Fragrance Is My Specialist Subject—These New Perfumes Will Be Future Icons
Shopping for a new fragrance? Explore our round-up of the best new perfumes to spritz into the new season.


As a beauty editor, I often get asked what my favourite part of my job is. Although there are so many things I could say, one thing I love more than anything else is getting to write about fragrances daily. I've been obsessed with trying the best perfumes for as long as I can remember, as there's something so transformative about wearing a new scent. Even if I'm having a bad day, one spritz of my most-complimented fragrance has the power to make me feel that little bit better.
With the new season approaching, lots of brands are bringing out autumnal perfumes that are perfect for September and beyond. My inbox is nearly full of press releases, and my desk is overflowing with samples, so I've been spending the last week sorting through everything and selecting the standout fragrance launches from the past few months.
I've included my top picks below, and trust me when I say that these scents are not to be missed. From brand new luxury fragrances to affordable perfumes, keep on scrolling for the best new perfume launches from the last couple of months, and get ready to take your fragrance collection to the next level this September...
6 of the Best New Perfume Launches for Autumn 2025
- Best statement perfume: Jo Malone London Amber Labdanum Cologne Intense
- Best sweet perfume: Dior Miss Dior Essence
- Best oud perfume: Tom Ford Oud Voyager
- Best fresh perfume: Phlur Mrs Smith Hair and Body Mist
1. Jo Malone London Amber Labdanum Cologne Intense
Key notes: Bitter orange, labdanum, amber
New from Jo Malone London is the perfect autumn scent. This is a statement fragrance, so it's not for the faint-hearted, but if you want to turn heads, then this might be for you. Bitter orange blends with warming amber, smooth vanilla and woody oak for a deep, rich finish that has me dreaming of cosy, darker evenings.
Beauty editor, Eleanor Vousden, is also a fan. "This fragrance is warm, glowing, a little smoky and reminds me of sitting next to a fire pit at golden hour as the sun slowly descends below the horizon, the sky a smouldering amber as you sip a cocktail. It's absolutely divine and impressively long-lasting. It's a great scent to take you through summer evenings and into autumn and winter to feel like you've wrapped yourself in cashmere."
2. Givenchy L’Interdit
Key notes: Bitter almond, orange blossom, tuberose, sambac jasmine, mimosa absolute
I'm a huge fan of Givenchy's original L'Interdit fragrance, so when I heard that the brand was launching a new iteration of the scent, I was immediately intrigued. Another ideal perfume for autumn, this floral, woody concoction is infused with a bitter almond essence, giving it a distinct finish. It's warm, sensual, sophisticated and everything you'd want in a luxury fragrance. I'm reserving this one for date nights only.
3. Tom Ford Oud Voyager
Key notes: Geranium absolute, red peony, osmanthus, oud, cypriol
I don't usually gravitate toward oud fragrances; however, this new launch from Tom Ford is an exception. It's that good. Yes, it has that warm muskiness that many oud fragrances feature, but the addition of a fresh red peony accord lifts the scent, making it feel beautifully floral and captivating. If you find typical oud scents a bit too heavy, I encourage you to give this a try.
4. Balmain Cuir Élysées
Key notes: Leather, raspberry, sandalwood, jasmine, rose
If a transitional fragrance is what you're after, let me introduce you to Balmain's Cuir Élysées perfume. Like slipping on your favourite leather jacket, it's rich, deep and expensive-smelling, with notes of sweet, juicy raspberry cutting through to add a playful touch. It's a complex scent that will carry you into the end of summer and the start of autumn with ease.
5. Dior Miss Dior Essence
Key notes: Elderflower, blackberry accord, jasmine, oak
Speaking of playful fragrances, Dior's newest lineup in the Miss Dior range is not to be missed. This fragrance manages to make a statement while remaining deliciously fruity and fresh on the skin. It's more intense than other Miss Dior scents, with these striking gourmand notes that make you want to become your most fun and flirtatious self. Whenever I spritz this, I immediately have a spring in my step.
6. Phlur Mrs Smith Hair and Body Mist
Key notes: Granny Smith apple, pear, violet, watermelon, praline, musk
As much as I love a designer perfume, sometimes you can't go wrong with a good old-fashioned body mist. Case in point, this new scent from Phlur. Centred around notes of Granny Smith apple, it's crunchy and fresh, like walking through crisp autumn leaves on a bright, sunny morning. No, it doesn't last as long as an eau de parfum, but it's so easy to top up throughout the day.
Shop the Best Perfume Launches From Earlier in the Year:
Jo Malone London Raspberry Ripple
Inspired by raspberry ripple ice cream, this fragrance smells almost good enough to eat. Although it has a sweet, gourmand base, it's also incredibly sharp and tangy thanks to notes of blackcurrant and raspberry.
The addition of white musk adds a smooth, soft and sophisticated element to the scent, and takes this playful perfume to a whole new level.
Penhaligon's Daphne Bouquet
Created in collaboration with Highgrove Gardens, British perfume house Penhaligon's has created the ultimate scent to embody the scenic gardens which surround the home of Their Majesties King Charles III and Queen Camilla. As you can imagine, this is an incredibly sophisticated floral scent that pays tribute to the daphne flower, known to blossom in the very garden that inspired the fragrance.
Beauty director Shannon Lawlor is a huge fan of this one. "Daphne Bouquet is, without question, the most sublime floral perfume launch that has come across my desk in many months (if not years). One spray first thing in the morning has me wafting the aroma of blossom with every step I take all day. It smells inexplicably fresh and happy, but it lingers on the skin in a way that makes it very clear that it's a scent worth a lot of money," she says.
Orebella Blooming Fire
If you're squeezing in one more holiday before the summer ends and you're on the lookout for a new fragrance, look no further, as Bella Hadid's perfume line Orebella has launched in the UK, and Blooming Fire is a warm, solar scent that gives me all of the vacation vibes.
It has a tropical feel with a slight hint of sun cream that takes me back to days spent on the beach with a pina colada in hand. That being said, the interesting thing about this scent is that it's quite complex, and once it settles on the skin, you are met with a base of jasmine and patchouli, which adds this rich, decadent, luxurious element that is totally unexpected.
Acqua di Parma Mirto di Panarea Summer Edition
Who What Wear UK editors are currently loving Acqua Di Parma fragrances, and the newest bottle addition to the Blu Mediterraneo lineup is not to be missed. Designed to capture the spirit of a carefree Italian summer, Mirto Di Panarea is incredibly fresh and lively, thanks to zesty notes of lemon and Calabrian bergamot. And now there is this limited-edition, summery bottle design—it's basically a work of art.
"Mirto Di Panarea has long been one of my favourite summer scents. It has a sherbety, citrus zing, but combined with velvety white florals, it becomes a creamy concoction of sunshine on the skin. And this limited-edition bottle? It plants a smile on my face every morning," says Lawlor.
Kilian Paris Princess Eau Fraiche
Kilian Paris has had some standout fragrance launches this summer (Sunkissed Goddess is a personal favourite of mine), but lately I can't get enough of Princess Eau Fraiche.
A playful iteration of the brand's Princess perfume, this scent features light, refreshing notes that make it a joy to wear in the warmer months. Zesty bergamot mingles with powdery marshmallow, and whenever I spritz it, I think of those fizzy, lemon sherbet sweets that I used to buy from the corner shop after school.
Glossier Hair & Body Spritz Sandstone
Whenever Glossier releases a new scent, I am always intrigued to see whether I will like it as much as the brand's original You fragrance (arguably one of the best Glossier perfumes). While that particular scent will always be a mainstay in my collection, the brand's new Sandstone Hair & Body Spritz is a gorgeous addition to my perfume wardrobe for the end of summer.
A far cry from my usual gourmand scents, this fragrance is fresh and herbaceous, with notes of clary sage and fig leaf adding to the green, earthy aroma. To me, it feels incredibly calming and has a spa-like quality that I can't get enough of.
Byredo Rodeo
This launch from the cool-girl fragrance brand, Byredo, has had everyone in the office talking. As the name suggests, the scent is inspired by the thrill of the rodeo, and is built around this leather accord that reminds me of horse saddles and riding boots.
While leather and tobacco were the first notes I picked up on, our beauty director first commented on the sweet, powdery violet when she spritzed it on her skin. In my opinion, a great perfume can smell different on everyone and become a total conversation starter, and that's just what this fragrance has done for team Who What Wear UK.
Fendi Eaux d'Artifice
If you're into fresh, aquatic scents, let me introduce you to Fendi's latest perfume launch. Not only is the bottle a work of art, but the scent itself is bound to turn heads.
The fragrance is a tribute to Rome and the magical Trevi Fountain at night. It has a mineral-aquatic accord that reminds me of coins splashing into the water, while a hint of musk adds this sensual edge that feels like moonlight dancing on the marble stone.

Grace Lindsay is the junior beauty editor at Who What Wear UK. At the age of 18 she decided to train as a makeup artist before going on to study english and media at Goldsmiths University. It was during that time that she explored her love for journalism by interning at a small beauty start-up based in Shoreditch. Since then, she has worked at a number of publications including Marie Claire and Hello!, where her love for all things beauty continued to grow.
As Who What Wear UK's junior beauty editor, she covers everything from the latest hair trends to the stand-out makeup products of the season.
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