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Why Gen Zs are falling for this 155-year-old British brand

Why Gen Zs are falling for this 155-year-old British brand

Royal perfumer Penhaligon’s is winning a new generation of customers with heritage and daring new scents at a time when demand for niche fragrances is exploding.

Penhaligon’s global general manager Julia Koeppen in the QVB flagship. Louise Kennerley

You’d expect the chief custodian of Britain’s most venerable fragrance house to be rather grand – someone with an aristocratic lineage, a plummy accent and a penchant for adhering to protocol.

The woman sitting across the table from me outside a cafe in Sydney’s Queen Victoria Building is nothing of the sort. Julia Koeppen, the global general manager of royal warrant holder Penhaligon’s, is from northwest Germany rather than the UK, her manner is disarmingly casual and enthusiastic, and she keeps divulging information that’s strictly under embargo – much to the exasperated bemusement of the house’s communications director.

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Charis Perkins
Charis PerkinsLife & Leisure editorCharis Perkins edits The Australian Financial Review's weekly lifestyle liftout, covering the arts, fashion, design, travel, wine, fine dining, sports, motoring and more. Life & Leisure is published online and in the Friday and weekend editions. Email Charis at cperkins@afr.com

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Original URL: https://www.afr.com/life-and-luxury/fashion-and-style/revered-british-perfumer-penhaligon-s-sniffs-success-in-australia-20250422-p5ltf4