Never Ever Om Liquid Perfume

Before I lived in London, and back when I dressed like a fully-fledged heavy metaller, Camden was the place I longed to be almost every weekend of the year. Everything about the place excited me immensely, and on the rare occasions I was able to afford the train journey up to the big city, I would spend the day exploring every anex possible to see what magic awaited me. In fact, my experiences whilst in Camden were one of the biggest draws for me when deciding which university to apply to.

When I read the description of Never Ever Om, I can honestly say that I was rather excited about this one, perhaps even more so than any of the other Gold Label exclusives. Originally released in 2004, this fragrance was designed to replicate the hustle and bustle of Camden Lock, with all of the different notes replicating both the twist and turns of the infamous borough, as well as the  stillness and harmony that the place can offer as well. 

Firstly, I should say that this is a really 60s and 70s smelling perfume. There is something very old-fashioned about this fragrance that reminds me of scented candles and 'hippy shops', and the rather exotic smell you get when burning multiple incense sticks all at the same time. This is definitely a perfume that will divide consumers down the middle because of its intensity, and I’ve unfortunately reached the conclusion that I don’t think I appreciate this fragrance very much.

What I will say is that the smell of Never Ever Om would be one that I burn in my house, as there is something really comforting and homely about it. The smell itself is definitely not a bad one, and not one that I dislike either. However, as a perfume, it doesn't work for me, and it's not something I would wear out of choice.

From the bottle, you can immediate smell the dry, spicy touch of the patchouli, coupled with the fenugreek that comes through and adds both a resinous yet slightly herbal note as well. While it doesn’t smell exclusively like this, there is something slightly fennel-like about the fenugreek that gives the perfume what I can only describe as a liquorice aroma.

Now I know the word 'liquorice' will have some consumers running in the opposite direction very quickly; it's a smell that creates some very passionate responses. However, I should explain that my choice of wording is the best way that I can describe this aroma when comparing to other familiar scents. It doesn't by any means 'smell like liquorice', but those who have experienced it will know what I mean when I use that word in my description.

Having said that, when sprayed on the skin, the smell changes somewhat and the various notes begin to take on some very different personalities. While the patchouli is still there, the osmanthus becomes the more dominant layer: creating a sticky, almost cloying smell that has a damp, woody edge to it. Alongside this, spicy undertones of the patchouli are still present but they're a little more reserved. 

Coinciding with these layers, there is also an almost syrup-like/maple syrup edge to the perfume that gives the fragrance a burst of sweetness, while the orange flower absolute brings about a light, cloudy floral aroma to round all of the different components together. There is a lot going on here in this perfume, and many wearers will find it rather heavy and perhaps a little too intense for their liking. Whilst I usually enjoy perfumes that offer something strong and compelling, I found this one a little too invasive for my senses.


Lush describe Never Ever Om as having a sultana-esque core, which at first I found a little confusing. While I couldn't smell anything that even vaguely reminded me of sultanas at first, I have come to recognise that there is something sweet like maple syrup, which has been combined with the bitterness of some sort of citrus fruit, which I think is what Lush means by this description.

What is great about the perfume is that it stays on the skin for a good 5-6 hours; constantly evolving throughout the day so that at different times you'll experience a whole array of different notes. I found after it had settled down quite a bit, that the warmth of both the patchouli and the orange flower absolute were the most prominent layers. 

Quantitative Ingredients: DRF Alcohol, Perfume, Patchouli Oil, *Limonene, Osmanthus Absolute, Orange Flower Absolute, Tonka Absolute, Fenugreek Absolute, *Anise Alcohol, *Citral, *Citronellol, *Coumarin, *Farnesol, *Geraniol, *Linalool.

Vegan?: Yes.

2019 Price: £75 for 30ml.

Year Of Original Release: 2019.