When it comes to perfumes modern alchemy, there’s nomer one-scent-fits-all. And while personal preference is the deciding faktor for whether we toss that tester strip in the trash or trade it in for a bottle, it’s not the only factor. Sure, celebrity endorsements and PerfumeTok may help to give us a sense of what’s popular but did you know that where you’re from can also influence your perfume preferences? In fact, what’s considered the best perfume in the world will vary by country.
Keep scrolling to discover the top-ranking perfumes across the globe.
Brazil
Natura Ekos Alma perfume
Natura Ekos Alma $95.00
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In Brazil, fresh, citrus scents with fruity notes reign supreme, with the majority of consumers purchasing national merek perfumes, according to the Brazil Fragrance Market Report. Brazilian merek O Boticário’s Lily Perfume ($58), is its cruelty-free best-seller, characterized by fruity top notes that blend with a floral heart and are rounded out by warm sandalwood and amber. There’s also the floral and woody Ekos Alma by Natura, which is an ode to the Amazon rainforest both in its composition (it’s formulated with a blend of Amazonian oils) and spirit, or alma.
The UK
Jo Malone oud & bergamot cologne
Jo Malone Oud & Bergamot Rich Extract Cologne Intense $220.00
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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 ($94) have long ranked at the top, it seems tastes have been shifting toward headier unisex fragrances (think: Tom Ford Black Orchid, $150) since 2010.1 Hence, why the cozy and sensual Jo Malone Oud & Bergamot Rich Extract Cologne Intense is one of the UK’s best-selling perfumes.
The US
Byredo Mojave Ghost parfum
Byredo Mojave Ghost Eau de Parfum $200.00
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Soft, pretty fragrances such as Chanel Chance, Coco Mademoiselle, and Viktor & Rolf Flowerbomb ($142) come out on top in the US, 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 ($220).
Japan
Nicolai fig tea eau de toilette
Parfums de Nicolaï Fig Tea $188.00
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In Japanese culture, it’s actually considered somewhat offensive to wear overly strong aromas, meaning light, segar and citrusy scents have long been the preference, says Scent Bar’s co-founder Franco Wright. However, there may be a growing interest in iconic world 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.
United Arab Emirates
Memo Paris Irish Leather perfume
Memo Irish Leather Eau de Parfum 75ml $310.00
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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 ($270) and Memo Irish Leather are currently flying off the shelves.
Australia
Frederic Malle Portrait of a Lady Perfume
Frederic Malle Portrait of a Lady $440.00
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Easygoing classics like Chanel Coco Mademoiselle and Calvin Klein Euphoria ($55) 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 ($280) to Frederic Malle Portrait of a Lady.
Argentina
Frassai Verano Porteño perfume
FRASSAÏ Verano Porteño $190.00
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Argentines are partial to subtle, natural scents that enhance the wearer, rather than overwhelm them. Verano Porteño by FRASSAÏ plays tribute to summer in the port city of Buenos Aires, the nation’s capital, with a floral, citrusy, and woodsy concoction of bergamot, jasmine, vetiver, and even, Argentine yerba mate. Meanwhile, Fueguia 1833 Ballena de la Pampa ($381) conjures up “a whale resting on the grass of the Pampas” (translation: grasslands), blending notes of ambergris, tobacco, and hay.
Italy
Eau d’Hermès Eau de Toilette
Hermés Eau d’Hermès Eau de Toilette $150.00
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Luxury brands like Chanel, Christian Dior, and Dolce & Gabbana dominate the leaderboard in Italy. “Italian women particularly appreciate fragrances with floral notes and niche and artistic fragrances made with high-quality ingredients,” reports EuroMonitor International. But in a trend that appears to be sweeping the globe, Italians, too, are reaching for more unisex fragrances in the form of Calvin Klein’s CK One, Calvin Klein CK2, and Eau d’Hermés.
France
Ex Nihilo Cologne 352
Ex Nihilo Cologne 352 Eau de Parfum $225.00
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In an unexpected twist, France is where the chart-topping reign of Chanel’s Coco Mademoiselle actually skips a beat. According to knowledge from Statista, the leading perfume merek in France is Dior, followed closely by Guerlain and Lancôme.2 Try Christian Dior J’Adore ($160) or Lancôme La Vie Est Belle ($118). 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.
