And so we find ourselves at the end of another incredible year of exciting perfume releases, where variety has most definitely been the scented key word. Amber fragrances proved to be very popular this year, with quite a few new ones vying for the crown, but there were also an array of new brands that each brought with them unique philosophies as well as some really innovative processes. So, as we approach the end of 2025, it’s time to once again look back at twelve months of reviews on stephanmatthews.com and, by channelling my inner Blyton as usual at this time of the year, pick My Favourite Five.
There are certain products that, with the best will in the world, seem to defy reinvention. Companies are constantly tweaking bestsellers, adapting award-winners, even persuading customers that the same offering is somehow “new and improved”. It takes a real visionary to look beyond the tried-and-tested, and create something that pushes the accepted norm into a whole new realm. Unsurprisingly, the latest break-through product comes from an independent creator. Jonathan Ward has reinvented the diffuser, thrown in a generous splash of creativity, and is set to scent the season with his new Hermitage Noel Pourri Mouillé.
When we’re still very much in the eye of a pandemic storm, and witnessing the worldwide fallout that is going along with it, the phrase “we’re not in Kansas anymore” takes on a whole new relevance. Many of our ideals and beliefs have shifted over the past eleven months, and that has also extended to the way we shop. Christmas has always been about festive limited editions but, even though we all long for a slice of “old world normality”, achieving a respectful balance this year was always going to be a challenge. However, Jonathan Ward is showing the industry just how it should be done with his perfectly Precious collection.
There are times when real life can suddenly turn an intimate event into a major occasion. That is what happened on Tuesday 17th March. Plans had been made months in advance to launch the latest candle from Jonathan Ward at his Hackney studio, but a global pandemic was coming ever closer to the United Kingdom. By the time the day arrived all fashion shows and product launches had been cancelled, and so an independent studio in E8 was about to host the final physical event in the beauty industry's calendar. The candle is called Assassin Belarus and it truly does shine a light in these dark times.
