We've Judged Them All—These Are the 15 Best Fragrances Around Right Now

Welcome to Who What Wear UK's Next in Beauty Awards 2025. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, spritzing and reviewing, the results are in. Join us in celebrating the best fragrance products of 2025.

Who What Wear UK Next in Beauty Awards 2025: Best in Fragrance

When it comes to creativity, things don't get much better than a collaboration between fragrance genius Frederic Malle and Swedish fashion house Acne Studios. This perfume has been a mainstay in every Who What Wear UK editor's perfume wardrobe since its launch last year, and its creative, cleaner-than-clean aldehyde blend still stands unrivalled.

"This has been my signature fragrance for the past year," says beauty director Shannon Lawlor. The fresh, soapy aroma is distinctly unique and somehow still manages to smell undeniably expensive. I have no feedback other than it is, in my opinion, perfect." It's a soapy hit of creamy freshness, but it also works as a wonderful layering scent.

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Acne Studios

Par Frederic Malle Eau de Parfum

Nothing makes hitting the hay feel quite as luxurious as misting a fine pillow spray over your sheets, and this one really performs. Aromatherapy Associates Deep Relax scent combines lavender, vetiver and sandalwood to deliver meditative levels of relaxation before the most blissful slumber.

"Sleeping soundly isn't something I'm familiar with, or rather, it wasn't until I discovered this pillow mist. The calming lavender aroma flicks a switch in my brain and has me snoozing soundly in a matter of minutes," says Lawlor.

Fragrance expert Eudora Nwasike says, "I’ve used the Deep Relax Sleep Mist for four nights in a row, and I’ve had the most heavenly sleep ever. I usually struggle to sleep through the night, but that hasn’t been the case since I started using it. With just a few spritzes on your skin and pillow, your mind and body instantly relax, allowing you to drift into the best sleep of your life. This is truly what sweet dreams are made of, and I would 10/10 recommend it to anyone who struggles to get enough rest at night."

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Aromatherapy Associates

Deep Relax Sleep Mist

Balmain Beauty launched its collection of Les Éternels de Balmain fragrances last year, but this isn't the fashion house's first time around the olfactory block. In fact, a number of the fragrances in the collection are reinventions of iconic Balmain perfumes from decades gone by. The one that has made the biggest splash is, without question, Carbone. The deep, rosy musk scent is totally hypnotic.