Perfume bonanza persists as shoppers splurge on scents despite retail slowdown

Retailers say perfume remains a bright spot even as overall retail sales slip across Britain. Boots, John Lewis and Marks & Spencer report that fragrance remains in demand among both men and women, with shoppers drawn to a mix of high-end scents and more affordable options. John Lewis says beauty sales have risen about 40% over the past five years, and the retailer has expanded space devoted to perfumes, makeup and skincare, calling it 'a new era of beauty.' Its bestsellers include Chanel No 5 bottles priced at about £127, supported by an advertising push featuring Margot Robbie.

Shoppers are increasingly turning to 'dupes'—copies of well-known brands that cost around £10—though these do not appear on packaging and are often discussed on social media, raising questions about copyright. But many consumers still buy high-end perfumes with prices reaching as high as £500. Demand is being driven in part by Gen Z, with John Lewis chief executive Peter Ruis saying, 'You have 18-year-olds interested in £150 fragrances.'

M&S, meanwhile, has introduced a Discover Range at £25 for six bottles, described as dupes for scents from Tom Ford, Marc Jacobs and others. The Discover Range reflects a broader shift in beauty retail as chains expand fragrance and skincare sections to attract new revenue streams.

Experts note that the 'new era of beauty' at John Lewis mirrors a broader market trend: a split between premium fragrances and affordable alternatives, with celebrity campaigns and limited-edition launches continuing to draw younger shoppers while cheaper options proliferate. The dynamics underscore how fragrance has become a battleground for loyalty and discovery in a tightening retail landscape.

Retailers say fragrance remains a focal point in-store experiences and online shopping, with social media helping sustain demand for a wide range of scents.