# Inaugural Fashion Brand Fragrances These New Wax London Fragrances Come in Two Options By Michael Hemsworth | Published 2024-10-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/wax-london-fragrances References: [retailtimes](https://retailtimes.co.uk/wax-london-makes-moves-into-fragrance/) & [waxlondon](https://waxlondon.com)  These new Wax London fragrances have been unveiled by the London-based fashion brand as a series of cosmetics perfect for elevating the lifestyle aesthetics of consumers. The products come in two expressions including Magna and Holm, which are each formulated with different olfactory experiences in mind. The Magna fragrance is crafted with childhood nostalgia in mind with top notes of frankincense smoky musk, heart notes of [aged tobacco distressed leather](https://www.trendhunter.com/trends/michael-malul-jet-black) and base notes of oak moss amber. The Holm fragrance, on the other hand, is inspired by city life with orange rind, violet leaves and lime top notes, jasmine, patchouli and [orange blossom heart notes](https://www.trendhunter.com/trends/nautica-fragrances) and cedar, musk and amber base notes. The new Wax London fragrances are designed, manufactured and bottled in the UK. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 70% | Activity: 67% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Multi-sensory Fashion Experiences:** Fashion brands extending into fragrance lines offer consumers a holistic sensory experience that enhances brand loyalty. - **Nostalgia-inspired Products:** Using childhood memories as inspiration for fragrance formulation provides a deeply emotional connection with the consumer. - **Urban-inspired Fragrance Profiles:** City life-inspired fragrance notes cater to urban consumers looking for scents that resonate with their fast-paced, dynamic lifestyle. ### Sectors Adopting This - **Fashion Retail:** The integration of signature fragrances into fashion brands allows retailers to offer a more comprehensive brand experience. - **Cosmetics Manufacturing:** Developing fragrances with unique, emotion-driven scent profiles opens new avenues for innovation in the cosmetics industry. - **Urban Lifestyle Products:** Fragrances reflecting urban environments appeal to city dwellers seeking products that capture the essence of their lifestyle. ## Related on Trend Hunter - [Modern Luxury-Focused Fragrance Lines](https://www.trendhunter.com/trends/cos-perfumery.md) - [Fragrant Flame-Free Wax Melts](https://www.trendhunter.com/trends/scentmatch.md) - [Affordable Genderless Fragrances](https://www.trendhunter.com/trends/arkive-makes-scents-collection.md) - [Multifaceted Personal Fragrances](https://www.trendhunter.com/trends/hm-beauty-fragrance.md) - [Luxury All-Gender Perfumes](https://www.trendhunter.com/trends/les-ternels-de-balmain.md) - [Refined Body Spray Scents](https://www.trendhunter.com/trends/lynx-fine-fragrance-collection.md) - [Culturally Inspired Fragrances](https://www.trendhunter.com/trends/superdry-fragrance.md) - [Tailoring-Honoring Men's Fragrances](https://www.trendhunter.com/trends/tailored-by-ted-baker.md) - [Cocktail-Inspired Fragrances](https://www.trendhunter.com/trends/pepe-jeans-london-fragrances.md)