Instead of waiting for the algorithm to decide what’s next, we’ve decided to go straight to the experts — fragrance industry specialists, experienced beauty editors and rising content creators — to find out which unique perfumes will be the next breakout hits. With their sixth sense for predicting trends, these pros are nominating their favourite up-and-comers before they sell out.
These picks range from sultry ouds to aromatic tea blends, proving that 2025 will be yet another interesting year in fragrance. Some of these perfumes are already bubbling under the surface, while others are fresh launches poised to take over your FYP any minute now.
All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission.
This story was originally published on Refinery29 US.
Victoria Beckham Beauty 21:50 Rêverie Eau de Parfum
“I predict that 21:50 Rêverie from Victoria Beckham Beauty will become a cult favourite along the lines of Baccarat Rouge 540. Its main notes are vanilla and tonka bean, but unlike most vanilla-forward perfumes, it’s not too saccharine. Tobacco leaves, cedarwood and plum ground the sensual blend with some depth. As someone who gravitates towards more floral fragrances, I didn’t expect to love it so much, but from the first spritz, I was addicted. It was apparently inspired by a memorable date night Victoria had with David Beckham on the island of Java, so it’s no surprise this fragrance feels like sex appeal in a bottle. Be prepared to feel like the most confident person in the room when you wear this.” — Kristina Rodulfo, beauty editor and content creator
Victoria Beckham Beauty 21:50 Rêverie Eau de Parfum, $, available at Victoria Beckham Beauty
Marks & Spencer Sweet Pistachio Eau de Toilette
“If you’re an R29 regular, you’ll know that there’s a special place on my dressing table that is always reserved for Marks & Spencer’s Discover fragrances. Orange Blossom and Amber is a solid favourite of mine, but I’m really excited about Sweet Pistachio. With pistachio (of course), heady tuberose and vanilla-esque tonka bean, it sounds like a dupe for Kayali’s moreish Pistachio Gelato — with a floral edge. PerfumeTok is already singing its praises, and for £10, you really can’t go wrong.” — Jacqueline Kilikita, beauty director
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Marks & Spencer Sweet Pistachio Eau de Toilette, $, available at Marks & Spencer
Phlur Golden Rule Eau de Parfum
“Phlur can do no wrong in my eyes. The brand releases banger after banger, often going viral in the process. (Vanilla Skin Eau de Parfum, which just nabbed a R29 MVP Award for fragrance, comes to mind.) The secret, in my opinion, is that the brand makes each scent appeal to all. But despite this widespread allure, each scent somehow makes the wearer feel unique and special. Golden Rule is my next pick for soon-to-be-viral status. Upon first sniff I’m drenched in sunny, juicy notes of mandarin that lure me right in. Rather than smelling sickly sweet, the scent is fresh and fruity, drying down to a smooth base of coconut milk and vanilla cream. This is juxtaposed with a hit of sandalwood to keep it from falling into the gourmand category, which I’m not a huge fan of. If you don’t like foodie scents but don’t mind a fun injection of sweetness, this one’s for you.” — Humeara Mohamed, contributing writer
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Phlur Golden Rule Eau de Parfum, $, available at Space NK
& Other Stories Blank Pages Eau de Toilette
“In 2025, I’m choosing to support mid-to-low-priced fragrances that are credible, well-made and sit nicely on the skin — and most importantly, don’t pretend to be anything other than an easy-going scent to top up every few hours. I recently tried the new perfumes from & Other Stories and think they will do well throughout the year. Blank Pages is the clean skin, pillowy scent that seems to be catnip these days, and has a silky profile that reminds me of warm pyjamas just pulled out of the dryer. The woods and white musks remind me of cracking open a fresh new paperback novel. It’s so subtle and lightweight, but that’s the type of scent I want to be wearing to brace myself for another chaotic day. The best part? It’s only £32.” — Alice du Parcq, fragrance presenter, expert and host
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& Other Stories Blank Pages Eau de Toilette, $, available at & Other Stories
Loewe Solo Vulcan Eau de Parfum
“Resinoids have had everyone in a chokehold lately and I see this continuing in 2025. This plant extract produces a syrupy balsamic note that notably made Lush’s Sticky Dates collection a TikTok sensation. Solo Vulcan takes this to the next level, featuring a signature Loewe accord — an ambery, resinous note drawn from Iberian rockrose wildflowers — layered with lavender, thyme and orange flower absolute. Herbaceous scents are more often a miss for me, as they remind me of dried seasoning from the supermarket, but this one feels so much more elevated thanks to a hint of balsamic tickling the nose. The overall profile is very fresh and ‘wet’ in a sense, like strolling through a herb garden right after a rain shower. It dries down to a gorgeous sweet floral that makes me want to sniff my wrists again and again. Even though Solo Vulcan is marketed as a pour homme spray, I predict it will really take off as a genderless fragrance.” — Venus Wong, senior writer
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Loewe Solo Vulcan Eau de Parfum, $, available at John Lewis
Prada Infusion de Rhubarbe Eau De Parfum
“All of Prada’s fragrances are a cut above the rest. They’re so unique and interesting — and Rhubarbe is no different. With tart rhubarb accord, zingy green mandarin and lush rose, it’s equal parts grassy and syrupy, and I just can’t get enough of it on my skin. Once it dries down, it develops into a soapy and clean scent that’s really comforting; something about it reminds me of the ‘90s. It’s nostalgic in the best way. What’s more, the bottle is absolutely beautiful.” — Jacqueline Kilikita, beauty director
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Prada Infusion de Rhubarbe Eau De Parfum, $, available at Selfridges
KIKO Scent of Milan Eau de Parfum Brera District
“KIKO is such an underrated makeup brand but I didn’t expect its first foray into fragrance to be equally as impressive. While the five-strong collection mostly errs on gourmand (or sweet — a fragrance category I’m not usually into) there are a few standouts scents that I really like and suspect will blow up this year. First up, Scent of Milan Eau de Parfum Brera District. With zingy bergamot, spicy coriander and musky ambrette (a fragrant shrub native to hot climates) it’s green and crunchy at first spritz, but dries down to something warm and comforting throughout the day. To me, it smells much more expensive than £39.99.
“What’s more, it’s an eau de parfum, so it lasts far longer than cheaper eau de toilettes with a lower percentage of fragrance oils. It reminds me of Calvin Klein’s CK One with a dash of Diptyque’s Philosykos. I also love Duomo District with orange, lemon, jasmine and sea salt. It’s a Mediterranean holiday in a bottle and I can’t get enough of it on dreary winter days. If I had to choose between them, though, Brera District gets my vote. In fact, I predict a sell out.” — Jacqueline Kilikita, beauty director
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KIKO Scent of Milan Eau de Parfum Brera District, $, available at Kiko Milano
Creed Fragaria Eau de Parfum
“Fruit-forward perfumes, particularly ones with citrus and berry notes, are making a comeback. No, I’m not talking about the body mists that were staples during our teenage years. The trending assortment of fruity scents are way more complex and grown-up, with far higher concentrations of perfume oil — and therefore longevity. Creed’s Fragaria is the perfect example. It opens with a sharp and punchy blend of mandarin and bergamot that almost smells like fresh mangos, before the succulent strawberry heart notes break through. This all sounds similar to eating sorbet, but thanks to spiky pink pepper and powdery violet, the actual olfactory experience is vibrant yet sensual. Patchouli, vetiver and cedarwood ground the strawberry note and help it linger on my skin for hours. Fruit notes normally don’t last very long, so I’m rather impressed that I still smell like a walking strawberry field hours after application.” — Venus Wong, senior writer
Shop Selfridges
Selfridges Fragaria Eau de Parfum, $, available at Selfridges
D.S. & Durga Pistachio Eau de Parfum
“Pistachio fragrances are big right now. D.S. & Durga’s Pistachio is the first pistachio perfume I’ve ever tried, and is almost certainly the last, as it’s pretty much perfect. The initial impression is light and subtly sweet like a scoop of pistachio gelato, but is beautifully balanced with notes of warm, earthy cardamom and patchouli. The nuttiness definitely shines through thanks to the titular ingredient in the heart, mid and base, but it also has a marzipan-like sweetness thanks to almond and vanilla crème. I love wearing it alone or layered with one of my woodier scents (I think pistachio and sandalwood are utterly gorgeous together) to switch things up.” — Karina Hoshikawa, senior writer
Shop Cult Beauty
D.S. & Durga Pistachio Eau de Parfum, $, available at D.S. & Durga
Zara Elegantly Tokyo Eau de Parfum
“Even though Elegantly Tokyo came out back in 2021, I truly believe it’s poised to have its time in the sun this year. Created by perfume legend Jo Malone, it encapsulates the best qualities of a woody floral — an enduringly popular scent category — while offering unbelievable value for money. The luscious cocktail of lily and jasmine envelops you in a luxurious-smelling cloud that refuses to evaporate; I’ve sprayed this on my sweatshirt and can still smell traces of it the next day. It has a musky, almost incense-like dry down, thanks to akigalawood at the base. Fans have compared it to Mugler Alien, another jasmine-heavy perfume, but I prefer Elegantly Tokyo’s sparkling initial blast. I’ve been carrying the travel size in my handbag everywhere, asking my friends to smell it and guess how much it costs. I love watching their jaws drop when I tell them that it’s only £16. Zara, please never discontinue this scent!” — Venus Wong, senior writer
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Zara Elegantly Tokyo Eau de Parfum, $, available at Zara
Maison Crivelli x Jordi Fernandez Oud Cadenza Extrait de Parfum
“Oud Cadenza begins its journey with an explosion of hot spices, the sweetness of sugar cane and caramelised dates wrapped in an oud accord. But it’s not an overly sweet gourmand, which is one of the reasons why I love it and think it will be a big hit this year. The deepness of oud, leather and patchouli coupled with the spices and smokiness of incense seamlessly balances and prevents it from becoming too sweet. It also lends a mature character to the gourmand notes, while maintaining its seductive and addictive quality. As the fragrance makes its way to the base, it reveals a rich, warm, resinous creaminess that makes you want to constantly sniff yourself. This one needs to be added to the collection for winter date nights or if you want to be the centre of attention in any room you walk into.” — Eudora Nwasike, certified fragrance specialist by the Fragrance Foundation
Shop Harrods
Maison Crivelli x Jordi Fernandez Oud Cadenza Extrait de Parfum, $, available at Harrods
d’Annam Matcha Soft Serve Eau de Parfum
“I’ve been seeing lots of buzz for Matcha Soft Serve, a creation by Vietnamese fine fragrance house d’Annam. While I don’t think vanillic, sugary gourmands are going anywhere just yet, I’m noticing a marked shift towards photorealistic scents [perfumes that smell like a real-world thing]. All the cool girls are swapping their daily flat white for an iced matcha latte, and the ingredient is sweeping into the fragrance space, with this matcha-forward scent selling out a few times over. Think earthy ceremonial grade matcha, soft milky vanilla and the sweetness of a traditional waffle cone all blended together smoothly. It’s simply delicious: not too sweet and not too grassy.” — Sade Akinsanya, perfume enthusiast and content creator
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d’Annam Matcha Soft Serve Eau de Parfum, $, available at d’Annam
Strangelove A Fire Within Eau de Parfum
“I’ll get on to the actual juice in a moment, but I think this new perfume will go viral for the bottle — and the price. At £470 for 50ml, it’s eye-wateringly expensive (and probably the priciest fragrance I’ve ever tried). There are a few reasons why: The cap is plated in 24-carat gold, but if that doesn’t make you feel opulent, the notes inside might do. Oud — a sweet yet smoky wood — is often referred to as “liquid gold” thanks to its high value, while the addition of vanilla and creamy cedarwood make this fragrance richly indulgent. I’ve never known an eau de parfum to last so long. At the launch event in November, I sprayed it onto my coat, and I can still smell hints of it on my sleeve today. It’s bound to earn viral status among TikTok’s fragrance enthusiasts, who are obsessed with unique bottles and rare notes, but I also predict that it will inspire a handful of more affordable ‘dupes’. I think Zara’s Oud Vibrant Leather Eau de Parfum, £22.99, is close.” — Jacqueline Kilikita, beauty director
Shop Harrods
Strangelove NYC A Fire Within Eau de Parfum, $, available at Harrods
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