You’ve smelled them all – in lifts, on dates, on strangers in Pret. Some scents sell because they’re good. Others sell because they’re everywhere. The UK’s bestsellers have survived breakups, rebrands and, quite frankly, better options. But popularity doesn’t always equal taste. So we’ve lined them up, sprayed them down, and put them through their paces to present a tried-and-tested top ten bestsellers – ranked. It’s an important job. Why? Because how we smell says everything about who we think we are.
Fragrance has always been a rite of passage. What you spray says as much about you as your trainer collection, your haircut, or your Spotify Wrapped. It creates a scent timeline that mirrors your milestones: the first-date extra spritz for luck, or the payday bottle that said “I’ve levelled up” – but this is not a time for nostalgia. It’s time for a reality check.
We’ve sniffed, sprayed (and occasionally suffered) our way through Britain’s most-worn men’s fragrances according to The Perfume Shop – from date-night staples to duty-free icons – and ranked them to see which still deserve a space on your shelf, and which should’ve been retired with your skinny jeans and your ex’s toothbrush. Scroll on to find out…
10. Rabanne Invictus Victory Elixir Parfum
Rabanne
Invictus Victory Elixir
- Release date: 2023
- Why we rate it: Smells like someone turned winning into a lifestyle choice
- Notes: Lavender, cardamom, black pepper, incense, patchouli, vanilla pod, tonka bean
Invictus Victory Elixir is unapologetic; chances are it would cheer itself on from the sidelines if it could. Launched in 2023, it’s one of the newest hits in the line-up – loud, indulgent, and built for impact. Lavender, cardamom and black pepper bring the heat before incense, patchouli and a base of vanilla pod and tonka bean roll in, letting sweetness take the win. Glossy, bold, and entirely unbothered by moderation, it comes housed in a black-and-gold trophy bottle that turns fragrance into spectacle, one spritz at a time.
Carolina Herrera
Bad Boy Le Parfum
BDK Parfums
Gris Charnel Eau de Parfum
9. Gucci Guilty Pour Homme Eau de Parfum
- Release date: 2020
- Why we rate it: Provocative in theory, charming in practice
- Notes: Rose, red chilli, salt, lavender, orange blossom, neroli, cedar, patchouli
Rewriting the rules mid-spray, Gucci Guilty isn’t here to please everyone, just to keep things interesting. Spicy florals stir the pot: rose, red chilli and a dash of salt, a mix that looks unhinged on paper but somehow makes perfect sense on warm skin. Then lavender, orange blossom and patchouli arrive to smooth things over, but never quite calm it down. Its unpredictability feels deliberate – the kind of controlled chaos we all need to indulge in when the occasion calls.
Prada
L’Homme Prada Intense
Memo Paris
Irish Leather Eau De Parfum
8. Dolce & Gabbana The One for Men Eau de Parfum
Dolce & Gabbana
The One For Men
- Release date: 2015 (Eau de Parfum)
- Why we rate it: Fades just enough to make you miss it
- Notes: Grapefruit, coriander, basil, cardamom, ginger, orange blossom, amber, tobacco, cedar
Some fragrances enter the room before you do. But The One? It does the opposite – it draws people in. Grapefruit, ginger and tobacco do exactly what good conversation does: light to start, but intrigue keeps you there. A little bit of a sweet talker, it’s a masterclass in charm you don’t have to think about. It lingers longer than you expect – close to the skin, but impossible to ignore. That quiet pull is why it’s still holding strong in British hearts. Allure, after all, isn’t about volume.
Tom Ford
Tobacco Vanille Eau de Parfum
7. Jean Paul Gaultier Le Male Eau de Toilette
Jean Paul Gaultier
Le Male
- Release date: 1995
- Why we rate it: The fragrance that taught the ’90s how to flirt still oozes with charisma
- Notes: Lavender, mint, cardamom, bergamot, artemisia, cinnamon, orange blossom, caraway, vanilla, tonka bean, amber, sandalwood, cedar
