This Lesser-Known French Fragrance Receives More Compliments Than Any Other.

      With more than 12 years of experience in the beauty sector—as a journalist, facialist, consultant, and head of beauty purchasing at Liberty London—I have observed the industry from numerous perspectives. I’ve evaluated countless products, negotiated with international brands, and spent years discerning what genuinely deserves attention (and what does not). Now, I am excited to share this insight in a new monthly column for Who What Wear UK, where I will discuss the beauty products I sincerely endorse, particularly those that are often overlooked.

      Let’s face it: the beauty market is overly saturated. There’s always a fresh launch, a trending item, or a must-have ingredient vying for your attention. But what truly warrants your investment of time, money, and space on your shelf? That is the question I aim to address.

      If I had to choose a favorite beauty category, it would be comparable to selecting a favorite child—impossible, unwise, and likely dependent on my mood. How can one compare the excitement of a new cleanser that effortlessly removes waterproof mascara to the joy of a blusher that enlivens your complexion? However, if I had to choose, I would consistently lean towards fragrance. Often regarded as the most instinctual of our senses, scent fosters an emotional bond that extends beyond mere appearance. It’s not about how you look; it’s about how you feel—what you wish to remember, how you aim to be seen, or how you want to influence the day's atmosphere. I truly believe fragrance is the ultimate accessory.

      In my previous role as the head of beauty buying at Liberty, I developed the Fragrance Lounge. This 18-month project was a labor of love, designed to be immersive, emotional, and distinctly different from any other fragrance hall. Shopping for fragrance is unlike purchasing mascara or moisturizer; it involves mood, memory, and occasionally, a bit of madness. That uniqueness is what makes it special, which is why I continually seek out brands that not only recognize this but also embrace a rebellious spirit while approaching it in a unique way. One of my current favorites is Maison Crivelli.

      Founded by Thibaud Crivelli, the brand conceptualizes perfumes based not on abstract ideas, but on personal memories—savoring hibiscus sorbet at a gemstone market, wandering through rose fields by the sea, enjoying raspberry cocktails at an underground rave. His method is refreshingly human and charmingly unconventional. There are no "muses" or artificial fantasies—just authentic experiences captured in fragrance, which is genuinely rejuvenating. The perfume I have consistently worn for months? Oud Maracujá (£220).

      Oud Maracujá Extrait de Parfum features key notes of oud, passionfruit, saffron, and Turkish rose. Oud can be polarizing in perfumery; when crafted well, it exudes warmth, woodiness, and opulence. Conversely, a poorly executed oud can overwhelm, causing headaches and evoking the smell of an old car tire melting in the sun. After testing numerous oud perfumes, I understand it is a note that demands precision. Oud Maracujá excels in this aspect by harmonizing the rich resinous wood with an unexpected element—passionfruit. The marriage of tropical fruit and oud could seem unlikely, yet that contrast is where Maison Crivelli shines.

      Oud Maracujá bursts open with an explosion of juicy, radiant maracujá—passion fruit, certainly, but not the overly sweet variant from a cheap cocktail list. It’s tangy, lively, and intriguingly refined. For a fleeting moment, it feels familiar—a scent reminiscent of a certain era of teenage fragrances. If Britney Spears’ Fantasy grew up, relocated to Paris via Berlin, and donned custom leather jackets, this would be it. It’s nostalgic yet elevated. The passionfruit lightens the heaviness of the oud, evoking a sensation akin to humid air against warm skin. Picture yourself cruising through Havana in a vintage leather-seated car, on the way to a salsa bar where a tropical mocktail is served under dim red lights as music softly begins to play. There’s warmth from the saffron and Turkish rose, gentleness from vanilla and tonka bean, and a subtle leathery undertone that never overwhelms.

      The oud here doesn’t scream; it whispers. It’s luxurious, captivating, and almost edible—more "late-night skin" than "old library." It’s bold without being aggressive, alluring without appearing forced. I’ve worn it to meetings, dinners, and to bed, and each time, someone inquires about it.

      The nose behind this creation, Jordi Fernandez, is a master at making bold notes approachable. Having collaborated with Maison Crivelli on several successful fragrances, he is not only a talented perfumer but genuinely pleasant—an unusual combination in the fragrance realm. I met both him and Thibaud in Paris