Never Fully Dressed Expands Into Beauty

Never Fully Dressed, the British fashion brand loved for its vibrant prints and multi-wear wardrobe essentials, has ventured into beauty with the launch of a fragrance collection.

Staying true to the brand’s ethos of feel-good dressing, the fragrances are designed to empower and uplift, each reflecting a different facet of the Never Fully Dressed woman — playful and fresh by day, rich and sensual by night.

Eau De Parfum 001 is a bold, alluring blend of bergamot, nutmeg, and black pepper, anchored by smoky oud. The evening scent layers coffee, rum, rose, and plum over sandalwood, vanilla, and amber for an elevated finish.

Eau De Parfum 002, made for sunlit mornings and carefree afternoons, opens with pink pepper and raspberry, blooms with datura and jasmine, and settles into patchouli, amber, and vanilla. The result is a clean, sunny scent with a playful twist.

Both vegan and cruelty-free, the fragrances are available as eau de parfum in 10ml and 100ml bottles, alongside scented candles.

Since Lucy Aylen launched the brand in 2009 from her East London attic, Never Fully Dressed has grown from humble market-stall beginnings to a global name with a cult following, celebrated for its inclusive sizing, celebrity fans including Beyoncé, Florence Pugh, and Kendall Jenner, and its distinctive ‘feel-good dressing’ ethos.

“Our community has always inspired how we create, and scent was the natural next step. We wanted to bottle up that feeling of empowerment, connection, and freedom you get on a European holiday,” said Aylen. “Whether it’s morning espresso in the sun or dancing barefoot under the stars, these scents bring the story to life.”

The Never Fully Dressed fragrance collection is available at the brand’s flagship stores in London and New York City, and online at neverfullydressed.com, with prices from £19 to £69 ($31 to $115).