A scent of scandal Kimirica courts Bridgerton in a fragrant debut

MUMBAI: When pop culture meets perfume, sparks are bound to fly. Luxury lifestyle brand Kimirica has unveiled a fragrance-first collaboration with Netflix and Shondaland’s global hit series Bridgerton, signalling a more layered approach to pop culture partnerships by Indian brands.

Rather than settling for surface-level licensing, the Kimirica x Bridgerton collection translates narrative, mood and emotion into a thoughtfully designed, category-spanning self-care experience. At its core is the brand’s long-held belief that fragrance is not an accessory, but an emotional anchor that shapes everyday rituals.

The collection is built around three distinct scent stories inspired by the world of Bridgerton. Mayfair Soirée delivers a fresh, daytime profile, pairing bright citrus notes of orange rind with a woody cedar base. Lady in Silver takes a softer, more intimate turn, led by white wisteria and designed for quieter moments. Midnight Masquerade shifts into evening mode, blending neroli and thyme to create a warmer, deeper fragrance that carries effortlessly across personal and home formats.

These scents flow across body and hand washes, lotions, body mists, soy candles, reed diffusers, room sprays, curated hand caddy sets and luxury gift boxes. Body mists sit at the centre of the range, reflecting their growing appeal as a lighter, more versatile way to wear fragrance through the day. The hand caddy sets, designed as refined sink-side accents, underline Kimirica’s focus on building lifestyle ecosystems rather than standalone products.

Design is integral to the storytelling. Regency-inspired illustrations, metallic foiling and balanced colour palettes lend the range a collectible feel without tipping into ornamentation, staying true to the brand’s belief that luxury should feel lived in.

Commenting on the collaboration, Kimirica co-founder and CEO Rajat Jain said the partnership offered an opportunity to build an immersive fragrance-led world that feels indulgent at every touchpoint. Kimirica co-founder and head of brand experience Kimi Jain added that modern premium products must balance luxury, wellness and responsibility, without forcing consumers to choose between them.

That ethos runs through the collection’s credentials. Every product is vegan, cruelty free, dermatologically tested and IFRA certified, made in India using responsibly sourced ingredients. The formulations are free from SLS and parabens and developed through Kimirica’s in-house R&D and manufacturing set-up.

With presence across 100 plus locations in India and a strong direct-to-consumer platform, Kimirica continues to blur the lines between beauty, wellness and home. The Bridgerton collaboration reflects a growing maturity in India’s lifestyle space, where cultural relevance is built on depth and design rather than fleeting novelty proof that modern luxury is as much about how something makes you feel as how it looks.