This love story begins in the year 1999, it was the end of the millennium, the dawning of a new one.  A new era was about to begin in the city of Cape Town.  A new era where Fragrances would be available to all, quality fragrances that people could use and enjoy! Top international fragrances imported from the finest factories in Grasse, France.

A family with a dream

Our humble beginnings began with the dream of creating a luxury boutique-style environment where fragrance lovers could discover the joy of reverse engineered fragrances, generic fragrances packaged in no nonsense bottles, without the international marketing & advertising costs.


A unique value proposition is born

We believe that “you wear the fragrance, not the packaging” & our first slogan was “the price brings you in & the quality brings you back”, this still stands today.

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Our first store opens its doors

While waiting for our first store in Tygervalley’s Emporium, we walked the streets of Cape Town, selling our fragrances door to door.  In September 1999 we opened the doors to Fragrance Boutique.

The fragrance industry in South Africa is forever changed. 

We’ve spent the last 20 years introducing South Africans to affordable, luxury fragrances, and making believers out of sceptics. We’ve opened 40 stores nationwide and have been joined by a passionate group of franchisees.

We were pioneers on many fronts and forged the way for the generic market in South Africa – educating the public about the generic industry long before the pharmaceutical companies began to provide affordable alternatives.

We pride ourselves on providing fantastic service, a unique store experience and access to the largest range of fragrances in South Africa with body lotions, shower gels & aftershave balms.

We believe in empowering our staff & promoting from within – we provide an income to almost 100 families and have an ongoing skills development programme for all our staff. We believe “what you give, you receive”. 

The same family who walked the streets all those years ago, still walk the floors of our stores every day, keeping our dreams on track & dreaming of bigger & better things for the future.