Even the most fragranced-obsessed among us can attest we have more than one or two perfumes bottles (perhaps 10-15?) on rotation to spritz and run, as we head out the door in a halo of delicious fragrance. In 2025, the fragrance market in Australia is projected to generate a revenue of $1.18bn, according to statista.com.
And it’s anticipated that the market will experience an annual growth rate of 4.03%. When compared globally, the United States leads in revenue generation with a staggering $14bn in 2025. On a per capita basis, each Australian is expected to contribute $43.86 in revenue in 2025. And, this year, the luxury category will account for 60% of the total sales in the fragrance market. Statista says that Australia’s fragrance market is experiencing a surge in demand for natural and sustainable scents, reflecting our growing eco-consciousness.
There’s a real trend here, akin to mixing high/low fashion finds, when it comes to fragrances: today, it may be that $500 super-luxe scent you dab on, tomorrow it could be a surprising find that packs a punch, and leaves change from $100.
And while the notion of a ‘signature scent’ might still be a thing, you’re now more likely to have a fragrance wardrobe you explore to suit your mood, even your outfit (a sexy backless dress calls for an intoxicating pick!).
We’ve chosen the newest, brightest, punchiest fragrances which will leave a lasting impression, and may just rocket up to number one on your scents chart, to become a new firm fave.
Calvin Klein
A Calvin Klein new scent launch is always a moment. And the faces behind it equally intrinsic to how its received. Introducing the latest chapter in the iconic Calvin Klein Eternity portfolio: Eternity Amber Essence for Men, and Eternity Amber Essence for Women, with the campaign continuing the ongoing partnership with husband-and-wife power couple Idris and Sabrina Elba, who were introduced as the faces of Eternity fragrances in 2024, with black-and-white images captured by renowned photographer Mert Alas. These his ‘n’ her scents tap into the Calvin Klein Eternity legacy of intimacy and romanticism, and follows on from the 2024 launch of Eternity Aromatic Essence.
This new duo offers a new interpretation of classic amber compositions for him and her; Eternity Amber Essence for Men opens with a blend of clean accord and Italian mandarin, then a heart of patchouli and incense leads to a sensual dry down of warm benzoin, and bourbon vanilla notes. It’s a lingering male scent, ideal to use on the daily.
Meanwhile, Eternity Amber Essence for Women also extolls the virtues of rich amber notes; angelica root, and creamy ylang ylang open the fragrance, which then gives way to a heart of jasmine sambac, and tuberose. The base is a luxe blend of vanilla absolute, smoked woods, and benzoin, creating a warm, enveloping finish which is as equally lingering as the scent for men. We love the idea of a lingering scent, your presence felt long after leaving the room.
Amouage
One such scent is Amouage The Odyssey Collection: Chapter IV Eternity Collection. One or two spritzes of this, and embraces lasted longer, with several people exclaiming: “What are you wearing?” The ethos behind this duo of new groundbreaking fragrances – Decision and Existence – is “a journey from life to death and back again”, with the notion that the power of an ‘invite’ is irresistible. Steeped in frankincense, historically used to connect the living with the divine, ‘Decision’ offers top notes of pink pepper, bergamot, and cardamom; middle notes of Frankincense, juniper, and myrrh. And base notes of cedarwood, patchouli, and vanilla.
Existence is a gorgeous mix of lily of the valley and rose top notes; middle notes of frankincense, Mystikal (for that smokiness), and labdanum. Then base notes of woody ambergris, white musk, and benzoin.
Creed
Next, we introduce Creed Millésime Impérial as a fresh winter pick. It opens with a zesty citrus heart, tempered by a warming base of rich woods and musk. It’s the perfect day-to-night scent, and the notes lends itself to being ideal for men and women. You’ll know the distinctive, signature hip flask-shaped Creed bottle, this one in a rich gold hue, impressive on a bathroom countertop.
From the Creed fragrance family also comes Creed Eladaria, leaning into the modern rose scent phenomenon. It’s said to be inspired by the beauty of a “paradise garden at dawn”, with Eladaria opening with a bright burst of mandarin and bergamot, uplifted by a touch of pink pepper. A trio of roses, peony, and lily of the valley are the luxe combo at its heart, giving way to lovely powdery undertones. The base is a heady mix of musk, vanilla, ambroxan, and cashmere wood, which you’ll recognise hours after first wear.
Santa Maria Novella
Imagine an 800-year history behind a fragrance brand. That’s the heritage intrinsic to Santa Maria Novella. The new offering from this prestigious Italian profumeria is Quercia, which is a delightfully different blend of deep and rich woody notes, honouring the majestic scent of oak, creating an intense, long-lasting scent-sual experience.
We love smelling delicious from head to toe, and the new Matiere Premiere Vanilla Powder Hair Perfume adds a lovely light scent for your mane. Founder and perfumer Aurélien Guichard built ‘vanilla powder’ around vanilla absolute Madagascar, sourced from a Fair for Life agricultural program. Give your hair a little spritz at arm’s length, and bring the fragrance story to that starts from the very top.
Stockists for Amouage, Creed and Santa Maria Novella is: libertineparfumerie.com.au / myer.com.au / davidjones.com.au
Salvatore Ferragamo
An imperative addition to your fragrance collection is the new scent from Salvatore Ferragamo: Fiamma, which means ‘flame’ in Italian. It is Ferragamo’s first women’s fragrance, and under come from the creative direction of Maximilian Davis. This one is a real head turner, and you WILL be asked what scent you’re wearing.
Steeped in the brand’s rich heritage and craftsmanship, Fiamma enchants you immediately with a floral heart of gardenia, and captivating woody notes. Top notes are white pear, ambrette, saffron, marigold, nectarine, and cherry. Heart notes are jasmine, gardenia, honeysuckle, rose, and damascene. Dry down notes are Ambrox, patchouli, musk, and sugared moss. Showing their eco-conscious stripes, this fragrance is made with over 80% biodegradable ingredients, and housed in a refillable bottle. Luxury and responsibility. Bellissima!
Elizabeth Arden
The new offering from Elizabeth Arden is White Tea Eau Lilac, a beautiful floral blend, merging the loveliness of purple lilac, with the well-established Elizabeth Arden White Tea scent. This new fragrance opens with delightful Italian mandarin and delicate jasmine sambac, then giving way to the blend of purple French lilac, and southern wisteria. It warms to the notes of white woods, tonka bean, and musk. The perfect choice for the classic-scent aficionado, it’s the comforting and calming tea-inspired aroma this scent is famed for.
Charlotte Tilbury
When Charlotte Tilbury released a library of scents in 2024, we were READY! The iconic, eponymous brand famed for redefining what glowy makeup should be, went into the fragrance world head first, and boy did they produce some instantly addictive scents.
Back in 2016, Charlotte Tilbury launched the fragrance “Scent of a Dream”, a limited-edition scent reaching cult status. Then last year, the brand launched the new fragrance collection “Collection of Emotions”, and the concept is that the six mood boosting scents elevate emotions to a whole new level. You can choose from the brilliantly named More Sex, Love Frequency, Joyphoria, Magic Energy, Calm Bliss, and Cosmic Power.
And it’s all steeped in science, and 40 years of research, by International Flavors & Fragrance (IFF). This research focuses on how fragrance notes and accords impact emotional states. IFF uses cutting-edge technology like the IFF SCENTCUBE™ algorithm to identify fragrance notes that enhance specific feelings. Charlotte Tilbury collaborated with IFF to create a fragrance collection designed to evoke the emotions they’re named after. Not sure which one to choose? Discover the ‘fragrance finder’ on the brand’s website, or nab the travel sizes for them all!
Maison Margiela
Maison Margiela Afternoon Delight EDT is a scent that defines ‘transportive’. Think Parisian café, jaunty beret, hot chocolate, and warm pastries. This is a sweet but light, amber-y gourmand fragrance, with Madeleine accord at its heart, inviting a sense of comfort, with a blend of creamy, woody notes from sandalwood, with the unmistakable deliciousness of Madagascan vanilla pod lingering, resulting in a sexy scent, perfect for a self-care moment. Top notes are bitter almond essence, and angelica roots essence. Middle notes of Madeleine accord, carrot heart, and absolu ambrette. Finishing with base notes of New Caledonia sandalwood, and an infusion of premium Madagascar vanilla pod, and musks.
The Maker
The Maker presents its new scent, Lover Eau de Parfum. Think immediately hypnotic, sexy, and woody, with gorgeous creamy sandalwood, moreish fig, and vetiver, wrapped up the layered notes of jasmine sambac, narcissus, and a tinge of immensely popular oud, with a suggestion that the notes slowly reveal themselves “like desires between lovers”. What is not to adore! This one is instantly addictive.
The Naxos Apothecary
The Naxos Apothecary is new to Mecca, and is a luxury natural fragrance and personal care brand respecting its history, culture, heritage, and the endemic flora of the Aegean Island of Naxos, a fertile land with lush vegetation, biodiversity, and unique endemic species. The brand story begins in 1988; located behind the historical Kallimarmaron in Athens, Greece, where Mr. Tzivanidis’ Pharmacy (the oldest homeopathic pharmacy of Greece) is the brand’s cornerstone.
Cult Greek pharmacist The Naxos Apothecary was founded by the Korres brothers, Yorgos and Andonis, who pay homage to their birthplace, the Greek island of Naxos. From this brand comes Koronos Eau de Parfum, a powdery, musky, northeastern fragrance, with top notes of pomelo, ginger, and incense. The heart notes are orange flower, and orris. Bottom notes are benjoin, and fir balsam.
Experience and buy these three solid picks at Mecca. Hot tip: spend an afternoon at this actual mecca of fragrances, with the super-lovely Mecca staff, and take your time to discover your scent. As a firm ‘bricks and mortar’ gal, I live for these immersive sensory experiences.
Kayali Perfume
Kayali Perfume exemplifies a brand born from a deep love of beauty by its founder, Mona Kattan, (from Netflix TV show Dubai Bling), who also co-founded Huda Beauty with her sister Huda Kattan.
Founded in 2018 by the beauty mogul, at the heart of Kayali Perfume’s ethos is a belief that scents should be deeply personal. ‘Kayali’ pays homage to Huda’s heritage, translating to “my imagination” in Arabic. Mona’s fragrance collection has grown immensely, and is now up to its 28th release.
The Kayali fragrance to kick it all off was Vanilla | 28, launched in 2018. It’s an Oriental fragrance that starts off with intense top notes of Madagascan vanilla orchid and creamy jasmine, giving way to middle notes of brown sugar and tonka bean. Base notes are amber, amberwood (with that lovely woodiness), musk and patchouli. It’s the kind of scent that’ll see you wrapped up in a cosy blanket, candles on, all warm and toasty. The nose behind this fragrance is Gabriela Chelariu.
Kayali’s Fleur Majesty Rose Royale | 31 is the newest fragrance from the brand, leaning into our obsession with a rose scent; this, with a modern twist. It’s not your grandmother’s perfume! It’s a blend of sweet, fruity, and floral notes, with a warm, gourmand base, and like all Kattan’s scents, it’s highly wearable, covetable, and so delicious.
Top notes include mandarin, orange, juicy pear, sweet peach; middle notes are magnolia, white peony, rose centifolia, and violet wood. Dry notes are vetiver, Kayal Signature Accord, Ambrox® Super, vanilla, praline, and musk.
Kayali’s Maui In A Bottle Sweet Banana | 37 was released in 2024, and it’s part of the brand’s “Vacay in a Bottle” collection, suitable for women and men.
Opening with top notes of sweet banana and pear, it transitions to a heart of coconut cream and jasmine, then to a base of sandalwood and vanilla. It’s basically what we’ll be spritzing in the middle of winter, pretending we are on a tropical island, sipping a piña colada.
Chloé
A Chloé fragrance launch is exciting, and the new Chloé Atelier des Fleurs Cedrus Intense is as next-level-luxe as you expect from this iconic brand. In 2019, perfumer Quentin Bisch created a unique fragrance named Atelier des Fleurs, inspired by the idea of a bouquet of woods. Born from a marriage of cedar, vetiver and sandalwood, Cedrus came to be.
And now, introducing: Chloé Atelier des Fleurs Cedrus Intense, a striking new addition to its Atelier des Fleurs collection. Think: fire, wood, and rose-tinged smokiness.
This creation sees a second perfumer, Louise Turner, join forces with Bisch to produce a potent potion. Like the OG, this new incarnation opens with beautiful bergamot and cardamom, starting strong and dark. At the heart of Cedrus is rose, Chloé’s emblematic flower, and here it marries with cypriol, imparting a leathery nuance.
Next comes a trio of woods, the meticulous global selections by Bisch and Turner: smoky-toned Chinese cedar, melding with the Indian sand vetiver, with Australian sandalwood entering with its pure, creamy tones. The result: a lasting scent, exuding confident femininity.
Marc Jacobs
The latest addition to the Marc Jacobs fragrance collection is Daisy Wild Eau So Intense. A gorgeous bottle is de rigueur for this fragrance house: here, a colourful posy of orange, pink, blue, green, and purple flowers, with cute flower ‘stems’; even the pretty box is one to not discard. The fragrance is an invitation to embrace wanderlust and adventure, with a spritz of this fragrance instantly eliciting joy.
Think: radiant banana blossom, sensual jasmine, and a warm amber base with Ambrofix, vetiver, and sandalwood, it’s crafted by Givaudan perfumers Sonia Constant and Adriana Medina, and is playful, long-lasting, and perfect for the untamed.
Gucci
Gucci is quintessentially Italian and sexy, therefore I am IN. The Gucci Bloom fragrance collection now introduces Gucci Bloom Parfum, in its modern reimagination of the signature white Bloom Accord, and it’s from the ambery floral olfactive famiglia.
The ultra-feminine scent harmoniously blends jasmine, coral jasmine, and tuberose, with the result a classically sensual scent.
A new ambery note of Peru balsam extract is at the heart of the fragrance, with the addition of vanilla creating a creamy sweetness, offset by spicy, woody nuances, resulting in the gourmand richness of this beautifully intense perfume. Top notes are apricot, cardamom Guatemala essence, and coral jasmine. Heart notes of tuberose, jasmine sambac India absolute, and Rangoon creeper. Base notes are vanilla, sweet moss accord, and Peru balsam absolute.
The packaging is gold and deep black, with the whimsical, vintage-inspired floral ‘Herbarium’ motif wrapping it all up in a stylish bow.
The olfactory system gets so much love with this collection of exciting fragrances, exemplifying the powerful connection between scents and emotions – and the choices for 2025 are stellar!
An edited version of this article first appeared in the Winter issue of Retail Beauty.
Read the WINTER ’25 issue of Retail Beauty below:
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