SAVOUR

SAVOUR is a Swedish independent perfume house founded in 2021 by perfumer Linda Landenberg Holst [7]. Based in the county of Uppland, north of Stockholm, it produces a small line of unisex eau de parfum built around the idea that a person wears different scents for different moods and moments rather than a single signature fragrance. The company remains active, with a full collection in production and a live web store.

Landenberg Holst had worked in the beauty industry since 1988 and trained as a perfumer in 2011 before launching her own label. Alongside SAVOUR she works as a business-to-business consultant, educator and lecturer, running her perfume laboratory from her home in the Uppland countryside, next to a hen house among roses and fruit trees [8].

SAVOUR grew out of Landenberg Holst's long career creating fragrances for other companies. Trained as a perfumer in 2011 after entering the beauty trade in 1988, she launched the brand in 2021 as her own creative outlet, describing herself as attentive, curious and present. The name reflects that outlook: on its own pages the company glosses "SAVOUR betyder njuta av" — SAVOUR means to enjoy — framing the brand around savouring the present moment.

The perfumes are developed from her home laboratory in Uppland, which she has described as sitting next to a hen house on a property with gardens and fruit trees. She runs the business with a production partner in France [7].

The brand's central concept is the "Doftgarderob™" (Scent Wardrobe), a trademarked idea that a person should build a wardrobe of fragrances and choose among them by occasion and mood, much as they choose clothes [2]. According to the company, each SAVOUR fragrance represents a personality rather than a gender, and the line is meant to help wearers express different sides of themselves; its tagline is "För dig. Och alla dina sidor" (For you. And all your sides.) [1]. Press coverage has described SAVOUR as a premium perfume brand, and Swedish outlet Femina called it "Sveriges nya parfymhus" (Sweden's new perfume house) [4].

SAVOUR's range consists of eau de parfum, sold in 50 ml bottles [7]. A Swedish design agency that developed the brand identity records the collection as seven distinct fragrances, each given its own personality [9]. Named scents include Steel by Naim, Patio, Bee Mine, November Violet, Mock Orange, Rose in the Shadow and Citrus Spell. The perfumes are positioned in the prestige price tier.

Steel by Naim, a collaboration with fashion designer Naim Josefi, is the brand's most-featured release; it was presented as a fragrance interpreting the aroma of steel and was tied in press coverage to the Swedish steel industry's transition [7]. According to SAVOUR, the collection is vegan apart from Patio, which contains beeswax [3].

SAVOUR won a Beauty Oscar in 2022 in the Fragrance category, an award from the Swedish beauty editors' association Skönhetsredaktörerna [4]. It has also been covered by ScandinavianMIND, Fragrantica, Femina, Elle and other Swedish outlets, with the Steel by Naim launch drawing coverage that connected it to Swedish steelmaking.

On its sustainability page the company says production is based in Sweden with a manufacturing partnership in Grasse, France, the historic centre of the perfume trade. SAVOUR states that it follows the safety standards of the International Fragrance Association (IFRA), adheres to labour principles covering worker safety, dignity and freedom of association and the prohibition of child and forced labour, and limits shipping to three parcel dispatches per week to reduce transport [3].

SAVOUR remains active as a small independent operation. As of mid-2026 its web store was live with the full collection in production and its Instagram account (@savoursweden) in use [1]. Distribution centres on Sweden, where the brand lists around ten retail stockists, complemented by direct online sales and limited international reach, including the United States and, through the curator Sniph, the United Kingdom [6][10].