Perfume shopping is hard. Being bombarded with spritzers the second you walk through the doors of a department store doesn't help matters. Your nose gets confused, and you might like something you try but then half an hour later you realise it smells of cabbage. Plus, there's all the different types: what is the difference between eau de toilette and eau de parfum, exactly [1]? It's a tricky game, but when you get it right, perfume shopping can be endless fun, and luckily, our capital has no shortage of beautiful places to find your perfect perfume partner. Whether you're looking for a special signature scent or you're just shopping around, follow your nose to one of those brilliant perfume shops across London.
Floris, 89 Jermyn Street
Floris [2] has been making London smell amazing since 1730, and it's kept the business in the family, and at the same location, since it opened. The scents are classics that play on the company's heritage and location but with a modern update.
Penhaligon's, branches across London
Another old-school perfumer, Pengaligon's [3] is one of the most iconic perfume brands in the UK. It has several London shops, although the most fun to visit is definitely the Burlington Arcade branch. The brand might be a classic, but it's not stuck in its ways, and the gin-inspired Juniper fragrance put Penhaligon's firmly on the radar for modern perfume-lovers.
Miller Harris, branches across London
Miller Harris [4] has pulled off an excellent trick: a luxury perfumer that always feels niche and interesting. Even with the classic fragrances — rose, jasmine, vetiver — perfumer Lyn Harris creates something unique and exciting. Come for the leathery florals, stay for the beautiful designs and quirky names.
Les Senteurs, 71 Elizabeth Street
Can't decide what you want? Take a trip to Belgravia and visit Les Senteurs [5]. The shop houses independent brands, including Serge Lutens, Creed, and cult favourite Etat Libre d'Orange. If you're daunted by all of the options, they'll help you find the perfume that's right for you and send you on your way with samples of your favourites.
Bloom, 4 Langley Court
Another one for the indecisive perfume shopper, Bloom [6]'s perfumes are very much in the niche and exclusive category. If you're after something that no one else will be wearing, much less heard of, then your nose is going in the right direction with a trip here.
Ormonde Jayne, 12 The Royal Arcade
The goal behind Ormonde Jayne [7] was to create scents that embraced the art of French perfumery and combine it with English craftsmanship. Did it succeed? Head to the luxe shopping spot in The Royal Arcade to decide for yourself.
Angela Flanders, 96 Columbia Road
Angela Flanders [8] launched her perfumery in the famous Columbia Road in 1985, and it's still as popular today. It's now run by her daughter, and there's also a branch in Shoreditch. Perhaps due to its original flower market location, this is a popular shop for brides-to-be, so head here for something heady, floral, and very special.
Perfumer H, 106A Crawford Street
Lyn Harris launched her perfume house Miller Harris in 2000, but after five years, she decided to branch out on her own and create something new and fresh. The result is Perfumer H [9], a shop in Marylebone that offers a new capsule range each season but also bespoke perfume curation (which can take up to six months to perfect). It even serves tea.
Jo Loves, 42 Elizabeth Street
Just down the road from Les Senteurs, Jo Loves [10] is by perfume maven Jo Malone. After a clause in her contract with Estée Lauder banned her from working in the beauty industry after she sold her eponymous company, Jo had to wait half a decade before launching her latest brand. It's young and fresh, and it feels very different to the original.
Le Labo, branches across London
If you're looking for niche, Le Labo [11] is just the thing. The perfume bottles and labels are designed to look like pharmacy bottles, and the shops feel more like a hipster cocktail bar than a perfume shop. Bottles come in over the £100 mark, but once you've found one you love, it'll be hard to resist.
Diptyque, branches across London
Is there anyone who hasn't put a Diptyque [12] candle on their Christmas list at some point? The Paris-based company has been a long-term favourite with anyone with an Instagram account (usually spotted in their natural habitat: next to a bunch of just-opened peonies). Good news: the perfumes (usually around £90) are just as good as the candles. Keep an eye out for sales.