Earl of East is an independent British fragrance and lifestyle brand creating scent-led products for home, body and bathing. 

Founded by Niko Dafkos and Paul Firmin in 2014, what began as a creative outlet grew from a shared love of fragrance, design and the pleasure of making something together.

From its early days at markets in East London, Earl of East has grown into an independent British fragrance and lifestyle brand with four stores across London, a growing international presence and a collection of home fragrance, bathing and lifestyle products made by their dedicated team in London.

The brand's four pillars - Create, Curate, Collaborate and Community - shape everything they do. Earl of East creates their own fragrance-led products, curates a considered edit of independent brands, collaborates with like-minded partners, and builds spaces that bring people together through scent, creativity and everyday rituals.