صمود
sumūd · steadfastness
Named for staying power
Sumud is an Arabic word for steadfastness: the quiet strength to stay rooted, to hold your ground, to endure. We chose it because it's the standard we hold every fragrance to.
Chapter One was shared with friends and family, and their verdict shaped what came next. Chapter Two opens Sumud to everyone, with the same promise: scents that are still there at the end of the day.
- Built to last
- No scent fades by lunchtime. Each one earns its place in the 12, 24 or 48-hour series on performance.
- Tested by us
- We wear every fragrance ourselves before it gets a number. If it doesn't hold up, it doesn't make the cut.
- Fairly priced
- The character of the scents people love most, from £25, without paying for the name on the bottle.
