Our mission is to offer high quality fragrances that suit all tastes and budgets, as we believe that beauty should be inclusive and available to all!

By working with some of the best names in the perfumery industry, we're able to offer fragrances produced by some of the finest fragrance houses, but at prices that won't break the bank.

How we source our perfumes and the ingredients that go into them is really important to us. That’s why since the creation of the So…? brand in 1994, we have never tested any of our products on animals, and neither has any other organisation arranged animal testing on our behalf.