For James, creating fragrances has always been at the heart of what he does. While the business has evolved over the years, grown in new directions and embraced exciting opportunities, fragrance development remains the aspect of the job he enjoys most. And of all the fragrances James has created over the 20 years, one stands above the rest. Unsurprisingly, the scent that took the longest to perfect is also his personal favourite: Scots Pine.

Inspired by walks through evergreen forests, Scots Pine captures the feeling of stepping beneath towering trees, breathing in crisp woodland air and finding a moment of calm amongst nature. At its heart are rich notes of Scots pine, aromatic bog myrtle and rosemary, creating an unmistakably fresh, green character. The fragrance is grounded by a soft, comforting base, while uplifting top notes of peppermint, orange and patchouli bring brightness and energy. Together, these carefully balanced notes create a fragrance that feels both invigorating and cosy – especially when paired with the gentle flicker of candlelight.

What makes Scots Pine particularly special to James is not only its connection to the natural landscape, but the complexity behind its creation.

"The challenge was keeping the fragrance completely authentic," James explains. "Pine is a scent that people instantly recognise, but it's also one that's often used in cheaper cleaning products. We wanted to capture the true aroma of the forest without triggering those artificial associations."

Achieving that balance required patience, countless refinements and an unwavering commitment to quality. Every adjustment brought the fragrance closer to the authentic woodland experience James had envisioned, resulting in a scent that feels sophisticated, natural and unmistakably true to its inspiration.

Another defining feature of Scots Pine is its use of essential oils, something James has always been passionate about. Rather than relying on synthetic shortcuts, essential oils provide depth, complexity and a closer connection to the natural ingredients that inspire each fragrance. For James, they're an integral part of creating scents that feel genuine and timeless.

Developing fragrances is about far more than combining beautiful ingredients. Every scent carries memories, emotions and associations that are unique to each person. James believes this is one of the most fascinating and challenging parts of the creative process.

"With many popular fragrances, people already have existing memories or expectations," he says. "Navigating those associations is what makes fragrance development so enjoyable. You're trying to create something that feels familiar enough to be comforting, while still offering something distinctive and unexpected."

Years after its creation, Scots Pine remains a perfect example of that philosophy. It reflects James' passion for authenticity, his love of nature and his dedication to creating fragrances that tell a story. While the business continues to evolve, the excitement of developing a new scent has never faded. And for James, there's still nothing quite like the moment when a fragrance finally captures exactly what he imagined from the very beginning.