These Are the #1 Fragrances Around the World


When it comes to fragrance, tastes are diverse as they get—not to mention incredibly personal. The global perfume market is expected to reach $91.17 billion by 2025, according to a report by Grand View Research, and building a formidable fragrance wardrobe has become the ultimate goal for many an olfactory obsessive (guilty as charged).

But while individual sensory tastes and experiences can differ hugely from one spritz to another—one woman’s spicy base is another’s floral heart, after all—where you’re from can actually hold a powerful sway over your perfume preferences too. The top scent in the UK, for example, is a very different blend from its U.S. counterpart, and the same goes for scents reigning supreme in Australia, Italy, and the United Arab Emirates (bar one exception—Chanel’s iconic Coco Mademoiselle, of course).

So if you fancy a change of pace on the fragrance front (or are simply as curious as we are about the top-ranking perfumes across the globe), starting with the best-loved scents of women around the world could be a great start. Luckily for you, we’ve already begun the investigation; consider this your ultimate guide to the scents chic women everywhere are currently loving. 

Keep scrolling to discover the best-selling perfumes from Australia to Italy and beyond.

The UK

Brits can be a fickle bunch, and that's certainly true when it comes to fragrance. While sweet and citrusy florals like Chanel Coco Mademoiselle ($90) have long ranked at the top, it seems tastes are now shifting towards headier unisex fragrances (think Tom Ford Black Orchid, ($95). In fact, reports show the unisex fragrance boom has been climbing since 2010. So on that note, let us introduce you to our favorite cologne from Jo Malone…

Oud & bergamot cologne
Jo Malone Oud & Bergamot Rich Extract Cologne Intense $196.00


Soft, pretty fragrances such as Chanel Chance, Coco Mademoiselle and Viktor & Rolf Flowerbomb ($118) are on top, according to Sephora (white florals and patchouli are common notes among all three). But we also love the more powerful “statement” scents from niche brands, with the idea being that wearers can add these to their fragrance wardrobe and spritz when the mood strikes. Think woody Byredo Mojave Ghost and the lightly spiced Le Labo Santal 33 ($198).

Mojave Ghost parfum
Byredo Mojave Ghost Eau de Parfum $196.00


High-end is the name of the game here. Easygoing classics like Chanel Coco Mademoiselle (we told you there was a pattern here) and Calvin Klein Euphoria ($37) have traditionally crowned the top-ranking lists, but just as in the States, Aussies are increasingly searching for more individual signature scents. Enter a slew of warm, woodsy and deliciously spiced blends from Byredo Gypsy Water ($196) to Frederic Malle Portrait of a Lady.

Portrait of a Lady Perfume
Frederic Malle Portrait of a Lady $78.00


“Italian women particularly appreciate fragrances with floral notes and niche and artistic fragrances made with high-quality ingredients,” reports EuroMonitor International. No surprise then that Chanel, Christian Dior and Dolce & Gabbana likely continue to dominate the leaderboard. But in a trend that appears to be sweeping the globe, Italians too are likely reaching for more unisex fragrances in the form of Calvin Klein’s good old CKOne, Calvin Klein CK2, and Eau d’Hermés.

Eau d’Hermès Eau de Toilette
Hermés Eau d’Hermès Eau de Toilette $150.00


As Scent Bar's co-founder Franco Wright says, in Japanese culture, it’s actually considered somewhat offensive to wear overly strong aromas, meaning light, fresh and citrusy scents have long been the preference. That said, there may be a growing interest in iconic global perfumes such as—yep, you guessed it—Chanel Coco Mademoiselle, Chance and No. 5. These mainstream infusions are likely still fairly niche among Japanese women, however, with soft, fruity scents such as Parfums de Nicolaï’s Fig Tea remaining the staple.

fig tea perfum
Parfums de Nicolaï Fig Tea $52.00

United Arab Emirates

Long known for its famous ouds, Middle Eastern olfactory preferences are in stark contrast to those in Japan. Gloriously rich, sumptuous fragrances rule here, with high-quality ingredients and staying power at the core. One notable switch in UAE fragrance trends, however, is the influx of bold alternatives to homegrown scents. While Arabian Oud and Abdul Samad Al Qurashi fragrances still top the charts, Harvey Nichols Dubai tells us that YSL Les Vestiaires Tuxedo ($250) and Memo Irish Leather are currently flying off the shelves.

Irish Leather perfume
Memo Irish Leather Eau de Parfum 75ml $300.00


In an unexpected twist, France is where the chart-topping reign of Chanel’s Coco Mademoiselle actually skips a beat. According to data from Statista, the leading perfume brand in France is Dior, followed closely by Guerlain and Lancôme. Try Christian Dior J’Adore ($52) or Lancôme La Vie Est Belle ($102). The niche fragrance market is still a force to be reckoned with in France, however, with unisex fragrances continuing to grow in popularity—think Atelier Cologne Bois Blonds and Ex Nihilo Cologne 352.

Ex Nihilo Cologne 352
Ex Nihilo Cologne 352 Eau de Parfum $225.00
Article Sources
Byrdie takes every opportunity to use high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read our editorial guidelines to learn more about how we keep our content accurate, reliable and trustworthy.
  1. Grand View Research. Fragrance Market Size, Share & Trends Analysis Report by Product (Deodorants, Perfumes), by Application (Personal Care, Household Care), by Distribution Channel (Offline, Online), and Segment Forecasts, 2019-2025.

  2. Statista. Sales value of unisex fragrances in Great Britain from 2010 to 2020, by type. Updated February 2, 2022.

  3. Statista. Leading perfume & eau de toilette brands ranked by number of users in France 2020. Updated January 17, 2022.

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