Niche fragrance house Rahasya has launched its first dedicated pop-up retail space within a UK store, debuting its new ‘Nomadic Jasmine’ perfume with an immersive retail experience, which runs until 9 September.
Following its exclusive launch at Selfridges London, from Thursday, Rahasya’s ‘Nomadic Jasmine’ will also retail in store at Selfridges’ Birmingham and Manchester locations, as well as on its e-commerce store, the label announced in a press release. Rahasya’s scents are already stocked online and within the Selfridges beauty hall, whilst its new pop-up is designed to deepen shoppers’ relationship with the brand’s universe and the inspirations behind its new fragrance.
The pop-up was conceptualised in collaboration with Armaan Bansal, Founder of Anda Ba Studio and presents a tactile and earthy yet sleek and modern aesthetic. The brand’s first extrait de Parfum aims to explore and represent diverse identities with additions of green chilli, woods and spice.
“Jasmine is one of the most widely used ingredients in Indian perfumery. But it has often been presented in a very specific, ‘romantic’ way,” said Rahasya’s Co-Founders Sachit Sood, Sai Pogaru and Utkarsh Vijayvargiya in a press release. “Over time, it became tied to a version of India that felt polished, safe, and familiar. That was never the version of India we recognised fully. To us, India has always been shaped by movement, cities constantly expanding, people crossing between places and traditions adapting to new environments. There’s tension in that movement – warmth and coldness, softness and infrastructure, intimacy and chaos existing at the same time. And within all of it, there’s a kind of imperfect beauty that feels deeply human.”
Based in Singapore with Indian roots, Rahasya retails in select locations across the US, UK, Singapore and Australia, according to its website, which also encompasses an e-commerce store. The label was founded in November 2024 with the aim of adding a contemporary Indian perspective to the international niche fragrance market.
