The Perfume Shop has partnered with micro-donation charity, Pennies, to allow customers to top up purchases to support good causes at the point of sale.

The move, which rolls out nationally following a trial in selected stores, will support Alzheimer’s Research UK, the country’s leading dementia research charity that helps accelerate progress towards a cure for dementia.

Presented at the tills on Pin Entry Devices (PEDs), Pennies’ micro-donation technology enables shoppers to add £1 to their transactions when paying by card, with donations going directly to the charity.

“We’re incredibly proud to introduce Pennies across our stores and to make it even easier for our customers to support causes that matter,” said Gill Smith, MD at The Perfume Shop. “By partnering with Pennies, we can turn small change into a powerful force for good.”

“The Perfume Shop is a brilliant example of retail with purpose,” said Alison Hutchinson CBE, CEO of Pennies.

“We’re delighted to welcome The Perfume Shop to the Pennies family. Micro-donations may be small, but together they create extraordinary impact.”

Last week, Pennies said it would mark a decade-long partnership with the Retail Technology Show (RTS) when it returns as the official Gold Charity Partner of retail’s flagship event (22 & 23 April 2026, London ExCeL).

During Pennies and RTS’ 10 year partnership, the charity has enabled more than 275million micro-donations, raising £65million+ for good causes, which have supported over 980 charitable organisations.