Visit the Who Is Elijah website
Who Is Elijah is an Australian fragrance brand that has been making a louder UK entrance, with its own UK-facing site and stockists including familiar beauty retailers. The pitch is modern, genderless, minimalist perfume: neat bottles, direct scent names and a more social-media-native feel than the old department-store counter shuffle.
That makes it an interesting one for UK shoppers who keep seeing the name and wonder whether it is genuinely worth exploring, or whether Piglington should gently place the discovery set back on the shelf and go for a contemplative trot elsewhere.
What Who Is Elijah sells
The range is built around eau de parfum scents, with travel sizes, 50ml bottles, larger bottles and discovery-style sampling options appearing across the brand and its retail partners. On the UK site, prices are shown in pounds, with smaller formats starting from around the impulse-but-still-considered end of fragrance shopping and full bottles sitting in premium gift territory.
The brand describes its fragrances as minimalist, ethical and long lasting, and presents them as scents for any gender. If your perfume shelf leans towards clean packaging, bold scent names and less traditional “for him” or “for her” sorting, the brand language will probably feel familiar.
Who it suits
Who Is Elijah looks best suited to shoppers who like contemporary niche-leaning fragrances but do not want the most intimidating end of the perfume world. The names, packaging and discovery-kit route make it feel approachable, especially if you are buying a gift for someone who enjoys beauty TikTok, boutique fragrance counters or newer brands with a strong visual identity.
It may also suit people who prefer to sample first. Fragrance is wildly personal: one person’s elegant skin scent is another person’s mysterious lift lobby. A discovery set or travel size is the sensible route before committing to a larger bottle, particularly if you are buying online without trying the scent on your skin.
If you are comparing beauty shopping more broadly, Gruntled has also reviewed Cult Beauty for premium beauty brands, Avon for accessible beauty and fragrance shopping and Sisley Paris UK for a more luxury direct-to-brand experience.
What to check before ordering
Start with where you are buying. The brand has a UK-facing site at whoiselijah.uk, while UK shoppers may also find selected products at retailers such as Boots, Anthropologie, Jarrolds and Beauty Bay. That matters because delivery times, returns rules, stock availability, promotions and customer service all depend on the retailer taking your payment.
Beauty returns are also stricter than ordinary fashion returns once a product has been opened or used. Before ordering, check the current returns page for the exact seller, especially if it is a gift or you are buying a scent blind. Perfume is not the place to assume you can casually return a sprayed bottle because it turned unexpectedly theatrical after lunch.
It is also worth checking bottle size carefully. Some shoppers compare price by bottle, but fragrance value makes more sense by millilitres, how often you will wear it, and whether the scent lasts well enough on your skin to justify the spend.
Customer feedback watch-outs
There is mixed customer chatter around Who Is Elijah online. The official positioning is polished, and the UK stockist presence helps with confidence, but Trustpilot feedback for the Australian domain has recently shown a small number of reviews and a low overall score, with complaints around delivery, communication and scent performance. That does not prove every UK order will have the same experience, but it is enough to make careful checkout choices sensible.
For cautious shoppers, buying through a UK retailer with clear delivery and returns processes may feel more comfortable than ordering internationally or through a route you have not used before. Check the seller, not just the brand name on the bottle.
Price and value
Who Is Elijah is not a cheap fragrance punt, but it is not priced like the most rarefied niche houses either. The value question is whether you like the scent enough, whether it lasts on you, and whether the brand’s modern, unisex style feels special rather than merely tidy.
A discovery set is the most Gruntled-friendly way in. It turns the decision from “will this £80-ish bottle suit me?” into “which of these actually earns a place on the shelf?” That is a calmer way to shop, and calm is welcome when perfume marketing starts whispering things about signature scents and destiny.
Any drawbacks?
The main drawback is blind-buy risk. Who Is Elijah’s presentation is clear and attractive, but fragrance notes only tell part of the story. Skin chemistry, projection and personal taste matter, so a scent that sounds perfect online can still land awkwardly in real life.
The second watch-out is stockist variation. If a product is sold by multiple UK retailers, the best route may change depending on price, delivery threshold, loyalty points, returns rules and whether you want click and collect. Do a quick comparison before checking out.
Gruntled verdict
Who Is Elijah is worth a look if you want a modern, genderless fragrance brand with a polished visual style and UK shopping routes. It is especially interesting for discovery-set shoppers, gift buyers and perfume fans who like newer names without diving straight into the deepest niche-fragrance pond.
The sensible approach is to sample first, buy from the retailer whose delivery and returns terms suit you best, and treat online hype as seasoning rather than the whole meal. Do that, and Who Is Elijah could be a pleasing sniffing expedition rather than an expensive guess in a very handsome bottle.