Your Biggest Cheerleader – in a Bottle

Today is a big day – our eleventh fragrance, Ever 11, has arrived. And I’m so excited for you to try it.

It’s a fragrance that supercharges your confidence – because its neuroscience-backed ingredients amp up the wearer’s self-esteem by 97%, allowing you to feel completely and unapologetically yourself.

The starting point for Ever 11 was an idea: a scent that could embody, and ignite, radical self-acceptance. That feeling of not giving a damn what anyone thinks — no shame, no hiding the real you. You know those days when you feel invincible, clear in yourself, unstoppable — when you own who you are, what you want, and how you move through the world with total assurance?

Through this process, I realised I have moments of that feeling — but just as many days where I feel the exact opposite. No matter how ok in themselves someone seems, we all waver. I certainly have, more than once this year. So I wanted to bottle that self-assured feeling — something I could reach for, again and again, whenever I needed it back.

Then came the scent: a blend of notes that empower, uplift, and entice. The velvety, opulent richness of black cherry; the enticing, powerful pull of leather; warming vanilla; and illuminating rose and peony for the heart — because this is confidence, not cockiness. Let's keep our hearts open, always.

Again, I worked with our master perfumer Meabh Mc Curtin and the IFF’s Science of Wellness programme to formulate a fragrance that not only smells like confidence, but also harnesses the power of neuroscience-backed ingredients so that it feels like confidence too. And like all our neuroscents, it’s vegan, non-toxic, cruelty-free and phthalate-free.

I’m so thrilled that Ever 11 is finally out in the world, and I hope you love it just as much as I do. Let’s own who we are, truly. It’s time.

Love, Yas