Our Story
Earl of East is an independent British fragrance and lifestyle brand creating scent-led products for home, body and bathing.
Our Story
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 by our dedicated team in London.
Our four pillars - Create, Curate, Collaborate and Community - shape everything we do. We create our own fragrance-led products, curate a considered edit of independent brands, collaborate with like-minded partners and build spaces that bring people together through scent, creativity and everyday rituals.
Our distinctive scents have built a loyal following around the world. Today, Earl of East is stocked by more than 300 retailers internationally, including Liberty, Selfridges and END, and has collaborated with partners including JW Anderson, Blank Street, Mulberry, Gail’s Bakery, Universal Music, Sampha and Bon Iver.
Our work has also extended into publishing, from Scented Candle Workshop in 2019 to Home For Now in 2026. As the brand continues to grow, we remain rooted in the same idea: creating products, spaces and experiences that make everyday life feel more considered, atmospheric and connected.
“Scent has always been our way of making a space feel more personal. Earl of East grew from that simple idea: creating products, places and experiences that help people feel more at home.”
— Niko Dafkos & Paul Firmin
Our Brand Pillars
These four pillars shape everything we do as a brand, from the products we make to the spaces, partnerships and communities we build.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Create
We create fragrance-led products designed to bring atmosphere, ritual and meaning into the everyday. From candles and incense to bathing and body care, our own-brand collections are developed, blended and made by our team in London.
Curate
Our stores bring together Earl of East products with a considered edit of independent brands, design-led homeware, books, beauty and lifestyle objects. Every product is chosen for how it fits into real homes and everyday rituals.
Collaborate
Collaboration has always been central to Earl of East. We work with artists, musicians, designers, cultural spaces and like-minded brands to create custom fragrances, limited editions and projects with a shared point of view.
Community
Earl of East has always been about more than shopping. Through our stores, workshops, events, books and conversations, we bring people together around scent, creativity and the idea of making a space feel like home.
Made in London
Our Production Process
From our factory and HQ in Leyton, East London, our team develops, blends, pours, packs and ships Earl of East products under one roof.
It is where our candles are hand-poured, our fragrance ideas are tested and our online orders are carefully packed. Keeping production close allows us to stay hands-on with the details, from quality control to the way each product arrives with our customers.
Made using the finest ingredients and raw materials
Each product is poured, finished and checked by our production team in Leyton.
Our approach is democratic: considered products, made with care, at a price that feels accessible.
Collaborations & Community
Made with people. Made for people.
Some of our best work has happened when we've opened the doors to collaborators, to the neighbourhood, to anyone who wants to make something with their hands.
We've worked with brands we respect, artists we admire, and causes we believe in. Collaboration takes us somewhere we wouldn't go alone.
But the community was there before any of that. Since the market stall, our stores have never been just shops. They're where people come to learn, to pour their first candle, to have a coffee and end up staying for an hour.
That's been true since Netil Market. It's still true now.
Our Locations
Visit Our Stores
