It's Official—These Are the Most Coveted Fragrances Right Now


(Image credit: _jessicaskye)

Finding a scent you’re obsessed with can feel as if you’re searching for the Holy Grail. There are a lot of theories and opinions out there, but unearthing the one set to become your signature? It’s a process that takes dedication and, sometimes, a bit of an investment.

This is altogether more difficult when you consider the sheer number of fragrance options out there. Of course, it all comes down to personal preference, but who has the patience and the downtime to spritz your way through them all (especially with today’s restrictions)? Luckily for you, we’ve begun investigating which perfumes are the most searched for right now, all in an attempt to help you narrow your search.


(Image credit: @emmahoareau)

Utilising Google analytical insights, new research from Fragrance Direct has helped us to decipher, out of 10,000 perfumes and colognes, which are the most sought after. Harnessing data from the last 12 months, we we’re able to identify the top 10 scents in the UK—some of which may come as a surprise, even to the most informed in the olfactory ways.

So whether you’re looking to invest in a new scent for yourself or are looking for a Christmas gift that’s practically foolproof, scroll below to discover, in order, the most searched for fragrances in the UK over the last year.

1. Estée Lauder Estée

2. Marc Jacobs Daisy

3. Versace Eros

4. Yves Saint Laurent Libre

5. Carolina Herrera Good Girl

6. Gucci Bamboo

7. Diesel Only the Brave

8. Gucci Rush

9. Jean Paul Gaultier Le Male

10. Jimmy Choo Flash

Next Up: These 40 Holy-Grail Beauty Gifts Come With Our Editors' Seal of Approval

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.