Boadicea the Victorious: A Noble Queen’s Name, Courage, and British Spirit

“My surname is Boadi. At school, my friends called me ‘Boadicea,’ after the Celtic warrior queen who fought to defend Britain from the Romans. So when I came to name my perfume brand, I chose not to call it ‘Michael Boadi,’ but ‘Boadicea the Victorious,’ bringing British history and heritage into its name.”

— Michael Boadi, at Esxence 2010​

Basic Information

• Founded: 2008
• Founder: Michael Boadi
• Official website: boadiceaperfume.com
• Official Japanese website: boadiceaperfume.jp

The Founder and the Brand’s Origins

A Talent Born in London and Refined in New York

Michael Boadi was born in Paddington, London, on November 15, 1969, to a family of Ghanaian immigrants. After graduating from high school, he moved to New York and began teaching himself hairstyling without formal vocational training. This self-taught approach would later remain a defining feature of his perfume-making.​

His breakthrough came in 1994. A striking Vogue shoot with pioneering photographer Nick Knight brought him to the international fashion world’s attention. He subsequently worked on shoots for leading houses including Chanel, Gucci, Etro, and Missoni, styling the hair of era-defining figures such as Kate Moss, Madonna, Jennifer Lopez, Naomi Campbell, Gisele Bündchen, and David Beckham.

Discovering Perfume and Finding a Path to a Brand

Boadi has repeatedly spoken in interviews of loving perfume since childhood. Alongside his fashion career, he collected high-quality fragrance oils.​​

What is clear is that, as with hairstyling, he had no formal training in perfumery. Nevertheless, at the 2008 launch, a Basenotes interviewer described the collection: “It is remarkably rounded and sensual, with a common thread of personality running through every composition.” Being self-taught may have been less a weakness than a source of freedom, unconfined by the established industry’s conventions.​

The Double Meaning of Boadicea

The name carries two overlapping meanings. One is historical. In AD 60–61, Boudicca, queen of the Iceni in eastern Britain, united tribes in resistance to the Roman Empire’s invasion and led a major revolt that briefly retook London, then Londinium. This brave, noble queen has been remembered for at least two thousand years as a symbol of British national pride and courage.​

The other meaning is personal. As Boadi explains, the sound of his surname resembled Boadicea, giving him the nickname at school. Connecting British history with his own identity, the name is more than a marketing device: it lies at the brand’s heart.​

The brand sought to express through scent the strength, passion, and determination embodied by the ancient queen. Its fragrances were given names describing human emotions or qualities, such as Exotic, Divine, Complex, and Invigorating.​

“The names all describe human qualities rather than perfume names. Wearing one can make you feel exotic.”

— Michael Boadi, at Esxence 2010​

Launching at Harrods: A Pioneer

The brand was unveiled during London Fashion Week in September 2008, before launching as a worldwide Harrods exclusive on November 15 that year. Looking back, brand director Charlotte Kelly said:

“When we launched in 2008, unisex fragrances and niche brands had yet to sweep the market. We were pioneers.”

— Charlotte Kelly, brand director, Country & Town House, 2024​

It quickly became a bestseller in Harrods’ renowned Black Hole Perfumery. By the following year, 2009, it had also established itself as a leading niche brand at Selfridges in London. That same year, it arrived at Henri Bendel in New York, building its position in European and American markets.

The Brand’s Development and Michael Boadi’s Next Chapter

In 2011, the brand opened its first perfumery boutique at The Avenues shopping mall in Kuwait, marking a full-scale entry into the Middle Eastern market. That year, Boadi also launched his second perfume brand, Illuminum, with a flagship on Dover Street in Mayfair, London.

Illuminum attracted worldwide attention in an unexpected way. In April 2011, Catherine Middleton, now Princess of Wales, wore its White Gardenia Petals for her wedding to Prince William, causing the fragrance to sell out instantly around the world.​

Boadi subsequently sold both Boadicea the Victorious and Illuminum, going on to create a third brand, Bohdidharma, inspired by Buddhist tea rituals. Boadicea the Victorious continues to operate separately as an independent British fragrance brand.

The Brand’s Commitments

“Year 3000 Celtic”: The Bottle as a Work of Art

A first encounter with a Boadicea the Victorious bottle makes a strong impression. Both sides of its elongated flask shape are deeply decorated with intricate Celtic knotwork. Boadi himself called the design “Year 3000 Celtic,” expressing a determination to give ancient patterns a futuristic form.​

The bottles incorporate lead crystal, lead-free pewter, and silver. Particularly notable is the factory that makes their shields and lids. Founded in 1779 and based in Birmingham, A. E. Williams is said to be the world’s oldest family-run pewter manufacturer. Its seventh-generation craftspeople still make each shield by hand. The policy of manufacturing every component in Britain has remained consistent since the brand’s beginnings.​

“Every bottle is handcrafted in Britain, with shields and lids made by a seventh-generation pewter factory in Birmingham. The shields draw inspiration from Celtic history and Boadicea’s story; her strength, passion, and commitment are woven into the brand’s DNA.”

— Charlotte Kelly, brand director, Country & Town House, 2024​

More recently, an online tool has also allowed customers to customize bottle colors and shield designs, adding the pleasure of creating a bottle of their own.​

A Commitment to Materials: Exceptional Ingredients from Around the World

Fragrance ingredients are sourced worldwide, including sambac, a type of jasmine, from Bhutan, and oud, or agarwood, from Southeast Asia. These are top-quality materials said to be difficult to obtain.​

The general policy is not to disclose the perfumers’ identities, reflecting Boadi’s emphasis on realizing his own ideas and olfactory vision. It has, however, been confirmed that CPL Aromas master perfumer Christian Provenzano created several compositions. At a collaborative event with Harrods, Provenzano was also introduced as the person heading the perfumery work.

A Gender-Neutral Philosophy

Designing every fragrance to be worn regardless of gender is another pillar of the brand. In 2008, the unisex fragrance market was still in its infancy, before it had become established, making this a forward-looking decision. The belief that perfume expresses personal identity and should not be restricted by gender also echoes Boadicea’s determination to uphold her convictions in a male-dominated society.

“Using premium ingredients encourages and inspires people to consider which fragrance best expresses their identity.”

— Charlotte Kelly, brand director, Country & Town House, 2024​

The Early Collection Structure

At its launch in 2008, Boadicea the Victorious offered three ways to find a fragrance: the ready-to-wear Victorious range, a Private Collection of thirty-three perfumes available through individual consultation, and Bespoke fragrances made to order. These distinguished how a perfume was chosen or commissioned rather than its olfactory family. Early ready-to-wear creations included the floral Majestic, the citrus Explorer, and Seductive, which combined maté and leather.

Later collections took different themes: gemstones for Sapphire, the Chinese zodiac for Zodiac, and London place names for Gold. Concentrations were not uniform either. In 2018, then CEO David Crisp explained that the house offered eau de parfum and stronger concentrations, with products at 15, 20, 25, and 30 percent.

The Zodiac Collection: Animals and Mythology

The Zodiac Collection develops the animals of the Chinese zodiac through both fragrance and the shields decorating its bottles. Valiant, for the Year of the Horse, connects the animal with Boadicea’s battles. Hanuman, for the Year of the Monkey, takes its name from the Hindu monkey god. The Chinese calendar thus meets other mythological and historical traditions in the names and designs. Hanuman moves from lemon, bergamot, and blackcurrant through osmanthus, neroli, and magnolia to vetiver and sandalwood.

Tiangou, created for the Year of the Dog in 2018, draws on the Chinese myth of the Heavenly Dog that swallows the moon. At its introduction, Crisp described it as the fifth fragrance in the Chinese New Year series and explained that the shield depicted this scene. Its perfumer, Christian Provenzano, described its character in a few words:

“It is very ambery, slightly smoky”

Christian Provenzano, perfumer

Rum, cardamom, cinnamon, and clove bring warmth to Damask rose and heliotrope, followed by leather, tobacco, and amber. Provenzano gave its concentration at launch as 25 percent. Where Valiant and Hanuman emphasize bright citrus and flowers, Tiangou builds around liquor, spice, and leather.

Dragon continues the zodiac theme, celebrating the Year of the Wood Dragon in 2024. Incense, magnolia, and saffron lead into amber, vanilla, and musk.

The Brand’s Official Top Ten Bestsellers

This ranking dates to 28 May 2020, when the house published its Top 10 fragrances journal entry. It records the bestsellers at that time, rather than a current sales ranking.

1. Blue Sapphire
   Created for the sixty-fifth wedding anniversary of Queen Elizabeth II and Prince Philip, it opens with lemon, sage, and marigold before moving through rose, jasmine, and magnolia to oud, patchouli, and amber. Citrus and herbs give definition to the flowers and oud.
2. Complex
   A leather fragrance dating to 2008, combining green sage, smoky leather, musk, and oud. The related Complex 2020 intensifies the herbal notes and leather heart, bringing out violet accompanied by incense. The original and the enhanced version are separate products.
3. Nemer
   Named after the Arabic word for tiger, Nemer places oud at its center. Lemongrass, saffron, and black pepper lead into Moroccan and Turkish roses. The earthy, woody character of cypriol supports the sweetness of the flowers and adds a darker depth to the smooth oud.
4. Valiant
   Associated with the Year of the Horse, Valiant also draws on the horses that carried Boadicea into battle. Orange blossom, neroli, and jasmine meet mandarin, grapefruit, and orange, followed by a sweet trail of vanilla, tonka, and sandalwood. It pairs bright citrus with full-bodied flowers.
5. Azrak
   Its name comes from the Arabic word for blue, and its theme is the changing color of the sea. It does not, however, reproduce saltwater or aquatic smells. Pineapple, cassis, and spices open into rose, violet, and jasmine, supported by oud and amber: a rich layering of fruit and flowers.
6. Ardent
   Ardent wraps rose in beeswax, amber, and vanilla. Coriander and carrot seed lend green nuances at the opening, while jasmine joins the floral heart. Benzoin and labdanum add resinous warmth, emphasizing a sweet, substantial rose rather than a transparent floral effect.
7. Glorious
   Released in 2012 and composed by Christian Provenzano, Glorious is a fruity floral inspired by British orchards. Apple, raspberry, and pineapple meet cardamom and nutmeg. Moss and patchouli beneath rose and jasmine carry the sweetness of the fruit toward woody and earthy tones.
8. Almas
   The name means diamond in Arabic. The 2020 introduction emphasized the contrast between Cambodian oud and pineapple. The current product description opens with saffron, cardamom, and the herbal character of artemisia, then layers rose, neroli, and jasmine. Fruit and herbs bring brightness to the oud and flowers.
9. Monarch
   Inspired by Queen Elizabeth II, Monarch begins with red berries, black tea, and cypress. Rose and jasmine are joined by the lightness of freesia and lily of the valley, with cardamom and pink pepper, before leather, resins, and oud. Its tea and red-fruit opening distinguishes it from Blue Sapphire, despite their shared royal theme.
10. Imperial
    Lavender and oud meet cool angelica, smoky birch, and layers of flowers. Guaiac wood, olibanum, cypriol, and labdanum develop woody and leathery facets in the base. Herbs, smoke, and resins provide its structure alongside the sweetness of rose and jasmine.

The Sapphire Collection

This collection includes Blue, Green, Aqua, Rose, and Oud Sapphire. Each develops its own theme, from loyalty and devotion in Blue Sapphire to tranquility and contemplation in Green Sapphire. Their shared name does not imply an identical olfactory focus.

Green Sapphire centers on pine needles and resins in a woody composition suggestive of a dark forest. Raspberry, saffron, and violet leaf introduce cedarwood, patchouli, and oud. Coniferous greenery distinguishes it from Blue Sapphire’s rose and citrus.

Aqua Sapphire takes the sea and an island nation as its themes. Rum, davana, and pineapple are joined by salty seaweed and May rose, over sandalwood, vanilla, moss, and cypriol. Unlike Azrak’s floral and fruity interpretation of ocean blue, Aqua Sapphire includes seaweed and saline elements in the fragrance itself.

Oud Sapphire surrounds oud with ambrette, saffron, and black pepper, followed by osmanthus, iris, resins, and woods. The powdery texture of ambrette and layers of flowers frame the central oud.

Rose Sapphire places Turkish rose and geranium alongside the smoky, licorice-like facets of helichrysum and the brightness of Hedione. Neroli, jasmine, and magnolia meet cardamom and turmeric before myrrh, benzoin, and cypriol. Spices and resins give definition to the softness of the petals.

Blue Sapphire Supercharged explicitly develops the original Blue Sapphire. It retains the oud, patchouli, and amber core while adding brightness and layers through orange, aldehydes, and raspberry. Rum, basil, cinnamon, and cardamom introduce liquor and spice to the original pairing of flowers and oud.

When the Harrods Salon de Parfums boutique opened in March 2019, the Sapphire, Ahood, and Atelier collections were presented in rose-gold-finished bottles exclusive to the store. The Sapphire name therefore also appeared in a particular retail setting and bottle treatment. A service allowing customers to choose the shields decorating their bottles was also announced for the boutique.

The London Gold Collection: A Former Name

The Gold Collection offered a tour of London through comparatively lighter fragrances. In 2015 it comprised ten creations: King’s Road, Bayswater, Chelsea, Hyde Park, Mayfair, Greenwich, Jubilee, Oxford, Notting Hill, and Piccadilly.

Power, Spirit, Courage, Vigour, Classic, Black, and Blue were also used as classifications at the time. Within a house whose names often evoke emotions or character traits, Gold began with recognizable places. This describes the historical collection structure, not the current sales categories or continued availability of every fragrance.

By the Way…

• Selected for Great British Brands 2024
  Boadicea the Victorious appeared in the 2024 edition of Country & Town House’s annual Great British Brands publication. Featuring brands Britain can celebrate internationally across fashion, beauty, and lifestyle, the selection recognized the house’s British identity.​
• A Partnership with Emirates
  Since 2020, Boadicea the Victorious has been one of the exclusive partner brands in Emirates’ inflight duty-free program, EmiratesRED. Its dedicated shopping channel in the inflight entertainment system also broadcast an interview with the brand’s then CEO, David Crisp. Distribution through this unusual channel for a fragrance house helped extend its recognition worldwide.​
• The Founder’s Later Work
  After selling Boadicea the Victorious, Michael Boadi created Bohdidharma, a collection inspired by Buddhist tea rituals. It continued to attract industry appreciation: makeup artist Isamaya Ffrench, for example, described its perfumes as “very powerful and cool” in a magazine interview. Working across the identities of hairstylist, perfumer, and collector, Boadi has continued to explore British fragrance from a distinctive perspective.