musk, vanilla, coffee, spice and gourmand notes.
Some of our products may use a carefully selected fragrance oil as their foundation, while others incorporate our own combinations of multiple fragrance oils.
It's an important distinction.
We're not claiming to manufacture every individual aromatic ingredient from scratch. Instead, we take carefully selected fragrance materials and oils and, where appropriate, blend them ourselves to create the finished fragrance profile we want.
That's part of what makes a Selrow & Brady fragrance ours.
PREMIUM FRAGRANCE OILS
The heart of what we create.
Fragrance oil is one of the most important components of our products, so choosing the right materials matters enormously to us.
We seek out high-quality, concentrated fragrance oils chosen for their scent profile, character and performance.
These fragrance materials are responsible for everything you experience when you smell one of our products.
The bright first impression.
The heart of the fragrance.
And the deeper notes that remain underneath.
Depending on the fragrance, you might first notice sparkling citrus or juicy fruits before discovering delicate florals, smooth woods, amber, musk or creamy vanilla beneath them.
That's what makes fragrance so fascinating.
It isn't always one single smell.
It's a combination of notes and accords working together to create something much more interesting.
THE ELIXIR COLLECTION
More fragrance. More presence. More character.
When we began developing our premium fragrance range, there was one thing we knew we wanted:
We didn't want our fragrances to disappear into the background.
We wanted them to have presence.
That thinking led to our Elixir Collection.
Our Elixir products are created using a high concentration of carefully selected premium fragrance oils, designed for customers who enjoy a richer and more noticeable fragrance experience.
It's our premium expression of Selrow & Brady fragrance.
Whether it's the creamy floral sweetness of Velvet Bloom, the sophisticated character of Velvet Dawn, or one of the many other fragrances we introduce to the collection, each scent has its own individual personality.
What connects them is our approach.
Premium fragrance. High concentration. Handcrafted by us.
BLENDED BY HAND
This is where fragrance becomes a finished product.
Once we've developed or selected the fragrance profile we want, the next stage is turning it into an actual Selrow & Brady product.
And this is another part of the process we do ourselves.
Our batches are carefully measured and blended by hand according to the formulation we're producing.
Importantly, not every product is made in exactly the same way.
Perfume needs to work as a wearable fragrance.
A hanging car diffuser needs to gradually transfer fragrance through its wooden cap.
A car interior spray needs to provide fragrance when applied to the appropriate area of the vehicle.
And a fragranced body product needs to combine fragrance with the characteristics of the cosmetic base.
So even when two products share the same scent, that doesn't necessarily mean they're simply the same liquid poured into different bottles.
Each product has its own purpose.
That's something we take into consideration when developing it.
MADE IN SMALL BATCHES
Small business. Big attention to detail.
We're proud to be a small independent business.
Our products aren't simply arriving as finished retail products for us to stick our name onto.
We personally prepare our products in small batches, allowing us to remain closely involved with what we're making.
For us, that's part of the enjoyment of creating Selrow & Brady.
There's something special about knowing that the bottle somebody receives has actually passed through our hands.
We've worked on the fragrance.
We've measured it.
We've blended it.
We've filled it.
We've labelled it.
We've prepared it.
That's what handcrafted means to us.
GIVING FRAGRANCE TIME
Some things shouldn't be rushed.
Depending on the product and formulation, blending isn't necessarily the end of the process.
Where appropriate, our fragrance blends can be given time to rest and come together before they're considered ready for the next stage.
Fragrance is made from numerous aromatic components, and allowing a freshly prepared blend time to settle can be an important part of the process.
It's also why a fragrance can be so much more interesting than its initial first impression.
You might initially notice brighter top notes, before the heart notes begin to reveal the main character of the fragrance.
Then come the deeper base notes — often the woods, musks, amber, vanilla and other richer elements that give a fragrance its depth.
It's this journey from the first spray to the final lingering notes that makes perfume so captivating.
BOTTLED & FINISHED BY US
The finishing touches matter.
Once we're happy with a batch, it's time for one of our favourite parts of the process.
Bottling.
Our fragrances are filled and finished by us, before the appropriate spray, closure or diffuser cap is fitted.
Labels are applied and the finished products are prepared ready for our customers.
It may seem like a relatively small detail, but it means something to us.
The bottle that eventually arrives with you isn't disconnected from the people behind the brand.
We've actually made and prepared it for you.
Our Elixir
Selrow & Brady fragrance, made to wear.
Our 50ml Elixir Collection brings our fragrance philosophy to personal fragrance.
We wanted to create perfumes that felt rich, sophisticated and worthy of the Elixir name.
Each is made using a high concentration of premium fragrance oil, with the finished perfume blended, bottled, labelled and prepared by us.
Our collection explores a variety of fragrance styles, for example:
Velvet Dawn, for example, offers an elegant combination of sparkling freshness, florals and a warmer, sophisticated base.
Velvet Bloom takes things in a sweeter floral direction, combining creamy vanilla character with delicate orchid and airy freshness.
Different personalities.
Different moods.
But both unmistakably part of the Selrow & Brady Elixir Collection.
FRAGRANCE FOR THE DRIVE
Because luxury fragrance shouldn't stop when you get into your car.
Cars played an important role in the development of Selrow & Brady.
We spend so much of our lives inside them, yet traditional car air fresheners are often limited to relatively simple scents.
We wanted to approach car fragrance differently.
Instead of treating it as an afterthought, we wanted to bring some of the character and sophistication associated with fine fragrance into the car.
That led us to develop our hanging bottle diffusers and interior fragrance sprays.
The idea is simple:
Make your car somewhere you genuinely enjoy spending time.
OUR HANGING CAR DIFFUSERS
Our hanging bottle car fragrances combine powerful scent with a simple, elegant glass bottle designed to complement the interior of your vehicle.
Inside is our carefully prepared fragrance formulation.
The natural wooden cap then becomes part of the diffusion system.
Once the internal stopper has been removed and the wooden cap briefly saturated according to the supplied instructions, fragrance gradually releases from the wood and into the surrounding interior.
When you want to refresh the scent, the bottle can simply be briefly tipped again as directed.
It's an understated alternative to the traditional disposable car air freshener.
And, like the rest of our fragrance collection, we blend and bottle them ourselves.
OUR 50ML ELIXIR CAR INTERIOR SPRAYS
Fragrance whenever you want it.
For customers who prefer more control over their car fragrance, we also created our 50ml Elixir Car Interior Fragrance Sprays.
These allow you to refresh your vehicle with your chosen Selrow & Brady fragrance whenever you want a boost of scent.
Using a high concentration of carefully selected fragrance oils, they're designed to bring the rich character of our Elixir fragrances into the interior of your vehicle.
Our car interior sprays should be applied sparingly to suitable carpeted areas only, allowing the fragrance to disperse through the interior.
Important: Car Interior Fragrance Spray is intended for suitable carpeted areas only. Do not apply to dashboards, leather, plastics, vinyl, screens, glass, painted surfaces, pedals or driving controls. Always test on a small inconspicuous carpeted area before wider application and follow the directions provided with the product.
OUR SIGNATURE COLLECTION
Timeless fragrance. Universal appeal.
Not every fragrance needs to take its inspiration from fine perfume.
That's why, alongside Elixir, we've developed our Signature Collection.
The Signature Collection explores more universally recognisable fragrance profiles — the kind of scents that simply make a space smell fantastic.
Think juicy fruits, crisp citrus, fresh greens, delicate florals, smooth woods and sweet nostalgic favourites.
They're still designed to provide a strong, noticeable fragrance experience.
The difference is the style of fragrance.
Where our Elixir Collection explores more complex luxury perfume-inspired profiles, Signature celebrates beautiful, familiar scents with broad appeal.
We also don't believe fragrance needs to be rigidly divided into “for him” and “for her”.
If you love the fragrance, that's what matters.
Not inspired by perfume. Inspired by scent itself.
ONE FRAGRANCE. MORE THAN ONE EXPERIENCE.
One of the things we're most excited about as Selrow & Brady develops is creating fragrances that can become part of different moments in your life.
You might first discover a fragrance through one of our hanging car diffusers.
Then choose the matching interior fragrance spray.
Perhaps you'll discover it as an Eau de Parfum.
Or enjoy that fragrance direction through one of our scented body products.
That allows you to find a fragrance you genuinely love and experience it in more than one way.
We're not just interested in creating individual products.
We're building a world of fragrance around Selrow & Brady.
WHY WE MAKE THINGS OURSELVES
Could parts of what we do eventually be handed over to somebody else?
Probably.
But the hands-on side of Selrow & Brady is something we genuinely value.
We enjoy discovering fragrances.
We enjoy experimenting.
We enjoy combining fragrance oils and seeing what works.
We enjoy developing new products.
And there's something incredibly satisfying about taking an idea and turning it into something physical that somebody else can enjoy.
Being a small business also gives us freedom.
If we discover an interesting fragrance combination, we can experiment with it.
If we think something could be better, we can change it.
If an idea doesn't work, we can go back and try something else.
We're constantly learning, experimenting and developing.
And that's exactly how we want the brand to grow.
QUALITY OVER QUANTITY
We don't need to have the largest fragrance collection.
We'd rather have one we're proud of.
As Selrow & Brady grows, we'll continue exploring new fragrance materials, combinations and products.
Some ideas will become permanent additions.
Others might appear as limited editions.
And some may never make it beyond our own testing.
That's part of the process.
We want every product carrying the Selrow & Brady name to be something we genuinely want associated with us.
THE SELROW & BRADY DIFFERENCE
It isn't one single thing.
It's the combination of everything we do.
Carefully selected fragrance oils and materials.
Our own fragrance-oil combinations and blends.
High-concentration Elixir formulations.
Small-batch production.
Measured and blended by hand.
Bottled by hand.
Labelled and finished by us.
Fragrances selected for their character and performance.
Products developed by a small independent business.
And above everything else:
We make products we genuinely want to use ourselves.
FROM OUR HANDS TO YOURS
Every Selrow & Brady fragrance begins somewhere.
It might start with a fragrance oil that immediately catches our attention.
It might begin with an idea for a particular scent.
Or it might come from experimenting with several fragrance oils until we discover a combination we love.
From there comes the testing, experimenting, measuring, blending, resting, filling, bottling, labelling and finishing.
Eventually, what started as an idea becomes the bottle you hold in your hand.
We're still growing, still experimenting and still discovering where fragrance will take us next.
But however much Selrow & Brady develops, there's one part of the business we never want to lose:
The personal touch.
Because behind every bottle is a small independent business with a genuine passion for creating something we're proud to put our name on.
