Earl of East was founded by Niko Dafkos and Paul Firmin in 2014. What began as a creative outlet grew from a shared love of fragrance, design and the pleasure of making something together

From its early days at markets in East London, Earl of East has grown into an independent British fragrance and lifestyle brand with four stores across London, a growing international presence and a collection of home fragrance, bathing and lifestyle products made responsibly by our dedicated team in London.

Our four pillars — Create, Curate, Collaborate and Community — continue to shape everything we do. Across our stores and online, our own products sit alongside a considered edit of independent brands and like-minded designers.

Earl of East has always been about more than shopping. Our stores are creative spaces where we host candle-making workshops, events and conversations, bringing together a growing community both online and in person.

Our distinctive scents have built a loyal following around the world. Earl of East is now stocked by more than 300 retailers internationally, including Liberty, Selfridges and END.

Collaboration remains central to the brand. We have created custom fragrances and projects with partners including JW Anderson, Blank Street, Mulberry, Gail’s Bakery and Universal Music, alongside cultural collaborations with artists such as Sampha and Bon Iver.

Our work has also extended into publishing. In 2019, we released Scented Candle Workshop, a practical guide to candle making, followed by Home For Now in 2026, exploring the people, spaces and ideas shaping contemporary ideas of home.

From a creative outlet in East London to an international fragrance brand, we continue to expand our fragrance universe across the home, body and bathing, creating products, spaces and experiences that bring people together through scent.