Fragrance Is My Specialist Subject—These New Perfumes Will Be Future Icons
Shopping for a new fragrance? Explore our roundup of the best new perfumes to spritz into winter.
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 on a bad day, one spritz of my most-complimented fragrance makes me feel a little better.
Now that the winter weather has arrived, lots of brands are launching perfumes perfect for November 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 weeks.
I've included my top picks below, and trust me when I say that these scents are not to be missed. From classic scents reimagined to new luxury perfumes, keep scrolling for the best new perfume launches, and get ready to take your fragrance collection to the next level this season.
7 Best New Perfume Launches for Winter
1. Merit New Wave
Key notes: Pink pepper, angelica seed, orange flower, ylang-ylang, honey floral accord, benzoin, labdanum, olibanum, patchouli heart, ambroxan, musk, cypriol, vetiver, tobacco accord, cedarwood heart, oakwood, vanilla bean, tonka bean
Team Who What Wear UK couldn't get enough of Merit's first perfume, Retrospect. But this month, the brand has launched its second fragrance, and although it's totally different to the OG scent, it's just as captivating. It's warm and rich, with amber notes adding impressive depth. However, pink pepper and orange flower lift the fragrance, making it incredibly wearable (but just as punchy).
2. M&S Studio Aura Ambrette
Key notes: Iso E Super, ambrette, sandalwood
M&S just launched a new fragrance range, and honestly, each scent smells way more expensive than the £23 price tag. My favourite is Aura Ambrette, a smooth, warm skin scent that is perfect for this time of year. It's like the olfactory equivalent of a cosy cashmere jumper.
3. Byredo Havana Tonka
Key notes: Bergamot, rum, pink peppercorn, crème brûlée, tobacco leaves, violet, cashmere woods, white suede, musks, tonka bean, patchouli, benzoin resinoid
Speaking of cosy perfumes for this time of year, let me introduce you to Havana Tonka from Byredo. If you've read our guide to the best vanilla perfumes, you'll know this sits at the very top. "I'm seriously so addicted to this enveloping mix of bergamot, tobacco, patchouli and vanilla," says freelance beauty editor Grace Day. "Plus, because it's a perfume extract, rather than an eau de parfum or eau de toilette, it's incredibly potent and lasting—I find this lingers for days on my hair and clothes."
4. Penhaligon's The Manoeuvres of the Baroness
Key notes: Orange blossom, Chantilly, sandalwood
I can't believe I'm saying this, but I think this might be my favourite Penhaligon's perfume of all time (and trust me, I have tried a lot). It's smooth and creamy yet incredibly captivating. Whilst sandalwood envelops the senses in its warming embrace, orange blossom adds a sweet, clean, sparkling aroma that keeps you coming back for more.
5. Carolina Herrera Good Girl Crystal Class Collector’s Edition
Key notes: Jasmine, tuberose, tonka bean
Is it too early to start thinking about Christmas presents? My best friend is a huge fan of Carolina Herrera's iconic Good Girl fragrance, so I plan on gifting her this incredible collector's bottle for the festive season.
6. Hermes Ginseng Biloba
Key notes: Ginseng root, ginkgo biloba
If warm, vanilla-based perfumes aren't your vibe, Hermes' new fragrance, Ginseng Biloba, might be your cup of tea. A refreshing take on an autumn fragrance, this scent is fresh, woody and uplifting, with a luminous blend of ginseng root and ginkgo biloba. Whenever I spritz it, I feel instantly grounded.
7. Phlur Heavy Cream
Key notes: Lemon, vanilla mousse, orange flower, white orchid, tiare flower, amber woods, creamy musk
My fragrance choices will often flip between a fresh, earthy scent and a gourmand perfume that smells good enough to eat—case in point: Phlur Heavy Cream. I bought the body mist version a while ago, but found it didn't last very long, so I was delighted to see the brand has now created an eau de parfum. A whipped, creamy, sugary delight, I can see this being my festive scent of choice.
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.
