Now Luxury Beauty Brands Are Making Even Household Chores Chic

Now Luxury Beauty Brands Are Making Even Household Chores Chic

Diptyque is the latest luxury fragrance brand to make the leap into home care. Its La Droguerie collection is described as “an invitation to care for the interior of your home, blending beauty with utility and sensual enjoyment with respect for the environment.” The collection is the definition of covetable, and includes a Multi-Surface Cleaner with Vinegar, £32, to keep your kitchen sparkling, Dishwashing Liquid with Orange Blossom, £32, that actually makes washing up after a Sunday roast pleasurable, and the Leather and Wood Care Lotion with Beeswax, £24, which is impossibly chic and can restore your furniture’s lustre.

“Scenting your home completely changes its mood and atmosphere, depending on the fragrance you have chosen. It’s similar to how you would choose an outfit or make-up – it’s another way to allow your personality and how you’re feeling at that moment to be reflected,” explains Amanda Morgan, Diptyque’s UK managing director. “Today, more than ever, taking care of our homes has become a priority and a source of wellbeing.”

A fleet of brands is merging the things we love most about our beauty routines – fine fragrances, elevated packaging and the sense of ritual – with uncomplicated natural origin ingredients and essential oils. Brands like Purdy & Fig, which works with essential oils, refillable bottles and formulas that you dilute yourself at home. The bestselling Counter Clean bundle pack, £30, comes with a forever bottle and a choice of essential oil blend.

Colt & Willow describes its range of all-purpose cleaners, washing up liquid, scrubs and potty sprays as “beauty products for the home”. The Instagram-friendly dark glass bottles demanded to be proudly displayed on a counter, and not forgotten under the kitchen sink. Its best-selling Geranium Leaf All-Purpose Cleaner, £12, leaves your home smelling serene.

Likewise, Kinfill is super chic, and formulated with the kinds of fragrance ingredients you might expect from a fine perfume, such as neroli, orris, patchouli and vetiver – except, instead of adorning your skin, the products your scent surfaces. The formulations are sold as 10ml essences, which you pour into a glass bottle and dilute with water before using.

Refillable and waterless formulas are huge trends in luxury home care. Homethings is completely waterless, with cleaning “sprays”, £18 (for a kit), and floor cleaning pods, £8, packaged as tabs that you combine with water before use. Kinn’s Refill Revolution offers 30ml glass bottles that house cleaning concentrates made with essential oils, to be diluted with water. Meanwhile Spruce, like many skincare brands, formulates with the gut microbiome in mind. It avoids chemicals believed to the good bacteria in the gut, and instead combines gentle ingredients and essential oils in a waterless powder that just requires diluting before use.

Thanks to Sally Hughes, the founder and CEO at Kair, it’s not just our kitchens and bathrooms receiving the luxury beauty treatment. Sally left a successful career in fashion to launch a range of fine laundry products, with the aim of encouraging us to buy fewer clothes and instead take excellent care of those we already own, so that we can enjoy them for longer. Her Clothing Wash, £18, Fabric Conditioner, £18, and Finishing Sprays, £14, are truly exceptional.

“Laundry is a universal human experience that’s both olfactory and sentimental. So, it was important to me from the outset that Kair’s scents evoke fine fragrance – with top, middle and base notes,” she says. “Clothing scent forms the first layer of our overall scent identity, and deserves something just as elevated as a traditional fragrance – especially as it might well be your only scent if you’re not wearing any other.” On that, Hughes has certainly delivered, her Cedarwood, Amber & Iris blend is out of this world, and sets the perfect tone for any woody or green fragrance you might choose to mist on your skin afterwards.


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