We love all things beauty here at Who What Wear, but if there’s anything we love above all, it’s fragrance. We could talk about fragrance for hours on end and would not get sick of it. We’re constantly Slacking about new fragrance launches, our favourite perfumes of all time and how a certain scent smells on our body chemistry. It’s truly a lifestyle.
I personally use fragrance as a way to enhance however I feel that day. When I first started wearing perfume, I wanted to find a signature scent or something I could wear every day that would remind people of me. (Funnily enough, I chose Tom Ford Black Orchid, which you’ll find on this list.) As I got older, I realised that fragrance could be more than something someone remembers about you. Fragrance can be a form of self-expression—the perfect finishing touch to an outfit, a way to evoke an old memory or a way to match how you feel.
Senior beauty editor Erin Jahns feels the same way about fragrance that I do. We set some time aside to decide definitively what we think the best fragrances of all time are. Don’t worry. We’ll still Slack back and forth about perfume, but now, we have a guide to reference as a starting point.
:quality(85):upscale()/2025/05/19/981/n/1922564/93076eb0682bb18c994e06.89379902_.png "What to Wear to Lady Gaga’s Mayhem Ball Tour"){kind=small}
:quality(85):upscale()/2025/05/23/715/n/1922564/1e63d6e168309df259d956.72331408_.png "21 Best Memorial Day Clothing Sales 2025"){kind=small}
