British fragrance house Ghost has entered a bold new chapter with a refined identity and a mission to make fragrance more personal, sustainable, and emotionally resonant. With contemporary refillable designs and a renewed focus on individuality, the reimagined Ghost invites both loyal fans and a new generation of scent lovers to rediscover what it means to wear—and feel—a fragrance. After more than two decades of cult-favourite status on British beauty shelves, Ghost Fragrances has revealed a comprehensive rebrand that reflects both where the brand has been—and where it’s going next. The new chapter is rooted in individuality, self-expression, and conscious beauty, with an eye toward more sustainable practices and a deeper emotional connection with the wearer.
Packaging with purpose
One of the most visible shifts in the rebrand is Ghost’s move to refillable formats—a step that reflects the brand’s growing commitment to sustainability and conscious consumption. All fragrances in the relaunched collection are now housed in refillable glass bottles, designed to be reused and re-loved, rather than discarded. The result is packaging that feels both elevated and eco-conscious, without compromising the brand’s feminine, ethereal DNA.
The aesthetic has been subtly refined to appeal to today’s design-savvy consumer: clean lines, modern silhouettes, and tactile finishes give the bottles a collectible quality. More importantly, the refill system offers long-term value and a smaller environmental footprint, aligning with broader shifts in consumer expectations for beauty and fragrance brands.
Scent as self-expression
While the fragrance formulations themselves remain unchanged, Ghost’s storytelling has taken on a more emotive and intuitive direction. The new campaign places aura and energy at the heart of the fragrance experience, encouraging wearers to use scent as a tool for self-discovery and creative expression.
Each perfume is designed to help the wearer curate their emotional atmosphere, whether that means confidence and sensuality or calm and introspection. With names that evoke celestial and dreamlike imagery, the collection feels transportive without losing its grounding in everyday wearability.
Iconic favourites, reimagined
The relaunch preserves fan-favourites that have long defined the Ghost signature—romantic, modern, and slightly mysterious. Among the returning classics:
Deep Night: A rich and enveloping scent, this beloved fragrance blends moon flower, juicy peach, and creamy sandalwood for a sensual experience that lingers like twilight. Deep and dreamy, it’s perfect for those who embrace bold femininity and after-dark allure.
Orb of Night: Inspired by the liminal hours between dusk and dawn, this fragrance captures the ephemeral beauty of daybreak with notes of dark fruits, velvety jasmine, and roasted tonka. It’s a balance of warmth and brightness—a scent for moments of transformation.
With a commitment to accessibility, prices begin at £30, and each fragrance is available in 30ml, 50ml, and 90ml sizes, alongside a 125ml refill option. As with all Ghost products, the updated collection remains vegan and cruelty-free, reflecting long-held values that have only grown more relevant in today’s beauty landscape.
Where to shop
The newly reimagined Ghost fragrance collection is now available via ghostfragrances.com as of 10 June, and will roll out to retail locations including Boots, The Fragrance Shop, and John Lewis starting 18 June.
This launch represents more than just a design update. It’s a signal of intent: to connect, inspire, and evolve, while staying grounded in the dreamy romance that made Ghost a mainstay of British beauty. As Ghost steps forward into this new era, the invitation is clear—wear your energy, your essence, and your story. After all, a fragrance should be more than something you put on; it should be something you feel.
