Perfume shopping can often feel overwhelming, with a constant influx of fragrances gracing both physical and virtual shelves. Each new launch boasts captivating ad campaigns (yes, Jo Malone, I’m looking at you!), charming bottles (hello, Glossier), and, most importantly, truly incredible scents.
So, how does one navigate this aromatic labyrinth to select the perfect perfume?
Unearthing Your Ideal Scent
Deconstruct Your Favorites
Begin by taking stock of your most cherished perfumes. Dedicate a little time to researching their key notes (if you’re unsure where to start, fragrantica.com offers excellent, beginner-friendly scent breakdowns). Do you notice any recurring themes? Perhaps a fondness for figs? Or a particular affinity for patchouli? (We’re right there with you!). These are the very notes you’ll want to seek out when hunting for your next fragrance purchase.
Embrace Discovery Kits
Many reputable brands, including names like Jo Malone, Penhaligon’s, and Diptyque, offer curated sets containing miniature versions of their most beloved scents.1 Investing in one of these kits virtually guarantees you’ll stumble upon your next favorite (or even several!).
Identify Your Scent Tribe
No, this isn’t a subtle nudge towards genealogy; I’m referring to your preferred fragrance family. Most scent ‘families’ are characterized by a dominant accord they share. This can range from woody to floral, aromatic to sweet. Pinpointing your favorite family will significantly streamline your search. For example, if you lean towards light, fresh fragrances, exploring the citrus or floral families would be a wise choice. A prime illustration is Jo Malone London’s best-selling English Pear & Freesia Cologne, which delivers a crisp aroma of—you guessed it—pears and patchouli.2
If you prefer something with a touch more sweetness, take inspiration from Rihanna and explore one of her reputed favorites: Kilian’s Love Don’t Be Shy Eau de Parfum. This fragrance is laden with sweet floral top notes of orange blossom and neroli, underpinned by a base of creamy musk, vanilla, and caramel. Delicious, isn’t it?
Alternatively, if your aim is to make a bolder statement with your scent, a rich oriental oud or a spice-infused fragrance could be your ideal path. Tom Ford’s cult classic Black Orchid for women features hints of bitter chocolate, spices, and vetiver.
A Glimpse at Our Top Picks
- Best affordable perfume: Le Monde Gourmand Crème Vanille Eau de Parfum 30ml – £24 at LookFantastic3
- Best summer holiday perfume: Juliette Has A Gun Miami Shake Eau de Parfum – £100 at Space NK
- Best spicy summer perfume: Sol de Janeiro Cheirosa ’62 Perfume – £66.30 at Sephora
- Best rose perfume: PHLUR Rose Whip Eau De Parfum – £99 at Space NK
- Best floral fruity evening perfume: Armani Si Passione Eclat Eau de Parfum – 50ml – £57 at LookFantastic
Tailor Your Desired Intensity
Let’s be honest, the world of perfumes can seem perplexing, but once you grasp a few key facts, you’ll navigate online options with ease. Generally, fragrances fall into one of two primary categories: eau de parfum (EDP) or eau de toilette (EDT).4 EDPs, also known as parfums, boast a higher concentration of perfume oils, whereas EDTs, or toilettes, contain less.5
So, if you desire your perfume to maintain its intensity at hour 12 just as strongly as it does in the very first second, an EDP is your go-to. However, if you prefer a lighter, more subtle fragrance that you’re comfortable with fading after a few hours, then an EDT is the better choice.
Optimal Perfume Application
The most effective way to apply your perfume is directly onto your skin. This allows the scent to interact with your unique body chemistry, resulting in a personalized fragrance. Perfumes are designed to gradually unfold on your skin, revealing different notes at various times; spraying solely onto your clothes won’t achieve this nuanced effect.6 (However, for maximum longevity, combining both skin and clothing application is often recommended).
Experts suggest spritzing onto your pulse points (such as wrists, chest, neck, or even the inside of your elbow), but crucial advice: never rub them together. This action can disrupt the fragrance notes and alter the intended scent. Instead, simply tap your wrists together to gently distribute the liquid. For your perfume to last longer, ensure you apply it to clean, moisturised skin, which provides a better surface for the scent to adhere to.7
Spotlight on Our Favourite Fragrances
Best Affordable Perfume: Le Monde Gourmand Crème Vanille Eau de Parfum 30ml
£24 at LookFantastic
If Le Monde Gourmand isn’t on your radar yet, it absolutely should be! This brand offers a fantastic array of highly affordable scents, with their Crème Vanille Eau de Parfum (30ml) standing out. It envelops you in a sweet, comforting warmth, combining creamy apricot, soft jasmine petals, rich brown-sugar amber, and deep vanilla. We simply adore its cozy, ‘cupcake-hug’ atmosphere—it’s vegan, budget-friendly, and endlessly soothing. This is that dreamy, oft-praised bedtime scent.
But if vanilla isn’t your preference, don’t worry! They boast a full range of delightful scents that are definitely worth exploring. You can thank us later.
- Sizes: 30ml
- Notes: Apricot, jasmine, brown sugar, amber
- Scent family: Oriental floral8
- Glowing customer review: “I LOVE VANILLA! so had to try this one it didn’t disappoint. it’s a more subtle vanilla fragrance great for everyday wear without being heavy, this has now secured a slot in my gym bag!”
Best Summer Holiday Perfume: Juliette Has A Gun Miami Shake Eau de Parfum
£100 at Space NK
Gourmand lovers, pay attention, because this perfume is literally a strawberry ice cream sundae in a bottle. No, I’m not drooling, you are! And while you might expect it to be overly cloying on the skin, it’s actually a creamy, delectable blend that I simply cannot get enough of.
But here’s the delightful twist: unlike many fruity scents that tend to vanish too quickly, Miami Shake gracefully evolves into a smooth, sophisticated base of white musk and tonka bean. The outcome? A refreshing yet luxurious fragrance that doesn’t shout “summer fling” but instead whispers “forever vacation.”
- Sizes: 7.5ml, 50ml, 100ml
- Notes: Strawberry, ice cream, vanilla absolute
- Scent family: Floral fruity gourmand
- Glowing customer review: “Bought it immediately when I smelled it. I actually layer it with Phlur’s Heavy Cream and it’s so good!”
Best Spicy Summer Perfume: Sol de Janeiro Cheirosa ’62 Perfume
£66.30 at Sephora
You know how people say, “It smells like summer in a bottle”? Well, that description couldn’t be more apt for Sol de Janeiro’s Cheirosa ’62 Perfume. It carries the exact scent as their popular fragrance mist and the renowned Bum Bum Cream, but this version boasts superior longevity and a deeper, more pronounced vanilla aroma. I find it exceptionally warm and sweet—yet never cloying—making it my go-to for evening spritzes under the sun, particularly when applied over a golden tan.
- Sizes: 50ml
- Notes: Pistachio, almond, jasmine petals, vanilla, salted caramel, sandalwood
- Scent family: Warm and spicy
- Glowing Customer Review: “This has been my go-to perfume for years now, and I’ve repurchased countless times. It just smells like summer to me. I’ve never used the body mist version of this, so I can’t speak to how close it smells, but this is an easy everyday choice for me. I also get a ton of compliments about it.”
Best Rose Perfume: PHLUR Rose Whip Eau De Parfum
£99 at Space NK
In my opinion, rose often gets an undeserved bad reputation in the perfume world, frequently dismissed with the ‘old granny’ label. However, this new PHLUR fragrance is anything but old-fashioned. The rose note is vibrant yet not at all overpowering—it’s remarkably fresh and contemporary. What’s even more enchanting is how it gradually melts into a creamy, almost decadent base of vanilla and the earthy richness of sandalwood, making the fragrance feel like a comforting embrace on your skin.
- Sizes: 9.5ml, 50ml
- Notes: Pink pepper, rose, nutmeg, amber, musk
- Scent family: Oriental floral9
- Glowing customer review: “what I was looking for. I was interested in finding a floral scent but one that had other notes and more depth, this one did just that. It was perfectly floral and I really did smell the rose top note that came through in the perfume. It was quite long-lasting and would be great if layered with other fragrances. The musk and amber was a hint at the end and was not that strong”
Best Floral Fruity Evening Perfume: Armani Si Passione Eclat Eau de Parfum – 50ml
£57 at LookFantastic
As a Beauty Writer, I rigorously test countless fragrances. But the one that consistently garners the most compliments? Armani’s Si Passione. I used to be an original Si loyalist, but as I’ve matured, I’ve grown to adore the bourbon musk of its Passione iteration. It’s sophisticated, fresh, and, crucially, incredibly long-lasting.
- Sizes: 30ml, 50ml, 100ml
- Notes: Blackcurrant, calabrian bergamot, rose, white musk, bourbon vanilla
- Scent family: Floral fruity10
- Glowing customer review: “I got this as a sample to try omg I love it had to go and buy the bottle it kept its strength of fragrance all day got lots of compliments.”
Best Zesty Fresh Perfume: NOYZ Sh**ty Day Eau De Parfum (50ml)
£85 at Harrods
When I discovered that Zayn Malik was a huge fan of Noyz, I immediately sampled every single one of their scents. Since then, I’ve worn Shty Day** at least once a week (a high commendation for someone with over 150 perfumes to choose from!). It truly stands apart in my collection. Featuring a blend of crisp freshness from cucumber, eucalyptus, coconut water, and fig, alongside a powerful salty and warm foundation of cedarwood and amber. It’s light and airy, yet still retains a delightful zest.
- Size: 50ml
- Notes: Eucalyptus, coconut water, fig, salt, cucumber, amber, cedarwood
- Scent family: Oriental
- Glowing customer review: “This aromatic amber vanilla scent is GOOD! Given the notes I didn’t think I would enjoy this scent as much as I do! My husband and myself can’t get enough of this one.”
Best Powdery Floral Perfume: PARFUMS DE MARLY Delina eau de parfum 75ml
£75 at Selfridges
Walk into a room wearing Delina and someone is almost certainly going to notice you, because its sillage (the scent trail a perfume leaves) is incredibly potent. When I have a significant work event and want to make a strong impression, I always spritz a little Delina on my wrists and behind my ears. The powdery, musky scent—accentuated with rose—makes me feel empowered and confident.
- Sizes: 30ml, 75ml
- Notes: Peony, rhubarb, lychee, Turkish rose, musk, cashmeran, vetiver
- Scent family: Oriental
- Glowing customer review: “I’m a flight attendant, and I get complimented on this perfume at least 3-4 times a day. It’s soft and clean. One of the nicest perfumes you can own.”
Best Overall Evening Perfume: Yves Saint Laurent Black Opium Eau de Parfum 30ml
£53.60 at LookFantastic
YSL’s Black Opium has solidified its place as one of the world’s most beloved perfumes, and its appeal is undeniable.11 The creamy notes of coffee and vanilla provide a non-sickly sweetness that evolves into a dry, white floral scent, ultimately revealing base notes of musk and patchouli. It’s uniquely alluring and incredibly more-ish; this one will undoubtedly become your most-reached-for fragrance in your collection.
- Sizes: 30ml, 50ml, 90ml, 150ml
- Notes: Pear, pink pepper, orange blossom, coffee, jasmine, bitter almond, liquorice, vanilla, patchouli, cashmere wood, cedar
- Scent family: Oriental vanilla
- Glowing customer review: “since i 1st got this perfume i absolutely loved the smell but this time my daughter robbed some of mine and so i got her a bottle for birthday she loves it now.”
Best Celeb-Loved Perfume: Kilian Love Don’t Be Shy Eau de Parfum 50ml
£225 at Cult Beauty
According to numerous media reports, Rihanna’s preferred scent is Kilian Love, Don’t Be Shy.12 It’s generously infused with sweet floral top notes of orange blossom and neroli, complemented by a base of creamy musk, vanilla, and caramel. Delicious, wouldn’t you agree?
- Sizes: 50ml, 100ml
- Notes: Neroli, bergamot, pink pepper, coriander, orange blossom, honeysuckle, jasmine, iris, rose, marshmallow, sugar, vanilla, caramel, musk, civet, labdanum
- Scent family: Oriental
- Glowing customer review: “I was eyeing this perfume for so long but couldn’t convince myself to get the full bottle. Travel size to the rescue – i use it ALL the time and you really only need 1.5 sprays its so powerful so the small bottle will last you ages. Scent wise, it’s not for everyone – it reminds me of scented makeup from claires and I LOVE IT. It’s not as gourmand as people are saying but it’s sweet for sure. GREAT for dates, get loads of compliments.”
Best Splurge Perfume: Penhaligons Empressa
£215 at penhaligons.com
Founded in the 1800s, Penhaligon’s boasts a formidable legacy in the perfume world, even counting Queen Victoria among its past clientele.13 And this perfume is certainly fit for royalty, opening with a burst of citrus scents (peach, bergamot, mandarin) that gracefully blend and dry down to reveal a long-lasting musky vanilla. Overall, this is an amber floral fragrance that is guaranteed to elicit numerous compliments—and who doesn’t appreciate being told they smell wonderful?
- Sizes: 10ml, 30ml, 100ml
- Notes: Blood orange, peach, bergamot, rose, neroli, geranium, patchouli, musk, vanilla, sandalwood
- Scent family: Oriental floral14
- Glowing customer review: “This summoned feelings of being in my favourite city. The scent only elevates opulent vibes. Such a pretty scent but leaves an air of class and confidence. Absolutely love it. Lasted all day, little went far. Couple of compliments which always perk up your day.”
Best Floral Woody Perfume: Glossier You
£62 at Glossier
Let’s pause to appreciate the sheer charm of this pink Glossier fragrance… The ergonomically designed bottle features a unique thumb-print indentation, allowing the fragrance to rest perfectly in your hand. Described by the brand as a ‘your skin but better’ scent, it carries subtle notes of Ambrette and Musk, creating a comforting and familiar aroma.
- Sizes: 8ml, 50ml, 100ml
- Notes: Iris root, pink pepper, ambrette, ambrox, musk
- Scent family: Floral, woody15
- Glowing customer review: “This is the kind of perfume that I want to wear to sleep it smells so good. The description is perfectly accurate, it smells a bit different on everyone’s skin, but no matter what’ it is warm, fresh, and slightly spicy. The balance of warm and fresh notes makes this my signature scent for all seasons. I am complimented almost daily on how good this perfume smells… I just love it. GET IT.”
Best Skin Scent Perfume: DedCool Xtra Milk Eau De Parfum
£71 at Space NK
If you’re not yet acquainted with DedCool, now’s the time. This US-originating brand has recently expanded into the UK market, setting up shop in Space NK’s physical and online stores. And to say we’re thrilled would be an understatement! Arguably, Xtra Milk is the brand’s most viral fragrance for its musky, genderless aroma, crafted with a variety of certified organic extracts. It’s ideal for those seeking a fresh waft of ‘your skin but better’ and evokes the comforting sensation of clean, fluffy, pillowy sheets.
- Sizes: 15ml, 50ml
- Notes: Bergamot, white musk, amber
- Scent family: Fresh
- Glowing customer review: “This brand took me by surprise! I bought it because of the hype on tik tok and didn’t expect much. I was completely blown away by the scent. It’s warm, musky, fresh and inoffensive. It smells like a hug from a dear friend or as if you are wrapped in a cashmere sweater. Super long lasting too and gets more intense when sweating. I did not find it to be oily at all. Just amazing”
Best Fruity Perfume: Jo Malone London English Pear & Freesia Cologne 100ml
£118 at Cult Beauty
Recall those fruity scents you might have worn in your youth: sweet, citrusy, and, dare I say, headache-inducing (I’m looking at you, Nicki Minaj perfumes). Well, you’ll be pleased to know that while it features fruity notes, this Jo Malone scent is incredibly sophisticated. Upon application, you’re immediately greeted with the aroma of fresh pears. It is, quite simply, the most elegant scent profile imaginable. Unsure if this Jo Malone perfume is for you? Then head over to our foolproof guide to the very best scents from the brand, found here.
- Sizes: 30ml, 50ml, 100ml
- Notes: Pear, melon, freesia, rose, musk, patchouli, rhubarb, amber16
- Scent family: Fruity
- Glowing customer review: “I’m really picky with scents as I hate sweet scents but all the fresh ones I can find smell like cleaner or don’t last at all! This one is finally what I was after. It’s clean and feminine and fresh but has lasting power and gets compliments. Of course beautiful packaging etc as expected from Jo Malone.”
Best Celeb-Brand Perfume: Fenty Eau de Parfum 30ml
£54 at Sephora
You might assume that smelling like roses leans more towards ‘grandma’ than ‘glam’, but Riri has achieved the impossible, transforming this classic fragrance note into something utterly sexy.
The warm scent is a captivating cocktail of Bulgarian rose, tangerine, and musk that masterfully balances both spicy and sweet elements. Essentially, it just oozes sexiness. I mean, Rihanna has been voted the best-smelling celebrity for a reason, right?
- Sizes: 30ml, 75ml
- Notes: Blueberry, tangerine, Bulgarian rose, geranium, magnolia, patchouli, musk.
- Scent family: Chypre floral
- Glowing customer review: “A nice surprise! I received this as a sample with an order, and I really like this! I get the blueberry and juicy tangerine and musk; but the note that really pulls on my skin is the rose and geranium, and I really enjoy it! I think it’s a beautiful scent and it lasts forever on my skin!”
Best Earthy Perfume: Maison Margiela Replica When The Rain Stops Eau de Toilette 30ml
£60 at Cult Beauty
Sharp, impactful greens and aquatic water notes are gracefully softened by hints of floral elements from Turkish Rose and Jasmine. The base notes of Moss, Pine Tree, and Patchouli provide a warm, earthy, comforting scent during the dry down.
- Sizes: 30ml, 100ml
- Notes: Green notes, bergamot, pink pepper, Turkish rose, jasmine, pine tree, moss, patchouli
- Scent family: Aromatic aquatic
- Glowing customer review: “I get compliments every time I wear this. It is such a unique scent and really smells like being out in a field when it’s raining. Love it.”
Best Unisex Perfume: Le Labo SANTAL 33 Eau de Parfum 50ml
£170 at Cult Beauty
The fragrance that truly needs no introduction, Le Labo’s cult Santal 33 is so immediately recognizable that you’ll notice it the moment someone wearing it enters a room. Musky and masculine, its concept draws from the memory of an old Marlboro advertisement, which lends it a perfect spicy kick. Cardamom, ambrox, violet, and iris seamlessly bring the entire composition together—it is, without a doubt, one of the most exquisite scents we have ever encountered.
- Sizes: 15ml, 50ml, 100ml, 500ml
- Notes: Violet accord, cardamom, iris, papyrus, ambrox, cedarwood, leather, sandalwood
- Scent family: Woody
- Glowing customer review: “You can smell this from a football field and it’s one to remember”
Best Long-Lasting Perfume: Lancôme La Vie est Belle Eau de Parfum 30ml
£53.60 at LookFantastic
Yes, you read that correctly—Julia Roberts is the face of this effervescent iris fragrance. And not only is it celebrity-approved, but its layered notes of sensual vanilla also make it my personal favorite.
- Sizes: 30ml, 50ml, 75ml
- Notes: Black currant, pear, iris, jasmine, orange blossom, praline, vanilla, patchouli, tonka bean
- Scent family: Floral, fruity17
- Glowing customer review: “I got this originally as a sample in the beauty box a while back and absolutely loved it so I decided to treat myself with the 30ml spray and oh my gosh it’s amazing. Smells beautiful and lasts all day.”
Best TikTok-Viral Perfume: MAISON FRANCIS KURKDJIAN Baccarat Rouge 540 edp spray
£245 at Selfridges
Apologies if this bears unfortunate news, but everything you’ve heard about this perfume is accurate. Yes, the price is eye-watering, but you genuinely need no more than two sprays, and this sweet scent truly endures. For instance, a dress I wore for a few hours at dinner, then hung back in my wardrobe, still carries the aroma of Baccarat Rouge 540. If you’ve been on the fence, it’s time to commit.
- Sizes: 35ml, 70ml, 200ml
- Notes: Saffron, jasmine, amberwood, ambergris, hedione, fir resin, cedar, sugar, ambroxan, oakmoss
- Scent family: Oriental floral18
- Glowing customer review: “The missus loves it. And I must say I love it too! Smells amazing”
Best Fresh Floral Perfume: Versace Bright Crystal Eau de Toilette Spray 90ml
£85 at Sephora
Dare I say, this perfume is the lightest, freshest, most delightful scent in my collection. Truly, no one could smell this and find it too heavy or intense; it even incorporates an ice note, which, to me, makes this perfume smell wonderfully chilled. But the true magic lies in the blend of lotus, musk, and yuzu that completely transforms a traditional fruity floral into an aquatic, watery fresh scent.
For your information: The peony note imparts a soapy quality to this perfume, which some individuals aren’t fond of, but (!) because the rest of the scent is so beautifully rounded with warm amber and tart pomegranate, it smells far more luxurious and chic than a mere bar of soap, in my opinion. Instead, this simply gives it a clean, inviting profile.
- Sizes: 30ml, 50ml, 90ml
- Notes: Ice, pomegranate, peony, lotus, musk, amber
- Scent family: Floral fruity19
- Glowing customer review: “This one will always be my all time signature scent. This one tops most perfumes out there and is underrated. Smells super unique and the scent will stay on for the day.”
Best Aromatic Perfume: Burberry Goddess for Women Eau de Parfum 30ml
£70 at Boots
If the idea of smelling like a literal cupcake appeals to you, then you simply must try Goddess. But this isn’t just any cupcake—this is a sophisticated, French-bakery cupcake worthy of a queue extending out the door. This vanilla perfume is rich with various vanilla notes (including classic vanilla, vanilla caviar, and vanilla absolute), yet it leans into refined, chic territory with a blend of lavender, cacao, and ginger. Together, they create a grown-up gourmand that smells genuinely decadent and utterly delicious.
- Sizes: 30ml, 50ml, 100ml
- Notes: Vanilla, lavender, cacao, ginger, vanilla caviar
- Scent family: Aromatic
- Glowing customer review: “Delicious, adult vanilla. I usually go for clean scents but this one doesn’t give me a headache. This one feels flirty without being too sweet, perfect for date night.”