Wax London Enters a New Territory With Soren Fragrance

Wax London is expanding its offering beyond menswear with Soren, the latest addition to its growing fragrance collection. Priced at £110, it joins existing scents Holm and Magna, extending the brand’s approach to everyday essentials into fragrance.

Inspired by London’s quieter moments rather than its familiar landmarks, Soren takes a more understated approach to scent. Bergamot, tonka bean and citrus lead the composition, followed by a heart of amber, warm spice and lavender. Soft musk, cedarwood and patchouli form the base, adding warmth and depth.

The result is a woody, aromatic fragrance built around the contrast between fresh citrus and darker, earthier notes. Its composition moves from bright opening notes towards a warmer finish, without relying on an overtly sweet or citrus-heavy profile.

For Wax London, fragrance represents an extension of its existing menswear proposition. The brand has built its identity around clothing designed for regular wear; its growing fragrance collection applies a similar everyday focus to scent, with Holm, Magna and Soren forming a developing wardrobe of olfactory options.

Soren is available exclusively in the UK, priced at £110.