Get ready for a sensory experience as Ulla Johnson reveals her upcoming fragrance collection!
A Sneak Peek at Ulla Johnson's New Scents
On Friday, Ulla Johnson's NYFW show notes were accompanied by a fragrant surprise. The designer shared a glimpse of her upcoming Eau de Parfums, candles, and incense, with names like "Baroque Garden," "Drift Rose," and "Adriatic Gold." These new fragrances are set to arrive this spring, and the anticipation is building.
But here's where it gets intriguing: the launch was hinted at throughout the show. Johnson explained to WWD that the entire set was inspired by the organic shapes that will be showcased with the fragrances and candles. She emphasized the importance of creating unique, hand-crafted objects in a crowded market, ensuring her brand stands out.
Ulla Johnson joins a growing list of designers who have used fashion runways to debut beauty projects. Balmain and Victoria Beckham have previously unveiled their fragrance bottles on the runway, and this season, Christian Siriano followed suit with a skincare launch. Johnson's fragrances come at a time when her brand is experiencing growth, with a focus on international expansion in 2026.
For New York-based designers, fragrance launches are relatively rare among emerging talents. In the past, designers like Khaite, Willy Chavarria, Area, and Christopher John Rogers have been speculated as potential entrants into the fragrance category, given that designer fragrances in the U.S. account for approximately 70% of the category's sales. The only U.S.-based exception is LoveShackFancy, which launched at Sephora in 2023 with a trio of fragrances and has since expanded its product line to include new scents and formats.
So, will Ulla Johnson's fragrances make a splash in the competitive world of designer fragrances? Only time will tell. But one thing's for sure: the fashion world is buzzing with anticipation for these new scents.
And this is the part most people miss... What do you think about designers using fashion shows to launch beauty products? Is it a clever marketing strategy or a distraction from the main event? Share your thoughts in the comments below!
