Perfume is a category that has seen significant growth in the beauty space over the past couple of years. One of the biggest beauty retailers, Space NK, has recorded a 35% YOY growth, which is mega. As fragrance enthusiasts, it's needless to say everyone at Marie Claire UK is thrilled that this beautiful craft is getting so much air time. And as we enter the final act of 2024 (now that Halloween is over, we're allowed to say that, right?), we've been able to spot some pretty major perfume trends emerge, and we have spent the past 10 months keeping an eye on bestsellers lists in a bid to determine what the most popular perfumes of 2024 will be by the time the year is up.
To get to the bottom of it, I asked some of the top retailers in the UK to share their bestsellers and shed some light on any patterns they have seen in saldes—and they were kind enough to deliver. While some trends have carried over from last year, with skin scents and perfume mists proving very popular, we have also seen some newer trends come through for 2024, like niche fragrances. So, here goes—the most popular perfumes of 2024 so far.
Biggest 2024 perfume trends
Skin scents
Following on from its success in 2023, skin scents have shown no signs of slowing down in popularity. With pheromone perfumes, like Molecule 01, being a top seller for both Liberty and Space NK. They’re intimate, personal to you and great for layering, making them the biggest rising trend of the year.
Layering
In an era of gatekeeping fragrance in an effort to make popular scents our own, layering is in. No matter how popular a scent may be, you can make it unique to you by layering multiple scents together. "This is a lot of social content especially on TikTok educating consumers behind layering scents which creates a truly custom fragrance experience," explains Francesca Whitehead, Senior Buyer at Lookfantastic. Space NK also noted layering as being a very popular trend this year.
Niche fragrances
While it's uncommon to see lots of niche fragrances appearing in 'top buys' lists (they are expensive, lesser known and are competing with legacy scents), many retailers noted this as being an increasing trend and interest from consumers. "More and more people want their scents to be personal and are reaching for the niche fragrances," explains Whitehead.
Most popular and bestselling fragrances of 2024
1. Escentric Molecules Molecule 01
Molecule 01 is the skin scent and is a top seller for both Liberty and Space NK this year. This fragrance uses Iso E Super, which is typically an addition in perfumes as a booster, but with Molecule 01 it's the star of the show. Don't be fooled if you can't smell it on yourself, you'll still find the compliments rolling in. It really is a you, but better scent. It's equally great on its own and layering with other fragrances. It is ideal for year-round and has become a signature scent for many.
2. Sol de Janeiro Cheirosa 59 Perfume Mist
Sol de Janeiro Cheirosa 59 Perfume Mist has proved a top fragrance for Lookfantastic this year. And it's not just the musky and creamy Cheirosa 59 at the top of the list but some of the other cult Sol de Janeiro perfume mists, too, proving that perfumes mists are still very much a popular fragrance trend. Although this is a perfume mist, it lasts surprisingly well, making it an ideal budget option, too.
3. Chanel Coco Mademoiselle
A classic perfume that needs no introduction, Chanel Coco Mademoiselle is proving one of the most popular so far this year, taking a top spot for The Perfume Shop. With Whitney Peak being named the new face of the fragrance last year, it marks a new era for the iconic perfume, proving that its popularity isn't going anywhere anytime soon.
4. Yves Saint Laurent Libre
YSL Libre is a classic and always tops most popular lists. It's floral, lavender and cirtus-y and feels bright, bold and confident. Basically, it's the energy we need to be bringing into 2024 with us. Although it's popular, it's one that almost everyone loves, so you really can't go wrong with this one. Its sister scent Libre Intense closely follows in popularity.
5. Ouai St Barts Hair & Body Mist
The hype around Ouai St Barts Hair & Body Mist is very much deserved. It has proved, hands down, one of the most talked about (and purchased) fragrance products of the year. After sell-out success in the US, it made its way over to UK shores in the summer and has proved every bit as popular in the UK—with Space NK counting it as one of their bestselling fragrances of the year. It smells like an exotic holiday and is an absolute compliment magnet.
6. Dior Miss Dior
Miss Dior transcends years and always proves a popular scent—and it's no surprise because it really is such a gem of a fragrance. It's happy, joyful and light. It's sweet without being cloying and feminine without being too girly, making it an elegant scent for everyday or special occasions. For lovers of Miss Dior, you might also want to try the newer iteration Miss Dior Parfum.
7. Cosmic Kylie Jenner
Boots recently named this unassuming celebrity fragrance its fastest selling of the year. And yes, we can confirm that Cosmic Kylie Jenner actually smells really good. It's sweet, sure, but it has a truly luxurious skin-like element that cloaks the wearer in a powdery, floral veil.
8. LBTY. Zephirine
Liberty's own fragrance collection has proved a real success since it launched only one year ago—and it's this guy that has made the biggest splash. Zephirine isn't just the number one selling fragrance in the LBTY. collection, a Liberty insider also told me that, based on week-on-week sales, it is steadily making its way to being the top selling product across Liberty as a whole—quite the triumph.
9. Marks & Spencer Warmth
2024 marks another year of Warmth flying off the shelves of Marks & Spencer. It is, once again, the retailer's bestselling fragrance of the year so far—and we totally understand why. True to its name, it is warming, cosy, inviting and beautifully expensive-smelling. All M&S perfumes are good, but Warmth is in a league of its own.
10. Phlur Vanilla Skin Body Mist
Further proof that 2024 is the year of the body mist, Space NK has seen Phlur's new-to-this-year body mists fly off the shelves. Vanilla Skin, in particular, has proved a hit. At the time of writing, the retailer has sold 54 bottles today alone—and that's only the ones they've sold online. Not only does this one make for a more affordable alternative to an eau de parfum, it also embodies all of those soft, skin-like notes that people are lapping up this year.
11. Maison Francis Kurkdjian Baccarat Rouge 540
Despite the fact Maison Francis Kurkdjian Baccarat Rouge 540 has been a household name for the past few years and is now considered somewhat mainstream for a previously niche fragrance, that's not to say it isn't still wildly popular. Selfridges still count this iconic red bottle as one of its bestselling perfumes of 2024, along with other cult classics like Le Labo Santal 33 and Penhaligon's Halfeti.