GROVE England was founded by designer Laura Butler-Madden to fill a gap in the fine fragrance market; Laura wanted to create something elegant, made with natural ingredients, and that looks as beautiful as it smells.
With her award-winning design aesthetic, Laura has translated her signature style into a refined collection of scents for bath, body and home.
The brand launched with Anemone, a modern classic, and will continue to evolve with seasonal collections – the next of which is planned for Spring 2026.
I love working in the beauty and wellness industry because….
Scent can be so powerful in creating a feeling and a mood. Our fragrances are made using natural ingredients and so not only do they smell amazing, but also have the power to inspire your mood. Anemone brings elegance and calm in equal measure and it’s a joy to share this with our customers.
GROVE England is best known for…
Beautiful fine fragrance collections inspired by nature and made in Britain using natural ingredients. We aim to bring joy and luxury to the everyday through elegant, nostalgic and beautiful products. Our Anemone Eau de Parfum is currently our best seller and already has some wonderful admirers, ranging from members of the Royal family to Jilly Cooper.
My biggest achievement to date is…
Creating GROVE England – I was working away on it quietly for a few years before we launched. It was such a joy to launch finally late last year and to now see it resonating with others, particularly when it becomes part of meaningful life moments – like weddings – it is such a huge privilege.
We’re inspired by…
The British countryside, the romance of old English walled gardens and the quiet magic of memory, seasons and scent. We take inspiration from natural beauty and want to create nostalgia; our scents are inspired by the visual beauty of flowers that don’t have a scent or that aren’t celebrated for their scent. We want to create unique fragrances that transport and transform.
The current wedding scenting trends we’re loving are…
There’s a growing desire to personalise every layer of the wedding – and fragrance is becoming an essential part of that. We love the trend of scenting ceremony spaces with diffusers or candles, gifting signature scents as favours, and even layering a couple’s chosen scent into the stationery or linens for a full sensory experience. It’s incredibly elegant and intimate and will give you something to always return to for memories of the day.
Our favourite products from the collection are…
Our Anemone Eau de Parfum – romantic, fresh and quietly distinctive – and our Anemone Hand Cream, which many brides choose for their handbag on the day. The scent has such a nostalgic feel, and when used throughout the wedding, it becomes a lifelong memory trigger.
My favourite place in the world to skip the crowds is…
Currently it’s our garden in the Cotswolds. It’s a sanctuary of seasonal colour and birdsong – a place that always restores me.
The best person to follow on Instagram for big-day inspo is…
I’m currently obsessed with the dresses (particularly bridal) on @kindredofireland – their style is so unique and some of the weddings they share are so effortless and elegant.
And finally, what’s next for GROVE England?
We’re developing a new scent to launch in Spring 2026 and we are also very honoured to be designing a fragrance collection exclusively for luxury hotels – something timeless and transportive, we can’t wait to share more.
Discover more here: grove-england.com
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