Perfume is peaking and we couldn’t be more pleased
Three years ago, I owned exactly two perfumes, and that was all I needed. Or so I thought. Fastforward to today and my shelves are stacked with... 108 fragrances. Did I rob Selfridges or become a hoarder? No (well, actually, no comment on the latter point). It’s just that, somewhere in the past year, perfume stopped being a predictable pressie your mum might get for your b-day and became a whole damn event.
Like with so many current beauty phenomena, we can thank social media for perfume’s now-cool-again makeover. Influencers are sharing their ‘fragrance wardrobes’ (collections of scents that are curated by mood, occasion or personal aesthetic); #PerfumeTok is a billion-view behemoth; and Gen Z is all about the ‘sillage’, which is insider speak for the scent trail a perfume leaves behind.
Traditional fragrance houses and indie brands alike have responded with new collections and innovative notes that are contributing to a whole new set of trends. Ahead is a guide to the seven big ones, plus our recommendations for the specific scents you should try right away.
TREND 1
Apologies to roses and lilies everywhere, but it’s time to move beyond the basics with weird yet shockingly pleasant aromas inspired by unconventional notes such as green bell peppers, Play-Doh (yes, that Play-Doh), coffee and Coca-Cola.
By Far Daydream of Hopscotch set, £180 for 100ml
Maison Margiela Replica Coffee Break Eau de Toilette, £58 for 30ml
D.S. & Durga Bistro Waters Eau de Parfum, £155 for 50ml
Kilian Paris Born To Be Unforgettable, £110 for 50ml
TREND 2
Give your mood aboost with an aromatherapeutic scent. These feature notes such as camomile, lavender and eucalyptus to promote zen vibes and pair perfectly with herbal tea and ajournal.
Cosmoss Sacred Mist Eau de Parfum, £125 for 100ml
Le Labo Lavande 31 Eau de Parfum, £230 for 100ml
Yves Saint Laurent Libre L’Absolu Platine, £110 for 50ml
Lush Fresh As Perfume, £55 for 100ml
Dior J’adore l’Or Essence de Parfum, £144 for 50m
TREND 3
Welcome to the corner of the fragrance biz that’s gone full foodie. Think: pistachio ice cream, almond banana bread, freshly spun candy floss and birthday cupcakes.
GUTTER CREDIT
Kayali Yum Pistachio Gelato 33 Eau de Parfum Intense, £107 for 100ml
Dior J’adore L’Or Essence de Parfum, £144 for 50ml
Sol de Janeiro Cheirosa 62 Mist, £22 for 90ml
Akro Bake Eau de Parfum, £160 for 100ml
TREND 4
Fragrance is finally having its ‘clean’ moment. Highlights include
