Nothing in beauty is quite as personal as your favorite perfume. I, for one, believe in keeping a diverse scent wardrobe for my many moods, but my sister finishes each trendy fragrance to the last drop before moving on. Then, there's my best friend, who has mastered the art of perfume layering for a distinct, long-lasting fragrance. In any case, the best new perfumes of 2025 offer a little something for every type of perfume consumer.
We may only be a few months into the year, but it's already shaping up to be particularly eventful, with new beauty releases in every fragrance family. From Henry Rose's creamy vanilla perfume to Kilian's gourmand tall drink of cognac and The 7 Virtues citrus Dreamsicle scent, the wave of sweet scents isn't slowing down. However, floral fragrances will dominate 2025 by the looks of it.
While I've always associated rose scents and jasmine fragrances as powdery and a bit stale, new launches from Phlur, Kayali, D.S. & Durga, and more are flipping the classic category on its head. Have you ever tried a white floral fragrance with a wine and leather base? How about a luxury fragrance specially made to imitate your cool, eccentric aunt?
Here at MC, our editors are obsessed with sniffing the latest and greatest releases. So to help you cut through the noise, we tested every new fragrance launch to bring you our edit of the best perfumes of 2025. Keep scrolling to see what made our list of the best of the best, then read on to hear from experts on the future of fragrance.
The Best 2025 Perfumes
- Best New Rose Perfume of 2025: Kayali Fleur Majesty Rose Royale
- Best New Vanilla Perfume of 2025: Henry Rose Dave Eau de Parfum
- Best New Intense Perfume of 2025: Parfums de Marly Valaya Exclusif Eau de Parfum
- Best New Fruity Floral Perfume of 2025: Phlur Golden Rule
- Best New Boozy Perfume of 2025: Kilian Angels' Share Paradis Extrait de Parfum
- Best New Perfume Oil of 2025: Cyklar Sex Musk Perfume Oil
Kayali may be known for its sugary-sweet confections (Yum Pistachio Gelato is an all-time favorite), but the brand's first official foray into warm florals is not to be missed. Fleur Majesty Rose Royale celebrates the "Queen of Flowers" with rose as the hero note. The result is a blend of feminine, fresh florals that's easy to reach for nearly every occasion.
Notes: Mandarin; Juicy pear; Sweet Peach; Rose Centifolia; Violet Wood; White Peony; Vetiver; Vanilla; Musk
Size: 1.7 oz.
What I Love: A clean, fresh scent; Long-lasting; Ideal scent for layering; Great for any season or occasion
What I Don't: May lean too feminine for some
Review For MC: "I was lucky enough to get invited to a sneak peek of this fragrance launch and when I learned of the name, I won't lie, I was nervous. Rose perfumes come across grandmotherly to my nose, and I told Mona Kattan, Kayali's founder and CEO, as much when I sat down with her. However, I was delightfully surprised. Juicy peach and pear blend beautifully with rose for a scent that's incredibly fresh and long-lasting—I sprayed this perfume on before bed and could still smell it when I woke up. With its bright, airy feel, I could easily see this as my new favorite spring fragrance." — Brooke Knappenberger, Associate Commerce Editor
Brooke Knappenberger tests and names Kayali Fleur Majesty Rose Royale as the best new rose perfume of 2025.
Michelle Pfeiffer, founder of Henry Rose, created a fragrance inspired by her husband and the result is Dave, a warm, comforting vanilla perfume with a twist. This fragrance goes beyond your average vanilla with added depth from cocoa shell and tonka bean, with a slight touch of tangerine. It's light and sweet without being cloying, and has an intimate feel—just like what you would want in a relationship.
Notes: Tangerine heart; Neroli; Orange Flower; Almond Blossom; Vanilla Bean Chantilly; Cocoa shell; Tonka bean
Size: 1.7 oz.
What I Love: A unique take on vanilla; Clean formula; Great for any season or occasion; Long-lasting
What I Don't: Citrus note may be too strong for some
Review For MC: "Vanilla perfumes were my first love when I started my fragrance journey so you can imagine I have a lot in my collection. None, however, are as soft and dreamy as Dave. Any time I wear this fragrance, I feel like I'm floating on a light and airy cloud of vanilla chantilly cream. Tangerine is an unexpected yet welcome addition as it adds to the overall fluffiness of this scent. I may not get much spice, and it is on the sweeter side, however I still find Dave to be a mature take on vanilla." — Brooke Knappenberger, Associate Commerce Editor
Brooke Knappenberger tests and names Henry Rose Dave as the best new vanilla perfume of 2025.
When this was released, it became a TikTok-viral fragrance nearly overnight, and the hype was well deserved. The Exclusif version elevates the fresh, sensual notes of Valaya even further with added richness from vanilla, velvety almond, and floral musks. It also gets a creamy warmth from the almond that's so enticing, others are sure to notice the moment you walk into a room.
Notes: Velvety almond; Mandarin; Bergamot; Orange blossom; White flowers; Sandalwood; Vanilla; Ambroxan
Size: 1 oz.
What I Love: Long-lasting; Strong projection; Rich-smelling; Beautiful packaging
What I Don't: May be too powdery for some
Review For MC: "Parfums de Marly's Valaya has reached icon status, so I didn't think there was much room for improvement. However, I was wrong. Where the original is clean and comforting, this version is more velvety, warm, and sensual, thanks to almonds and vanilla. The akigalawood and sandalwood base give this scent a woodiness that screams 'sophistication.' It's one of—if not the—most luxurious fragrances in my collection, and I can't help but feel like a million bucks every time I wear it." — Brooke Knappenberger, Associate Commerce Editor
Brooke Knappenberger tests and names Parfums de Marly Valaya Exclusif Eau de Parfum as the best new intense perfume of 2025.
As one of the first perfume releases of the year, Phlur's Golden Rule set the bar high for future launches. Meant to conjure your most confident self, this fragrance uses a blend of unexpected fruity and floral notes, resulting in a bold yet playful scent. It's nowhere near the traditionally mature scents you probably associate with florals—instead, it's more radiant, bright, and sweet with a creamy base and juicy opening.
Notes: Mandarin splash; Pink Pepper; Golden Pear; Orange Flower Water, Jasmine Blossom, Coconut Milk; Benzoin; Sandalwood; Vanilla Cream
Size: 1.7 oz.
What I Love: A bold, youthful interpretation of florals; A versatile scent that's great for any season or occasion
What I Don't: May be too fruity for traditional floral lovers
Review For MC: "I always get excited when a new Phlur perfume drops—it never fails to be something interesting, and Golden Rule is no different. I'd always been a floral hater, but this one convinced me that florals can be fun and youthful. Its fruity touches of mandarin and pear give it a playfulness that lasts all day long, while vanilla cream and coconut milk add a lovely creaminess. I've been reaching for this scent for every occasion under the sun, so there's no doubt my bottle already has an impressive dent." — Brooke Knappenberger, Associate Commerce Editor
Brooke Knappenberger tests and names Phlur Golden Rule as the best new fruity floral perfume of 2025.
Kilian is known for its realistic, sexy odes to fine spirits, and Angels Share is undoubtedly one of the brand's most popular scents. The new, more intense version gets a fruity twist with the addition of raspberry liqueur, making this scent even more of a delicious olfactory experience. This flanker is sweeter, warmer, somehow more sensual, and a beast mode of a fragrance—one or two sprays are all you need for all-day and all-night wear.
Notes: Raspberry liquor; Cognac; Oakmoss absolut; Sandalwood; Tonka bean
Size: 1.7 oz.
What I Love: Long-lasting; Strong-projection; Great for date night or special occasions; Unisex; Rich-smelling
What I Don't: Not a safe blind buy
Review For MC: "I knew the original Kilian Angel Share was a sexy fragrance through and through, but this flanker blows it out of the water in terms of sex appeal. This scent is the Mob Wife aesthetic bottled up—think of a lavishly clad woman in a rich fur coat sipping on cognac in a jazz club. I find the slightly sweet boozy scent mouth-watering, seductive, and rich. This will be my go-to date night perfume for the rest of the year, guaranteed." — Brooke Knappenberger, Associate Commerce Editor
Brooke Knappenberger tests and names Kilian Angels' Share Paradis Extrait de Parfum as the best new boozy perfume of 2025.
From Cyklar's luxurious body lotions to its multi-sensory shower gels, team MC is a little more than obsessed with the body care brand. When Cyklar launched perfume oils, we all jumped at the chance to test them out and find our new signature scents. Each of the eight oils is complex and layered—something you don't find too often in a $24 formula. Sex Musk stands out for its warm embrace of a feel and easy-to-layer notes.
Notes: Timur Nepal; Rose; Jasmine; Orris; Tonka Bean; Vanilla Infusion; Patchouli; Musk; Amber
Size: 0.5 oz.
What I Love: A fresh, clean scent; Great for layering; Provides a warm, comforting effect; Ideal scent for layering; Great for any season or occasion; Travel-friendly
What I Don't: Longevity could be better
Review For MC: "I was a little apprehensive of trying Sex Musk at first purely because of the name, but I'm so glad I did. This is one of those 'your skin but better' scents that smells like you just got out of the shower. It's warm, intimate, and familiar—like a hug from a loved one or being wrapped in a blanket. I love keeping it in my purse for when I need a fragrance boost throughout the day because it plays so well with most other perfumes in my collection." — Brooke Knappenberer, Associate Commerce Editor
For those who love sweet scents, Clementine Dream is a refreshing summer perfume. It opens to the juiciest burst of clementine before settling into a warm, sweet vanilla base. Throughout the day, you'll still get whiffs of bright citrus and magnolia, so it's nearly impossible to feel down while wearing this sunny scent.
Notes: Fruity cassis; Magnolia; Clementine; Vanilla; Black amber
Size: 1.7 oz.
What I Love: A sweet take on citrus; Clean formula; Ideal scent for layering
What I Don't: May be too warm for traditional citrus lovers fans
Review For MC: "With its sweet, easy-to-layer scents, The 7 Virtues is one of my favorite perfume brands on the market. When I heard they were releasing a citrus scent, I knew I had to get my hands on it. The brand's signature vanilla base combines deliciously with clementine to create a scent that reminds me of one of my favorite childhood desserts: Dreamsicle popsicles. It's equally fresh and creamy, so as a lover of sweet scents, it's the perfect choice for those warmer months when I don't want anything too heavy." — Brooke Knappenberger, Associate Commerce Editor
If you've been drowning in all of the heavy gourmand perfumes of 2024, Prada's Infusion de Rhubarbe will feel like a breath of fresh air or, rather, a walk through a garden. It's as fresh as can be, with an interestingly tangy rhubarb note as the star of the show. Rose and green mandarine add more floral freshness to this airy scent. This is the perfect perfume to reach for on extra hot days or times when you need an invigorating mood-lifter.
Notes: Rhubarb accord; Rose; Green Mandarine; White Musks accord
Size: 3.4 oz.
What I Love: A fresh, clean scent; Great for any season or occasion; Not overpowering or offensive
What I Don't: May be better suited in the spring and summer
Review For MC: "Never did I think I would look forward to reaching for a rhubarb perfume—I may have only ever tasted the vegetable once or twice, so I had no idea it could smell this good. Infusion de Rhubarbe is a green, vegetal scent that I find refreshing, but rose balances everything out. Because it's such an invigorating, fresh scent that isn't too strong, it's been my go-to gym scent. I even got asked what I was wearing by a fellow gym-goer, which is the ultimate compliment." — Brooke Knappenberger, Associate Commerce Editor
A lot of gourmands can feel heavy and warm, but Kurky is the complete opposite. Legendary perfumer Francis Kurkdjian was inspired to create a fragrance in memory of the sweet treat given to him for his baptism. Enter: Kurky, which was Kurkdjian's childhood nickname, a light perfume that takes after a bag of fruity candies. The fruitiness sits on a not-too-sweet base of white musk and vanilla, making for a deliciously playful, yet clean scent.
Notes: Tutti-frutti accord (peach and raspberry); White musks
Size: 2.4 oz.
What I Love: A playful gourmand for grown-ups; Soft enough for sensitive noses; Not overpowering or offensive
What I Don't: Doesn't have a strong projection
Review For MC: "I'm a big fan of fruity perfumes for the spring and summer, and after one spritz of this fragrance, I immediately knew it would be my scent of the upcoming season. It smells good enough to eat—like my favorite gummy candy—but it's not as sugary as most candy-like scents. Rather, this fragrance has a lightness that would work so well in the hot weather. My only gripe is that it doesn't have much projection, but that has its benefits too, like when I fly or go to the gym." — Brooke Knappenberger, Associate Commerce Editor
Floral fragrances feel like a dime a dozen at this point, so a scent has to be unique to really pique my interest. Brown Flowers did just that. With its blend of vintage florals and earthy notes, this feels like a vintage perfume pulled from the '70s, and I mean that in the best way possible. It also caught the attention of MC's Beauty Director, Hannah Baxter, who says, "I always like my fragrance to feel a little off-kilter, a little funky, a lot intriguing, so when my go-to fragrance brand debuted this scent—with a cool bohemian aunt inspiration—I knew I had found my new must-have perfume for spring."
Notes: Acabia; Dried cedrat; Queen anne’s lace; Brown orchid; Coffee flower; Sambac jasmine; Aged musk; Roots; Coffee
Size: 1.7 oz.
What I Love: A unique interpretation of florals; Great for any season or occasion; Strong projection
What I Don't: May lean too feminine for some
When one of my favorite perfume TikTokers, Kathleenlights, made multiple mentions of this fragrance, I knew it was a good one. It's a white floral scent through and through with gardenia as the hero note, but merlot and leather on the dry down keep it interesting. I've seen its fresh blend described as "heavenly" across the internet on many occasions. In fact, MC's Beauty Writer, Ariel Baker, says, "Gardenia, neroli, and wine combine to make one of the most ethereal perfumes I've ever smelled."
Notes: Dewy gardenia; Rain Drops; Oakwood; Cashmere; African neroli; Merlot wine; Indonesian jasmine; Sweet pear; Napa leather
Size: 1.35 oz.
What I Love: Great for any season or occasion; A light, refreshing scent; Beautiful packaging
What I Don't: May be better suited in the spring and summer
Customer Review: "I’m not typically a floral fan but this was the perfect opening note that leads you to the next. The rain and pear notes are subtle like a feathery kiss along the neckline. The leather and oak moss paired with the Merlot is Chef’s Kiss. As the perfume continues to dry down you get the flirting bubble of powder. Love it! 10/10" — House of Bō
2025 Perfume Trends
- "Mood-scaping"
Gone are the days of sticking to a signature scent day in and day out. While the average wearer still wants to express their individuality, how a fragrance makes them feel will come into play in 2025, too. "We’ll see a rise in 'mood-scaping,' the idea of choosing fragrances based on how one feels or wants to feel," says Gil Clavien, Principal Perfumer at DSM-Firmenich and the nose behind Sweet Tooth, Fragrance by Sabrina. This could look like layering different scents to create a unique blend for your tastes or switching your scents throughout the day to match your mood. For example, you may choose to wear a light fragrance to relax at home and then spray a bolder, floral scent for a night out—the choice is yours.
- Clean-Girl Scents
Any avid scroller of TikTok has likely come across the term "clean-girl scent" more than once. It's also reached the ears of Kattan. "We've seen a lot of talk around the clean scent coming back in. It's very chic, very trendy," she says. So, what exactly are "clean" scents? Think of that fresh-out-of-the-shower feeling—Kattan specifically hints at musk fragrances as the clean-girl scents, but anything with sheer florals, citrus, laundry-like scents, or powdery notes can be interpreted as clean, too.
- Comforting Gourmands
Gourmands have been in the beauty zeitgeist for years now, and despite what some may say is a saturated market, the popular fragrance family isn't going anywhere in 2025. Instead, Clavien says the olfactory treats will include new, yet recognizable combinations with evolving notes like trendy marshmallow, indulgent coffee, and soft suede, which will add layers of warmth and sophistication.
- Perfume Oils
Regarding innovations, Kattan predicts oil-based perfumes will start to catch on in the wider market during 2025. "It's becoming very trendy online in our community. It's more popular with the indie brands, almost like the brands that are very hard to get," she says. Perfume oils have a high concentration of fragrance, so they tend to last longer. They also don't contain any alcohol, so they're a great option for those with sensitive noses and skin.
- Perfume Collections
Another innovation Kattan sees for 2025 is the release of entire perfume collections all at once. A range of fragrances goes hand-in-hand with the trending idea of scent wardrobes, but collections go a step further in that they offer consumers a more comprehensive view of a brand rather than individual launches.
How to Layer Perfumes
Layering two (or three) perfumes could be the key to unlocking your new signature scent, but figuring out which ones is easier said than done. Below are some expert tips to get you started on your scent discovery journey:
- Start with a musk fragrance
Just like you would with your makeup, you can use a "primer," if you will, to extend the longevity of your fragrance. What makes the best first layer? "Musk is the best base for your fragrance foundation, it's got a great structure," Kattan says. The fragrance family is made up of skin-like scents that typically have a lighter, cleaner feel, which means that they play well with others.
- Always use your own body chemistry
Both Kattan and Clavien agree that when testing a fragrance, it's always best to spray it on your skin over blotters (aka mouillettes if you want to get technical). "The most important thing is to wear the fragrance—spray it on your skin and give it time, at least 15 minutes, to settle," advises Clavien. "This lets the top notes soften and reveals the true heart of the perfume, allowing you to experience how it unfolds throughout the day and how it blends with your skin."
Another genius tip? If you run out of clean skin like on your wrists or elbows while testing fragrances, Kattan says you can use your fingers as blotters when in a pinch.
Why Trust Marie Claire
Brooke Knappenberger is the Associate E-Commerce Editor at Marie Claire and brings nearly five years of beauty experience to this story. She is a fragrance fanatic, is constantly testing new beauty launches, and has reported on dozens of perfume stories including the best cherry fragrances, the best coconut fragrances, and the best winter fragrances. She consulted two fragrance experts for this story as well.
Marie Claire is also an authority on perfume, having tested over 500 fragrances for the Marie Claire 2024 Fragrance Awards. We continually stay up to date on the latest fragrance trends, innovations, and releases.
How We Tested
To compile this list of the best 2025 perfumes, Marie Claire Associate Commerce Editor Brooke Knappenberger tested and reviewed dozens of 2025 perfumes and combed through countless customer reviews to find the top-rated options on the market.
Each 2025 perfume was evaluated on notes, staying power, and its overall scent as the day went on.
Meet the Experts
Mona is the founder and CEO of Kayali, as well as the co-founder of Huda Beauty alongside her sister Huda Kattan.
Gil is a principal perfumer at DSM-Firmenich and the nose behind Sweet Tooth, Fragrance by Sabrina. She created each of the four scents in Sabrina Carpenter’s fragrance collection, drawing inspiration from Parisian patisseries, world-class chocolatiers, Sabrina’s New Year’s Eve performance in Times Square, and, of course, her hit song Espresso.
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