AURRA London, a bold new luxury fragrance brand, launched in the UK in May 2025. This exciting new brand brings a refined, contemporary approach to the world of perfumery, offering a collection of high-end fragrances that blend artistry, innovation, and luxury in every bottle.

Founded in London, AURRA is committed to redefining the art of natural perfume oils by reviving the ancient South Asian tradition of attar-making. The brand blends heritage and modern sensibilities, offering natural, alcohol-free fragrances that are as gentle on the skin as they are indulgent.

Designed for those who seek a sophisticated, distinctive scent experience, AURRA’s collection promises to redefine the UK fragrance market, bringing the timeless artistry of attar-making from the centuries-old perfume hub of Kannauj, India, to modern consumers. Crafted with the finest natural ingredients, each fragrance encapsulates a story of tradition, authenticity, and luxury, designed to evoke emotions, memories, and a sense of timeless elegance.

A New Standard in Luxury Fragrance

AURRA is focused on creating fragrances that are both luxurious and versatile. The collection draws on the finest raw materials, blending classic and modern notes to create scents that are as distinctive as they are unforgettable. Each fragrance is a celebration of the artistry and craftsmanship that goes into every bottle, designed to elevate personal style and leave a lasting impression.

“We are thrilled to launch AURRA in the UK,” says Apneet, Co-Founder of AURRA. “We understand that a fragrance isn’t just a product – it’s an experience. That’s why we’ve reimagined attars (pure perfumes), blending centuries of artisanal craftsmanship with a modern, luxurious twist. Every bottle we create is alcohol-free, natural, and designed to reflect your individuality and values. With AURRA, you’re not just wearing a scent—you’re making a statement: one of confidence, elegance, and authenticity.”

The Inspiration

AURRA’s journey began from a deeply personal experience. Apneet Sandhu, the visionary behind the brand, developed sensitivities to chemical-based perfumes, which led her to explore natural alternatives. This discovery of attars—pure, alcohol-free perfume oils crafted using centuries-old techniques—was transformative. Captivated by their elegance and longevity, Apneet struggled to find options that suited modern tastes, which were often either too traditional or overpowering. This sparked the creation of AURRA, a brand that reimagines the ancient art of attar-making for today’s discerning consumer.

At AURRA, the goal is to bridge the gap between tradition and modernity, offering fragrances that celebrate heritage while embracing the sophistication and subtlety of contemporary design. It’s a tribute to the timeless allure of attars and a step toward preserving this beautiful craft for future generations.

The AURRA London Collection

The debut collection includes a carefully curated range of perfumes, each one designed to offer a unique, multi-layered scent experience. With a focus on high-quality natural ingredients, the fragrances capture the essence of elegance, sophistication, and modern luxury. Whether for everyday wear or special occasions, AURRA’s perfumes are crafted to complement the diverse needs of modern consumers, offering a scent for every mood, moment, and season. Choose from GAZE (floral and fruity), ZEPHYR (sea notes and bergamot), OBSIDIAN (oriental and woody), ONYX (amberwood), VELVET (vanilla and saffron) or try them all in the Discovery Set.

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