A business partnership which has just launched the hottest perfume on the market has its roots in the East End of London.

The home of the Shard, the Tower of London and just north of the River Thames was also the home for two East End families who were oblivious to what the future would hold for two of their children.

The East End is always full of characters and the Cohen and Hall families knew each other well in the Vallance Road in Bethnal Green. So the connection was already strong.

Years down the road, many of the East End locals started dispersing to the ‘outer regions’ of Essex and Surrey, but not the Cohens and Hall families – they both moved to Spain and very soon the old East End ties were re-ignited.

Jake, son of the Halls, and Clio, the Cohens’ daughter, both went to school in Spain and after leaving Jake got into the rag trade while Clio moved into cosmetics and fashion. It was already in the blood as Jake’s dad NAME HERE was big in the fashion business in Oxford Street while Clio’s dad Stu was involved in the perfume business while living for several years near Éze and in Grasse on the French Rivera.

Jake Hall went on to become a big star in the reality show ‘The Only Way is Essex’ while Clio was busy working
in her own cosmetics business.

After leaving TOWIE, Jake set up his own fashion business Prevu and spoke to Clio to ask her to provide a top line fragrance for his own range and also for brands being launched by his reality star mates Pete Wicks (Hermano) and Jack Fincham (Rey).
But Clio was too busy to be able to help out so called on her father Stu to step in.
And that is how the East End became the home of the most sizzling perfume launch for years with the fragrance é2.