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Direction

Name: Direction
Brand: Aromara

Aromara

£40

We have not confirmed this price since it was first recorded. Check before buying.

Direction is Aromara's take on Amouage Guidance , the rich frankincense-and-rose powerhouse everyone is hunting. Built at 35% Extrait. £40 instead of £395. Pear, hazelnut and rose open it, frankincense, jasmine and saffron in the heart, over vanilla, sandalwood and akigalawood. Rich, sweet and resinous. 35% Extrait. 7+ hour wear, guaranteed. 60-day money-back. The notes Top: Pear, Hazelnut, Rose Heart: Frankincense, Jasmine, Saffron, Olibanum Base: Vanilla, Sandalwood, Akigalawood Guidance vs Direction Amouage Guidance Direction Price around £395 £40 for 50ml, from £6.99 Concentration Eau de P

Aromara's own words, read from their page.

Buy from AROMARA LIMITEDPrice seen 2026-09-17. Not an affiliate link, we earn nothing from it.

Where this comes from

The part other shops don't tell you. Three separate questions, kept separate on purpose, each with its source.

UK company
Registered at Companies House as AROMARA LIMITED, number 17321901. Checked 2026-08-29.
Means the business is a British legal entity, not a British-sounding name owned elsewhere. It says nothing about where anything is made.
UK operations
Not yet checked.
Means people employed here, or premises they actually work from. We keep this separate from the company badge because a registered office can be an accountant's spare room, and a company can be registered in Britain while everything it does happens somewhere else. Where we have not looked, we say so rather than assuming.
British-owned
No majority shareholding traced outside the UK. Companies House.
Read from the register of people with significant control, following the chain of holding companies. It does not gate anything: a firm can be made here and owned elsewhere, and that is worth telling you rather than hiding.
Where it is made
The maker doesn't say, so neither do we.
This is about the individual product, not the company. A British firm can sell things made abroad, which is normal and not a criticism. We would rather tell you which is which than average them into a score.

Direction

Where this comes from

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