If you ask me, 2026 has been an exceptional year for new fragrances. And with so many perfumes passing through the beauty cupboard, I'm up close and personal with the best of the best when it comes to luxury perfumes. I sample launches from luxury fragrance houses months before launch and test the best luxury fragrances all year round—trust me, I've done the boots-on-the-ground (or perfume-on-the-blotter) journalism.

Picking the very best luxury perfumes of 2026, however, wasn't an easy task. But after rummaging through my perfume shelves, spritzing this year's launches, studying perfume trends and charting the number of compliments each one got me, I've managed to compile my list of the best luxury fragrances that are truly worth the investment. Whether you're looking for an autumn perfume to take you through the season, or a new scent to get the compliments rolling in, scroll on for the very best luxury perfumes of 2026.

Best Luxury Perfumes 2026

• Best Overall: Byredo Future Memories
• Best Skin Fragrance: Bottega Veneta Bare Morning
• Best New Fragrance: Chanel Coco Mademoiselle Crush Absolu
• Best Vanilla Fragrance: Parfums de Marly Althaïr Exclusif
• Best Citrus: Jo Malone London Sea Salt & Bergamot

1. Byredo Future Memories

2. Bottega Veneta Beauty Bare Morning

3. Chanel Coco Mademoiselle Crush Absolu

4. Parfums de Marly Althaïr Exclusif

5. Dries Van Noten Velvet Violet

6. Maison Crivelli Musc Nurasana

7. Jo Malone London Sea Salt & Bergamot

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 some 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.

My friends. My sister. The gaggle of girls sitting at a table in a quaint bakery in Hudson, New York. The woman handing me my coat at coat check. No, this is not just a list of people I've seen at various points over the last week. These are people who have stopped me, eyes alight with curiosity, to ask what perfume I'm wearing when they catch a whiff of the subtly spicy scent dancing on my skin, clothes, and hair as of late.

As a beauty editor, I'm no stranger to pricey, dazzling perfumes and the effect that they have on dates, friends, and new acquaintances. "You smell so good!" is a common compliment in my day-to-day (not to brag, this is just the result of owning more than 100 fragrances), but never have I been stopped in stores, shops, and cafés and on the New York City sidewalk to the extent that I have when showered in this perfume. Introducing Merit's sophomore scent, New Wave L'Extrait de Parfum.

About Merit's New Wave L'Extrait de Parfum

Merit is home to some of Who What Wear beauty editors' favorite products, hands-down, and one of its newer categories is fragrance. If you're familiar with Merit's first scent, Retrospect L'Extrait de Parfum, you can toss everything you think you know about the brand's burgeoning fragrance identity out the window. The complex skin scent that editors and celebrity guest judges loved so much that it earned a 2025 WWW 100 Beauty Award couldn't be more different than its sister act—a spicy, warm, androgynous elixir that flirts with florals and was built for cold weather.

Master perfumers Dominique Ropion and Meabh McCurtin were tasked with translating a Merit mood board splashed with "bright colors and lots of movement," McCurtin tells WWW, into a powerful sensorial experience. While the name is inspired by frenzied movement, the Irish perfumer explains that it has dual meaning. On one hand, the moniker New Wave symbolizes the fragrance's wavelike progression of notes. "[It] is also an homage to the new wave art movements of the 1970s that experimented with rules of form," she explains. One look at its statuesque bottle is enough to make you see how art impacted this scent, both on a molecular and sculptural level.

On a paper perfume blotter, your first whiff may include its peppery top notes, touches of orange flower and ylang-ylang, and a delicate, powdery musk—this last note being perhaps the only thread connecting it to its fragrance forebearer. But in Merit's quest to contrast its debut parfum with this scent, McCurtin and Ropion incorporated a woodier, smokier side that steps proudly to the front when spritzed on the skin versus a paper testing strip. Labdanum, tobacco accord, cedarwood, benzoin, and vanilla bean add an alluring, animalic twist that lovers and friends can't seem to ignore.

The Wear Test

I tested this perfume for 65 days, observing how the scent transformed under the late-August sun and bloomed when the first chilly fall tendrils snaked around my skin. The scent was amplified by my body heat in the muggy summer air, turning up the warm elements that smelled nice but also slightly out of place on those last warm days. As the weather cooled off, however, the spicy accords sprang forth in an incense haze, clinging to my skin and windblown hair for up to 10 hours of noticeable wear (though it stays firmly on the fibers of your clothes until your next laundry load). This makes sense, seeing as the scent is a more potent version of your typical eau de parfum. "Since it's an extrait, which is 30% fragrance oil, it is quite concentrated and will last very long on its own," McCurtin explains. "And [it will] evolve beautifully throughout wear."

Merit looks at this fragrance as a new take on solar scents—the kind with typically sunny and warm accords, like bright florals such as ylang-ylang and warm woods such as cedarwood. Both notes are present in this fragrance, yet the addition of ambroxan, musk, tonka bean, and more takes it down a smokier path than your typical sun-drenched solar scent. "New Wave feels luminous from the outset while maintaining depth underneath," McCurtin explains. "It has an inner glow rather than the traditional freshness you find in solar fragrances."

Final Thoughts

To be honest, I wasn't sure how I felt about this scent at first. The woody profile smelled a bit domineering after that first whiff on my wrist—though admittedly, it was a hot summer's day and not when I would typically wear what I categorize as a fall and winter scent. But as I continued to spritz it, I found comfort in its spicy haze. Something about its romantic, androgynous profile felt like the arm of a lover planted firmly around me, and its tobacco- and tonka bean–twisted base gave the scent a speakeasy mystique. Still present is the bright flash of florals at the top and the soft shimmer of sparkling pink pepper—a combination that reminds me of holiday parties and roaring stone fireplaces.

In short, I now reach for this scent almost every day, especially if I have plans on the docket that call for a sophisticated outfit, and I will definitely be wearing it to glitzy city holiday parties come December. Judging by the number of people who stopped me on the way from the bathroom, on the street, or in the office to ask what perfume I was wearing, I suspect many rooms over the next few months will be shrouded in the same spice.

Is Merit's New Wave L'Extrait de Parfum worth it?

If you are on the hunt for a new fall or winter perfume and are a fan of spicy, woody, and androgynous scents, I highly recommend Merit New Wave. With a full-sized 30-milliliter bottle setting you back $92, New Wave offers a competitive price compared to most extrait de parfums on the market—which can easily soar upward of $300—and a stunning scent profile that smells much more expensive than it actually is.

My friends who never get complimented on their perfume (their words, not mine!) have told me how passersby now go out of their way to ask what scent they are wearing, and strangers have been pleasantly surprised when we tell them it's under $100. "But it smells so expensive!" one person in a coffee shop recently exclaimed when I told them the price. The bad news was that the scent was still unreleased on that day. But today, they can nab it for themselves.

Why Trust Who What Wear

At Who What Wear, we know that beauty isn't one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.

We focus on formulas that deliver, whether they're affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we'd truly recommend to our closest friends and family members.

Welcome to Who What Wear UK's Next in Beauty Awards 2026. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results.

After much testing, swatching and reviewing, we've handpicked the very best products across our skin, hair, makeup, body and nail and fragrance categories, as well as some other special accolades. These are the crème de la crème from each category that have been awarded our prestigious Best in Class status. Ahead, you'll find the top nine beauty products pioneering efficacy, innovation and real results. Join us in applauding our Best in Class winners of 2026.

Who What Wear UK Next in Beauty Awards 2026: Best in Class

Best in Class: Skin

When it comes to skincare, we're always looking for brands that combine efficacy with cutting-edge innovation. For us, that brand is SkinCeuticals, and P-Tiox Cream is a stellar example. This powerhouse moisturiser contains a patent-pending formula packed with peptides, niacinamide and lipo-hydroxy acid, and works to plump, smooth and hydrate the skin. No wonder our judges couldn't get enough.

"I was blown away by just how much difference this made to my skin," said Eleanor Hartley, medical director at Hart Medical. "[I saw] impressively visible improvements in skin quality, texture, pores and visible lines after only a week of use. My skin was fresh and hydrated without feeling heavy; the cream turns into a watery gel and feels lightweight and invisible with no residue. The INCI list is seriously strong, with some major clinical evidence behind the individual ingredients and the formulation as a whole. It is glass skin in a jar."

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Best in Class: Makeup

There are so many makeup categories that choosing a Best in Class winner can be difficult. But this year, Chanel made it easy with its Les Beiges Serum Concealer. A true skincare/makeup hybrid packed with hyaluronic acid and white camellia extract, this serum-like formula becomes one with your complexion for radiant results.

"If, like me, you adore a no-makeup makeup look, then this is the concealer you absolutely must have on your radar," says Who What Wear UK beauty director Shannon Lawlor. "It leaves skin looking healthy and glowing, and delivers just enough lightweight coverage to make you look and feel alive. I never want to be without it."

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Best in Class: Hair

We all have different hair types, so finding a product everyone loves is no mean feat. However, I haven't met anyone who hasn't fallen in love with Hersheson's Almost Everything Cream. Designed for wet or dry hair, it can condition, define curls, boost shine, smooth and more.

"Ever since this product launched, I have refused to be without it," says Shannon. "It is the single most impressive multi-tasker around—whether I want a slicked-back look, air-dried coolness, glossy curls or lived-in texture, this cream does it all."

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Best in Class: Fragrance

Fragrance is subjective; what smells good to one person might not smell good to another. But if there's one thing our expert judges agreed on, it was that Parfums de Marly Athénaïs smells amazing. It's no surprise, really, with a blend of bergamot, orange flower, jasmine sambac, vanilla and amber.

"As a fan of Parfums de Marly and the iconic Valaya fragrance, I had high hopes for this," says Who What Wear UK beauty editor Eleanor Vousden. "It's a spring-like scent and conjures the very colour of the bottle. It's bright, juicy and citrusy with an ambery-floral trail."

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Best in Class: Nails

This year, we've noticed an increased demand for at-home nail products that deliver a professional finish, and when it comes to nail tools, you can't go wrong with Navy Professional. If you're going to invest in one thing from the brand, make it the Doris Curved Manicure Pusher.

"I know several manicurists who swear by Navy Professional, and this dual-ended tool makes tidying your cuticles effortless thanks to the curved edge that gently lifts away dead skin from the nail plate, making whatever nail colour you're using apply more seamlessly and last longer," says Vousden. "Most nail tools are an eyesore, but this is a beautiful thing to have in your manicure kit, and is a delight to use."

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Best in Class: Body

2026 was definitely the year body products got a glow-up. Shower gels, lotions, deodorants... our entire bodycare routines have been elevated. The product that stood out the most? Dove's Raspberry & Rose Whole Body Deodorant Spray. Designed to be used wherever you need it (not just underarms), it smells incredible and is suitable for all skin types, even sensitive.

"Not only does this smell great, but it also performs better than most other deodorants I've ever tried," says Lawlor. "I'm a naturally sweaty person, and this stuff has held my hand through one of the hottest summers on record."

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Innovation of the Year

Our Next in Beauty Awards champion innovation, and if there's one brand that blew our judges away in that arena, it's clinic-born Japanese brand Takami. More specifically, Takami's Daily Renewing Soft Peel.

"Exfoliation can be tricky for sensitive skin, but this gentle formulation means that anyone can use it," says Who What Wear UK beauty contributor Perdita Nouril. "I was super impressed with how it dialled up my skin’s brightness and worked to minimise the look of pores, all whilst keeping my skin barrier happy and hydrated."

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Breakout Brand

Speaking of exciting and innovative brands, our Breakout Brand award goes to Rocco.

Founded by broadcaster and creative director Laura Jackson, this brand is all about skincare that does good, but more importantly, feels good. Rooted in the connection between your skincare and your mood, Jackson has created a simple line of products which all feature Rocco's mood-boosting scent, FaceFeels. The aim? To make skincare fun again.

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Social Media Sensation

There's no denying the influence social media can have on trending beauty products, and this year, our Social Media Sensation award goes to Trinny London's Naked Ambition Azelaic Exosome + Vitamin C Serum. This innovative formula combines slow-release vitamin C with azelaic acid exosomes for glowing results.

"This product definitely helps brighten the skin, even skin tone and is an easy addition to your routine," says Who What Wear UK editor-in-chief, Jane McFarland. "I have been using various products from Trinny's range and thoroughly recommend this one."

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Industry Icon

Luke Hersheson has dedicated his career to redefining what great hair looks like. His distinctive vision and creativity have informed every Who What Wear UK trend report of the past decade, and from his work behind the chair to his influence on fashion, beauty and celebrity culture, his impact goes far beyond the salon. That being said, his impact on the salon world has also changed the game—introducing us to the concept of the super salon, he has created beauty utopias around London. He’s built a career on challenging conventions whilst making great hair feel accessible for all with his blowdry bars and lazy-girl-approved cuts, which is why he is a worthy winner of our Next in Beauty 2026 Industry Icon award.

Welcome to Who What Wear UK's Next in Beauty Awards 2026. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, spritzing and reviewing, the results are in. Join us in celebrating the best fragrances of 2026.

Who What Wear UK Next in Beauty Awards 2026: Best in Fragrance

Best New Fragrance

First up, let's talk about the best new fragrance. There have been some incredible perfume launches this year, but according to our judges, Parfums de Marly Athénaïs stole the show.

"As a fan of Parfums de Marly and the iconic Valaya fragrance, I had high hopes for this," says Who What Wear UK beauty editor Eleanor Vousden. "It's a spring-like scent and conjures the very colour of the bottle. It's bright, juicy and citrusy with an ambery-floral trail."

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Best Cult Fragrance

When it comes to cult fragrances, nothing can beat Escentric Molecules Molecule 01. This unique scent consists of a single note, Iso E Super, which adapts to the wearer to create your very own skin scent.

"10/10 across the board—the absolute best fragrance," says Who What Wear UK associate business director Poppy Nash. In fact, the entire Who What Wear UK team counts themselves as this fragrance's biggest fans.

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Best Scent Innovation

Here at Who What Wear UK, we champion innovation, and our expert judges were so impressed by Amouage's Sequence. The scent is created using a clever double-infusion process with sandalwood and artisanal oakwood barrels and contains 30% pure perfume oils, creating an unforgettable olfactory experience.

"Artisanal perfumery doesn't get much better than this," says Who What Wear UK beauty director Shannon Lawlor. "The truly innovative infusion of sandalwood makes this classic leather scent profile feel creamy, comforting and deliciously wearable."

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Best Creative Blend

We love it when brands get creative with their scents. Case in point: Chloé Atelier Des Fleurs Sous Les Pins. I was lucky enough to judge this one, and I fell in love with the captivating scent.

It smells like walking through a forest on your way to a hidden five-star retreat, with notes of pine needle absolute, bergamot and eucalyptus. It's unlike anything else I've come across, and I know I will wear it for years to come.

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Best Classic Perfume

Sometimes, all you want is a classic perfume that you know you can rely on all year round. According to our judges, that's exactly what Givenchy L'Interdit delivers.

"I am infatuated with the constant reinvention of L'Interdit and how it has evolved over the years, but the explosion of white florals that is the original eau de parfum is still one of the most magnetising perfumes around, even in 2026," says Shannon.

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Best Fragrance Reinvention

Speaking of scents that reinvent themselves, we have to mention Tom Ford's Soleil Neige. Reformulated in 2025, this perfume is not to be missed.

"I've fallen for this fragrance," says Eleanor. "It really captures that feeling of brisk, snowy mountain air contrasted with the warmth and cosiness of a luxurious chalet—it's very Tom-Ford-winter-coded. It has made its way into my permanent rotation of fragrances, which says a lot. It's unlike anything else I've smelled, and I adore the warming dry-down that has me repetitively sniffing my wrists throughout the day. It also has incredible lasting power; I can still smell it on my skin even eight hours later. I know I'll be repurchasing this when I inevitably use up my bottle."

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Best Fragrance Development

A similarly striking scent, our judges couldn't get enough of Angels' Share on the Rocks by Kilian Paris.

"I absolutely adore this scent, and it has become one of my most-worn perfumes of the summer," says Shannon. "It smells bright and cooling, drenched in summer sun, but also warm, spicy and deep with the core cognac DNA. It is sweet and has an addictively moreish quality that has to be smelled to be believed."

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Best Niche Fragrance

These days, no one wants to smell like everyone else, which is why we're always on the lookout for the best niche fragrances. This year, our judges were blown away by The Merchant of Venice Rococò 26.

A blend of saffron, clove, caramel accord and jasmine, the fragrance feels as lavish as the bottle itself. Who What Wear UK editor-in-chief Jane McFarland was particularly impressed by how long-lasting it is.

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Best Body Spray

Body sprays have come a long way in recent years. Gone are the days of spritzing myself with sickly sweet body mists at school; now there's a range of sophisticated options available. Our top choice? Space NK's Paros Tides Hair & Body Mist.

"This is more expensive than other body mists I've tried, but in my opinion, it's so much nicer," says Who What Wear UK branded content editor Rebecca Rhys-Evans. "The crisp, refreshing scent is subtle, but it lasts so well."

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Best Hair Perfume

A hair perfume is my trick to smelling good all day long. In fact, it's often the thing that earns me the most compliments. When testing, our judges loved the Balenciaga 100% Hair Mist, praising its luxurious, floral-focused scent.

"This mist is long-lasting and feels lightweight on my hair," says Who What Wear UK junior writer Brittany Davy. "In true Balenciaga fashion, it smells extremely expensive."

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Best Home Fragrance

You didn't think we'd leave out home fragrance, did you? You probably know by now that we're huge fans of Diptyque's candles, but it's the Rhubarbe scent that received top marks from our expert judges.

"This is a mouthwatering aroma of rich berries with a hint of peppercorns, and it feels perfectly autumnal," says Jane.

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This past spring, I spent a glorious 48 hours in Rome with Max Mara. I packed my chicest neutrals ("Less is more," read the dress code) and zipped off to JFK to discover the brand's soon-to-be-launched fragrance, Le Parfum—a fragrance that was kept so firmly under wraps I had to fly 4280 miles to be one of the first journalists to smell it. The secret's officially out as of late August, but still, I find my mind wandering to those sunny spring days filled with tuberose, cashmere, and heaping scoops of gelato. When in Rome!

Perhaps it's because NYC has been finally granted the first kiss of crisp fall air and the fragrance has a soft, cashmere-like quality that's A+ for the season. Maybe I'm simply trying to justify dropping coin for a Max Mara coat (which actually inspired the scent). But I digress. The point is that this short Italian stint deserves a digital footprint outside of the confines of my camera roll, so here, discover four standout moments that refuse to leave my brain.

1. The Six Senses Sanctuary

Six Senses is the definition of a wellness sanctuary, and its Rome property certainly feels like a haven in the heart of the city. I genuinely let out a sigh of relief as soon as I stepped into the airy, sun-drenched lobby and another when I later ate lunch at the rooftop garden, which boasts stunning panoramic views. On the first day, I had a couple of hours before my room was ready, so I took the opportunity to explore the Pantheon and the Colosseum, both of which are within walking distance of the hotel. After clocking all those steps, an afternoon gelato is a must.

2. Scoring a First Look at Le Parfum

Of course, I have to include the star of the show! Max Mara debuted Le Parfum to a select group of global editors in expo-like fashion with different stations explaining each facet: the bottle, which was inspired by the iconic 101801 coat and complete with a lacquered belt and gold button cap; the unique notes of musky sandalwood, cedarwood, tuberose, benzoin, and blue vanilla presented by perfumers Fabrice Pellegrin and Marie Salamagne; the initial sketches of the design; and more. Each set was interactive, and we were encouraged to smell, touch, and play to get a 360-degree olfactory experience of Le Parfum. There was even a display of Max Mara coats throughout the decades, from the '50s to today, which had to be my favorite stand. It was a little slice of fashion history.

3. Chatting With Florence Pugh, the Face of Le Parfum

A fragrance inspired by such iconic outerwear deserves an equally iconic face to front the campaign. Enter Florence Pugh, who I was able to sit down with at Six Senses to chat about her love for the velvety Max Mara scent. "It actually smells like cashmere," she told me. "Whether I'm working on set, on a press tour, [or] at home, it is part of my identity." She added that perfume is her "invisible DNA." She even assigns a fragrance to each of her roles to help her tap into the character, though the jury's still out on who gets to wear Max Mara. "It's an incredibly unique and bold scent that I don't want to just put on anyone—other than myself," she shared. You can read the full interview here for more of Pugh's method-perfuming tactics, plus the unconventional smells she finds oddly comforting.

4. Attending a Gala at the Salone delle Fontane

The trip culminated in a gala at the Salone delle Fontane—a grand 21,000-square-foot event space in Rome's EUR district—where editors, brand executives, and Pugh herself clinked glasses to Le Parfum's anticipated debut. During a seated dinner, we caught a first glimpse of the campaign video, in which Pugh declares, "When you're ready, you'll know." It's a nod to how the fragrance effortlessly ties an outfit together. It's an invisible accessory with the power to make you feel instantly more confident. As Pugh revealed to me just hours before, "perfume will be the last thing that I apply [before] I go on set. I get myself into costume, I put my scent on, and it's the final piece that builds that person for me."

Whether you're shopping for a loved one, for yourself (yes, some of the best perfumes in my collection are actually men's fragrances) or simply want to know what your favourite celebrity crush smells like (admit it: we've all wondered), consider this your ultimate guide to the best men's fragrances out there.

I truly believe anyone can wear whatever perfume they want, but there's no denying that there are some incredibly good men's scents on the market, and I thought it was about time we talked about them. In my opinion, men's fragrances are some of the most captivating. Alongside cult classics like Dior Sauvage and Chanel's Bleu de Chanel, under-the-radar and niche scents deserve just as much attention for their unique olfactory creations.

Below, you'll find my tried-and-tested edit of the best men's fragrances of all time that also happen to be internet-boyfriend-approved. You are welcome...

The Best Men's Fragrances, Tried and Tested

• Best Overall: YSL Myslf, £87
• Best Cult Classic: Dior Sauvage, £79
• Best Newcomer: Giorgio Armani I Will, £102
• Best High-Street Scent: Massimo Dutti Red Evening, £40
• Best Luxury Scent: Parfums de Marly Layton, £385

1. YSL Myslf

My favourite men's fragrance of all time is Myslf by YSL. It only launched in 2023, but in my opinion, it's one of the best scents on the market. It has that signature fresh, woody opening you'll find in lots of cult men's fragrances; however, once it dries down on the skin, the warm, rich ambrofix will have you totally hooked. It's fresh and bold yet smooth and sensual, and I'm yet to meet anyone who hasn't fallen in love on the first spritz. Oh, and have I mentioned that Austin Butler is the global ambassador? That's definitely a selling point, if you ask me.

2. Dior Sauvage

When it comes to men's fragrances, nothing's more iconic than Dior Sauvage. But here's the thing: it's an icon for a reason. The fresh, sexy, woody scent is a total head-turner, and for an eau de toilette, it's surprisingly punchy. However, if you want to smell a little bit different from everyone else, we recommend Dior Sauvage Elixir (£149). It has a similar vibe, but the olfactory composition is a little more complex, and the scent lasts so long.

3. Giorgio Armani I Will

Whilst there are lots of classic choices out there, I'm always keeping my eye on new perfume launches, and Armani's latest creation definitely gets top marks from me. I'd call this fragrance quietly confident. It blends fresh bergamot with soft lavender for an inviting olfactory experience with hidden depth. Allow it to unfurl on the skin, and it'll soon reveal notes of woody leather and vanilla absolute. It feels like an incredibly stylish choice for any modern fragrance lover.

4. Carolina Herrera Bad Boy Cobalt Absolute

If you're after a long-lasting scent, you need to know about Bad Boy Cobalt Absolute by Carolina Herrera. An intoxicating blend of lavender, white truffle, oakwood and vanilla, it's a woody, smokey, earthy delight. I encourage my boyfriend to wear it every time we go out for dinner. It's that good.

5. Massimo Dutti Red Evening

I was out shopping with my boyfriend when I discovered this work of art. He was trying on clothes at Massimo Dutti, so I decided to browse the men's fragrances whilst I waited, and I bought this for him straight away when I smelled it. It's unlike any other men's fragrance I've come across. Think warm, rich and sensual, with a blend of rose, oud and amber. It's perfect for this time of year, and it smells so much more expensive than its £40 price tag.

6. Parfums de Marly Layton

When it comes to luxury fragrances, it doesn't get much better than Parfums de Marly. If you're after a men's scent from the brand, I highly recommend Layton. What I love about this scent is that it doesn't follow the typical mould of a men's fragrance. Instead, it blends fresh, fruity notes with a floral composition, finishing with spicy pepper and earthy patchouli. It's the kind of scent I could see myself stealing all the time thanks to its elegant appeal.

7. Prada Paradigme

This has definitely been one of my favourite men's fragrances as of late. It feels like a new take on a typically "masculine" aroma, with geranium adding a fresh, green, floral element. It's woody and airy, with delicate undertones that keep you coming back for more. With Tom Holland as its global ambassador, I can see this reaching cult status very soon.

8. Creed Absolu Aventus

Creed Aventus is a popular men's fragrance, but in my opinion, it's Absolu Aventus that stands out as the most sophisticated option. Every time I smell it, I discover a brand-new note to fall in love with. It opens with a fruity blend of bergamot, blackcurrant and grapefruit, but the sensual, spicy heart soon reveals itself on the skin. Trust me: it's the kind of scent you save for special occasions.

9. Chanel Bleu de Chanel

This Chanel fragrance is so timeless that I don't doubt it will be in this edit for many years to come. It's fresh, woody, warm... basically everything you want, housed in a sleek blue bottle to keep proudly on display. If it's good enough for Jacob Elordi, then it's good enough for me...

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 some 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.

Certain perfumes just scream a season. There are florals for spring (original, I know), airy ozones and zesty citruses for summer; and of course, smoky perfumes for winter. Now that we're well and truly in the throes of autumn, I can't help but be drawn to this rather complex and vast category of scents.

Some quite literally bottle the enveloping, heady aroma of bonfire smoke, while others add a smoulder to florals, gourmands and fruits. Blended in the right dosage, smoke adds texture, depth and a certain sensuality that feels unisex. At one end of the spectrum, these scents conjure the platonic ideal of a ’50s-era speakeasy: dimly lit, filled with curls of smoke, cracked-leather armchairs and wood-panelled walls. But it can be as subtle as you like, too, lending a softer, more understated warmth.

"For me, the best smoky fragrances create a sense of intimacy and intrigue," agrees Almira Armstrong, founder of perfume brand, Lumira. "Smoke is especially evocative: it can suggest a fire after dark, incense in a quiet room or the warmth of a place you remember. I think that emotional quality is what makes smoky perfumes so appealing in autumn. They feel like something you can step into."

Of course, it can be hard to get this category right. Per Armstrong, the best smoky perfumes consider proportion and contrast. "A small amount of a smoky note can add depth; too much can dominate everything around it. I love giving smoke room to breathe with something bright at the top, such as citrus, then adding softness through rose, musk or vanilla."

Now, without further ado, the smoky perfumes worth knowing this autumn.

The Best Smoky Perfumes for Autumn 2026

• Best Overall Smoky Perfume: Le Labo Thé Noir 29, £176
• Best Gourmand Smoky: Abel Coat Check, £160
• Best Floral Smoky: Réservation Parfums Feu de Rose, £230
• Best Rich Smoky: Rituals Aeonian Everlasting Oudh, £87.90
• Best Classic Smoky: Maison Margiela By The Fireplace, £49.60

1. Le Labo Thé Noir 29

If I want something subtly smoky and sexy that I can wear year-round, I inevitably reach for Le Labo’s Thé Noir 29. It’s an icon for a reason. Peppery and woody, with a hint of spice, its black tea note rounds everything out beautifully, keeping it from ever feeling too intense. I think of it as a smoky skin scent, albeit one with excellent projection and staying power, thanks to its tobacco notes.

2. Celine Nightclubbing

Smoky perfumes can have a reputation for being overbearing and stuffy, but not Celine’s Nightclubbing. It has all the classic elements of the fragrance family, rendered in a much lighter, more wearable way. Spritzing it makes me feel as though I’m wrapped in a gigantic fur coat, on my way to some starry, candlelit evening. There’s warmth and depth from the galbanum and patchouli, offset by an airy effervescence from the nicotine accord and a creamy softness from vanilla. I like to think of it as a grown-up perfume for those of us who still feel like we’re cosplaying at adulthood (myself included).

3. Maison Margiela By The Fireplace

Few things smell more like autumn than a bonfire. If you love the scent of your clothes after an evening spent warming your hands by the flames, Maison Margiela’s By the Fireplace captures it almost literally. It opens with smoky, burning woods, softened by creamy, cosy guaiac wood, cashmeran and clove oil. Notes of chestnut and red berries evoke roasting chestnuts and s’mores, while sumptuous vanilla emerges as the fragrance wears, settling beautifully into the skin.

4. Abel Coat Check

As Armstrong says, the best smoky perfumes are all about balance, and few notes complement them better than saccharine gourmands. Case in point: Abel’s Coatcheck, which has all the sensuality of the fragrance family but becomes a veritable confection thanks to an enveloping, dessert-like cacao note. It’s rich, creamy and seductive, yet remains fresh on the palate thanks to herbaceous blackcurrant and invigorating coffee. This is a smoky scent for people who think they don’t like smoky fragrances.

5. Diptyque's Orpheon

The Who What Wear team has often waxed lyrical about Diptyque’s bestselling Orphéon, but I think it deserves even more praise for being a surprisingly understated take on smoky fragrance. Bottling the buzz of Paris’s Saint-Germain-des-Prés, it pays homage to the legendary Orphéon bar, where creatives gathered over liqueur and curls of pipe smoke. Soft, powdery jasmine meets warm tobacco, leaving behind a nostalgic, musky trail that captures the neighbourhood’s bohemian spirit. It’s a true day-to-night smoky scent, too, equally at home in the office as it is at date-night dinner.

6. Rituals Aeonian Everlasting Oudh

Rituals has always been a staple in my bodycare routine, but I was blown away this year when the brand released Aeonian—a collection of eight unisex fine fragrances, blended by master perfumers. Out of the collection, I immediately fell in love with Everlasting Oudh; an intense smoky concoction that completely belies its £88 price point. Dark Oudh is tempered by coffee and herby raspberry, and it just lasts on the skin all day long; in fact, I’ve often been able to smell this on my clothes days after I’ve initially sprayed it. It’s incredible value.

7. LBTY. Fragrance 1875

If you like smoky fragrances for the atmosphere they evoke, it doesn't get better than LBTY. Fragrances 1875. Created to celebrate the 150-year anniversary of the iconic London department store, this smoky floral scent evokes its hallowed wood-panelled walls and the esteemed visitors it has welcomed over the past century and a half. Rich tobacco smoke and syrupy tuberose flowers conjure up peals of laughter and animated debate, before spicy notes and tobacco add a soft grounding energy. It's a real crowdpleaser, despite being one of the more unique smoky scents in my collection.

8. Réservation Parfums Feu de Rose

Smoky notes pair beautifully with gourmand profiles, of course, but they’re also surprisingly good with soft florals like rose, toughening them up a tad. Réservation Parfums’ Feu de Rose is a masterclass in this, evoking a rose garden at dusk. There’s a gorgeous contrast between honeyed cistus absolute and the spice of nutmeg and clove. It’s a genuinely distinctive scent, and one that always gets people asking when I wear it.

9. Chanel Le Lion

Perhaps the most intense smoky fragrance on this list, Chanel's Le Lion certainly isn't for the faint of heart, and definitely leans more towards evening than day wear. It's a leathery amber scent, rendered even more powerful and animalic through strong notes of labdanum and patchouli. You need a mere spritz for it to fill a room, and its sillage is impressive hours later. It's not a scent that fades into the background—in fact, this is the scent I would wear if I were going for a job promotion; it's that commanding.

10. Dior Tobacolor

Smoky scents are inherently glamorous to me. They conjure the streets of Paris after dark, the boozy excesses of a night out and old Hollywood starlets wrapped in thick furs. One spray of Dior’s Tobacolor transports me to another era, thanks largely to all the tobacco. There are three different tobacco accords here, lending it an old-world feel, but it’s still a scent you could wear every day, thanks to the sweetness of notes like honey, plum and peach.

11. Loewe Smoky Rain

I fell in love with Loewe’s Smoky Rain on the first spritz. Part of the brand’s new Crafted Collection of niche perfumes, it bottles the smell of petrichor, but takes it somewhere far more elevated. There’s something almost enigmatic about its musky facets; it’s the best kind of skin scent, but with a shot of sex appeal from its smokier notes. I can already tell I’ll be going through a bottle of the stuff this autumn.

How I Tested

Both the wider Who What Wear UK team and our beauty team have tested hundreds of perfumes between us, and we're very familiar with the vast array of smoky fragrances on the market. I've long collected these scents, but for the purposes of this feature, I tested newer offerings as well as my tried and tested for two weeks, judging each on projection, throw, sillage and lasting power.

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.

Chanel N°5 is one of if not the most iconic perfume in the world. Created by perfumer Ernest Beaux in 1921 at the behest of Gabrielle "Coco" Chanel, it was, and still is, the house's signature scent. Over a hundred years later, it's entranced celebrities and beauty editors alike. (It was even Marilyn Monroe's fragrance of choice. When asked what she wore to bed, the actress famously quipped, "Why, Chanel N°5, of course.") Today, one bottle is sold every 30 seconds thanks to an undeniably elegant blend of rose, jasmine, and aldehydes.

Chanel has offered Who What Wear exclusive access to a new short film, featuring house ambassador Margot Robbie and Chanel perfumer Olivier Polge. Timed to the jasmine harvest, the film offers a rare glimpse of the house's precious flower fields in Grasse, France—commonly referred to as the perfume capital of the world. Together, Robbie and Polge discuss the craftsmanship, creativity, and legacy of the iconic perfume. Notably, it reveals that up to 1000 jasmine flowers go into every 30-milliliter bottle of Chanel N°5. Ahead, get an exclusive look.

Watch Chanel's Exclusive Short Film

The Mul family, fifth-generation flower growers, help cultivate the flowers used in the production of Chanel N°5—the most important of which are rose and jasmine.

The only part of the jasmine plant that's used in the production of the perfume is the petals, and they must be handpicked, which is a painstaking process. Polge confirms that over 1000 flowers are used in a single 30-milliliter bottle of Chanel N°5.

"I think both a perfumer and an actress are doing a similar thing in different ways," Robbie says. "It's emotional storytelling. It's a little bit of an invisible personal signature. I find it really helpful to pick a fragrance for every character I play. I find scent to be very transportive." We wonder what character wore Chanel N°5…

Shop Chanel N°5

There are certain scents that come to mind when the weather starts to shift. While fresh floral fragrances beam like the sun on a late-spring morning and aquatic fragrances splash onto summer skin like salty sea spray, warm, cozy scents hit different when the temperature takes a nosedive. Smoky scents are a sensual option for androgynous-perfume lovers, and vanilla gourmands are the obvious choice for anyone with a sweet tooth. But the fragrance du jour this fall and winter doesn't just bottle the warmth we crave when the cold permeates our sweaters. It embraces the fabrics and fashion of the season entirely. That, my friend, is a suede perfume.

While suede is a very real (and important!) element of our fall wardrobes, the material is less of an ingredient and more of an idea in perfumery. "There's no suede extract; perfumers build the impression through an accord of soft, powdery, and slightly animalic notes that suggest the warmth and texture of brushed leather," says Almira Armstrong, founder of Australian fragrance brand Lumira. To Armstrong, leather notes are a spectrum. "At one end, it can be smoky, tarry, and quite rugged," she starts. "Suede is the softer side: warm, smooth, and close to the skin without that pronounced smokiness." The perfumer explains that the notes around it—velvety iris, warm saffron, and earthy musk—are what transform the animalistic side of suede into something as wearable as your favorite fall jacket.

Who What Wear editors are fragrance savants, and we put our heads together to find the very best suede perfumes on the market in 2026. Below, shop the scents that smell like a closet full of '90s leather knee-length skirts, flannel layers, and vintage Ralph Lauren.

The 11 Best Suede Perfumes of 2026

Why Trust Who What Wear

At Who What Wear, we know that beauty isn't one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.

We focus on formulas that deliver, whether they're affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we'd truly recommend to our closest friends and family members.

I've been a beauty editor for a decade, and I've picked up more than a few insider secrets along the way. Let me share a few. 1) Gray brow gel is ideal for people with cool-toned skin and hair. 2) Azelaic acid is one of the best ingredients for reducing redness, soothing irritation, and brightening discoloration. 3) The easiest way to curate a sophisticated, highly personal scent collection is by shopping based on a single fragrance note.

I'll explain that last one. If you fall in love with a single fragrance note, whether jasmine, honey, or "cashmere," you automatically have a perfume blueprint to work with. You'll likely either A) like other scents that contain that same note, or B) appreciate scents from the same category, whether that's floral, earthy, woodsy, or gourmand.

That said, allow me to introduce you to an underrated and expensive-smelling fragrance note—one that deserves way more attention than it gets, especially in the fall and winter months. I'm talking about plum, OFC. In perfumery, plum can range from sweet and tangy to rich and velvety (almost liqueur-like). However, I prefer adjectives like "juicy," "jammy," and "utterly mouthwatering." But that's just me. Truly, though, I have a theory that the best plum perfumes subconsciously signal good taste, and I've received enough compliments to back it up. Keep scrolling to see a selection of my favorite ones.

The Top 5 Picks

• Best Overall: Glossier You Rêve Eau De Parfum
• Best Fruity: Valentino Donna Born in Roma Purple Melancholia
• Best Floral: Narciso Rodriguez Musc Noir Rose for Her Eau De Parfum
• Best Woodsy: Byredo Bibliothèque Eau de Parfum
• Best Gourmand: Ellis Brooklyn Plum Tonic Eau de Parfum

The Best Plum Perfumes

Best Overall: Glossier You Rêve Eau De Parfum

Valentino Donna Born in Roma Purple Melancholia Eau De Parfum

Best Floral: Narciso Rodriguez Musc Noir Rose for Her Eau De Parfum

Best Woodsy: Byredo Bibliothèque Eau De Parfum

Best Gourmand: Ellis Brooklyn Plum Tonic Eau De Parfum

Byredo Casablanca Lily Extrait de Parfum

Parfums de Marly Cassili Eau De Parfum

Octavia Morgan Dark Rose Eau De Parfum

Zara Radical Vibe Eau de Parfum

Kylie Cosmetics Velvet Brew Eau De Parfum

Marc Jacobs Beauty Perfect Absolute Eau De Parfum

How We Chose

As with all of our buying guides at Who What Wear, we compile our edits based on original testing and expert recommendations. To find the best plum perfumes, we leaned heavily on our own experience as beauty experts. We also considered price point, scent type, and more. Of course, customer reviews were also kept in mind when creating this list.

Why Trust Us

At Who What Wear, we know that beauty isn't one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.

We focus on formulas that deliver, whether they're affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we'd truly recommend to our closest friends and family members.

Autumn is the season for chic boots, stylish jackets, and cozy sweaters—ideally cashmere ones. Fashionphiles will know that true cashmere is a high-value natural textile made from the fine undercoat of cashmere and pashmina goats. It offers insulation, a refined silhouette, and incomparable softness. It's why a cashmere sweater is often treated as a heritage wardrobe staple, capable of seeing its wearer through innumerable seasons.

Well, dear reader, what if I told you I discovered the cashmere sweater of scent? As a beauty editor, I treat my fragrance wardrobe like my real wardrobe, collecting and wearing pieces (aka perfumes) that are special, sophisticated, and, most of all, relevant to me. Lately, I've noticed a lot of those perfumes share something in common. They're all cashmere coded, meaning they either contain a note of cashmeran or cashmere woods or evoke the warmth and softness of the fabric in question. Ahead, see a tight curation of my nine favorite ones.

The Top 5 Picks

• Best Overall: Donna Karan Cashmere Mist Eau de Parfum
• Best Warm and Sultry Scent: Fugazzi Angel Dust Eau de Parfum
• Best Soft and Fluffy Scent: Glossier You Doux Eau de Parfum
• Best Clean and Crisp Scent: Byredo Blanche Absolu de Parfum
• Best Hair and Body Mist: Phlur Cashmere Skin Hair & Body Mist

The Best Cashmere Perfumes

Best Overall: Donna Karan Cashmere Mist Eau de Parfum

Best Warm and Sultry Scent: Fugazzi Angel Dust Eau de Parfum

Best Soft and Fluffy Scent: Glossier You Doux Eau de Parfum

Best Clean and Crisp Scent: Byredo Blanche Absolu de Parfum

Best Hair & Body Mist: Phlur Cashmere Skin Hair & Body Mist

Iggywoo Cashmere Show Pony

Narciso Rodriguez Pure Musc for Her Eau de Parfum

Chloé L'Eau de Parfum Intense

Cyklar Sacred Santal Roll-On Perfume Oil

How We Chose

As with all of our buying guides at Who What Wear, we compile our edits based on original testing and expert recommendations. To find the best cashmere perfumes, we leaned heavily on our own testing and knowledge as beauty experts. Of course, customer reviews were also kept in mind when creating this list.

Why Trust Us

At Who What Wear, we know that beauty isn't one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.

We focus on formulas that deliver, whether they're affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we'd truly recommend to our closest friends and family members.

One of my favourite parts of my job as a beauty editor is getting a first glimpse of the newest beauty launches. But out of everything that passes my desk, nothing makes my pulse race more than a new fragrance. But specifically, my fragrance speciality is autumn perfumes. By the end of summer, I consider the changing of the guard from my summer perfumes to autumn perfumes an event.

There's something quite magical about how a vanilla perfume almost warms your neck like an invisible scarf as the cooler mornings begin. And as the days become darker, fragrance acts as a tonic to chase away SAD blues, shift your mood or embrace the quiet cosiness of the season. As an autumn fragrance connoisseur, I've been particularly blown away by the newest autumn perfume launches. Scroll on for the ones you'll want to wear all season long and beyond.

Best Autumn Perfume Launches 2026

1. Byredo Future Memories

2. M&S Studio Aura Ambrette

3. Chanel Coco Mademoiselle Crush Absolu

4. Dries Van Noten Velvet Violet

5. Parfums de Marly Althaïr Exclusif

6. Penhaligon's The Manoeuvres of the Baroness

7. Phlur Vanilla Canyon

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 some 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.

Two years ago, Merit changed the face of modern fragrance when it launched Retrospect: a punchy extrait that leans on the traditions of vintage perfumery and swaddles the wearer in a cloak of powdery warmth. It created a world where new perfume rules could be torn up—extraits can cost under £100, complex blends can still make an impact in a sea of single-note scents, and powdered florals do still have a place in the 21st century.

Since its launch, Retrospect has gone on to break records. It has proved, without a shadow of doubt, to be our most purchased perfume on Who What Wear UK over the past two years. And now, Merit has launched its next perfume. Introducing New Wave L'Extrait de Parfum.

Over the past two months, I have been lucky enough to trial New Wave. It has been concealed in a small, unlabelled vial in my handbag, and whenever someone has asked me about my fragrance (which has happened a lot), I couldn't tell them the details. But now, I can.

What Does Merit New Wave Smell Like?

Before we get into the new scent, I feel inclined to lay out something very clearly: New Wave is notably different from Retrospect. If you are expecting something overtly feminine and floral in its profile, you will not find it here. Even I, as a perfume expert, struggle to fully explain the complexity of New Wave—and I've been wearing it almost every day for two months. So, to help me out, I enlisted the help of perfumers Dominique Ropion and Meabh Mc Curtin.

My struggle to define New Wave is, as it turns out, by design. New Wave possesses a complex list of notes, which is rare in the modern day. "We started with Ambre 83, one of the great classical amber structures in perfumery, which provided a rich and complex foundation. A structure like this creates depth, texture and evolution," says Ropion. "Rather than expressing itself in a single direction, the fragrance continually reveals different facets over time. Our role was to preserve that complexity whilst making it feel more luminous and contemporary."

To put it plainly, on first impression, New Wave feels intense: it's deep, it's ambery and it's entirely unique. But don't be fooled: New Wave is not overpowering or headache-inducing. "Amber is such an iconic structure in perfumery that it naturally feels familiar, but our approach was very contemporary. We introduced more brightness, transparency and movement whilst preserving the warmth and depth people associate with amber," says Mc Curtin.

"We wanted an amber that felt alive and forward-thinking, which is why we reimagined the architecture through brighter ingredients and a more contemporary construction. We call it a Neo Golden Amber—a fragrance that balances power, optimism and sensuality for today’s wearer."

And this makes sense as soon as you smell it. The heavy notes (like amber) that exist in New Wave never feel overly powerful or intense. They maintain a cool lightness that sparks intrigue. Take, for example, the leathery note of labdanum that runs throughout. "Labdanum is one of the key materials in a classical amber structure and naturally contributes warmth, richness and depth. The challenge was to preserve those qualities without allowing the fragrance to become too dense, smokey or leathery. That's where balance becomes important," says Ropion.

"The lift from pink pepper and angelica, the radiance of ambroxan and the transparency introduced throughout the composition help create a more luminous effect. The labdanum remains an important part of the architecture, but it is expressed in a way that feels lighter, more fluid and more contemporary."

"The key characteristic is confidence. [The wearer] has a strong sense of self and personal style. She's looking for a fragrance with presence and character, but not something that overwhelms. There's an ease to her confidence. New Wave feels like an extension of who she already is rather than a transformation into someone else," says Mc Curtin.

And that really sums it up: New Wave is a bottle of confidence. It is intense, deep and mysterious, but it's also interest-piquing, approachable and wearable. It is soft enough to comfort and hard enough to straighten you out. It is, in short, the very definition of a 2026 power scent.

Shop Merit New Wave

Shop Merit Retrospect

Let me start by saying that if you have yet to ever experience a Diptyque candle, it's very important you know that they are, without question, the very best variety of home fragrance. I'm a beauty editor of over a decade; I specialise in all things fragrance; I burn hundreds of candles every year, and I've smelled every single Diptyque candle and Diptyque perfume that exists, so I'd like to think you can take my word for it.

However, if you don't want to, rest assured that every other fragrance expert and beauty editor I know agrees: Diptyque produces the most impressive and luxurious candles on the planet. The blends are second-to-none; the throws are so strong that, in the case of most of the scents, you needn't even burn them to feel their impact, and they burn so cleanly you need never be concerned about wasted wax or plumes of black smoke.

But if you're not investing for the scent alone, you might be buying a Diptyque candle for its iconic vessel, which in itself has become a mainstay in the homes of the world's chicest individuals thanks to its monochromatic, minimalist design.

And this makes sense, given that everything Diptyque touches is grounded in design and art. The brand was founded all the way back in 1961 by interior designer Christiane Gautrot, theatre set designer Yves Coueslant and painter Desmond Knox-Leet. The trio opened their shop of curiosities—think far-flung fabrics and exotic treasures—at 34 Boulevard Saint-Germain in Paris.

It was unlike anything Paris had seen before, and as demand grew, in 1963, the founders launched their own scented products—a selection of three candles (Aubépine, Thé and Canelle—all still available). Since then, Diptyque's vast candle collection has grown to be one of the most revered in the world. (Even Sienna Miller considers herself a long-time fan of Diptyque Baies.)

But earlier this year, something started to change in the brand's iconic design, and it may have gone unnoticed by many. Back in April, the jars underwent a reimagining. Reinvented by Julie Richoz, a Franco-Swiss designer, the vessels became embossed with an oval-shaped ridge. The typeface also underwent a subtle redesign. At the same time, the brand also announced the launch of five new scents to its classic candle collection: Rhubarbe, Café, Shiso, Ortie and Sésame Noir.

And whilst the design changes were subtle, Diptyque was leading up to a bigger moment, a moment that is now here. The reimagining was all part of wider efforts to reduce waste, and now the final piece of Diptyque's sustainability puzzle is falling into place: Classic Candle Refills. Right now, seven of the brand's classic scents are available in refills, with three more due to launch imminently.

So, as Diptyque enters its new chapter and we head into autumn-candle season, I figured now is as good a time as any to spotlight what team Who What Wear UK believes are the nine best Diptyque candles money can buy. Trust us: we've tried them all, and we have very high standards.

The Best Diptyque Candles, According to Editors

1. Diptyque Tubéreuse

2. Diptyque Baies

3. Diptyque Feu du Bois

4. Diptyque Figuier

5. Diptyque Ambre

6. Diptyque Noisetier

7. Diptyque Le Matin

8. Diptyque Rhubarbe

9. Diptyque Café

Shop Diptyque Refills

"Clean beauty" is often associated with all things light, bright, and airy. Heretic Parfum flips that on its head. Its handcrafted fragrances surpass industry standards for "clean," using plant-based ingredients in organic, non-GMO sugarcane alcohol, yet the brand's ethos is decidedly dark and romantic—even macabre. Its fixation? The "expressive and imperfect" nature of natural ingredients.

The brand uses otherworldly fragrance notes like electricity, dust, dying flowers, and petrichor (the pleasant, earthy smell of rain on soil). These aren't fragrances as traditionally understood; they're scentscapes that whisk the wearer away to dripping stone corridors, midnight gardens, or storm-battered coastlines. If you've ever wondered what the effect of "claps of thunder" or "downpours of rain" would be when distilled into scent, this brand will show you… in a way that feels like being folded into the pages of a gothic novel. Ahead, explore a selection, from whispering skin scents to bold, spice-infused elixirs, and beyond. They have the potential to haunt minds and memories, making people think of you long after you've left the room. (Don't say I didn't warn you.)

Nosferatu

Häxan

Black Salt

Coeur Noir

Blood Berry

Spectral Grace

Dirty Vanilla

Nocturnal Tuberose

Doppelgänger

The Veil

Voodoo Lily

Thornapple

There are certain fragrances that feel so synonymous with a brand that they could almost overshadow everything else in its collection. For Chanel, it's Chanel No. 5; for Byredo, it's Gypsy Water; and for Tom Ford, that fragrance is undoubtedly Black Orchid. I know this because a decade ago it was my default going-out fragrance, the one I’d reach for when I wanted something dark, sexy and instantly recognisable. And every time I went out, I'd undoubtedly recognise it on multiple people, too. But whilst Black Orchid might be the Tom Ford fragrance that most people know, it’s really only the beginning.

The Tom Ford fragrance collection is considerably bigger than you might realise, with over thirty fragrances, spanning the Signature and Private Blend collections. And if you’ve never ventured beyond Black Orchid, there’s a lot to discover. From bright citrus and juicy cherry to smoky woods, creamy sandalwood, spicy tobacco, rose, and leather, Tom Ford covers an impressively broad spectrum of fragrance families.

What I've always loved about Tom Ford fragrances is the way they combine notes you might not immediately expect to find together. Rose meets coffee, tobacco meets vanilla, whilst citrus can be paired with everything from neroli to amber and leather. The result is a collection that feels genuinely individual and not at all mainstream, with something for almost every fragrance preference and occasion—no matter how niche.

So, if Black Orchid has been your only experience of Tom Ford, consider this your sign to explore further. These are the Tom Ford fragrances worth knowing about, whether you’re looking for an everyday signature, a seasonal scent, something for date night or a fragrance that makes an entrance.

The Best Tom Ford Perfumes

1. Best Overall Fragrance: Tom Ford Black Orchid, £155
2. Best Fruity Fragrance: Tom Ford Lost Cherry, £290
3. Best Spicy Fragrance: Tom Ford Tobacco Vanille, £230
4. Best Woody Fragrance: Tom Ford Santal Blush, £222
5. Best Citrus Fragrance: Tom Ford Neroli Portofino, £152

1. Black Orchid

2. Lost Cherry

3. Tobacco Vanille

4. Santal Blush

5. Neroli Portofino

6. Rose Prick

7. Grey Vetiver

8. Café Rose

9. Soleil Brûlant

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 over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup 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.

Welcome to The Glowdown, the series where we dive into the beauty secrets of our favourite celebrities as they get real about their routines and non-negotiables exclusively with us. Join them as they sit in our beauty hot seat, and we fire off a round of quick questions, giving you never-before-shared insight into the products they can't live without, their secrets to getting red carpet–ready, beauty pet peeves and the genius tips they've picked up along the way. This is no-holds-barred beauty at its finest.

This month, we sat down with Emma Corrin. The 30-year-old actor is the face of Miu Miu's latest fragrance, Miutine Intense, a heightened version of the original scent. "It definitely becomes your armour," Emma shared when asked how the new perfume makes them feel. "You put it on before you go out, and people are going to notice when you walk into the room. There’s a real sexiness to it; there’s a rebelliousness to it. It’s really bold; it’s there to be noticed, which is what you want."

Below, Emma talks about go-to makeup products, their best beauty advice and how they use fragrance to channel the characters they play.

1. Which beauty product gives you the biggest mood boost?
Definitely fragrance. I use fragrances multiple times a day to bring me back to life. I think Miutine does that so beautifully; [the brand's] scents are really bold. They last a long time as well, which I feel like is actually quite unusual.

2. You only have one product to use for the rest of your life—what is it? Apart from Miutine, probably retinol. It’s rejuvenation. Shed the skin and start again!

3. What’s the best piece of beauty advice you have ever received?
In the evening, when you’re putting your cream on or whatever you use, don't do it in the bathroom—not under good light. Do it in the dark or under a softer light, because otherwise I feel like I scrutinise everything going on with my skin. There is some terrible hotel lighting out there!

4. Strong lip or a strong eye?
Strong eye!

5. What's your beauty philosophy in a sentence?
Less is more. Don’t overcomplicate it. Your skin is always happier with less.

6. What's your signature fragrance?
On a day-to-day basis, well, it was the original Miutine, which I think is such a good daytime fragrance. It’s got such light, uplifting notes, like strawberry and gardenia. Miutine Intense has a very similar base family of notes: gardenia, brown sugar and vanilla, but it uses blackberry, which is really rich and sensual, and I feel like that moves it a bit day to night. Also, you could do it the other way round. There are no rules here!

7. What's your favourite lipstick colour?
I was always an Elizabeth Arden person—the Eight Hour Cream—but then Laneige came along, and I do love that. Recently, someone used the chocolate [lip balm on me]. … It’s absolutely insane.

8. Candles, reed diffusers or nothing at all?
Candles, so many candles. I use them all the time. I recently went to Japan, and they have beautiful scents there. They have these incense cones, and I bought loads back; I’m burning them everywhere, but they don’t last as long [as candles].

9. Name one beauty product that is always in your handbag.
Miutine! Miutine Intense.

10. Are you team dewy or matte?
Dewy. Matte is coming back, but I am holding onto dewy with my life.

11. Makeup primer: love it or hate it?
I’ve never really used it that much, but ... I watch where people use it; I really get why. I think I use it when I get my makeup done; it just helps it stay.

12. What beauty rule do you always break?
I always leave the house with wet hair. I have this thing in my head that I think air-drying my hair makes it better.

13. Which era of beauty inspires you most?
I like minimalist beauty, which I feel like is very much the era of now. I think there are so many products out there that help you enhance that. You can wear makeup and have the joy of doing makeup and getting yourself ready, but it’s quite minimalist and sort of "no makeup" makeup.

But I was looking back, and I feel like the era of Françoise Hardy, where she did a very light, defined eye and then the skin was really like sun-kissed, a simple lip; I feel like that era—'60s, '70s? There was a lot of stuff going on in the '70s which was quite bold and punk, like a lot of colour, so I feel like in every era maybe there is bolder and more minimalist, and it’s whatever side of that you fall.

14. What do you do in your downtime to relax and reset?
I’ve been watching a lot of Keeping Up With the Kardashians. It’s my guilty pleasure. Walking my dog, seeing my friends, cooking… I like cooking.

15. Do you ever use fragrance to help get into the character you’re playing?
Yes. Not for every character, but some. It really helps because I feel like scent is so tied to memory, and it helps you lock in. Actually, I was doing a lot of stuff for Miutine whilst I was filming Pride and Prejudice, and it occurred to me that Elizabeth Bennet is the original Miu Miu girl. Miu Miu and Miutine always champion the individual and want you to celebrate being yourself, and I feel like Elizabeth Bennet was the original heroine who stood for that.

Shop Emma Corrin's Favourite Beauty Products:

I recently had to have a long talk with the sinister voice in my head telling me that the things I spot on the street, in my favorite stores, and on my feed were "meant to find me." Thus, meaning they were to be swiftly purchased and spirited away with me. This, it turns out, has major financial implications when you live in New York City, pay an arm and a leg for rent, and breeze past the most coveted storefronts in the world on a regular Tuesday. While I've had to put a temporary muzzle on my spendy habits, I can indulge in a little window-shopping—which consists of a lengthy collection of open tabs and a running document Notes app list titled "Want to Buy" that I, near daily, throw links into.

From trendy sunglasses (and their less-expensive dupes in a secondary bullet below) to colorful eyeliners and seasonal footwear, I'm not precious about what gets a spot in my wish list—though, more often than not, it's entirely beauty and fashion splurges. I blame it on my career as an editor, which requires me to spend all day staring at the chic things creative people are wearing, shopping, and reviewing, but it also doesn't help that my mother raised me with the idea that "If you're still thinking about it in a few days, it's worth buying." Well, I now remember everything I've ever loved because it's been open in my tabs for weeks. Below, the findings from my latest waltzes through Soho, late-night internet surfs, and buzzy press previews. Shopaholics, tread carefully.

10 Beauty Buys

17 Fashion Finds

For me, there is no better season for beauty than autumn. As soon as October hits, I find myself rushing to switch out my glossy lip balms, milky nail polishes and effervescent body mists in favour of berry-bitten lips, terracotta-toned manicures and cosy perfumes. And this season in particular, I’m calling it: forest fruit perfumes are going to be everywhere. In fact, they're about to be some of the most popular autumn perfumes around. Think juicy blackberries, tart cherries and dark berries, mixed with woods, musks and soft florals; they’re a chic alternative to sweet vanilla perfumes and heavier ouds that tend to dominate at this time of the year.

Another great thing about forest fruit perfumes? They make an excellent alternative to traditional gourmand fragrances. If you’re curious about sweeter scents but don’t want to smell like a cupcake, then fruit fragrances can make for a surprisingly versatile starting point. A juicy berry note often adds a mouthwatering tang to a perfume without being overwhelmingly sugary, especially when it’s balanced with earthy woods, green notes or fresh florals.

What Is a Forest Fruit Perfume?

It won’t surprise anyone to learn that a forest fruit perfume is a fragrance that celebrates the dark, juicy fruits that you might typically associate with hedgerows and woodland—rather than the tropical fruits that dominate more summery scents. Think blackberry, raspberry, blackcurrant, cherry, plum, fig or wild strawberry, and these fruits are often paired with green leaves, countryside florals and grounding woods. This makes for a huge variety of scents to choose from: some are tart and green, others are syrupy and sweet, while others are more opulent and heady.

Ahead, I’ve rounded up nine of the best forest fruit perfumes that I’ll be spritzing liberally through autumn 2026 and beyond. Whether you want an everyday berry scent or a more mysterious fruity gourmand, I guarantee there will be one that appeals.

The Best Forest Fruit Perfumes

• Best Overall Forest Fruit Perfume: Prada Paradoxe Sweet Chemistry (£105)
• Best Statement Forest Fruit Perfume: Miu Miu Miutine Intense (£73)
• Best Date Night Forest Fruit Perfume: Phlur Cherry Stem (£99)
• Best Affordable Forest Fruit Perfume: M&S Discover Red Berries (£8)
• Best Fresh Forest Fruit Perfume: Jo Malone London Blackberry & Bay (£125)

1. Prada Paradoxe Sweet Chemistry

This is exactly the kind of perfume that I will be generously dousing myself in from now until next spring. A mouthwateringly delicious floral gourmand, Prada Paradoxe is a real sweet treat of a fragrance thanks to that syrupy blackcurrant opening note. The magic lies in the way that it’s quickly balanced out by a supporting cast of florals, though—both orange blossom, which adds an almost honeyed luminosity and a creamy neroli that folds that berry sweetness into something more comforting. The combination lends what could otherwise be quite a saccharine scent to something altogether more polished, grown-up and totally luxurious.

2. Miu Miu Miutine Intense

I have long considered Miu Miu’s original Miutine to be something of a modern power perfume, and pondered including it in this list due to its addictive tart wild strawberry note. However, its new ramped-up iteration feels far more suited to this collection of firmly autumnal forest fruit fragrances due to the almost liqueur-like blackberry note at its heart. This is a power perfume on steroids—bold, decadent, rich, and a beautiful perfume to wear if you like your gourmands and florals with an unexpected edge. Before it all gets a little intense, though, there’s softness from gardenia and vanilla here too, which keeps the whole thing feeling elevated rather than overly dark.

3. Laura Ashley Wild Woodland

If I close my eyes and imagine a forest fruit perfume, this cottagecore delight from Laura Ashley is what my imagination would conjure. Fully committing to the theme, from the blackberry-printed bow to the juice inside, this perfume has a real outdoorsy quality rather than just smelling fruity. Yes, there are freshly-picked blackberries, raspberries and even the sharpness of gooseberries, but there’s a green earthiness too that’s reminiscent of damp leaves, brambles and morning dew. Think a walk through the woods in a woollen jumper rather than a sanitised punnet of berries from the supermarket.

4. Lumira Sun Soaked

Admittedly, this isn’t an obvious forest fruit choice, but for me it’s the perfect option for this in-between season that we’re in. Yes, technically, autumn is here, but the balmy temperatures and blue skies outside in the UK mean I’m not entirely ready to dust off my cold weather wardrobe just yet. Sun Soaked has a slightly warming, solar element to it, but the notes themselves read like a walk through an English country garden rather than a trip to Greece. There’s a sweetness from strawberries and blackcurrants, alongside a delicate bouquet of honeysuckle, peonies and roses, so it feels fresh rather than syrupy. I’ll be continuing to wear this while I’m not quite ready to let go of summer.

5. Phlur Cherry Stem

Cherry had a huge moment last year, but of all the trending scents, it’s this one from Phlur that has remained a staple in my own fragrance collection—particularly as a bit of a date night event. If you find most cherry perfumes a little too sweet, then Cherry Stem is the one I’d put in front of you. Black cherry and orange brandy give it a grown-up, boozy opening, while its intense florals and caramel bring the sweetness. I’m particularly into the contrast here: you get that juicy, almost edible hit of cherry, but then the warm woods and soft leather come through to give it a slightly rebellious edge. Imagine yourself sipping a cherry-spiked whiskey cocktail in a dark bar, and you’re on your way to capturing the spirit of this scent.

6. Jo Malone London Blackberry & Bay

7. M&S Discover Red Berries