So…? Fragrance is the #1 best-selling self-select fragrance brand in the UK. Whether you’re the boardroom girl boss, looking for a holiday essential, have pamper night desires or are in a floral Sunday mood - So...? has a range of perfumes, body mists and body care. Shop our heavenly scented So…? Sorry Not Sorry range with our innovative bath milks, bath fizzers and body lotions.