Ted Baker has celebrated the 25th anniversary of the launch of its first fragrance, Skinwear.  

KMI Brands hosted a celebratory event on 1st November 2023 in Marylebone, London recognising the contribution of those who had played a vital role in Ted Baker’s fragrance success. Among the guests, were representatives from Ted Baker, Authentic Brands Group, retail partners, fragrance houses, designers, press and influencers, and Ted Baker license partners

Herbie Dayal, chairman and founder of KMI Brands, says: “Whilst KMI Brands takes this opportunity to celebrate 25 years of Ted Baker Skinwear, we want to recognise all those who have been invaluable to us during this journey of creating a global beauty business.” 

To mark the occasion, the brand has announced the launch of its latest perfume, Elodie; an ethereal and tranquil watercolour of white petals and purple berries swirled onto cool, creamy woods. The fragrance features top notes of pink pepper and bergamot, striking with heart notes of magnolia and rose scents, with base notes of patchouli and amber.  

The Elodie Eau de Toilette is available exclusively at Ted Baker stores, £25 RRP.