When the new Duchess of Cambridge walked down the aisle on April 29, the best-kept secret in fashion was finally revealed.

Two-week waiting list builds up for little-known fragrance as demand outstrips supply

When the new Duchess of Cambridge walked down the aisle on April 29, the best-kept secret in fashion was finally revealed.

But while the world cooed over her Alexander McQueen gown, the perfume industry's noses were buzzing about what scent Catherine chose for her big day.

According to Clarence House, Prince William's bride was wearing White Gardenia Petals by Illuminum, a little-known British brand.

And now the brand is set to go stellar as shoppers vie to buy their own bottle of Kate's favourite scent.

Every one of the 50ml bottles in stock was sold within moments of the news breaking, and a two week waiting list has formed. 

Flower power: According to fragrance bloggers, Catherine was wearing the White Gardenia Petals fragrance by Illuminum on her wedding day

'There's been a phenomenal response across the world,' said Illuminum spokesman Michael Donovan.
'Orders have come in from dozens of different countries, but most of our customers have come from the U.S. 'It's charming to think that so many people abroad are interested in the wedding.'
The Illuminum brand was founded in 2007 by former celebrity hairdresser Michael Boadi. He previously styled stars including Kate Moss and Naomi Campbell before launching his first line of fragrances, called Boadicea The Victorious.
And, of course, Mr Boadi is thrilled by word that Catherine wore his product.

 'I am thrilled to pieces. I am absolutely honoured.' he said.

Delicate: The scent has notes of coconut, jasmine and amber wood

A description on the company website describes the £70 scent as 'fragrant as a vase of white flowers quivering in the breeze by an open window, this is a delicate and nuanced scent.'

It continues: 'The top note of coconut evokes a seaside location, while heart notes of muguet, ylang ylang and jasmine breeze bring a trio of white flowers into play. 

'Amber wood underscores this capricious and light bouquet.'

Those still keen to acquire their own fragrant reminder of the day should act fast: Mr Donovan reports that while the 50ml bottles have sold out entirely, a number of larger 100ml bottles remain.

White Gardenia Petals sells for £70 for a 50ml bottle at www.roullierwhite.com and is available to pre-order in the U.S. for $140 at luckyscent.com


It was reported that new Duchess of Cambridge requested her favourite scented candles and toiletries from luxury fragrance brand Jo Malone be delivered to scent the Abbey.  

A selection of candles, handwashes and lotions was requested, specifically in citrus spring scents including Orange Blossom, Grapefruit and the ever-popular Lime, Basil & Mandarin.

These were for use inside the Abbey and for wedding guests using the royal bathroom and additional six VIP bathrooms.


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