BRANDBOOK2026
Our Story
Weareaglobalfragrancebrandthat’s becomesomethingofacultbeauty favouriteamongsttrendyfemales worldwide.Ourmissionistoofferhigh qualityfragrancesthatsuitalltastes andbudgets,aswebelievethatbeauty shouldbeinclusiveandavailabletoall! Byworkingwithsomeofthebestnames intheperfumeryindustry,we’reableto offerfragrancesproducedbysomeofthe finestfragrancehouses,butatpricesthat won’tbreakthebank.
Whois
Our Scents
Withover200irresistiblescentstochoose from,rangingfromtherichandbold,to thesweet,fruityandfloral,thereisascent tofiteverystyle,moodandoccasion.For inspirationandnewideas,ourtalented Londonbasedin-housedesignteam drawsinspirationfromawiderange ofinfluences,includingcatwalktrends andhigh-streetfashion,travel,blogs andsocialmedia.Weprideourselveson bringingourcustomersuniqueperfumes thataredesignedtoempowerthewearer.
AWARDS
Our History
SO...?Launched byYardley.
SO...?NamedNo.1bestsellingfashionself-select fragrancebrandintheUK.
SO...?Acquiredfrom TheYardleyGroup.
Rapidrangeextensionwith multiplelanuchesper year,suchasSuperstar, Exciting,Eternal,Exclusive Brit,RockandRoll.
SO...?Sinfullaunched.
BodyMistbySO...? rolledoutintheUK.
BodyMistbySO...? launchedinSouth EastAsia.
2019 2020 2022 2023 2024 2025 2026
SO...?developedhighqualityhand gelstoaidinthepandemicwhich wonawards.Additionally,wehave expandedintobath&bodyproducts.
SO...?Hasgrownintoa powerfulfragrancehouse. Nowboasting7different fragrancelines,includingthe newsandpopularMissSo...?
Webroughtthefunwithouriconic Barbieinspiredeventandbecame theNo.1bodymistbrandinPoland.
TakesoverImpulsebrandasthe No.1BodySpray/BodyMist brandintheUK.(Mintelreport).
Award-winningsuccessas SO...UniqueVanillatookhome BestBodyMistatthe SuperdrugStarAwards.
Alandmarkyear:we celebrated30yearsofSO… magic,hostedashowstoppingTaylorSwiftevent
Wecontinuedtoraisethe barwiththesuccessful launchofSO…Delish.
Worldwide
Since2005,theSO...?brandispresentin morethan60+countriesover5 differentcontinentsandhasbecome somethingofacultbeautyfavourite worldwide.
Americas Europe Africa Asia
Canada
Chile
Surinam
USA
Paraguay
Chile
Mexico
Ecuador
Belgium
Croatia
Denmark
Finland
Germany
Gibraltar
Greece
IcelandItaly
Lithuania
Macedonia
Malta
Netherlands
Northern
Cyprus
Poland
Switzerland
Albania
Romania
Bosnia
Montenegro
Mauritius
MoroccoLibya
Nigeria
ReunionIsland
Lebanon
Qatar
UAE
Palestine
Nepal
Malaysia
Maldives
India
Australia
NewZealand
Türkiye
Ukraine
KosovoAustria
SerbiaIreland
FranceCzech
Republic
Estonia
Denmark
Northern
Macedonia
Latvia
Hungary
Sweden
Slovakia
Cyprus
SaudiArabia
Singapore
Armenia
Jordan
Philippines
Indonesia
Kazakhstan
Kuwait
Qatar
Iraq
SO...?isNo1bestbodymistbrandintheUK(Mintel2021)
SO...?isNo1best-sellingfashionself-selectivefragranceinBootsandSuperdrugsince2001
SO...?hassoldover100millionunitsinthelast10years
SO...? is distributed in over 60+ countries worldwide using a selection of exclusive distributorsaswellas,insomemarkets,directretaildistribution
SO...?isNo1bodymistbrandinAmazonUKholding5outofthetoptenplaces
SO...?hasbeenlistedinBootsandSuperdrugsince1994.Listedinternationallyinretailers suchasWalmart,Watson,Rossmann,DM,Kruidvatetc.
SO...? has been awarded numerous yearly awards such as the Beauty Global awards, TheGlobalgreenawardsandthePureBeautyawards
SO...? Started, in 1999, with 4 products - the brand now has 9 ranges with over 200 registeredtrademarksworldwide
SO...?LaunchedinPolandinMarch2020itis#1bodymistbrandNielsenIQ(RetailTradePanel)
Vision & Essence
Ourmissionistoofferhighquality fragrancesforalltastesandbudgets, aswebelievethatbeautyshouldbe inclusiveandavailabletoall.
Outdoor Campaigns
AbrandedBodyMistbySo…?vantouredtheUKfor2weeksinprime locationshandingoutice-creamandbrandsampling
Competition
ThisSummercampaignduringthesummerof2021Street Hubs,BusAdsandWinAHolidayCampaign
StreetHubs
OutdoorCampaininUK (MAY/JUNE2023)
Roadstationsand Undergroundforthree weekendslocatedall aroundLondonand outsideofHeathrow Airportterminal1,2&3
UKLaunchEvent2019
Biggesteverlaunchcampaignfor SO…?With70+highprofilepressand bloggercontacts&VIPgueststo promotethelaunchofthenewMiss So…?Range
BathandBody
GiveAwayIGAccount
SocialMediaContesttoSpotOutdoor
CampaignXSummerEscapesBathandBody
Rage.
EventFeedback
Events at
LondonEvent
PR Coverage
Blogger Collaborations
Socials at
Website
E-Store
Amazon store
In-store
ASDA SAINSBURYS
In-store
GREECE POLAND DENMARK
Worldwide
Since 2005, the So…? brand is present in more than 30countriesover5differentcontinents and has become something of a cult beauty favourite worldwide
In Poland
In Poland
WhatOurCustomer Say
LovePotion-BodyFragrance @sofragrancepl
Watermelon-BodyMist @sofragrancepl
In Australia
What Our Customer Say
In Phillipines
KOLEVENT
50-100influencersKOL,Celebrities &VIPguests.PhotoBusareafor pictureandproductdisplay
Media Press in Phillipines
AIRDATE:August4,2023OUTLET: WonderMagPHDESCRIPTION: Richandboldorsweetandfruity, So?Fragranceshasallthescents perfectforyourdailymood!
AIRDATE:July27,2023
OUTLET:GMALifestyle;Article
JOURNALIST:HermesTunac
HEADLINE:UKfragrancebrandSo? isnowinMetroManila
AIRDATE:August3,2023
OUTLET:Metrostyle
DESCRIPTION:GettoknowSunnies Face’snewestmust-haveproduct, UK’s#1bodymist,andToryBurch’s dream-inspiredfragranceline
In Phillipines
What Our Customer Say
MykonosNights-BodyMist @sofragranceph
SO?Escapes-BodyMist @sofragranceph
CandyFloss-BodyMist @sofragranceph
In Iceland
AdvertisingintheSmaráBioCinema locatedinSmaralind.
AdvertisingforBarbieandothermovies 4weeks–8secondsonscreen
In the Netherlands
In the Netherlands
What Our Customer Say
SO?Escapes-BodyMist @sofragrancenl
GlowbySO? TikTok
In India
In India
In India
PaidcollaborationwithRuchikaDas-204Kfollowers 30influencersmicroinfluencersattendedtheevent. Productdisplayandmasterclassofhowtomake differentcombinations.
In India
What Our Customer Say
“
WhiteFloral-BodyMist
PricerangeisgoodWoulddefinitelybuyitagain
-SimranviaAmazon
“
VanillaCandy-BodyMist
Thefragrancefeelssopremiumasthispricerange
Firstlythebottleofthescentisofhighgradeplastic andthefragrancefeelssopremiumIpurchasedthis mistafterseeinginoneoftheonlineinstagramreels andthoughttogiveitatry”
-ShreyDewanviaAmazon
Taylor Swift Giveaway Influencer Event
PR COVERAGE
Worldwide
Since2005,theSo…?brandispresentinmorethan 30countriesover5differentcontinentsandhasbecome somethingofacultbeautyfavouriteworldwide
In Poland
In the Netherlands
GlowbySO...?EcommercebannersonEurokosWebsite
In Ireland
In Turkey
CinemaEvents
2025:ParticipatedinWomen’sDay
CinemaEventinLondon
SINEM TURKOGLU TUBA OKUTUCU
NAGEHAN MEMCE
Dua Lipa Influencer Event
Poland,Finland,Ireland,Cyprus, Austria,Netherlands,Influencers
Involved
PR COVERAGE
PR COVERAGE
In Turkey
In Cyprus
KERAVNOSBASKETBALLTEAM
In Lithuania
In Malta
In-store
KOSOVO
Get In Touch
sharon@incos.co.uk
aman@incos.co.uk
@SoFragrance www.sofragrance.com UKSALES INTERNATIONALSALES
luis@incoscouk-Europe,Americas,Australasia
abhishar@incoscouk-SouthernEuropeanddiscounters
syed@incoscouk-MiddleEastandNorthernAfrica
giulia@incoscouk-MediterraneanMarkets&SouthEastAsia
danelle@incoscouk-NorthernEurope,EasternEuropeandSouthernAfrica
patrick@incoscouk-FarEast
