Perfume bottles displayed on packaging box, checking for authenticity

Sometimes it’s entirely legitimate, genuine clearance stock, discontinued lines, or grey market imports, but a price that’s dramatically lower than anywhere else is also one of the strongest warning signs of a counterfeit, so it’s worth treating with real caution rather than just celebrating the bargain.

Legitimate reasons for a lower price

Retailers do genuinely discount stock nearing the end of its shelf life, discontinued scents, or excess inventory bought in bulk and passed on at a lower margin. Parallel imports, genuine product brought in through unofficial international distribution channels, can also be cheaper than the standard UK retail price while still being entirely real. None of this, though, usually results in prices that are wildly, implausibly lower than the norm.

When to be genuinely suspicious

  • A price that’s a fraction of what every other retailer charges, with no clear clearance reason given
  • A seller with no verifiable business details or physical presence
  • Packaging described vaguely or photos that look inconsistent with genuine stock

Our guide to spotting fake perfume and complete guide to perfume cover this properly.