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When it comes to beauty categories, there is nothing as deeply personal as fragrance. It’s linked to our memories and can change our mood, and unlike skincare, makeup and haircare, it’s more about how ...

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#PerfumeTok has spoken and as the beauty world shifts towards Gen Z and Gen Alpha consumers, beauty trends have focused more on individuality and self-expression. We’re less fixated on covering ...

Just like Molly Mae, Giorgio Armani Sí, will always be a scent that brings back the fondest of memories. It's a quintessential feminine fragrance that just oozes nostalgia - I'll still mist it ...

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If you buy something, we may earn an affiliate commission. Scroll on to see the best perfume trends of 2025 and shop our editors’ picks. Plum isn’t the only fruit getting its flowers this year.

Where the aroma of the sea mingles with pine at the place where water meets forest, trees are heavy with fruit and the grass is verdant with fragrance. That, gentlemen, is how perfumers see the world.

The choosing part is where we come in. Landing on the best men’s cologne for you starts with understanding fragrance families, and identifying which ones work in any given context. Woody ...