After over 12 years in the beauty industry—as a journalist, facialist, consultant and head of beauty buying at Liberty London—I’ve seen the beauty industry from every angle. I’ve tested thousands of products, negotiated with global brands, and spent years figuring out what’s worth the hype (and what’s not). Now, I’m thrilled to bring that perspective to Who What Wear UK in a new monthly column where I’ll be sharing my thoughts on the beauty products I genuinely rate—especially the ones that fly under the radar.
Let’s be honest: beauty is oversaturated. There’s always a new launch, a viral trend and a must-have ingredient competing for your attention. But what actually deserves your time, your money, and your top shelf? That’s what I’m here to answer.
If I had to pick a favourite beauty category, I imagine it would be akin to choosing a favourite child—impossible, reckless and probably different depending on my mood. How do you compare the thrill of a new cleanser that removes even waterproof mascara with ease or the joy of a new blusher that makes your face come alive? But if push came to shove, I’d always choose fragrance. With scent often called the most primal of our senses, perfume commands an emotional connection that lives beyond aesthetics. It’s not about how you look. It’s about how you feel—what you want to remember, how you want to be perceived, or how you want to shift the energy of the day. I genuinely believe fragrance is the ultimate accessory.
In my previous life as head of beauty buying at Liberty, I created the Fragrance Lounge. An 18-month project and labour of love, I knew it had to be immersive, emotional and unapologetically different to any other fragrance hall. Fragrance isn’t something you shop for the same way you buy mascara or moisturiser. It requires mood, memory and sometimes a little madness. That’s what makes it special. That’s why I’m always on the lookout for brands that not only understand that but lean into a rebellious nature and do it differently. One of my current favourites? Maison Crivelli.
Maison Crivelli Oud Maracujá
(Image credit: Who What Wear UK, Maison Crivelli)
Founded by Thibaud Crivelli, the brand creates perfumes not based on abstract themes, but personal memories—eating hibiscus sorbet at a gemstone market, walking through rose fields by the sea, sipping raspberry cocktails at an underground rave. His approach is refreshingly human and delightfully strange. No “muses”. No manufactured fantasy. Just real moments, captured in scent. Which is frankly, a breath of fresh air. And the perfume I haven’t stopped wearing in months? Oud Maracujá (£220).
Maison Crivelli
Oud Maracujá Extrait de Parfum
Key notes: Oud, passionfruit, saffron, Turkish rose
Oud is a love-it-or-hate-it material in perfumery. Done right, it’s warm, woody and opulent. Done wrong, its heaviness can leave you with a pounding headache, smelling like an old car tyre melting in the sun. Having tried enough oud perfumes over the years, I know it’s a note that requires precision. And here’s where Oud Maracujá wins: it blends this rich, resinous wood with an unexpected twist—passion fruit. Tropical fruit and oud sound like they should clash. But that kind of contrast is Maison Crivelli’s superpower.
Oud Maracujá opens with a burst of juicy, fluorescent maracujá—passion fruit, yes, but not the syrupy version from a cheap cocktail menu. It’s tart, vibrant, and weirdly elegant. For a moment, it smells familiar—the kind of scent that millennial noses might associate with a certain era of teen perfumes. If Britney Spears Fantasy grew up, moved to Paris via Berlin and started wearing custom leather jackets, this would be it. It’s nostalgic, but elevated.
The passion fruit lifts the weight of the oud, making it feel like humid air on warm skin. Imagine you’re being driven through Havana in a vintage leather-seated car, en route to a salsa bar where you’re handed a tropical mocktail under low red lights as music hums to life. There’s warmth from saffron and Turkish rose, softness from vanilla and tonka bean, and an underlying leathery depth that never overpowers.
The oud here doesn’t shout. It purrs. It’s plush, addictive and borderline edible—more “late-night skin” than “old library”. It’s bold without being brash. Sexy without trying too hard. I’ve worn it to meetings, to dinner, to bed. Every time, someone asks what it is.
The perfumer behind this, Jordi Fernandez, is something of a master at making daring notes wearable. Having collaborated with Maison Crivelli across multiple bestsellers, not only is he a brilliant nose, he’s also genuinely nice, which isn’t always the case in the world of fragrance. I met both him and Thibaud in Paris and was struck by how grounded they both are. So often, perfumery is filled with ego—but here, it’s just two wonderfully passionate, thoughtful humans making truly exceptional scents. And that energy shows up in the bottle.
And while Maison Crivelli is still a relatively niche name here in the UK, I suspect that won’t last long. Already storming the brand rankings at Harrods and Selfridges, I’d bet good money it’s on the radar of every fragrance editor and buyer by year-end. If you’re looking for a scent that’s different —one that makes people lean in, not step back—this is the one.
If oud has always felt too heavy or too harsh for you, Oud Maracujá might be the one that changes your mind. It’s sunshine and smoke. Fruit and fire. Oud, reimagined. And for me? It’s a new obsession, and a reminder that the best perfumes aren’t about trends. They’re about feeling.
Shop Now:
Maison Crivelli
Oud Maracujá Extrait de Parfum
Shop More Maison Crivelli:
MAISON CRIVELLI
Cuir Infrarouge Extrait de Parfum
Key notes: Raspberry accord, suede leather, bergamot, orris, cedarwood, oud, vanilla, tonka bean
Leather scents can lean a little too vintage gentleman’s club, but Cuir Infrarouge flips the script. Inspired by an underground party drenched in red neon and raspberry cocktails, this extrait is juicy, supple, and sultry. The raspberry sparkles against soft suede and smoky oud, creating a kind of fruity leather haze that’s both addictive and unexpectedly sexy.
Maison Crivelli
Tubéreuse Astrale Extrait de Parfum
Key notes: Tuberose absolute, leather accord, cinnamon bark, osmanthus absolute, carrot seed, cistus absolute, musk
White florals can often smell like a granny, but Maison Crivelli gives tuberose the revamp it deserves. This isn’t powdery or prim, it’s creamy, spiced and just a little bit strange in the best way. The leather adds tension, the cinnamon brings warmth, and the result is celestial but grounded. It’s also Rosie Huntington-Whiteley approved!
Maison Crivelli
Chocs Olfactifs Gift Set
Think of these as the chicest accessories in your fragrance wardrobe. The five-millilitre extraits de parfum—including cult favourites like Oud Maracujá, Tubéreuse Astrale, Patchouli Magnetik, Ambre Chromatique, Hibiscus Mahajád and Oud Stallion—are handbag-perfect and ideal for travel, layering or just switching up your mood mid-day. They’re miniature but mighty, the olfactive equivalent of a slick of red lipstick or your favourite sunglasses.
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