We had the most fragrant individuals we know try them all—here are the 16 top perfumes available.

      Welcome to the Who What Wear UK Next in Beauty Awards 2025. Here, we honor and applaud the finest in beauty, highlighting both groundbreaking industry innovators and beloved classics that continue to hold a place in our bathrooms and makeup bags. To assist us in selecting the deserving winners, we gathered an esteemed panel of industry experts, discerning editors, and knowledgeable influencers who rigorously tested each product. Our judges documented their experiences with every item they evaluated, allowing you to see the winners in action alongside essential before-and-after comparisons. After extensive testing, spritzing, and reviewing, the results are finally in. Let’s celebrate the top fragrance products of 2025.

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

      When it comes to creativity, few collaborations match the brilliance of fragrance maestro Frederic Malle teaming up with the Swedish fashion brand Acne Studios. This perfume has become a staple in every Who What Wear UK editor's collection since its introduction last year, and its innovative, clean aldehyde blend remains unparalleled. "This has been my signature scent for the last year," remarks beauty director Shannon Lawlor. The fresh, soapy fragrance is uniquely distinct yet maintains an undeniably luxurious scent profile. "I can't offer any feedback other than that it’s perfect in my opinion." It delivers a creamy freshness that doubles as an excellent layering fragrance.

      **Shop the Winner:**

      Acne Studios

      Par Frederic Malle Eau de Parfum

      Nothing makes settling in at night feel as indulgent as spritzing a high-quality pillow spray on your sheets, and this one truly excels. Aromatherapy Associates' Deep Relax scent blends lavender, vetiver, and sandalwood for deep relaxation before sleep. "Sleep is not something I've typically achieved, or rather, it wasn’t until I found this pillow mist. The calming lavender scent activates a mechanism in my brain that sends me off to sleep within minutes," Lawlor shares. Fragrance specialist Eudora Nwasike adds, "I’ve used the Deep Relax Sleep Mist for four consecutive nights and experienced the most blissful sleep. I usually find it hard to stay asleep, but that's changed since using it. A few spritzes on your skin and pillow instantly relaxes your mind and body, leading you into the best sleep of your life. This is truly what sweet dreams are made of, and I would recommend it to anyone struggling with nighttime rest."

      **Shop the Winner:**

      Aromatherapy Associates

      Deep Relax Sleep Mist

      Balmain Beauty introduced its Les Éternels de Balmain fragrance line last year, marking the fashion house's first foray into fragrances. Several scents in this collection are reimaginings of iconic Balmain perfumes from previous decades. The standout is undoubtedly Carbone, a deep, rosy musk scent that is utterly mesmerizing. "A captivating blend of musky suede and rose, with subtle woody undertones that gracefully linger on the skin, leaving a dreamy scent trail. I've worn this several times, and it invariably garners compliments. I highly recommend it to anyone who enjoys refined floral fragrances that are both elegant and understated, suitable for any season," Nwasike notes. Lawlor concurs, stating, "Carbone is a profound, smoky musk—a musk worlds apart from the fresh powders we've gotten used to. It’s the type of fragrance that commands attention as soon as you walk into a room."

      **Shop the Winner:**

      Balmain Beauty

      Carbone Eau de Parfum

      Solid perfumes that closely adhere to the skin and offer a beautifully personal touch are experiencing a resurgence, and this new 2025 launch is leading the charge. Dior Beauty's Miss Dior Solid Perfumes resemble works of art in your handbag and carry undeniable viral charm. "What a delightful product! It's perfect for a fragrance novice or anyone seeking something that feels more personal on the skin. I love everything from the packaging to the scent of the solid version," comments Nicola Bonn, host of the Outspoken Beauty podcast. Despite her preference for bolder scents, Lawlor agrees. "I adore this charming luxury. Carrying traditional perfume bottles in my bag is cumbersome, but this stylish solid is light, effective, and effortlessly cool. Whenever I take it out on the tube, I feel envious glances directed at me."

      **Shop the Winner:**

      Dior Beauty

      Miss Dior Eau de Parfum Mini Miss Solid Perfume

      No brand excels in home fragrance like Diptyque, and it’s commonly accepted that their Reed Diffuser rightfully claims this award. Chic and refillable, they disperse scent that elevates any room. "This diffuser is incredibly stylish. I appreciate being able to reuse the glass vessel and purchase refills for my favorite fragrance. It feels as though I'm acquiring a timeless piece rather than a disposable diffuser. Though it's pricey, it truly feels like an investment. The Amber scent is wonderfully warm and sophisticated, making it perfect for the season," says