Founded in Mayfair in 2011 by master perfumer Roja Dove and now led by CEO Audrey Taofifenua, ROJA London has spent over a decade doing things entirely on its own terms. Its olfactive objects - complex, opulent, long-lasting compositions designed to feel as personal as fine jewellery, helped pioneer modern British haute perfumery and establish the house as the global authority on Aoud. The fragrance industry, as it exists today, owes something to what was built here.

Its latest creation, Espresso Aoud, is characteristically unexpected, blending the depth of oud with roasted coffee beans, caramelised nuts and pistachio in a composition that surprises before it seduces. Roja Dove and Audrey Taofifenua speak to L'Officiel UK about legacy, rarity and where the house goes next.

L'Officiel UK: In a market saturated with new launches, changing trends and celebrity moments, what does it mean to create a fragrance that is designed to become more than just part of a collection?

Audrey Taofifenua: Our philosophy has always been to create a diverse olfactive portfolio that allows clients to discover fragrances that truly reflect their individuality. Rather than pursuing trends, we focus on creating exceptional fragrances across a wide range of styles and families. Aoud has been part of our DNA since the brand's inception and played a significant role in establishing our reputation. At the same time, some of our most successful creations globally are fresh, vibrant fragrances such as Elysium, Burlington 1819, and Isola Blu. That balance reflects our commitment to creativity and expertise, and to finding the perfect fragrance for our clients, rather than trend-driven innovation. 

L'UK: How does it feel to bring an oud fragrance back to the region where oud has been loved, nurtured and revered for centuries?

Roja Dove: Since ROJA London launched in 2011, we have become globally recognised as the authority on Aoud, and so it was important for us to disrupt and do something totally unexpected and surprising. The result is Espresso Aoud, which is a modern twist on the Aoud Collection. It takes Aoud to the next level by combining it with roasted coffee beans. In the background, caramelised nuts evoke a little sugar in your coffee, finished with pistachio which gives a very creamy quality.

L'UK: Every ultra-luxury brand reaches a space straddling the desire to grow and the need to remain rare. How do you protect the feeling of exclusivity as the brand expands?

Audrey: ROJA London has always been driven by creativity and craftsmanship over market trends. Over the past five years, I have led the brand's vision and global expansion. Originally a founder-led house, ROJA London has evolved into a stand-alone brand. I spearheaded a rebranding strategy that built the connection from an individual figure to a more universal, human narrative, resulting in a more accessible, engaging brand experience that resonates with a broader global audience, whilst remaining faithful to our loyal clients and connoisseurs, many of whom have been with us from the beginning.

L'UK: What is the cost of insisting on doing things slowly and properly, in a landscape of quickly changing trends?

Audrey: Taking our time to do things right ensures we never compromise on the integrity of our brand or the quality of our creations. Every decision begins with two considerations: staying true to our values and listening to our clients. Their trust and loyalty have been built over time, and protecting that relationship is of paramount importance. Whether it is product development, storytelling, or the retail journey, we focus on continuous improvement of the client experience while remaining faithful to the DNA of timeless ultra-luxury.

L'UK: What does legacy mean to both of you at this stage?

Audrey: As the pioneers of modern British haute perfumery, our legacy is that we create timeless olfactive objects which are deeply personal to our clients, whilst being opulent, complex and long-lasting. Like fine jewellery for the senses, statement pieces to remember.

Roja: Legacy is enormously important to me. I launched ROJA as I wanted to create a legacy epitomised by my passion for fragrance - a brand that immerses you in uncompromising quality and absolute luxury. As the authority on haute perfumery, we have helped shape the industry as we know it today. And of that I am incredibly proud.

ROJA London is available at the Burlington Arcade flagship and select luxury retailers worldwide 

www.rojaperfumes.com | @rojalondon