TOLD LONDON - A Glorious Reinvention

One of the biggest challenges that faces any company is staying up-to-date and relevant in an ever-changing market. With so many choices thrust onto customers every day, remaining at the forefront of their minds is the constant goal. Sometimes a brand will opt for a revamp and refocus to continue the ongoing fight against the competitors, while other times they will do a full reinvention. Told London is the latest company to pitch perfectly when it comes to their reinvention and, alongside a recently announced Best Newcomer nomination in this year’s Fragrance Foundation Awards, they are already gathering a loyal following.

Told London was founded by Christopher and Lillie Edgar in 2024, but they didn’t actually launch their collection until 17th March 2025. This gave them time to find retailers, build conversation, and also tease their customers on social media. If you recognise the names, it’s because they were also the duo behind Lavender & Lillie. This company ran from 2014 to 2023, and was the precursor to the new identity. It’s important to remember that while there are similarities between the two, Told London has taken their original concept into a more refined and ultimately more luxurious marketplace.

There are five fragrances in the new collection, and each is inspired by the founders’ love of a particular location. With nods to Scotland, London, India and the Seychelles, you really are spoilt for choice when it comes to the evocative scents. The candles and diffusers are presented in beautiful porcelain jars, each decorated with a black and white line drawing by Kerry Lemon that sums up the fragrance you’re about to smell. With an embossed gold lid on both, and eco-refills available in all five scents, the company is also doing their best to encourage reuse. So, which two were my favourites?

City Grandeur, which is inspired by the vitality and culture of London, works wonderfully as a diffuser and has an excellent scent throw. It showcases Earl Grey tea but cleverly places it against a backdrop of aromatic notes, so conjuring the open green spaces that are so cherished in the city. However, there’s also a citrus medley in here which, to my mind at least, makes me think of summer cocktails with close friends. The final blend of earthy vetiver, dry moss and an amber accord provides an almost architectural edge, allowing City Grandeur to really fill the space, and bring back happily scented memories of London.

It’s hard to choose a favourite, but Glorious Gardens has to be the perfect scent for spring and summer. It's an amazing floral blend, inspired by the gardens of England, and takes the aromas of wisteria and violet, supports them with the scent of tea rose and earthy geranium, before melting smoothly into a base of delicately sweetened cedarwood. The really interesting addition to this scent though is the touch of purple and white stocks that give a peppery clove quality to the blend, and make you feel like the windows are open wide. The whole collection is stunning, both visually and in their fragrances, so which one will you choose?

The candles and diffusers are available from the Told London website at toldlondon.com with prices starting from £25. There is also currently a 20% discount with the code ToldLaunch20. [Samples provided by Told London]