14–15 November | Noho Studios, Oxford Circus

Last week, Sunnamusk welcomed creators, community members, media personalities and loyal customers to a two-day immersive pop-up experience celebrating the launch of Golden Dust Elixir — the highly anticipated evolution of our iconic Golden Dust fragrance.

Hosted at the atmospheric Noho Studios, just moments from Oxford Circus, the event brought to life the world of Golden Dust Elixir through interactive installations, exclusive brand moments, and sensory exploration.

A Journey Through the World of Golden Dust Elixir

Across the 14th and 15th of November, guests entered a curated Sunnamusk experience designed to spotlight the craftsmanship, creativity and emotion behind this new chapter in our Golden Dust lineage.

✨ Ring for a Prize – The Golden Bell Moment

One of the most popular elements of the pop-up, guests were invited to ring our golden bell to receive a surprise Sunnamusk gift. From fragrance minis to exclusive merch, this interactive moment added a layer of playfulness and excitement to the experience.

✨ The Golden Dust Walkway

A fully immersive installation, the walkway transported visitors into the radiant world of Golden Dust Elixir. With golden textures, warm lighting and reflective surfaces, it created an atmospheric backdrop that captured the aura of the new scent — and doubled as a perfect content moment.

✨ The Golden Dust Elixir Puzzle Challenge

A crowd favourite across both days, guests competed to complete the Golden Dust puzzle in record time. The challenge sparked friendly competition and high energy, becoming one of the standout features of the event.

✨ Fragrance Discovery Bar

Led by Dev, our in-house fragrance specialist, visitors had the opportunity to smell and explore the natural ingredients used within Golden Dust Elixir — from Madagascan vanilla resin to Vietnamese Oud Assafi. The Discovery Bar grounded the experience in education, artistry and craftsmanship.

✨ Meet the Nose Behind the Fragrance – Julie Pluchet

We were honoured to have Julie Pluchet, Senior Perfumer at CPL Aromas, join us at the launch. Julie shared her creative process, the narrative behind Golden Dust Elixir, and her partnership with Sunnamusk over the two years it took to bring this fragrance masterpiece to life.

A Fragrance Two Years in the Making

Golden Dust Elixir represents a significant milestone for Sunnamusk — the evolution of one of our most legendary scents. The new formulation deepens and enriches the Golden Dust profile with a blend of natural ingredients, delivering a smoother, more intense and more luxurious expression of the original.

The overwhelming feedback from guests has been extraordinary — with many describing Golden Dust Elixir as bold, addictive and a worthy successor to the original.

A Community-Led Celebration

More than anything, the two-day pop-up was a celebration of the Sunnamusk community.

We welcomed:

• Fragrance enthusiasts

• Creators and content innovators

• Media figures

• Long-time supporters

• Customers who have grown with us since day one

This community energy is what shaped the atmosphere of the launch and made it truly special.

Thank You

A heartfelt thank you to the Sunnamusk team, whose dedication, creativity and hard work brought this experience to life. And to everyone who attended, supported, created content, and shared in this milestone with us — thank you.

Golden Dust Elixir has officially launched — and this is only the beginning.

Onwards and upwards.