Amouage wins big at the Fragrance Foundation UK Awards
Omani fragrance house Amouage emerged as the biggest winner at The Fragrance Foundation UK Awards 2026, taking home three awards in total.
The event was held on 11 June at the Grosvenor House Hotel and brought together over 700 industry leaders, brands, creators, retailers and fragrance experts. It was supported by headline sponsors Jo Malone London, L’Oréal Luxe, Puig and LVMH, while gold sponsors included Coty, Space NK and other industry partners.
Amouage led the pack, winning awards including two for Purpose 50, which won both the Perfume Extraordinaire and Best Luxury categories. Amouage also secured the Best Emerging Brand award.
Purpose 50 is a concentrated version of Amouage’s original Purpose fragrance, which contains a 50% perfume oil concentration, higher than the 20–30% typically found in luxury perfumes. It has woody and earthy notes and includes frankincense, sandalwood, papyrus, vetiver and vanilla.
The brand says the fragrance undergoes a four-week ageing process, comprising two weeks of maceration and two weeks of maturation.
The panel that judged in the categories include fragrance journalists, editors and industry experts such as Jo Fairley, Suzy Nightingale, Alice du Parcq, Amanda Carr, Haydn Williams and Dariush Alavi.
Last year’s Perfume Extraordinaire award was won by Marc-Antoine Barrois for Tillia, created in collaboration with perfumer Quentin Bisch while the other two categories Amouage won in are new for this year.