The 10 most popular fragrances of 2021 in Britain so far

British high street chain The Fragrance Shop has revealed which blockbuster scents for men and women are best-sellers

British high street retailer The Fragrance Shop has named the best selling fragrances of 2021 so far, with classics claiming the top spots.

According to the perfume specialists, with the closures of physical stores and 164% year-on-year increase in online sales, consumers were drawn to tried and tested scents as they were unable to experiment with products in-store.

With three products in the top ten, Chanel was named Britain's favourite fragrance brand, but the two bestsellers overall are marketed for men – Dior Sauvage and Bleu De Chanel.

"We have just gone through the most turbulent time of recent history, and our consumer sales data highlights that our shoppers have sought comfort in what they know – classic scents that have cemented cult status," said Athina Macpherson, Head of Brand of The Fragrance Shop.

"In times of uncertainty, our favourite, nostalgic scent has been like putting on an old cardigan. It provides warmth, reassurance, comfort and peace of mind.”

The popular scents also hold very similar fragrance profiles, reported The Fragrance Shop: woody with a floral payoff.

"Many woody fragrances can seem quite masculine, but the flowers lighten them up, making them more feminine," continued Macpherson.

"People love the power that woody fragrances have. They are known to evoke a feeling of being grounded, and down to earth, which is exactly what we have all craved in these uncertain times.”

The 10 most popular fragrances of 2021

  1. Dior, Sauvage
  2. Chanel, Bleu de Chanel
  3. Chanel, Coco Mademoiselle
  4. Mugler, Alien
  5. YSL, Black Opium
  6. Chane, No 5
  7. Paco Rabanne, 1 Million
  8. Lancôme, La Vie Est Belle
  9. Carolina Herrera, Good Girl
  10. Paco Rabanne, Lady Million

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