25 Of The Best Perfumes For Women, From Classic Fragrances To New Scents

Traditionally, Eau de Cologne, Eau de Toilette and Eau de Parfum increase in fragrance oil concentration – from around two per cent up to 20 per cent or more for Parfum. But there’s no official standard, so brands can label them however they choose. For instance, Jo Malone’s “Colognes” actually contain much more fragrance oil than typical colognes – closer to Eau de Toilette or Eau de Parfum levels. They use the term “Cologne” to reflect the light, layered style of their scents.

No matter the concentration, ingredients like woods, amber and musk naturally last longer because they’re heavier molecules. Notes such as myrrh, oud and leather will stick around much longer on the skin than lighter, more fleeting citrus or herbal notes.

Cult fragrances don’t just reflect their time – they help shape it. From the bright aldehydes of the post-war ’40s to the earthy patchouli of the eco-conscious ’70s and the bold, power-scented ’80s, each decade has left a mark. The ’90s embraced minimalism, followed by a flood of celebrity scents in the 2000s. In response, niche perfumery rose – led by brands like Jo Malone London, known for their elegant, ingredient-focused formulas.

Finding a fragrance is a highly personal pursuit and there are a few things to consider. Are you someone who likes to announce your presence in a room with a lingering signature scent? Or, are you spritzing with a more intimate interaction in mind? Another thing to think about is the notes you prefer. If you know you like your fragrances light and fresh, seek out citrus notes like bergamot or mandarin. If you like them sweet, try notes of vanilla or almond. If you prefer notes that are a little deeper, try sandalwood or oud.

To preserve the notes and longevity of your perfume, “it is best to store fragrance away from direct light and heat sources as these accelerate oxidation, so away from windows is preferable,” says South. “A fragrance found on the Mary Celestia shipwreck had survived intact and, due to the cool, constant temperature of the sunless ocean floor, the fragrance was unchanged after 150 years. Whilst under sea storage may be a drastic solution, with limited edition fragrances that cannot be replaced, I do prefer to keep these in a cool, dark cupboard.”

To help perfumes last all day? Start with a moisturised base, as this helps the perfume stick to the skin. You can use a perfumed oil first to enhance the longevity of your scent, as well as add a layer of dimension if you opt for one with a different scent profile to your chosen spritz. Be sure to spray on the pulse points, nape, behind the knees and even on the ankles for an all-encompassing aroma, and on items like scarves for a scent that projects as you move. And if you’re spraying on your wrists, note that some experts recommend avoiding rubbing them together immediately following, as this can degrade the more volatile top notes of a scent much quicker.

• Emma South is a Fragrance and Lifestyle expert at Jo Malone London.
• Frederic Malle is an esteemed nose and the founder of luxury French fragrance house Editions de Parfums Frederic Malle