We had the most pleasant-smelling individuals we know try them all—here are the 16 top fragrances available.

      Welcome to the Who What Wear UK Next in Beauty Awards 2025, where we honor and celebrate the finest in beauty—from groundbreaking industry innovators to timeless classics that hold a place in our bathrooms and makeup bags. To identify the deserving winners, we turned to our distinguished panel of industry experts, discerning editors, and well-informed influencers, all of whom rigorously tested each product. Our judges documented their experiences with every item, allowing you to see the winners in action and those essential before-and-after effects. After extensive testing, spraying, and feedback, we now present the results. Join us as we 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 rival that of fragrance mastermind Frederic Malle and the Swedish fashion label Acne Studios. This fragrance has quickly become a staple in the perfume collections of every Who What Wear UK editor since its launch last year, with its innovative, ultra-clean aldehyde mix remaining unmatched. "This has been my go-to fragrance for the past year," says beauty director Shannon Lawlor. Its fresh, soapy scent is unmistakably unique and exudes a sense of luxury. "I have no notes for improvement, as I consider it perfect." It offers a creamy, fresh soapiness and also works wonderfully when layered.

      **Shop the Winner:**

      Acne Studios Par Frederic Malle Eau de Parfum

      Few things make bedtime feel as luxurious as spritzing a fine pillow spray over your sheets, and this one truly delivers. Aromatherapy Associates' Deep Relax scent incorporates lavender, vetiver, and sandalwood to provide levels of meditation that promote blissful sleep. "I wasn't familiar with sound sleep until I discovered this pillow mist. The soothing lavender aroma activates something in my mind, allowing me to drift off in minutes," shares Lawlor. Fragrance expert Eudora Nwasike adds, "I used the Deep Relax Sleep Mist for four nights in a row, experiencing the most heavenly sleep imaginable. I typically struggle to stay asleep, but this mist has changed that. A few pumps on your skin and pillow help your body and mind relax, ushering you into the best sleep of your life. This product embodies what sweet dreams should be—100% recommend for anyone who has difficulty resting at night."

      **Shop the Winner:**

      Aromatherapy Associates Deep Relax Sleep Mist

      Balmain Beauty introduced its Les Éternels de Balmain fragrance line last year; however, this isn't the fashion house's initial foray into fragrances. Many scents in the collection are revamped versions of classic Balmain perfumes from years past. The standout has undoubtedly been Carbone, with its deep, rosy musk scent being utterly enchanting. "It's a captivating mix of musky suede and rose, coupled with gentle woody undertones that linger gracefully on the skin, leaving a dreamy trail. I've worn it multiple times and always attract compliments. I highly recommend it to anyone who enjoys elegant yet subtle floral fragrances for any season," says Nwasike. Lawlor concurs, noting, "Carbone is a rich, smoky musk—that’s miles away from the fresh powders we're used to. It's the kind of perfume that turns heads when you walk into a room."

      **Shop the Winner:**

      Balmain Beauty Carbone Eau de Parfum

      Solid perfumes, which sit close to the skin and feel wonderfully intimate, are on the rise, and this new 2025 offering leads the way. Dior Beauty's Miss Dior Solid Perfumes resemble works of art in your handbag and have undeniable viral allure. "What a delightful product. It's ideal for fragrance novices or anyone seeking a scent that lingers intimately on the skin. I love everything about them— from the packaging to the aromatic experience of the solid formula," shares Nicola Bonn, host of the Outspoken Beauty podcast. Despite her preference for bold scents, Lawlor agrees, "I'm enamored with this charming luxury. Carrying liquid perfumes is cumbersome, but this stylish bullet is lightweight, efficient, and effortlessly cool. Whenever I bring it out on the tube, I can feel everyone’s envious gaze."

      **Shop the Winner:**

      Dior Beauty Miss Dior Eau de Parfum Mini Miss Solid Perfume

      No one does home fragrance quite like Diptyque, which is why their Reed Diffuser earns this prestigious award. These chic diffusers are refillable and emit luxuriously aromatic scents into any space. "This diffuser is simply elegant. I appreciate that the glass container is reusable, allowing you to buy refills of your favorite scent. It's an investment that lasts—the Amber scent is delightfully warm and sophisticated, perfect for the season," says junior beauty editor Grace Lindsay. It doesn't lack in innovation either. "This is the most cutting-edge diffuser I've experienced. The packaging is unparalleled, and I was thoroughly impressed by how to refill the glass vessel. Every detail is meticulously designed, contributing