Press
Awards
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Fragrance Foundation Awards 2026 - Finalist, Best Interior Fragrance
Finalist at the Fragrance Foundation Awards 2026 for Best Interior Fragrance, awarded to Dancing Light, Lake Como. Ceremony 11 June 2026.
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Attracta Beauty Awards 2026 - Winner, Excellence in Home Fragrance
Winner of an Haute Beauty Award at the Attracta Beauty Awards 2026 for Excellence in Home Fragrance. Awarded to Dancing Light, Lake Como.
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Fragrance Foundation Next Gen Accelerator 2025 - Graduate
Graduate of the Fragrance Foundation Next Gen Accelerator 2025, a development programme for emerging British fragrance brands.
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Fragrance Foundation Awards 2025 - Runner-up, Best Newcomer
Runner-up at the Fragrance Foundation Awards 2025 in the Best Newcomer category. Awarded to Told London at brand level.
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Pure Beauty Awards 2025 - Silver, Best Wellness Product
Silver at the Pure Beauty Awards 2025 for Best Wellness Product, awarded to Highland Retreat, Scotland.
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Pure Beauty Awards 2025 - Bronze, Best Indie Brand
Bronze at the Pure Beauty Awards 2025 for Best Indie Brand. Awarded to Told London at brand level.
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Boutique Star Awards 2025 - Finalist, Emerging Brand
Finalist at the Boutique Star Awards 2025 in the Emerging Brand category. Awarded to Told London at brand level.
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Boutique Star Awards 2025 - Finalist, Conscious Brand
Finalist at the Boutique Star Awards 2025 in the Conscious Brand category. Awarded to Told London at brand level.
Press
Having only been on the market for one year, impressively, TOLD London has already been enjoying prestigious recognition
The Fragrantica article introduces TOLD LONDON as a new British luxury home fragrance brand specialising in candles and reed diffusers inspired by storytelling, travel, and fine perfumery, featuring an unboxing video with the Editor.
Ever since I opened it everybody who comes into the house says to me what is that smell? Go and get yourself one!
Anthea Turner talks about an article in Platinum Beauty Magazine which reveals the judges for the 2026 awards. Praises Glorious Garden's England diffuser as part of her testing.
Rooted in the idea that scent is art, Told London is a new brand creating evocative fragrances inspired by real places and memories, developed in collaboration with top perfumers. "With world-class partners including Givaudan, Sozio and Mastenbroek, quality is a given, while a refillable, slow-luxury model ensures a more considered approach."
Senior Interiors and Homes Editor's monthly editor's-picks feature. Told London is position 4 of 13 brands selected. Substantive editorial copy naming the brand's "scent is art" philosophy, illustrated porcelain vessels, solid metal lids designed to be kept long after the last burn, world-class perfumery partners (Givaudan, Sozio, Mastenbroek), and the refillable, slow-luxury model. Two products featured with images and direct PDP links: Glorious Gardens England Candle £70 and Night Blooms India Diffuser £80. Distributed via SheerLuxe daily email Wednesday 6 May 2026. First Tier 1 publication confirmation of the perfumery partner names.
Soki LondonEditor's Pick
I just love their candles so much every time I see them. "I have been to Lake Como and it does smell like all the flowers and vegetation around it. Really beautiful." "It's just a really lovely gift and they're all hand poured in the UK." "Perfect for Mother's Day."
Sophie King features Told London in her 2026 Mother's Day gift recommendations video, having met Chris through the Fragrance Foundation UK Next Gen emerging brands programme. Highlights the six-candle range, illustrated porcelain vessels representing different global locations, reusable solid metal lids (suggesting plant pot or makeup brush reuse), Dancing Light Lake Como specifically (Sophie has visited Lake Como and confirms the scent authenticity), UK hand-pouring, and the brand's worldwide shipping. Offers viewers a 10% discount code (SOKILONDON10). Positions Told London as a strong Mother's Day gift recommendation.
Told London translates these influences into home scents that reflect artistry and craftsmanship. (Highland Retreat advent feature:) Atmospheric, bold and beautifully seasonal, sculpting the wild, cinematic magic of the Highlands at wintertime.
The Fragrance Foundation UK's flagship festive guide. Three places of coverage in a single issue. Cover hero image features Told London candles and diffusers prominently. Pages 6-7 carry a full-length two-page interview with founders Lillie and Chris Edgar across seven questions covering festive scent rituals, cherished scent memories (Highland Retreat as their Aberdeen university meeting reference; City Grandeur as a London Christmas memory; Lebkuchen, Christmas pudding, peat fires), refillable design innovation, scent-scaping tips for the home, mindful gifting and slow luxury commitments, and 2026 outlook including fine fragrance development. Highland Retreat, Scotland additionally appears in the Advent Calendar Giveaways feature on page 1 as fragrance #5 Highland Mist, grouped with Yardley London, Connock England, Angela Flanders, and Better World Fragrance House. Distributed via TFF UK email list to industry members and subscribers on 5 December 2025. Institutional endorsement from the industry body that defines the category. Pure Beauty Silver award for Highland Retreat referenced in the body of the interview.
What sets this range apart is not only the stunning fragrances, but the porcelain vessels for these hand-poured candles, all beautifully illustrated with black and white line drawings, and all deserving of a future life.
Dancing Light launch overview and giveaway feature.
These are not just pins on a map. They are living references we return to when we think about mood, light and the small daily gestures that carry meaning. Slow luxury is not slower marketing. It is a different rhythm of making.
Long-form Q&A interview with Christopher Edgar across six questions covering brand origins (Lillie's Seychelles birth, India and Scotland upbringing, founders' shared travels, Lake Como home), translation of memory and place into scent, the porcelain-vessel design philosophy, sustainability and slow luxury commitments (Venice wedding as turning point, FSC card, Bag of Ethics cotton bags), the complete sensory journey rationale, and the three brand words Storytelling, Artistry, Sustainability. Also published in Floraison Magazine From Seed to Sky Chapter I issue, available as printed magazine and digital flipbook. Substantial editorial real estate; Christopher's voice quoted at length, articulating the brand philosophy, slow luxury position, and craft-led design language in his own words. Floraison Magazine is an independent UK publication covering luxury travel, design, and sustainability.
Dancing Light, Lake Como is a celestial, watery, ethereal mix of wisteria, jasmine and aquatic notes with a comforting Sandalwood base. I lit it an hour before the virtual event and the melt had gone fully to the edge by the time it started. Excellent scent projection. 100% soy wax. How gorgeous is this illustrated porcelain vessel too? Scenes of Lake Como and the flowers within the blend.
Shared four Stories about Dancing Light, Lake Como, highlighting the candle's projection and porcelain vessel, the experience of smelling raw accords, and crediting perfumer Nic Mastenbroek. Included a clear not-sponsored disclosure and a swipe-up style CTA.
Few really perfect both the look and the scent, and TOLD London is one of those brands.
Told London is praised for combining luxury design with exceptional fragrance. Glorious Gardens, England stands out for its crisp, clean scent that evokes a lush British garden.