Ghost fragrance rebrands with refillable summer scents for a new generation

For more than two decades, GHOST has been more than a fragrance; it's been a thread in the fabric of some of life's most cherished memories. Today marks the beginning of a new era for GHOST. Following two years of reflection, development, and innovation, the brand has proudly unveiled its long-anticipated rebrand that honours its past while boldly stepping into the future.

Rooted in the same emotional resonance that has captivated consumers over the years, the reimagined GHOST brand introduces a collection of elevated experiences and contemporary fragrances designed to speak to a new generation.

At the heart of this evolution lies a new message: “Embrace Your Aura” - a call to stand tall in your individuality and feel empowered to be wholly, unapologetically you. Every scent becomes a tool for self-expression, allowing you to curate the energy you want to carry, whatever the mood or moment.

This next chapter also reflects a deeper commitment to the future. As part of the rebrand, GHOST has embraced a more sustainable and conscious approach to beauty. Refillable by Design: Made to be re-loved. These fragrances are refillable, so you can enjoy your signature scent sustainably, again and again. As a 100% vegan and cruelty-free brand, with Vegan Society-approved fragrances and no animal-derived ingredients, GHOST creates products you can truly feel good about.

The new launch will be available online, and in-store across Superdrug, Boots, The Fragrance Shop, Look Fantastic, John Lewis, and Beauty Base.

It’s a love letter to those who grew up with GHOST, and to those discovering it for the very first time.