The collection includes three eaux de parfums and home scents
Ulla Johnson is expanding into beauty, introducing a fragrance line that reflects the emotional and narrative foundation of her fashion brand.
Nearly 25 years after launching her namesake label, the designer is debuting Ulla, a collection of personal and home fragrances rooted in memory, atmosphere, and sensory storytelling. The move marks a considered extension of the brand, aligning with its long-standing focus on feeling, identity, and lived experience.
The launch centers on three eaux de parfums — Drift Rose, Baroque Garden, and Adriatic Gold — each positioned as an olfactory expression of place and mood. Developed in collaboration with perfumer Lyn Harris and fragrance house Robertet, the scents are composed with layered notes ranging from citrus and florals to woods and spices, emphasizing depth and complexity over immediacy.
The offering expands into home fragrance with candles in four scents — Gold, Coral, Celadon, and Cowrie — alongside incense and a porcelain holder. Across categories, craftsmanship plays a key role: bottles reference 19th-century Chinese snuff vessels, topped with porcelain caps designed by Jonathan Yamakami, while candle vessels and accessories are handcrafted.
For Johnson, fragrance is a natural evolution. The brand has long centered on emotional resonance and personal interpretation, and scent extends that language into a more intimate, invisible medium. The collection is positioned less as a commercial diversification and more as a continuation of the brand’s narrative around travel, memory, and discovery.
Distribution will remain selective at launch, with the line available through Ulla Johnson boutiques and Violet Grey. The company has signaled a measured approach to growth, mirroring the brand’s development in ready-to-wear, which has prioritized gradual expansion over rapid scale.
Internally, the move also reinforces a fully integrated model, with fragrance developed in-house rather than through licensing. This allows for closer alignment between fashion and beauty, not as separate categories but as parallel expressions of the same creative vision.
While fragrance is the immediate focus, the brand has indicated potential future expansion into makeup and skin care. Any evolution into those categories is expected to follow the same deliberate pace, with an emphasis on cohesion rather than diversification for its own sake.
With Ulla, the brand enters the beauty space through a lens of continuity rather than reinvention — extending its identity into scent while maintaining the same emphasis on craft, emotion, and personal connection.