Memoize is a British fragrance brand. The concept was inspired by the Seven Deadly Sins. The woman behind the brand is Holly Hutchinson, who founded it in 2016 in London, after seven years of experience working with niche brands at a global perfume house. Holly Hutchinson's idea was to create a perfume in a different approach. The vision was to match a unique and intentional perfume that combines a slightly general taste along with a custom touch. So how did it all start? Who are the people helping her? Here are all the details. Holly has assembled a leading team of experienced British perfumers, using materials sourced from the world’s most reputable material suppliers, all to produce a world-class fragrance collection. "I've always been a perfume fanatic," she admits, "and after moving to London in 2011 I got a job at a niche perfume house, where I worked from the ground up. With all this experience I realized it was my time to shine and let my creative talent flourish. I set out on a journey for 18 months. Fragrance development, packaging and logo design and creating a personal concept for me. The connection between scent and memory was inseparable in my life, from early childhood memories, through holidays, life experiences, and now the scent of a new baby. The scent is essential to memory and that's what brought Memoize to life." She adds. "The name of each scent has a meaning. And from that come the scents. There are characteristics we seek to create in order to achieve the most appropriate scent for the product. The essence of each perfume is suggestive. Everyone's memories are different, but these scents are Memoize's interpretation," she explains. According to her, the fact that the company is based in London is significant because it has the understanding that it is a multicultural society, as well as understanding the nuances and tastes of many different people that becomes a challenge. The very knowledge that the different fragrances of the brand have become popular among a variety of different people, many different cultures, men and women of all ages, shows that there is indeed justice in her words. The very fact that the brand is a niche brand that is not found everywhere, makes it a unique brand that customers want to find and they appreciate that it can not be found on the corner of any street. "They are as unique as we are," Hutchinson concludes. Explaining what sets Memoize's perfume collections apart, she says the scents are based on feelings and emotions. Her goal was to draw inspiration from the 7 sins and the 7 virtues and create stimulating and unique scents. The result was the possibility of creating more intense scents and relatively lighter scents. Of all the perfumes Luxuria is her favorite scent and the reason why is because this was the perfume she used on her wedding day. "When I put it on I remember all the excitement for our special day and the wonderful time we celebrated with all our friends and family. Each guest got his and her fragrance with their name engraved on top - it was our place card and wedding gift. Now that I meet my friends and they often use Luxuria perfume I am transported back to that special day",she describes. Memoize London's Luxuria perfume is an amber floral fragrance for women and men, launched in 2018. Its top notes are raspberry and cassis; Middle notes are Ylang-Ylang, Tuberose and Lily of the Valley; Base notes are vanilla, suede, musk and amber. It is a perfume that is mainly suitable for spring, summer and autumn, it stays on for a long time and has a pleasant and surprising presence. Indeed, the perfume Luxoria represents the essence of lust, seduction and intoxication.