H&M is my go-to store for a lot of things. From chic linen shirts to elevated summer basics and even stylish homeware, I'm a big fan. However, one thing I didn't think I'd be buying from H&M was perfumes.
As a beauty editor, I've become a bit of a fragrance snob over the years and have built up an impressive collection of luxury perfumes that I love to wear on repeat. That being said, I've noticed more and more high street shops bringing out their own fragrances, and some of them smell seriously expensive. From Zara, & Other Stories and Marks and Spencer, you definitely don't need to spend a fortune these days in order to smell good.
If you didn't know, H&M has just released a new range of perfumes, and all of them are under £10. There are eight fragrances in the collection, ranging from gourmand scents to fresh florals. I was so intrigued to give them a go that I headed straight down to my local H&M store to try every single perfume out for myself. Keep on scrolling for my honest review...
A Beauty Editor's Review of H&M's Brand New Perfumes
1. Fearless Optimist
Key notes: Pistachio, sea salt, candy apple, white flowers, salted caramel, sandalwood, musk and praline
Rating: 8/10
The first scent I tried was Fearless Optimist, and I immediately text my friend telling her to buy it for her upcoming holiday. This is one of the best affordable summer perfumes I have tried. It is really sweet, so if you don't like gourmand scents, then this probably isn't for you, but if you want a perfume that reminds you of sipping cocktails on a sun-soaked getaway, then I highly recommend adding it to basket. With notes of pistachio, caramel and praline, this fragrance smells almost good enough to eat.
2. Adventure Seeker
Key notes: Black pepper, bergamot, tobacco, jasmine, leather, sandalwood, amber, cedarwood, musk and milky accord
Rating: 10/10
One of my personal favourites is Adventure Seeker. This fresh, woody scent is definitely giving some of my luxury alternatives a run for their money. At first you are hit with spicy black pepper and fresh bergamot, but once the fragrance settles on the skin, notes of amber and musk become more and more noticeable. This one gets 10/10 from me.
3. Chic Socialite
Key notes: Bergamot, orange blossom, jasmine, honeysuckle, marshmallow, vanilla and cotton candy
Rating: 8/10
Another expensive-smelling option is Chic Socialite. This is a modern take on a fresh, floral scent. It still has a powdery base, but hints of marshmallow and cotton candy make this a lot more fun and playful. I could see myself reaching for this on a daily basis.
4. Modern Minimalist
Key notes: Cotton flower, eucalyptus, citrus, jasmine, rose, lily of the valley, amber and cashmere wood
Rating: 9/10
If you like fragrances such as Maison Margiela's Lazy Sunday Morning and Byredo's Mojave Ghost, then you will love this H&M perfume. It honestly smells just like fresh laundry, with a delicate scent that you'll want to spritz over and over again. Because the notes are on the lighter side, you might find yourself having to top up your fragrance throughout the day, but for just £9 I really can't complain.
5. Creative Visionary
Key notes: Coconut water, guava. tiare, violet, patchouli and vanilla
Rating: 7/10
I like to think of Creative Visionary as a grown-up version of those summery body sprays we all used to wear. It has a ripe, fruity base that bursts into the skin, and hints of coconut water will instantly transport you to sunnier skies.
Key notes: Pear, bergamot, orange blossom, jasmine, patchouli, vanilla and amber
Rating: 8/10
On the website, this perfume is described a floral fragrance, but in my opinion it's a lot fruitier thanks to notes of ripe, juicy pear. The florals definitely make their way through over time, along with warming amber and vanilla. I couldn't really imagine anyone not liking this delicious scent.
6. Social Butterfly
Key notes: Honeysuckle, apple blossom, lemon, mandarin, vanilla, ylang ylang, caramel and cashmere wood
Rating: 7/10
Social Butterfly is a beautiful concoction of notes that is bound to earn you compliments. Think sweet honeysuckle, juicy apple, fresh lemon and smooth caramel. One word: yum.
Why Trust Us?
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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