Contraband announced the launch of 5 PM Somewhere, a new Eau de Parfum that explores a spicy freshness in an experimental fougère oriental zone, made for the moment you check out for the day and let loose.
Ananya Birla unveiled 5 PM Somewhere, marking the launch with a spectacular light display across the Bandra-Worli Sea Link on 18th October.
5 PM Somewhere opens with bright bergamot and a spark of spice, with lavender at its heart and a warm, creamy base of coconut and tonka. Its signature is green, carried through the bottle, the cap and the car.
The fragrance is available in three Eau de Parfum sizes: 20 ml to-go at ₹1,400, 50 ml at ₹3,000 and 100 ml at ₹4,700. It can be found at Contraband doors across Parcos, Nykaa On Trend and Nykaa Luxe and Shoppers Stop, at Amaraluxe and Zephyrus Fashion stores at Lucknow, Ahmedabad, Jaipur and Mumbai airports, and online through Contraband’s direct-to-consumer store, Nykaa, Amazon, Blinkit and Zepto.
The launch comes as Contraband nears 100 premium retail doors across Parcos, Nykaa, Shoppers Stop and airport stores in Lucknow, Ahmedabad, Jaipur and Mumbai. Its biggest business is in the South, West and North, with presence growing in all three. Beyond every metro, the house is present in Pune, Lucknow, Bhopal, Guwahati, Trivandrum, Kochi, Coimbatore and Noida. Demand is strong across the metros, and Trivandrum, Kochi, Guwahati, Lucknow, Pune, Noida, Jaipur and Coimbatore are performing exceptionally well.
That growth reflects product-market fit across Contraband’s major markets. Customers are responding to its olfactive profiles, pricing and overall value, and they recognise the quality in its differentiated packaging. In stores where Contraband sits alongside luxury houses, its rank has improved month on month.
Contraband plans to double its footprint to 200 premium retail outlets by end 2027 and to launch 5–6 new fragrances next year, in response to the appetite of the Indian consumer. Strict quality and research protocols mean each launch takes close to 12 months to develop, and the house only releases fragrances it believes will raise the category in scent and quality. At the end of this year, Contraband will unveil its biggest women’s fragrance launch yet, with a surprise reveal: the house’s first Parfum.
About Contraband
Founded by businessperson and artist Ananya Birla, Contraband was launched in 2025 under Birla Cosmetics Private Limited, a beauty and personal care venture. With a vision to build a diverse portfolio of homegrown beauty brands, Birla Cosmetics is focused on creating high-quality, contemporary products that reflect evolving consumer preferences, product innovation and a commitment to excellence. Its portfolio spans fragrance with Contraband and colour cosmetics with LOVETC, reflecting its ambition to bring a fresh, contemporary perspective to India’s beauty landscape.
