luxury home fragrance UK brand elena London shortlisted for the UK StartUp Awards 2026
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luxury home fragrance UK brand elena London shortlisted for the UK StartUp Awards 2026
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I have the most exciting news to share.
elena London, a luxury home france UK brand has been named a regional finalist in the UK StartUp Awards 2026 (startupawards.uk), shortlisted in the Consumer Products StartUp of the Year category for the South East.
I genuinely wasn’t sure whether to shout about this or quietly sit with it for a while, but honestly, it feels too good not to share with you.
When I started elena London in 2023, it was born out of real frustration with home fragrances that promised so much and delivered so little. I wanted to create something that would genuinely transform the feel of a space. Something that lasted. Something beautiful. What I didn’t expect was how quickly it would grow into something people really connect with and that’s entirely down to you.
Building this brand alongside a full-time career, mostly in evenings and at weekends, has taken more than I can properly put into words. So to have it recognised at this level feels like a real moment.
The UK StartUp Awards is the UK’s largest independent startup awards programme, with over 2,000 entries this year. Being shortlisted among the best in the South East is something I’m genuinely so proud of.
If the regional judges share your enthusiasm, elena London could go on to compete at the national final at Ideas Fest in September, described as the Glastonbury of Business. Fingers very much crossed!
None of this would be possible without every one of you who has brought elena London into your home, gifted it to someone you love, or taken a moment to leave a kind word. Thank you. Truly.
elena x
about elena London, luxury home fragrance UK
the author: elena (founder)
learn more about me and why i started elena London here
elena London shortlisted for uk startup award | frequently asked questions
what is the UK StartUp Awards?
The UK StartUp Awards is the UK’s largest independent startup awards programme, now in its fifth year. It celebrates the most ambitious and innovative new businesses across the country, those started in the last three years. This year received over 2,000 entries, with more than 900 businesses shortlisted across ten nations and regions.
What does being shortlisted mean?
Being shortlisted means elena London has been recognised as one of the standout Consumer Products startups in the South East, by an independent panel of expert judges. It’s not something we applied for lightly, and it’s not something given easily. To be among the names put forward this year feels like a genuine milestone.
What happens next?
Regional winners are announced and then go on to compete at the national final, held at Ideas Fest (described as the Glastonbury of Business) on 9th–10th September 2026 at Champneys, Tring. We’ll keep you posted every step of the way.
When did elena London start?
elena London was founded in 2023 by me, Elena Parry. It started from a very personal place. I was frustrated by home fragrances that looked beautiful but failed to actually scent a room, or used ingredients I wasn’t comfortable with. I wanted something better. So I built it.
What makes your products different?
Everything is hand-poured in small batches using high-quality, non-toxic ingredients. No shortcuts, no compromises. The scents are designed to be genuinely transformative...the kind that fill a room naturally and linger in the best possible way. And we’re obsessive about packaging that feels as beautiful as what’s inside, without costing the planet.
How can I support elena London?
Honestly, you already have, more than you know. But if you’d like to show a little extra love right now, here’s what means the most: share this post with someone who loves a beautiful home, leave me a review if you’ve tried my products, and tag me on Instagram @elenalondon_ so i can see your gorgeous spaces. Every single one of those things helps a small brand like ours grow.