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What’s That Fragrance: Still bottling happiness, five years later.

  • Apr 5
  • 3 min read
On image: Founders of What’s That Fragrance (WTF!), Catherine Thompson and Jenny Arthur.
On image: Founders of What’s That Fragrance (WTF!), Catherine Thompson and Jenny Arthur.

Five years ago, we introduced our readers to a small but ambitious fragrance brand founded by two Johannesburg cousins with a simple but powerful idea, to create beautiful scents that people could afford and enjoy every day.


Today, What’s That Fragrance (WTF!), founded by Catherine Thompson and Jenny Arthur, continues to grow while staying true to the spirit that first inspired the business.

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