Made by
hand.
A natural perfumery and botanicals house, founded by Emily in London and now made by a small team trained to the same standard.
Yougi began at a kitchen table in 2019, testing essential oils one blend at a time until the formulas were right. The first workshops ran remotely, before there was any studio. Seven years on, every formula is still designed by Emily and poured in small batches at our Connaught Street studio. The team has grown; the way we make has not.
Scent with a job to do.
Scent that does something: settles the breath, clears the head, finishes the day.
We make natural perfumery for the moments that hold a day together. A candle lit while the kettle boils. A blend that lets the shoulders drop when the door closes behind you. An hour at the studio making something with your own hands.
Everything is 100% essential oils, blended by Emily and poured by hand in London. Small things, done with attention. That is the whole idea.
How Yougi is built.
The commitments that haven't changed since the first pour.
Marble Arch & Whitechapel.
Two homes. The same hand, the same
standard.
53 Fashion Street, Whitechapel, E1 is our first studio, opened in east London in 2023. It's where the workshops began: candles, perfume, body oils and soap, taught in small groups. Workshops only, by booking.
31 Connaught Street, W2 is our west London flagship, opened in 2025. The shop is open six days a week, and behind it the studio runs workshops most evenings and weekends. Every Yougi formula is still designed by Emily, and every batch is poured by hand at Connaught Street.
A short timeline.
The first pour.
Summer, East London. A kitchen table, a ceramic bowl, three drops of lavender. Yougi starts as an experiment.
The first customers.
Markets, Instagram, friends-of-friends. The first two hundred candles ship from a corner of the kitchen, and the first workshops run remotely, taught over video. The original scents are SOOTHE, HAPPY and NEW ROMANTIC.
Selfridges and John Lewis.
Yougi is stocked in Selfridges and in 25 John Lewis stores. The candles are still poured by hand, in the same small batches.
Whitechapel opens.
The first studio: a dedicated workshop space at 53 Fashion Street, Whitechapel. The first in-person Blend Your Own candle class opens to the public. Twelve guests. A waiting list within the week.
The Yougi team.
The first tutors join and train in the studio. Emily designs every new workshop; the team teaches most of them.
Whitechapel grows.
The studio takes over the space behind it: a second room under a glass roof. Capacity grows to thirty-five guests.
Connaught Street opens.
The flagship: a shop and studio at 31 Connaught Street, W2, with the shop open six days a week. Every batch we sell is poured here. The Yougi house now has two London homes.
The first perfumes.
Two eau de parfums arrive in September, alongside the renamed range of six candles and the Oil Library.
"I make what I want in my own home, and nothing I wouldn't light myself. That hasn't changed since the first pour."
Emily, Founder
Six candles, hand-poured. And two perfumes from September.
The full Yougi range, blended from 100% essential oils at Connaught Street.
An hour or two at the studio, one formula to take home.
Small-group Blend Your Own classes in candles, perfumes, body oils and soap.