Following the sell-out success of White Fox’s Beauty and Lifestyle collection Volume 1 in 2025, White Fox Boutique, in partnership with SLG Brands, is proud to launch its first-ever fragrance collection.
Debuting with leading beauty retailer Boots, the launch marks a significant step in White Fox’s expansion into one of beauty’s fastest-growing categories.
Founded in Australia, White Fox Boutique has built a global following through its trend-led fashion collections and highly engaged digital community. Known for its strong social presence and impactful experiential activations, the brand continues to connect with a loyal and fast-growing audience worldwide.
In partnership with SLG Brands, a leading UK-based beauty innovator with deep expertise in brand extension, the collection has been expertly developed to resonate with a new generation of consumers seeking accessible, personalised scent experiences that reflect their individuality.
Body mists are one of the fastest-growing segments in fragrance, with 84% of UK consumers using fragrance at least weekly. The UK body mist category is projected to grow at 4.9% annually through 2030, driven by demand for versatile and affordable scent formats.
Designed by SLG’s specialist perfumers, the collection offers a flexible fragrance experience. Each mist can be worn alone or layered as part of a ‘mist mixing’ ritual, empowering Gen Z consumers to create their own bespoke scent combinations. The range features both trending and timeless fragrance notes, including Coconut, Vanilla and Strawberry, alongside Mango, Pistachio and Amber.
“At SLG Brands, we start with the consumer, always. Just as fashion is a powerful expression of who you are, fragrance is just as personal,” said Lucy Beresford, MD of SLG Brands. “Our partnership with White Fox keeps that mindset front and centre, creating beauty that champions self-expression and confidence in fresh, creative ways across every touchpoint.”
The perfume mist collection is set to launch in July 2026 across selected Boots stores in the UK, as well as through White Fox’s global online platforms, marking the brand’s official entry into the fragrance category.
About SLG Brands
SLG is a global beauty brand owner and incubation platform that has developed and launched some of the world’s most exciting, authentic, and trend-forward beauty brands. Founded in 1985 and led by Miles Dunkley alongside Lucy Beresford and Richard Buckland, SLG brings indie-brand adaptability together with global authority, innovation, and industry-leading expertise. Its portfolio includes COLAB Dry Shampoo, Johnny's Chop Shop, Rhyme&Reason, Velvotan, and Happy Hair People, with a legacy of partnerships spanning fashion, celebrity, and influencer-led brands worldwide.
For more information, imagery or just to have a chat please email the newsroom pr@slgbrands.com