Side Story

In an overcrowded grooming and fragrance market, it is truly joyous to be introduced to a new brand that has all the hallmarks of a great brand - those being a product that is memorable, has a narrative & storytelling that is compelling an that will evoke a feeling, memory or even lead to that third date.

Side Story is born out of hotelier Muj Rana’s fascination with scent and memory. By no means a perfumer, he was inspired by the fleeting moments that are create when you pass someone in a hallway, or how sandalwood would always take him back to his grandfather’s Indian plantations. The search for scents that could convey full and rich narratives was the starting point for the brand. Those narratives would include all of the different stories that encompass our daily lives and our formative years from work, love and companionship to pleasure and travel.

Today, each bottle of Side Story begins in Grasse, Provence, the only place where Muj felt the perfume oil could legitimately be created. Each perfume oil is now produced with the help of a network of independent artisans. The fragrances are bottled in Italian glass and sealed with a hand-carved stone lid. The perfumer’s 100-year-old production facility, farmers, distillers, compounders, stonemasons, label makers and designers are scattered across the globe.

Side Story has opted for a bold launch, with six scents that include: 4pm Matinee, a green, woody and amber fragrance, Hotel Lobby which is a green, woody and spicy fragrance, Pillow Talk is a powder, citrus and spice fragrance telling the story of intimacy and desire. Completing the collection is Road Trip - an amber, spicy and woody fragrance telling the story of escaping and dreaming, Sunday Service which is a floral scent that feels reflective and Third Date which tells the story of connection.

From £160 and available exclusively at Liberty. Explore further at Side Story.