Fragrance Becomes the Medium as Kimirica Interprets Bridgerton Through Design and Ritual

Rajat Jain, Co founder and Chief Executive Officer, Kimirica, and Kimi Jain, Co founder and Head of Brand Experience, Kimirica, say the Netflix collaboration reflects a shift toward deeper cultural partnerships

Kimirica has entered a fragrance led cultural collaboration with Netflix and Shondaland’s globally popular series Bridgerton, signalling a deeper, more considered approach to pop culture partnerships by Indian lifestyle brands.
Rather than treating the association as a licensing exercise, Kimirica has positioned fragrance as the primary medium through which Bridgerton’s narrative, emotion, and ritualistic elegance are interpreted. The Kimirica x Bridgerton collection translates the series’ mood into a multi category self care and home fragrance experience, anchored in scent, design, and daily rituals.

The collection is structured around three distinct fragrance stories inspired by the Bridgerton universe. Mayfair Soirée offers a fresh daytime profile, built around bright citrus notes of orange rind balanced with a woody cedar base, intended for everyday use. Lady in Silver takes a softer and more restrained approach, centred on white wisteria and designed for quieter, intimate moments. Midnight Masquerade introduces a deeper, evening oriented fragrance, blending neroli and thyme to create warmth that extends naturally into home fragrance formats.
These fragrance stories span body and hand washes, body and hand lotions, body mists, soy candles, reed diffusers, room sprays, curated hand caddy sets, and luxury gifting formats. Body mists occupy a central role in the collection, reflecting growing consumer preference for lighter and more flexible scent applications that can be layered across the day.

The hand caddy sets emerge as a distinctive design element within the range. Conceived as refined sink side accessories, they combine everyday function with visual appeal, reinforcing Kimirica’s broader strategy of building lifestyle ecosystems rather than isolated products. The approach allows fragrance to move fluidly across personal care and living spaces, strengthening continuity across categories.
Speaking on the collaboration, Rajat Jain, Co founder and Chief Executive Officer, Kimirica, said, “With Kimirica x Bridgerton, we wanted to create something truly larger than life. Fragrance has always been our strongest expression, and this collaboration allowed us to build an entire world around it, one that feels emotional, immersive, and indulgent at every touchpoint.”

Design plays a central role in shaping this world. Regency inspired illustrations, metallic foiling, and carefully calibrated colour palettes give the collection visual depth while maintaining everyday usability. The packaging is positioned as collectible yet functional, reflecting the brand’s philosophy that luxury should feel lived in rather than ornamental.
Kimi Jain, Co founder and Head of Brand Experience, Kimirica, said, “A truly premium product is a holistic experience. It cannot force a choice between luxury, wellness, and responsibility. This collection reflects our belief that indulgence today must be thoughtful, where design, fragrance, formulation, and ethics coexist seamlessly.”

Every product in the collection is vegan, cruelty free, dermatologically tested, IFRA certified, and manufactured in India. Formulations are free from SLS and parabens, developed using responsibly sourced ingredients through Kimirica’s in house research and manufacturing capabilities. These commitments extend across the brand’s wider portfolio spanning fragrance, bath and body, skincare, home fragrance, and personalised gifting.
With presence across more than 100 locations in India and a strong direct to consumer platform, Kimirica continues to expand its footprint in fragrance led self care and home experiences. The Bridgerton collaboration reflects a growing maturity in India’s lifestyle brand ecosystem, where cultural relevance is shaped by depth, intentionality, and long term brand equity rather than novelty.

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