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Around the World in 7 Scents

We dug through Birchbox’s comprehensive beauty data, studied industry sales reports, and surveyed our global counterparts—all to bring you the hottest fragrance trends from around the country and across the pond. Get scent educated, and pick up some suggestions for your next voyage.


From Tilda Swinton’s avant-garde attire to Thandie Newton’s minimalist look, Brits rule the style game. Get the cool-kid vibe with Marc Jacobs’ mischievous but sophisticated Lola, one of the UK’s top-selling fragrances. But don’t overdo it: According to Birchbox UK’s Senior Editorial Manager Beth, “Unless you've already found your 'forever' scent, perfume in the UK is often reserved for special occasions.” We suggest this British fave before, say, meeting the Queen.


According to Birchbox data, Midwesterners in the US prefer their scents on the spicy side. More Midwesterners scoop up spice-focused blends like L'OCCITANE’s Jasmin & Bergamot and Molton Brown’s Heavenly Gingerlily Eau Fraîche than anywhere else in the country. Perhaps because they pair so well with regional faves like deep-dish pizza and Chicago dogs?


Barcelona’s Gaudí pavilions and mouth-watering tapas feature prominently in our wanderlust fantasies. While you plan your next viaje, spritz on Atelier Cologne’s Orange Sanguine Cologne Absolue. With concentrated citrus notes and subtle whiffs of lavender, the niche scent is quickly becoming our new best amiga. Birchbox Spain Editorial Manager Cristina explains, “Because of the warm climate, we definitely like fresh, citrus, and easy-to-wear scents.”


US Ladies living on the East Coast frequently turn to sweet floral scents. One area favorite: Isaac Mizrahi’s Fabulous. The NYC-based fashion mogul’s debut scent relies on softer floral notes like jasmine sambac, tuberose, and peony for sweetness that retains sophistication. Bonus: The sweet-smelling mix masks the decidedly funkier aromas of subway tunnels and takeout.


According to nos amis at Birchbox France HQ, perfume is as much a part of la culture française as moody flicks and airy macarons. Editorial Manager Malvina says, “We trust classic French brands like Guerlain and Lancôme.” Her fave? Guerlain’s Shalimar Parfum Initial. A modern interpretation of the legendary classic, Shalimar captivates with undertones of warm vanilla and is the sixth best-selling scent in France. Bonus: It lingers from your early morning pain au chocolat to your late-night armagnac.


Our data shows that American Southerners prefer refined woodsy fragrances more than any other scent family. Next time you head south of the Mason-Dixon Line, pack Pacifica’s Sandalwood Perfume Roll On. It’s travel-friendly and perfect for hot weather.


If you find yourself daydreaming about cruising the PCH, SoCal beaches, and Portlandia-style hijinks, pick up MCMC’s Phoenix Eau de Parfum. More than any other region, West Coast customers go gaga for this lightweight blend of vanilla, honeysuckle, and peach. Cue up some Beach Boys, mist on the free-spirited scent, and go west, young woman.

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