We won’t pretend to have solid sales data pinned down to name one definitive bottle, but the styles that consistently sell well and get repeat customers back at the counter are warm vanilla-musk blends, soft florals, and increasingly, lighter rose-oud combinations.

What’s genuinely trending in practice

Gourmand-leaning scents with vanilla, praline or caramel notes have had sustained popularity for a good few years now, alongside soft musky florals that read as clean and approachable rather than heavy or old-fashioned. Rose paired with a touch of oud has also moved well beyond a niche interest, plenty of women now wear it as a genuine everyday signature rather than an occasional special-occasion choice.

Popularity isn’t the same as “right for you”

What’s popular changes fairly quickly, and the best approach is still testing a handful of scents against your own skin rather than chasing whatever’s trending that season. Our women’s fragrance guide and women’s perfume sprays are a good starting point, alongside the complete guide to perfume for finding your own signature rather than a trend.