Penhaligon’s is celebrating the tenth anniversary of its Portraits collection with a three-day exhibition at the Royal Academy of Arts. The event, titled The Who’s Who of London, showcases the fictional aristocratic family behind the fragrances, alongside the latest launch, The Manoeuvres of the Baroness. Founded by William Penhaligon in London in 1870, the brand marks a significant milestone with this exhibition, reflecting its growth and heritage.
The exhibition, which opened on September 18, immerses visitors in the world of Portraits, linking its characters with areas of London. It also offers an advance look at Portraits Intense, a new range that reworks four established scents through darker compositions. Located at Burlington House on Piccadilly, the event transforms the Royal Academy into an immersive experience, with installations like a Portraits Gallery and a decadent Dining Room that depict the family’s scandals and relationships.
A milestone for Penhaligon’s
For Penhaligon’s, the exhibition marks a significant milestone. Thomas James, President of Niche, Wellness & Skincare at owner Puig, noted that the Portraits collection has helped the brand reach new consumers and expand its presence in the Middle East and Asia-Pacific. The collection’s unique storytelling has been key to its global resonance, particularly in markets where character-driven narratives are appreciated.
“Portraits has been an incredible adventure for the brand,” James said. “It has opened the door to so many markets and, most importantly, connected with so many people.”
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A departure from tradition
Launched in 2016, Portraits moved away from the ingredient-led approach typical of niche fragrances at the time. Instead, Penhaligon’s created a fictional aristocratic family, shaped by affairs, marriages, divorces, and competing ambitions. Each character is represented by a fragrance and an animal-head bottle cap. This innovative approach allowed the brand to stand out, offering consumers a deeper connection to the products.
The exhibition extends this narrative, allowing visitors to explore the characters’ identities and scents. A dedicated installation introduces the Baroness, a behind-the-scenes strategist controlling the family’s narrative. Created by perfumer DaphnĂ© Bugey, The Manoeuvres of the Baroness combines orange blossom, Chantilly, mandarin, incense, and sandalwood, with peppery and woody notes to reflect her authority. Priced at ÂŁ245 for 75ml, it features a golden gazelle-head cap, embodying the character’s elegance and intrigue.
Balancing modernity and heritage
Penhaligon’s uses Portraits and experiential events to attract younger shoppers while continuing to serve loyal customers of classic fragrances. The refurbishment of its Regent Street flagship in December 2025 exemplifies this balance, combining reclaimed materials, commissioned artworks, and fragrance profiling to honor the past while adopting the future.
The Portraits narrative is set to continue beyond its first decade, with James highlighting the fictional family’s potential to inspire future fragrances through its characters and conflicts. The Who’s Who of London runs at the Royal Academy of Arts from September 18–20, 2026, offering a unique exploration of the brand’s storytelling and olfactory artistry.
