I've surveyed all the editors I know—this is the most praised perfume of 2025.

      As a beauty director known for my straightforward opinions, I’m going to confidently state that Amouage Guidance is poised to surpass all other currently popular and viral perfumes. And before you start tuning me out, let me acknowledge that I understand the struggle to stay updated with the latest trending fragrances. As a journalist with expertise in unbiased reporting on perfumes, I sometimes change my viewpoint on the subject myself. But I assure you, Amouage Guidance is set to become not just the standout fragrance of the year, but possibly a defining scent for the latter part of the decade.

      This may seem like an outrageous claim for various reasons. Firstly, it's not a budget-friendly fragrance; a bottle of Guidance costs a substantial £320. Additionally, we are in a time where the selection of niche perfumes is more extensive than ever—the fragrance industry is thriving, and the idea of a signature scent is being overshadowed by the trend of expansive fragrance collections. Yet, despite these challenges, I’ve observed something incredible in 2025, akin to the buzz surrounding Maison Francis Kurkdjian's Baccarat Rouge 540 in 2021. A new, even more luxurious and hard-to-find perfume is gaining traction.

      A few weeks ago, when I polled a room full of beauty editors, directors, insiders, and influencers about their most complimented fragrance, Amouage Guidance was overwhelmingly mentioned. This didn't surprise me one bit. Since its debut in 2023, Guidance has gradually integrated itself into my daily life. I own a bottle myself, but I also noticed the perfume community enthusiastically discussing it on TikTok last year. Shortly thereafter, I began to see it on the shelves of some of the most stylish women I follow on Instagram. By January, I was spotting it at various gatherings, and by March, a well-informed friend outside the beauty industry asked about it. By May, I caught whiffs of it on the streets of London. It’s official: we are in the era of Amouage Guidance. So what exactly makes this fragrance so captivating?

      Amouage Guidance Eau de Parfum has key notes including pear, incense, hazelnut, saffron, rose, sambac jasmine, osmanthus, cistus, sandalwood, akigalawood, ambergris, and vanilla. If it were an outfit, it would be white Brunello Cucinelli flares paired with a crisp white shirt and suede stilettos. If it were a makeup product, it’d be a silky, luxurious foundation. And if it were a bag, it would be a burgundy Hermès Kelly with gold hardware.

      Let’s delve into Amouage's history as it sheds light on the essence of Guidance. Established in the 1980s by the Albusaidi family, the ruling dynasty of Oman, Amouage aims to represent "the gift of kings." The brand blends the long-revered art of Middle Eastern perfumery to create globally aspirational fragrances. Notably, it's quite rare for Western fragrance houses to penetrate the Middle Eastern market, and vice versa. Guidance exemplifies this fusion remarkably well.

      From the outset, it’s crucial to note that Guidance carries the robust character typical of Middle Eastern fragrances. A couple of sprays is sufficient for a long-lasting scent that follows you throughout the day. Another hallmark of Middle Eastern artistry present here is the intricate blend of ingredients. While many French houses are currently streamlining their fragrances for simplicity, Amouage celebrates the craftsmanship of complex perfumery. In my view, this complexity is what makes Guidance one of the most stunning and complimented fragrances available today.

      However, don’t worry—Guidance isn’t merely a cacophony of smoke, woods, and spices. On first application, you’re greeted with a burst of sweet, juicy pear, quickly followed by a sharp note of pepper that may be polarizing. I encourage you to persevere through that initial impression, as moments later, the sweetness resurfaces, mingling with a blend of creamy floral notes. Hazelnut and vanilla gracefully intertwine with the pepper, softening its sharpness and adding depth. A delicate hint of smoke weaves through this rich creaminess, complemented by nut shavings and saffron. Rose, jasmine, and cistus petals emerge warmly, while that initial vibrant pear note continues to shimmer on the skin, deepening over time.

      You could characterize Guidance as a floral perfume, but it is also a gourmand, a woody, and a spicy fragrance. This complexity often leaves those who experience Guidance in awe; its captivating nature is striking even to the most inexperienced noses. It radiates a sense of luxury that's undeniably palpable, and, whether you appreciate it or not, the allure of Guidance indicates that this unique quality is something many are willing to invest in come 2025.

      For those interested in more offerings from Amouage:

      Amouage Guidance 46 Exceptional Extrait de Parfum features key