Inside the Barnes Fragrance Fair with Founder Amanda Carr

In a recent episode of the Smart Beauty podcast, host Viola Levy sat down with Amanda Carr, the founder of the Barnes Fragrance Fair and co-founder of the fragrance platform We Wear Perfume. From its accidental beginnings to becoming a key event on the UK fragrance industry calendar, Amanda shared her journey and insights into the evolving world of British perfumery.

The Accidental Fair Founder

Unlike many industry events that are meticulously planned from the start, the Barnes Fragrance Fair had more humble beginnings. "I'd like to say it was something I planned meticulously, carefully and organised from a long time ago, but actually I fell into it accidentally," Amanda revealed.

The idea came from her friend Anne Mullin, who suggested Barnes as the perfect location after noticing the area's tradition of hosting various fairs. Amanda simply reached out to brands she admired, and to her delight, they all enthusiastically jumped at the opportunity to participate.

"I'm not the first person to think that a fragrance fair is a good idea for London. Lots of people have been talking about it for a while, but I think I was probably, well, I was the first person to actually do it," Amanda explained.

Creating an Immersive Experience

What makes the Barnes Fragrance Fair special is its deliberate contrast to traditional retail environments. Amanda was determined to create a space that felt completely different from a department store beauty hall.

"I wanted it to be as far away from a beauty hall experience as I could possibly make it," she noted. "Some consumers love a beauty hall, but many fragrance consumers do not, and are put off by that sort of over-lit, pressurized environment where often people are paid by commission and it feels like a very inauthentic place to buy something that's so intimate and special."

Instead, the fair has a warm, welcoming atmosphere that Amanda describes as having a "village fete feel"—something quintessentially British that perfectly complements the showcase of British perfumery. This approachable setting allows visitors to meet brand founders directly and have a more personal, immersive experience with the fragrances they discover.

The Rise of British Perfumery

While French and Italian perfumery often gets the spotlight, British fragrance creators are slowly gaining recognition for their unique approach to scent-making. Amanda believes that the UK is becoming known within the industry as "a really great place for independent and niche brands."

She notes that the fragrance industry moves at a slower pace than fashion, with fragrances often taking 18 months to two years to create. This gradual evolution means that while British perfumery is indeed having a moment, it will take some time for retail spaces to fully catch up and accommodate these emerging brands.

"It's not easy for a brand to launch. It's not easy to get any sort of acknowledgement from the retail world once you are launched. And you have to work very, very hard to maintain your position," Amanda explained.

The Future of Fragrance

Looking ahead, Amanda sees several exciting trends developing in the fragrance world:

Gourmand scents continue to dominate, offering comfort in uncertain times. "I think they're going to be with us at least till 2026, to be honest with you, because a gourmand is a comfort smell," she predicted.

Sustainability remains a critical focus despite current economic challenges. Amanda highlighted brands like Nisaba, whose founder previously worked as head of sustainability at Javadhu, as bringing thoughtful approaches to sustainable packaging and ingredients.

The intersection of music and fragrance presents interesting opportunities, with collaborations like Duran Duran's collections with DS & Durga and Kilian generating significant press interest.

Wellness and spirituality continue to grow in importance. "We're going to see a huge amount of aroma used in wellness over the next decade, because the science is there now," Amanda noted, referencing emerging research on scent receptors throughout the body and the physiological effects of fragrance.

Men's growing interest in fragrance represents an important shift, with TikTok helping to normalize conversations about scent among younger men. Amanda sees this as part of a broader movement toward self-expression and identity creation, particularly for those seeking alternatives to traditional gender norms.

What Makes a Brand Stand Out

When curating the Barnes Fragrance Fair, Amanda looks for brands with several key qualities:

"I'm looking for people who are a brand which is properly committed," she explained. "There are lots of people, and I'm not judging here, but there are lots of people who are creating and thinking could I do this and they're on the kitchen table at home and they're messing about with ingredients they bought online and that's terrific... but it's not enough."

Beyond commitment, she prioritizes brands creating truly beautiful fragrances, as well as founders who embody the welcoming, friendly spirit of the fair itself. "I want people who are friendly and nice... I want people who are keen to be part of our little world and support each other."

She cites Olivia from Olfactive O as an exemplary brand founder who demonstrates the grit and determination necessary to succeed in a competitive industry, despite initial impressions of her "tiny, slight" stature.

The Barnes Fragrance Fair Experience

The upcoming fair on May 17th promises to be a celebration of independent British perfumery, featuring over 22 carefully selected brands, some launching new fragrances at the event. Visitors can enjoy free entry to browse the brands, while ticketed events include talks by industry experts, scented walks around Barnes, and workshops on ingredients.

As Amanda puts it, the fair is designed to be "a day out, an experience" rather than just a shopping trip. It's a warm, inclusive environment that welcomes children, dogs (there's even dog fragrance available!), and anyone curious about the art of perfumery.

https://www.barnesfragrancefair.com/