GHOST Fragrance Rebrands After Two Years Of Development

Think back. There’s a moment, maybe small, maybe life-changing, when GHOST was part of your story. Was it the scent you wore the day you first fell in love? A Christmas gift for your Mum that became her favourite? Or was it simply part of a story shared around the dinner table?

For over two decades, GHOST has been more than a fragrance; it’s been a thread in the fabric of some of life’s most cherished memories. It’s the invisible signature of a moment - and it’s some of those moments you just don’t forget.

Following two years of reflection, development, and innovation, the brand has proudly unveiled its long-anticipated rebrand - a refined and carefully curated vision that honours its past while boldly stepping into the future.

Rooted in the same emotional resonance that has captivated consumers over the years, the reimagined GHOST brand introduces a collection of elevated experiences and contemporary fragrances designed to speak to a new generation of storytellers.

At the heart of this evolution lies a powerful new message: “Embrace Your Aura” - a call to stand tall in your individuality and feel empowered to be wholly, unapologetically you. Each GHOST fragrance is designed as an extension of your aura - creating a sensory experience that’s as dynamic, multifaceted, and magnetic as the person wearing it. With GHOST, you’re never confined to a single story or identity. Every scent becomes a tool for self-expression, allowing you to curate the energy you want to carry, whatever the mood or moment.

This next chapter also reflects a deeper commitment to the future. As part of the rebrand, GHOST has embraced a more sustainable and conscious approach to beauty. Refillable by Design: Made to be re-loved. These fragrances are refillable, so you can enjoy your signature scent sustainably, again and again. As a 100% vegan and cruelty-free brand, with Vegan Society-approved fragrances and no animal-derived ingredients, GHOST creates products you can truly feel good about.

The new launch will be available online from June 10th, and in-store across Superdrug, Boots, The Fragrance Shop, Look Fantastic, John Lewis, and Beauty Base from June 18th, the reimagined GHOST.

In many senses, you could say that this isn’t just a relaunch - it’s a love letter. To those who grew up with GHOST, and to those discovering it for the very first time.

The Collection

The refreshed look of the GHOST fragrance line brings a modern edge to the scents you already love. This curated collection of sensorial stories remains unchanged in fragrance; each scent is designed to align with the energy you wish to embody. Whether bold or introspective, romantic or radiant, there is a GHOST fragrance to mirror every version of you.

Deep Night

Feel the rush of the night with velvety, sensual notes. Deep, mysterious, and not for the faint of heart. This is confidence, bottled. A blend of moon flower and juicy peach meets creamy sandalwood for a rich, sensual finish that lingers. It’s your aura, amplified. Refillable by Design: Made to be re-loved. This fragrance is refillable, so you can enjoy your signature scent sustainably, again and again.

Orb of Night

Alluring and passionate, Orb of Night captures the magic of transformation; those fleeting moments between sundown and sunrise. With dark fruits, velvety jasmine and roasted tonka, it’s a fragrance that possesses the magic of nature’s most transformative moments: sundown and sunrise. Orb of Night breathes life into the new day.

Louise Rigley, Global senior brand and marketing manager at Designer Parfums said: “For so many, GHOST is tied to memories that really matter... whether that’s first loves, big milestones, or all those unforgettable moments in between. As we step into a new chapter, we wanted to honour everything that’s made GHOST so loved, while giving something back and reinvesting in the community who’ve grown with us. This rebrand isn’t about changing who we are. It’s about evolving with the times, while staying true to our roots. From our updated imagery to our new refillable designs, every detail has been carefully considered to reflect who we are today, and where we’re headed. It’s our way of saying thank you, and inviting everyone to fall in love with GHOST all over again.”

And this is just the beginning. This is the first step in a new chapter for GHOST, with more exciting moments still to come. From new additions to the collection to continued innovation across the brand, there’s much more on the horizon, each shaped by the same spirit of individuality, emotion and self-expression that has always defined GHOST.