So...? – Fragrances that give confidence and style

So…? is the brand that makes it possible to wear high-quality fragrances at affordable prices. We believe that beauty should be accessible to everyone, and by collaborating with leading perfume houses, we can offer amazing scents that don't cost a fortune.

A wide range of irresistible scents

With over 50 unique scents to choose from, from bold and powerful to sweet, fruity and floral, there’s a So…? scent for every occasion and mood. Each scent is carefully developed to ensure high quality and value. Our creative team in London draws inspiration from fashion, travel and social media to create scents that highlight your personality and make a lasting impression.

Cruelty-free since day one

Since its inception in 1994, So…? has been proud to never test products on animals, and we ensure that our fragrances are created with both ethics and quality in mind.

A global favorite

Today, So…? is available in over 30 countries and has become a beloved favorite in the beauty world. Discover your new favorite scent and make So…? a part of your daily routine!