This £10 M&S Perfume Is Going TikTok-Viral—Here Are My Honest Thoughts

Every once in a while, an unexpected perfume comes about that goes viral. Sometimes it's a new fragrance launch that takes TikTok by storm, other times, established perfumes get put back in the spotlight again. Or maybe a certain celebrity has said that they love it (read: Rihanna wearing Kilian's Love, Don't Be Shy) and naturally, we all run to try it for ourselves. More often than not, however, they are usually a designer scent that comes with an expensive price tag to match—which is not so kind to our bank account.

So, you can imagine that I was pretty excited when I heard that a £9.50 Marks & Spencer perfume had been going viral on TikTok, and it supposedly smells just like a certain expensive fragrance brand. M&S just so happens to be one of my favourite places to shop for fragrance, so, in the name of beauty journalism, I needed to get my hands on a bottle to investigate if it's really worth the hype.


(Image credit: @eleanorvousden)

The fragrance in question is Marks & Spencer's Apothecary Warmth Eau de Parfum. Apothecary is M&S's own chic yet affordable fragrance and candle line. As the name suggests, the candles and perfume bottles look like they could be straight from a perfume apothecary—think minimalist and sleek packaging and amber bottles that would look stylish on any dressing table. I've already sung the praises of the Apothecary range when I wrote about the best high street candles, but I'm new to the fragrances of which there are four: Warmth, Breathe, Ease and Relax. As their names suggest, they each incorporate essential oils for a soothing effect.

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However, it's the Warmth eau de parfum which has been doing the rounds on TikTok—with many drawing comparisons to Le Labo Santal 33, which comes in at £157 for a 50ml bottle, making M&S's version £147.50 cheaper.

So, are they really that similar? And what does M&S Apothecary Warmth smell like? The notes in Warmth are woody and aromatic. With the inclusion of grounding cedarwood and sandalwood, and the green zing of cinnamon leaf and cardamon, it manages to strike the balance between warm and fresh. It reminds me of taking a walk through a wood after it has rained, when the bark and surrounding greenery are amplified into the air by the dew. The aquatic quality makes it both lightweight and uplifting.


(Image credit: @eleanorvousden)

I have to say, it was love at first smell when I spritzed this for the first time. It really is addictive and a crowd-pleaser. Written on the back of the bottle is 'A scent to comfort' and that's bang on the money. Its aromatherapy qualities certainly come in to play, and it makes me feel calm whenever I spray it. Usually these meetings of perfume and aromatherapy can be overpowering, but this one is not.

The only downside is that the scent doesn't last longer than a couple of hours, which is often the case when it comes to cheaper fragrances. It lasts longer when sprayed onto clothes, but on the skin, you'll definitely need to reapply throughout the day. However, given the affordable price, it's not a bad compromise to do this, even if you will go through it quicker than some of its more expensive counterparts. 

If you manage to catch a bottle in stock (it's currently sold out on M&S's website) then I'd highly recommend to pick one up if you're looking a great everyday sandalwood scent that is also very affordable. I'd also recommend the other three scents in the range, which you can shop below.

Shop Other M&S Perfumes We Love:

Eleanor Vousden
Beauty Editor, Who What Wear UK

Eleanor Vousden is the beauty editor for Who What Wear UK. She was previously deputy editor at Hairdressers Journal, health writer at Woman & Home and junior beauty editor at beauty website Powder. She has also contributed to Wallpaper and Elle Collections with written and styling work.Working as a beauty journalist since 2015 after graduating in fashion journalism at the London College of Fashion, she has been highly commended at the BSME Talent Awards for her work on Powder and also contributed to the title winning Website of the Year at the PPA Awards.Eleanor’s journalistic focus is to provide readers with honest and helpful beauty content. Through words, video and live broadcast, she has interviewed several celebrity makeup artists, hairstylists and top dermatologists throughout her career, as well as celebrities such as Sarah Jessica Parker and Scarlett Johansson. She has a particular interest in finding solutions for acne and eczema, which she has experienced firsthand. She has also amassed a large collection of fragrances and can never say no to a new candle.When she’s not writing or testing the latest beauty product or treatments, she’s on the seafront in her hometown of Brighton and Hove, where she lives with her partner and her miniature dachshund.