Rahasya has opened its first dedicated branded retail space in the UK at Selfridges London, coinciding with the exclusive launch of its latest fragrance, Nomadic Jasmine.
The temporary space opened on 27 August and will remain in place until 9 September 2026. Although Rahasya was already stocked online and within the Selfridges Beauty Hall, the activation marks the first time the fragrance house has created a retail environment around its own brand identity.
Designed in collaboration with Armaan Bansal, founder of Anda Ba Studio, the pop-up has been conceived as a physical extension of Nomadic Jasmine. The environment translates themes of movement, contrast and contemporary Indian identity from the fragrance into the retail space.
The activation gives Rahasya a more defined physical presence within Selfridges as the department store continues to host both established and emerging beauty brands through dedicated counters, installations and temporary retail formats. Recent examples have included Droplet’s dedicated fragrance display at Selfridges and the development of Selfridges Birmingham’s expanded beauty and fragrance offer.
Retail Space Reflects Nomadic Jasmine
Founded in November 2024 by Sachit Sood, Sai Pogaru and Utkarsh Vijayvargiya, Rahasya is a niche fragrance house built around contemporary Indian references and stories.
Nomadic Jasmine is the brand’s first extrait de parfum. The fragrance takes jasmine as its central ingredient and combines it with mineral accord, citrus, mandarin orange and green chilli at the top, followed by jasmine, osmanthus, nutmeg and pepper. Its base comprises amber, sandalwood, oakmoss and musk.
“Jasmine is one of the most widely used ingredients in Indian perfumery. But it has often been presented in a very specific, ‘romantic’ way. Over time, it became tied to a version of India that felt polished, safe and familiar. That was never the version of India we recognised fully. To us, India has always been shaped by movement. Cities constantly expanding, people crossing between places, traditions adapting to new environments. There’s tension in that movement – warmth and coldness, softness and infrastructure, intimacy and chaos existing at the same time. And within all of it, there’s a kind of imperfect beauty that feels deeply human.”
Sachit Sood, Sai Pogaru and Utkarsh Vijayvargiya, Co-Founders, Rahasya
Selfridges Rollout
The fragrance was initially available exclusively at Selfridges London from 27 August to 2 September. From 3 September, it will also be sold through Selfridges.com and at Selfridges stores in Birmingham and Manchester.
The London pop-up continues until 9 September.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
