This Is Easily the Chicest Perfume Brand Around, and I Can't Get Enough

I think it is often underestimated just how difficult shopping for perfume is. For starters, the stuff is expensive. While parting with a few quid on a foundation that isn’t quite right doesn’t feel like a huge financial loss (with a bit of mixing, you can usually find a way to make it work), dropping three figures on a perfume that isn’t all you hoped is more difficult to swallow.

We’ve all been there. You spritz something on counter and fall in love at first sniff or smell something divine on someone and add it straight to your basket, only to get the goods home, douse yourself in the stuff and realise it gives you a nauseating headache.

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(Image credit: @SHANNONLAWLOR)

And to make perfume shopping even harder, we’re now faced with what feels like hundreds of snaps of painfully pretty bottles every time we log on to Instagram. But chic bottles don’t always mean chic scents. In fact, finding perfumes that smell as good as they look can be tricky business. There is one brand, however, that I fervently believe is seriously underrated in this realm.

There’s a high chance you have already heard of Aerin perfumes. Their distinctive stone lids and beautiful gold hardware make them perfect Insta material. But you’d be forgiven for never having given them a sniff. You see, unlike so many other Instagrammable perfumes around (no, I won’t name names), the scents of Aerin perfumes are enviably unique, long-lasting and universally wearable.

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(Image credit: @SHANNONLAWLOR)

The brand, which was founded by Aerin Lauder (yes, she is the granddaughter of the Estée Lauder), is all about effortlessly beautiful living. Think classic scents with an air of modern ease and luxury that makes them the ultimate reach-fors. Despite my 70-strong perfume collection, it’s Aerin scents that I find myself reaching for day in, day out. They are the epitome of laid-back luxury.

The fragrances themselves are easy to wear and powerful without being heady, and they become one with the skin in a way that has people thinking you just smell that good. In fact, I like to think of my Aerin collection much like I do my wardrobe. There’s the sort of free-flowing chiffon dress that oozes carefree nostalgia, the business suit that screams authority and the cosy cashmere jumper that radiates warmth and comfort.

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(Image credit: @SHANNONLAWLOR)

I’m the sort of person who likes my signature perfumes to be mine, so in a way, I’ve kind of been putting off writing this story. Truthfully, out of all of the perfume brands I’ve ever tried, Aerin is the one that appeals most to the sort of person who likes to keep their signature scent a secret. The perfumes are unique enough to pique interest and wearable enough to have people asking after them.

So despite the fact it pains me a little to share the Aerin secret with you all, I feel like it has to be done. While I’m the sort of girl who likes to keep delicious perfumes for myself, I sense Aerin Lauder is too, and it’s because of that she’s been able to create such delectable masterpieces over and over again.

Keep scrolling to shop the best Aerin perfumes out there…

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous.

Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics.

While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best.

When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.