The Story
Why it exists.
The beginning
MORE&MORE the fragrance arrived in October 2009 as the debut scent from fashion house MORE & MORE, owned by Sara Lee. The perfume was conceived as a signature extension of the label's identity: a single composition designed to round out the style of the woman already living inside the brand. Its moto, 'More and more myself,' positioned the scent as a finishing accessory to a personal look. The intention was clear from the start. This was fragrance as self-confirmation, not provocation. From the first spray, MORE&MORE announces itself as a fully formed floral, the kind of juice that builds its opening around a confident fruit note and never retreats into the polite, citrus-only territory where so many debut scents hide.
What makes the composition interesting isn't the individual notes. It's the confidence of the structure. A fruity top built on grapefruit and plum, with freesia threading between them, sets a vivid opening that moves quickly into the floral heart. The heart brings a full white-floral trio: rose, jasmine, gardenia, each carrying its own weight. Gardenia is the loudest voice, creamy and indolic in a way that feels deliberate rather than accidental.
The evolution
The opening belongs to plum. Not the jammy, cooked-fruit version, but a tart, almost grape-skin sharpness that sits right on top of the grapefruit. Freesia adds a green-edged lift before everything tilts into floral territory. As the top notes fade, the heart takes over and the white florals arrive in full force. Gardenia is the loudest voice here, creamy and indolic in a way that feels deliberate rather than accidental. Jasmine supports it from underneath, and rose adds a powdery softness that keeps the blend from going heavy. The drydown starts once vanilla and sandalwood absorb the remaining florals, bringing a soft, skin-warm sweetness that lingers through the rest of the wear. Musk tightens everything into a close, intimate finish that stays close to the skin without disappearing.
Cultural impact
MORE&MORE the fragrance occupies a specific place in the late-2000s floral landscape, arriving as a debut scent that was designed to extend a fashion label's identity rather than to chase the prevailing trends of its era. The juice itself reads as a committed floral, sweet and warm without the clean-musk dilution that softened so many of its contemporaries. Wearers tend to be women who already know the brand and want a scent that matches that sensibility, a fragrance that feels like a natural extension of an existing wardrobe rather than a separate luxury purchase.
