I hate to break it to you, but you probably don't know your hair as well as you think you do. Sure, you've sussed out the best conditioner or leave-in mask, but did you know your scalp has a skin barrier that's just as delicate as the one on your face?

While haircare often focuses on the strands, we should really be getting to the root of things for 360-degree health, and the long, luscious locks that come with it. For context, your scalp is home to bacteria, fungi and yeasts that help regulate oil production, protect against environmental factors and retain hydration. If this delicate ecosystem is out of balance, you can experience everything from excess oil production and dandruff to increased shedding. That's why it's great to incorporate a scalp serum into your routine to ensure that the barrier is well looked after.

Luckily, in 2026, hair products have never been so advanced. There's now a plethora of clever scalp serums boasting next-gen technology and ingredients that deliver real results. I have to say, ever since I started using them, my hair has never looked fuller or grown quicker.

Ahead, my seven favourite scalp serums for every possible concern, and insights from top trichologists, so you're all clued up too.

What Are Scalp Serums?

Dr Aamna Adel, consultant dermatologist and the founder of Rhute, one of the buzziest scalp care brands to hit the market in recent years, explains that, unlike traditional hair serums, scalp serums are lightweight, leave-on treatments directly applied to the scalp and around the follicles, rather than the hair. "They're designed to deliver active ingredients where they matter most. Because they're left on, they can work over a sustained period, which is what makes them effective. They're really the scalp equivalent of a facial serum, bringing targeted skincare thinking to the scalp."

What Are the Benefits of Scalp Serums?

Depending on the formula, a scalp serum can help calm and support the scalp barrier, reduce shedding, support density and keep the area around the follicles healthy. In terms of what ingredients you should look out for, Dr Adel, highlights that niacinamide and panthenol soothe and support the scalp, while actives such as caffeine and peptides help support the follicle and the hair's growth phase. Remember: "Healthy hair grows from a healthy scalp."

How Do You Apply Scalp Serum?

It couldn't be easier. Apply the serum directly to your scalp, parting the hair in sections so it reaches the skin rather than just sitting on the lengths. Then massage in gently with your fingertips; this action also helps with blood flow. Trichologist, Dr Sharon Wong, notes that it's important to leave scalp serums on, so use them in the evening, or leave 20-30 minutes before styling.

"Consistency is what counts, so using it regularly as directed is far more important than how much you apply in one go," adds Dr Adel.

The Best Scalp Serums 2026

• Best overall scalp serum: The Ordinary Multi-Peptide Serum for Hair Density and Scalp Support, £13.50
• Best scalp serum for growth: Typebea G•1 Overnight Boosting Peptide Hair Growth Serum, £43
• Best scalp serum for greying: K18 Biomimetic Hairscience FutureIQ Biomimetic Hair Longevity Serum, £110
• Best scalp serum for shedding: Kérastase Genesis Anti-Hair Fall Nourishing & Fortifying Hair Serum, £18.80
• Best scalp serum for density: NIOXIN Night Density Rescue Serum Thickening Serum for Optimised Hair Growth, £50.56

1. The Ordinary Multi-Peptide Serum for Hair Density and Scalp Support

The Ordinary's scalp serum is best in class, on a budget. With a blend of peptides, olive tree extract to visibly strengthen hair, vitamin-rich red clover, three botanical actives for fuller-looking strands, and nourishing pea sprout, it really boasts a powerhouse of ingredients. In just two weeks, I noticed that my hair looked fuller, and that the overall quality of my strands and shine had improved. It's a great addition to any diligent haircare routine, and for the price, you can't go wrong.

2. Typebea G•1 Overnight Boosting Peptide Hair Growth Serum

This is often out of stock and for good reason; I've used this scalp serum on and off for over a year now, and I've noticed the most incredible growth with it. It's lightweight, non-sticky and designed to work hard while you sleep. Powered by clinically tested Baicapil™, its actives penetrate into the scalp to increase thickness by preventing hair loss by up to 60 per cent. There are added peptides to fortify and rejuvenate, so you can expect stronger strands too. I can attest to its claims: I really notice when I'm not using this product.

3. K18 Biomimetic Hairscience FutureIQ Biomimetic Hair Longevity Serum

I've been a die-hard fan of K18's cutting-edge products for years, so I was very excited by the launch of their new scalp serum, which claims to dial back hair ageing, including premature greying. As someone who suffers from the latter, I was sold. Two bottles in, I've noticed excellent results: my hair looks thicker, particularly around the temples, and while I have seen a small impact on my greys, the brand advises that it takes three months to see full results. So, it's a commitment, especially at £110 a bottle. I’ll persevere, however, as I’ve already been so impressed in such a short amount of time.

4. Kérastase Genesis Anti-Hair Fall Nourishing & Fortifying Hair Serum

Shedding is always a concern, but particularly in autumn, when the seasonal shift can trigger a little extra hair fall. It's completely normal and should pass, but if you want to support your hair during this period, look to Kérastase's dedicated scalp serum. It contains 1.5 per cent Aminexil, an anti-hair-loss molecule that helps secure the hair bulb within the scalp by preventing the collagen sheath around the follicle from hardening. There's also ginger root extract to protect against daily aggressors, alongside a powerful antioxidant to help preserve collagen. I noticed a marked reduction in hair fall while using this, and I'll be relying on it during the autumn months going forward.

5. Nioxin Night Density Rescue Serum Thickening Serum for Optimised Hair Growth

This best-selling serum is clinically tested to boost hair density in eight weeks, and I concur—after two months of daily, overnight use, my hair did indeed look thicker and fuller, especially around the roots. This is thanks to a powerful (and dermatologically tested) blend of panthenol, which helps reduce breakage, ginger root extract to promote scalp stimulation and growth, and lauric acid for nourishment. It's also a no-rinse, non-greasy formula, so you'll wake up with fresh-feeling hair, too.

6. Rhute Density + Repair Hair Growth Scalp Serum

If you want a thorough approach to scalp health, with all the benefits of increased density and reduced shedding, look no further than Rhute's award-winning, biologically targeted scalp serum. Designed by dermatologist and hair expert Dr Aamna Adel, the serum was blended to target each stage of the hair cycle, with ingredients including caffeine, bioactive peptides, stem cell extracts and niacinamide. I noticed a difference in hair density within days, and a reduction in hair fall within two weeks.

7. Living Proof Scalp Care Density Serum

Designed for thinning hair, Living Proof’s Scalp Care Density Serum helps reduce visible hair fall while minimising the appearance of greys, with results after 90 days of daily use. Formulated with amino acids, antioxidants and the brand’s own density-boosting technology, its clinical results are impressive: 100 per cent of participants noticed a less visible scalp, while 76 per cent saw a decrease in new grey hair growth. Personally, I noticed a marked reduction in shedding and, although I’m only 60 days into using it, I haven’t spotted any new greys either, which is a win in my book.

Do I Need a Scalp Serum?

If you're concerned about shedding, density, or general hair health, then a scalp serum is a good shout. Dr Adel adds: "Even without a specific concern, a daily serum can be a sensible preventative step, since looking after the scalp supports the hair you'll have in the months ahead."

Can a Scalp Serum Help Hair Growth?

While a well-formulated scalp serum can support the conditions for healthy hair growth, Dr Adel stresses that it's important to be realistic about what topical measures can achieve.

"By supporting the scalp barrier, calming the environment, and using actives that help keep hair in its growth phase, a serum helps create the best possible environment for the follicles," she explains. "What a serum won't do on its own is reverse genetic hair loss, so for significant thinning, it's best used alongside evidence-based treatments and after understanding the underlying cause. Supporting the scalp is the foundation, not a standalone cure."

How We Tested

Both the wider Who What Wear UK team and our beauty team have tested dozens of scalp serums between us, and we're well versed in the science behind scalp barrier care. For this feature, I consulted dermatologists and trichologists to determine which ingredients and formulations make for the most efficacious, fast-acting products, then tested each for two months to assess the results.

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.

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.

As a seasoned Shopping Editor, it might surprise you to hear that some of the most cherished—and most frequently worn—jumpers in my wardrobe are from H&M. But when it comes to knitwear, the high-street stalwart consistently punches well above its price point. Its cashmere and wool pieces have long been some of my favourites on the high street, combining premium-feeling fabrics with considered silhouettes and, crucially, prices that make investing in cashmere feel considerably more attainable.

And there’s plenty to choose from. Alongside 100% cashmere staples, you’ll find sumptuous wool-and-cashmere blends, weightier winter jumpers, fine knits designed for layering and elegant cardigans that look far more expensive than their price tags suggest. One particular standout is the brand’s weighty wool-and-cashmere jumper, complete with a ribbed neckline and cuffs and relaxed dropped shoulders. It returns season after season and, without fail, proves incredibly popular.

So, if you’ve previously associated cashmere with eye-watering prices, H&M is an excellent place to start. Keep scrolling to shop my edit of the best H&M cashmere jumpers of 2026.

Shop The Best H&M Cashmere Jumpers

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We're nearing the end of October, and for every fashion person, that means that a new John Lewis collaboration is about to launch. For years now, stylish people have set their clocks by the annual release that brings together the high-street hero and designer name, and this year, the anticipation has been higher than ever. Now, the John Lewis X Rixo collaboration has officially launched, and it's already moving fast.

The new release marks the biggest fashion collaboration to date for John Lewis as it teams up with renowned British brand Rixo. Already, you'll be well aware of the credentials of each, with John Lewis bringing high-quality offerings to the high street whilst Rixo is known for its vintage-inspired charm. Now the two fashion icons have come together to create a 44-piece collection spanning sleek jackets, elegant dresses, knitwear, and standout accessories. Naturally, I had to get my hands on a few pieces ahead of time.

The first aspect of the collection worth highlighting is the dresses. Both brands are known for elevated frocks, and the collection includes a series of sleek dresses infused with Rixo's signature vintage silhouettes and eye-catching prints, including an exclusive print drawn from the John Lewis Partnership Archive dating back to 1849. With a series of best-selling jackets on Rixo's roster, the collection also spans a series of sleek jackets, in particular the Luanne jacket with a silky finish and eye-catching faux fur cuffs, as well as the bold burgundy faux-fur jacket.

Along with dressier pieces primed to make this party season the most elegant to date, you'll find a selection of styles to make everyday instantly refined. Think bold patterned blouses with neckties, shimmering knitwear and ruffle-accent tops to embrace Rixo's boho mood. Finally, a series of accessories complete the collection, with notable embroidered ballet flats and bow-clad mules. Altogether, the collection is balanced, extremely refined and sure to bring a touch of joy and elegance to any winter wardrobe. As these collabs tend to move fast, I'd recommend scrolling on.

Shop the John Lewis X Rixo Collection Before It Sells Out

When I want to know what chic women are wearing, I often look to our French friends. Last week, I planned a quick trip to Paris, and whilst I was there, I carved out a little time to sit in a bistro and people-watch to see how the native elegant dressers are styling their winter wardrobes. Within a few minutes, it was clear one bag has become the defining style to carry this winter, and true to form, it's a polished style from French handbag expert Polène.

As soon as Polène launched, its ethos was clear: beautifully made bags with a distinctly high-end look. Since its inception, we've seen the brand become the in-the-know name to carry, from the spacious Cyme bag that is frequently spotted on my daily commute to the smartly designed Numéro Dix, which can convert from a shoulder bag into a crossbody in a matter of seconds. Now, the Boky has arrived, with a sculptural design that demonstrates craftspersonship and exudes timeless elegance with each detail. The design is inspired by bookbinding, with meticulously folded leather creating two zipped compartments with a central pouch offering plenty of space whilst still maintaining the clean lines of the design.

As ever, Polène doesn't just consider the look of a bag, but embraces practicality alongside it, which can be seen in the adjustable strap and various compartments. The newly launched style is available in a series of sleek shades, from deep burgundy to a soft green, which caught (and held) my attention. Now, the style is quickly becoming one of winter's chicest bags, and we expect it will become a timeless favourite like so many other Polène styles. Scroll on to explore the Polène Boky bag.

Shop the Polène Boky Bag

Shop More Mid-Range Bags We Adore

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.

Does anyone else feel like we skipped over autumn and headed straight into winter? Suddenly, the temperatures have dropped, and almost overnight knitwear has gone from a styling choice thrown over shoulders or tied around waists to an everyday essential. Heading into the winter season, it's now time to consider our knitwear collections, and if yours is lacking a touch of elegance or polish, then I've got the perfect edit for you. Known for making refined high-street pieces and with a series of best-selling knitwear over the years, I've curated a list of the best Massimo Dutti knitwear for winter 2026.

There's a particular eye for detail that has set Massimo Dutti apart as one of the most polished stores on the high street. Whether you're searching for sleek pleated trousers, refined leather jackets or an update to your knitwear selection, the finer details are always considered, and these make all the difference. When it comes to cosy offerings, the brand's pieces always look incredibly expensive thanks to the attention to detail on funnel-neck silhouettes, proportion play and materials used.

For winter 2026, Massimo Dutti is leaning into the most refined knitwear accents. As mentioned, funnel-neck detailing continues to be a key trend for the season, and Zara's big sister brand brings back its sell-out style from last year, along with a few alternative versions that feature contemporary updates in shade and form. With a focus on quality, this collection is composed of a series of cashmere, wool and merino offerings, with the classic crew-neck a particular standout, crafted from 95% wool with 5% cashmere for an extra cosy finish.

From cardigans to jumpers, turtlenecks to trending deep scoop necks, the winter 2026 collection is stocked full of smart knitwear additions. The palettes remain refined in neutral shades with trending cobalt and vibrant red dotted throughout. With such a strong selection to play with, I expect many of these will sell out in no time, so let's get straight into the best Massimo Dutti knitwear for winter 2026.

Shop the 9 Best Massimo Dutti Knits for Winter 2026

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As someone who works in beauty, it feels like a new product lands on my desk every week. But the number of hair brands that genuinely make their way into my routine is few and far between. You see, as someone who has Afro hair and wears it in many different ways, from blowdries to braids, the number of brands that actually cater to all hair types and conditions is limited. But recently, I’ve been testing one particular collection of haircare products that has firmly solidified its place in my routine. And I can use it no matter what hairstyle I have. Enter Cécred.

The Brand

Founded in 2024, Cécred was created to merge global rituals with modern science. With formulas containing a patent-pending bioactive keratin ferment, which works to repair damaged proteins in the hair, the brand aims to cater to all hair types, including coloured and damaged strands. "It’s been my lifelong dream to create a brand that could work for everybody, whether you're pin-straight, coily, wavy, curly or anything in between," says founder, owner and chairwoman Beyoncé Knowles-Carter on the brand's website.

So it should come as no surprise that the brand was an immediate hit amongst beauty editors, hairstylists and influencers alike. And after two long years of waiting for it to arrive in the UK, it finally launched exclusively at Space NK last month.

I was lucky enough to get an exclusive look at the products and try them out before they officially launched here in the UK. Meeting with CEO Grace Ray, lead global stylist Neal Farinah, trichologist Dr Kari Williams and, of course, vice chairwoman Tina Knowles, I got firsthand insight into how the products work. And trust me when I say that they do not disappoint.

The Packaging

You only have to glance at the products to know that the packaging is a huge selling point. I mean, not only will it look extremely chic on your dressing table or in your bathroom, but each product has unique packaging that has been carefully tailored to its use. For example, the Scalp Refresher Spray features a long custom-targeted nozzle designed to reach between braids, under wigs and around extensions.

Not to mention that a signature scent, Temple Oud, runs throughout, giving your hair a boost of scent featuring oud, Australian sandalwood, warm musk, night-blooming jasmine, Haitian vetiver and violet leaves. It’s genuinely one of the most expensive-smelling hair perfumes I’ve ever smelled.

But don’t let me harping on about the aesthetics and the fragrance fool you. The real gem lies in the effective, hair-loving formulas that literally everyone can use. And luckily for you, I’ve been testing the majority of the products for months now, meaning my recommendations are tried and tested. So without further ado, keep scrolling to discover the nine best Cécred products to consider investing in.

The Best Cécred Products

• Cécred Restoring Hair & Edge Drops, £53
• Cécred Scalp Refreshing Spray, £37
• Cécred Strong Hold Gel, £30
• Cécred Detoxifying Shampoo, £37
• Cécred Nourishing Hair Oil, £42
• Cécred Detangling Spray, £27
• Cécred Wrap & Set Foam, £26
• Cécred Hair & Scalp Balm, £35
• Cécred Thermal Shield Mist, £28

1. Cécred Restoring Hair & Edge Drops

Arguably the most popular product in the entire range, a bottle of the Restoring Hair & Edge Drops is apparently sold every 16 seconds, and after testing it, I can see why. Made with five special peptides known to visibly improve hair density, biotin, rose and ginger to nourish and energise the scalp and patent-pending bioactive keratin ferment to reduce breakage, I’ve genuinely seen a difference in my edges since using this product. Braids can often eat away at edges and cause breakage, especially with high-tension styles, so this product is the perfect antidote. Not to mention that it’s perfect for mature hair—all the women in my family swear by this formula.

2. Cécred Scalp Refreshing Spray

As someone who lives in my braids throughout most of the year, the Scalp Refreshed spray has become a lifesaver in between salon appointments. With a custom-targeted nozzle that allows me to effectively target every point of my scalp and a minty fresh scent that genuinely makes my braids smell freshly washed, I cannot recommend this product enough for those of us who typically wear our hair in protective styles. Not to mention that it works for natural hair, human hair extensions and synthetic hair extensions, so you don’t need to worry about damaging your braids, wigs or weave.

3. Cécred Strong Hold Gel

I’m not lying when I say that I haven’t purchased a single other gel since trying Cécred’s Strong Hold Gel. Not only does it give me the most perfect slicked-back bun when I’m wearing my hair naturally, but this product has also become a lifesaver for my protective styles when they start to look frizzy. I simply use an edge-control brush with the gel to slick down my edges and the top of my hair, add a silk scarf before bed and I wake up with what looks like a fresh set of braids. And you’ll be pleased to know that, unlike other holding gels, there’s no residue, flaking, or white cast, even if you have a heavier hand (like I do). Plus, it’s formulated with StemShield Complex, which protects hair up to 232°C from heat styling, humidity and pollution.

4. Cécred Detoxifying Shampoo

If you prefer a deep-cleansing hair wash that will actually remove oil and build-up, look no further than the brand's Detoxifying Shampoo. Made with PhytoFerment to remove impurities, honey to retain moisture and, of course, the patent-pending Bioactive Keratin Ferment to repair damage, this shampoo gives me the deep, clarifying cleanse I want without feeling too stripping or drying. But the best part? Unlike most shampoos that cause my braids to frizz, this formula allows me to keep my hair fresh between appointments, so I don’t have to deal with itching and buildup that usually come with braids.

5. Cécred Nourishing Hair Oil

So many people underestimate the power of adding a hair oil to their routine, and Cécred’s has quickly replaced my old oil as my go-to. Not only does it smell incredible (I cannot get enough of the Temple Oud scent), but it leaves my hair looking and feeling soft and moisturised. It’s the perfect addition to my braid-refreshing routine, bringing life back to my French curls when they start to feel a bit worn out, but I also find myself reaching for it when I’m wearing my natural hair to give it that extra shine. Not to mention that the ultra-chic packaging looks gorgeous on my vanity. At £42, I’m well aware it sits at a significantly higher price point than other hair oils on the market, but the results make it well worth the extra splurge for me.

6. Cécred Detangling Spray

I cannot believe I used to take my braids out without Cécred’s Detangling Spray, but it’s genuinely changed my life. I simply spray the top of my braids and leave it for 1-2 minutes to work its magic. The result? Extremely soft hair that no longer gets knotted and entangled from the copious amount of gel I apply between salon visits. The hair just untangles seamlessly with the spray, meaning I can safely take out my protective style without fear of breakage or damage.

7. Cécred Wrap & Set Foam

Foaming products that actually set and mould the hair without flaking or leaving a heavy residue are few and far between. So if you've also struggled with this dilemma, look no further than Wrap & Set Foam. This is one of those mousses that feels completely weightless on the hair and scalp, but somehow manages to lock every hairstyle in place. It can be used with or without heat and also works to protect your strands from humidity, pollution and damage. Whether I have braids, a weave or I’m wearing my natural hair, I apply this foam before brushing down my hair and securing it with a silk scarf before bed, leaving me with a sleek hairstyle that doesn’t budge in the mornings.

8. Cécred Moisturizing Deep Conditioner

I don’t think my hair has ever felt softer than after using Cécred’s Moisturizing Deep Conditioner. Infused with hyaluronic acid for hydration, a blend of shea and murumuru butter to deeply replenish, an African oil blend for extra shine and antioxidant-packed hyssop oil, this buttery conditioner is an absolute treat for those of us with dry or damaged hair. If you have finer hair, I would apply this sparingly, as it’s very rich and I can imagine it feeling just a tad too heavy on certain hair types if overdone; however, this is one of those hero products that I’d recommend to literally everyone, regardless of their hair type, density or condition.

9. Cécred Thermal Shield Mist

Whilst a wide number of Cécred’s products are formulated with up to 232°C of protection, you can never go wrong with having a dedicated heat protectant when using a hair dryer or straightener. The Thermal Shield Mist contains an advanced three-part StemShield complex that protects the hair from both artificial and natural heat, as well as a thermal gloss blend that gives the strands a glossy, salon-like finish. It’s been a game-changer when I’m adding heat to my hair at home, leaving it with almost a silk-press sheen that I’m typically only able to achieve at the salon. It’s also incredibly weightless, providing an ultra-fine mist without the crunch or build-up you might expect from a heat protector.

Shop More Cécred Products We Love

How I Tested

I’ve been secretly testing the majority of Cécred’s collection for months before it officially launched in the UK. I assessed each product on both my natural hair and my braids to see how easy they are to use and how effective they are compared to their claims.

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 friends.

It’s safe to say that high-street designer collaborations are now almost as ubiquitous in fashion as a camel trench coat. There is, however, one enduring partnership that, with almost a decade under its belt, continues to stand apart: Uniqlo x JW Anderson.

First launched in 2017, the collaboration has become something of a fixture in the fashion calendar, and its latest autumn/winter instalment is every bit as good as I’ve come to expect. Once again, Jonathan Anderson brings his distinctly British sensibility to Uniqlo’s knack for creating genuinely useful wardrobe staples, resulting in a collection that feels equal parts preppy, heritage-inspired and effortlessly wearable. Think British academia, countryside classics and collegiate dressing, all filtered through the kind of easy silhouettes you’ll actually want to wear every day.

Standouts include a checked shirt I can already imagine wearing buttoned up with jeans, tied around my waist or nonchalantly draped over my shoulders, alongside an excellent blouson jacket and classic straight-leg denim. Knitwear is particularly strong, too, with preppy layers and cosy winter staples that feel unmistakably JW Anderson without losing the simplicity Uniqlo does so well.

The result is a collection filled with pieces that feel familiar but never boring, and if previous Uniqlo X JW Anderson drops are anything to go by, I suspect the best pieces won’t hang around for long. Keep scrolling to see the Uniqlo X JW Anderson autumn/winter 2026 pieces I’d add to my wardrobe first.

Shop the JW Anderson X Uniqlo Winter 2026 Collection:

Shop More Uniqlo Autumn/Winter Pieces:

The cold weather has suddenly swept in, and a crisp breeze now accompanies the darker mornings. Winter is officially underway, and if you’re also feeling like your wardrobe is scrambling to keep up with the sudden shift, then you’re not alone. Having only just eased back into my autumn pieces, the new season has quickly arrived, and now all I can think about is building the most refined winter wardrobe. As ever, Zara is ahead of the game, and the high-street hero has already perfected seven elegant winter trends that fashion people are already wearing.

Whilst the cooler days may require an extra level of thought as we balance looking chic and staying warm, I personally couldn’t be more excited for the shift into winter dressing. I'm drawn to the joy of layering, pulling together soft knitwear and sleek coats which can easily look incredibly expensive even when they're affordable buys.

For winter 2026, the defining trends feel both contemporary and enduring. Winter’s arrival sees the return of rich textures and finishes, from sumptuous cashmere to smooth leather. Finer details are bringing a sophistication to bundling up, from bold funnel-neck collars to soft barrel-leg silhouettes. Whilst there are bolder trends around this season, Zara is focused on the most refined, like fringe detailing accenting jackets, skirts and even handbags. Finally, the finishing touches bring our chic winter looks together, and I’ve rounded up the trending belts, cashmere scarves and footwear to rely on this year and every winter to come.

We know the best Zara pieces tend to move fast, so scroll to shop the seven chic Zara winter trends before they sell out.

1. Check Mate

Style Notes: The heritage revival sees check patterns return, now accenting shirts, outerwear and even skirts.

2. Collars Up

Style Notes: Funnel-neck details are back to prove just how timeless the trend is, elevating every piece they're applied to.

3. Bold Barrel

Style Notes: The barrel shape is back and defining the season, with curved lines on denim, tailoring and cotton trousers.

4. Leather Look

Style Notes: Leather is a key component of our winter 2026 wardrobes, and I’ve tracked down the most refined leather offerings at Zara, from sleek jackets to polished boots.

5. Fringe Finishes

Style Notes: The runways have been awash with fluttering fringe, and now Zara embraces this fine detail to rejuvenate cardigans, skirts and even handbags.

6. Soft Touch

Style Notes: On a softer note, I’ve curated the best cashmere, merino and wool knitwear in refined shades, as well as faux fur-trimmed outerwear that looks triple the actual price.

7. Elevated Accessories

Style Notes: Finally, we round off the edit with a series of elevated accessories to bring a touch of refinement to our looks, even when we’re bundled up against the chill.

It’s a new season, which means my biannual wardrobe reassessment has officially begun. The charity and Vinted piles have been set aside, leaving some rather convenient gaps in my wardrobe that I’m already itching to fill. With a strict budget and expensive-looking pieces at the top of my wish list, there are three brands I immediately headed to: Zara, H&M and COS.

Each has its own speciality. Zara’s outerwear never ceases to impress me, from reversible jackets that could easily pass for designer to beautifully cut trench coats I’ll rely on for years. H&M is where I turn for the foundations of my winter wardrobe—think premium-feeling knitwear, great denim and elevated basics that make everything else I own work harder. Then there’s COS, which consistently excels at the pieces I’m willing to spend a little more on, from 100% cashmere knits and sumptuous scarves to impeccable tailoring and seriously good accessories.

So, if you’re also looking to give your wardrobe a winter update without the designer price tags, keep scrolling for the Zara, H&M and COS pieces I think look far more expensive than they are.

Shop The Best Zara, H&M and COS Winter Buys

Over the past few years, I've become really interested in wellness. No, I'm not talking about green juice and Pilates; I'm talking about adjusting my diet to what my body actually needs, prioritising rest and muscle recovery (with my new fave PEMF mat), lowering my cortisol and learning which workouts are best for me, not just what's trending. (Ironically, it is Pilates.) I've learnt that just because a wellness practice works for someone else, that doesn't mean it's right for me. However, that's not to say that I don't find it hard not to get swept up in the latest craze, and if there's one thing everyone is talking about right now, it's electrolytes.

Those rehydration drinks that your mum used to make you drink when you had been ill? Well, they've had quite a glow-up in recent years, and now everyone seems to be drinking them daily. To get to the bottom of whether we really need them, and to recommend the best ones on the market, I reached out to a range of experts and spent the past few months testing some of the most popular electrolytes on the market. Keep scrolling to find out more...

What Are Electrolytes?

To understand whether you need to be taking electrolytes, it's first important to understand what they actually are. "Electrolytes are essential minerals found in food and bodily fluids—including sodium, potassium, chloride, calcium and magnesium—that our bodies need to function normally," explains Vicky Pennington, a registered dietitian with over 30 years of experience as Boots UK’s nutrition expert.

"Electrolytes have an electric charge when they dissolve and play an important role in regulating the balance of bodily fluids, managing muscle contractions, transporting nutrients in and waste out of cells, and conducting electrical impulses around the body," she adds.

Who Needs to Take Electrolytes?

"Electrolytes are essential for normal bodily function, and we should get enough through a balanced diet. However, when we do certain activities that [cause us to] lose more fluid than normal, you may want to take an electrolyte product to help maintain balance," explains Pennington.

"When we lose fluids, whether through exercise, in the heat, illness or simply not drinking enough, electrolytes are lost through this. Replacing water alone isn't always enough to restore proper hydration, because electrolytes help the body actually retain and use that fluid effectively," adds Alexa Abdelaziz, R&D nutritional science manager at Unilever.

As you can see, you don't need to take them every single day as social media suggests. "Our bodies naturally regulate electrolyte levels, so supplementation is only really necessary when you are experiencing an imbalance, which occurs most commonly when we have lost more fluid than normal," Pennington says.

Are There Are Downsides to Taking Electrolytes?

There aren't many downsides to electrolytes, but you do have to be careful not to take too much. "It’s probably not suited to everyone. For example, anyone with kidney issues or on dialysis should be cautious, since sodium intake needs to be carefully managed when the kidneys are already under strain," says Elissa Corrigan, founder of female supplement brand Elle Sera. "I know women having two or three electrolyte drinks a day, and their sodium intake was unbelievably high as a result, which isn’t good for you. More isn’t automatically better here."

Of course, it's always best to consult your doctor for the best advice, but if you are thinking of adding electrolytes to your wellness routine, check out my top picks below.

The Best Electrolytes, Tried and Tested

• Best Overall: Liquid I.V. Sugar Free Mango Pineapple Electrolyte Powder, £19
• Best Refreshing Taste: SULT Electrolytes Watermelon Berry, £31
• Best Immunity Benefits: Phizz Daily Immune+, £9
• Best Added Skin Benefits: Wellthy by Boots Daily Hydration+ Radiant Skin, £7
• Best for On-the-Go: Punchy Electrolytes Daily Hydration Reset Tropical, £18

1. Liquid I.V. Sugar Free Mango Pineapple Electrolyte Powder

If I had to take one electrolyte for the rest of my life, it would definitely be this one from Liquid I.V. Not only is the flavour absolutely delicious, but I love that you can shop for sugar-free versions. The powder is easy to mix with water and contains eight vitamins and minerals, including B3, B5, B12 and C, alongside sodium, potassium, calcium and magnesium. I genuinely looked forward to taking these and can see myself repurchasing them for years to come.

2. SULT Electrolytes Watermelon Berry

Sult is a relatively new brand, but it's already making waves in the wellness industry. If you want a refreshing (and delicious) flavour, I highly recommend Watermelon Berry. It's the ultimate pre- or post-workout treat. Zero-sugar and plant-based, with a blend of sodium, potassium, magnesium, calcium, chloride and phosphorus, and packaged in a stylish sachet, I can see why these electrolytes are all over my social media feeds.

3. Phizz Daily Immune+

These electrolytes are my go-to when I'm under the weather. Packed with vitamins, minerals and antioxidants, the tablet is quick and easy to add to your morning water to boost your immune system. Think vitamin C, vitamin D, iron and zinc, all working together to help you feel your best. I'll be honest: they aren't as yummy as some other flavours in this roundup, but the citrusy taste is easy to drink, and I love the added benefits.

4. Wellthy by Boots Daily Hydration+ Radiant Skin

If you didn't know, Boots has its own wellness range called Wellthy, which has a wide range of electrolytes, all with different benefits. I was so impressed by the entire range, especially the taste and value for money, but I was most intrigued by this particular iteration. Designed for radiant skin, each sachet contains the brand's vegan collagen builder, six different electrolytes, vitamin C, biotin, niacin, hyaluronic acid and zinc. Don't get me wrong: this definitely isn't the sort of product you'd notice a difference from straight away, but if you do want electrolytes with added vitamins and skincare benefits, I highly recommend them. Oh, and they're absolutely delicious.

5. Punchy Electrolytes Daily Hydration Reset Tropical

I think I have about ten packets of these Punchy electrolytes in my gym bag, as they are so easy to use on the go. All the flavours are delicious (tropical is my favourite), and they are quick and easy to mix with water. The formula contains seven electrolytes and minerals and five immunity vitamins (vitamin C, D, B3, B6 and B12), which, in my opinion, is everything you could want.

6. Wellthy By Boots Daily Hydration+ Rest & Restore

I never thought I'd be drinking electrolytes before bed, but here we are. Another delicious concoction from the Wellthy by Boots team: this blueberry flavour is one of the nicest electrolyte powders I've come across. It contains lemon balm, magnesium glycinate and L-theanine to help you feel relaxed and restful, and I don't know if it's placebo, but I swear I sleep better when I drink this.

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.