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SO…? Fragrance is the #1 best-selling self-select fragrance brand in the UK, with over 20 years of experience in the perfume, bath and body markets. So…? is a global mass fragrance brand, that’s an affordable cult favourite amongst generation Z and millennials in over 30 countries worldwide. So…? is for the babe who is always up for a pamper night, has way too much Instagram screen time, is entirely internet savvy, loves fashion, is makeup and beauty-obsessed, and enjoys newness! That being said, So…? is inclusive of all, with affordable prices across many ranges. Whether you’re the sassy bold babe in the boardroom, looking for a holiday handbag essential, or you’re in a fruity and floral Sunday mood - So…? has scents for every occasion!