Fragrance is having a moment unlike any other category in the beauty space. As we recently discussed in our Fall Issue piece "The Art of Smelling Good," there has never been so much innovation, excitement, and buzz within the perfume world. (And as people who take our scent very, very seriously, we are extremely here for it.) It's also interesting that the fixation on early aughts fashion and beauty trends is still going strong, including the fragrance trends that defined Y2K (body mists! celebrity scents! sugary sweet!). Suddenly, what we loved then feels fresh and cool again, which inspired me to hit up my fellow beauty editors for their thoughts.
Below, the Who What Wear team is sharing the first perfumes they ever fell in love with in addition to the scent they currently gravitate toward. (There were definitely a handful of repeat favorites!) This is a fun one, so keep scrolling.
Erin Jahns, Beauty Director
First Perfume:
The year was 2006, I was in 7th grade, and High School Musical had just come out. Somewhere (probably in Teen Vogue or Seventeen), I had read that Aquolina's Pink Sugar Eau de Toilette—a slightly fruity, cotton candy–esque scent—was Vanessa Hudgens's go-to perfume, so I decided it should become mine as well. I honestly remember thinking it was too sweet for my liking, but I insisted on wearing it anyway, probably assuming it would catch me a Zac Efron look-alike. (Spoiler: It did not.)
These days, I still love a warm, slightly sweet fragrance, but it needs to be well balanced. Phlur's Not Your Baby is how I picture Britney Spears would smell in the music video for "…Baby One More Time." The vanilla milk, tonka bean, sandalwood, and cardamom notes give it a sweet softness, but florals like mimosa and violet make it feel more elevated and sophisticated. I think it's one of Phlur's most underrated perfumes, which I kind of love because people never recognize it when I wear it—they only compliment it.
Current Signature:
Jennifer Camp Forbes, Shopping Updates Editor
First Perfume:
When I purchased my first elevated perfume, I was in high school. I spent hours at my local Macy's sampling every last option. I have always had a strong sense of smell, and certain perfumes can often give me a headache, so it took time to narrow down a scent. I knew I wanted something that had a clean, fresh vibe, and I finally landed on Happy. I was ecstatic incorporating the fragrance into my morning routine before school—I felt so grown-up.
Now, I gravitate toward Chloé. My sensitivity is still strong, as is my love for shower-fresh, clean scents. I landed on Chloé after many visits to Sephora sampling its endless options. I lived in NYC at the time and would take whiffs of the many perfume sample paper strips I had just gathered while on the subway ride home. Not only was this a pleasant break from the varying unpleasant scents you encounter on the subway (IYKYK), but also it helped me narrow it down to Chloé. To this day, I have never gone out once without getting complimented on the scent.
Current Signature:
Kaitlyn McLintock, Associate Beauty Editor
First Perfume:
Admittedly, I was late to the perfume party. I didn't buy my first grown-up scent until I was well into high school, but when I did, it was a small rollerball of Chloé Eau de Parfum. (I was a soon-to-be beauty editor working on a babysitter's budget.) To me, it was a classic floral scent—the kind that's appropriate for any season or situation. A top note of peony, middle notes of rose and magnolia, and base notes of cedar and ambergris make it pretty timeless. That's why I still reach for it to this day.
These days, the perfume that I reach for the most, and the one I consider to be my signature scent, is Phlur's Missing Person. It's a more modern take on a classic floral fragrance. Notes of bergamot, jasmine, neroli, and orange flower are grounded by notes of skin musk, sandalwood, and blonde wood. The combination is warm and cozy and smells like my skin but better. It's the type of perfume that will get people to say, "You smell so good" instead of "What perfume are you wearing?"
Current Signature:
Sierra Mayhew, Associate Editor
First Perfume:
I was obsessed with Chanel No. 5 growing up but never owned it myself. I wanted to buy something that at the time I considered a bit more off the beaten path, so I chose Coco Mademoiselle. I distinctly remember being in Bloomingdale's, smelling all of the options, and then buying myself this for my birthday. I only bought my first grown-up perfume in college, and based on my budget at the time, this was a big investment. My intention with purchasing it was to feel more like a real "grown-up" at work, and I like to think that all worked out for me. I still have the exact bottle that I initially bought, and although it's tucked at the very back of my perfume shelves, I still spray it now and then when I'm in a more floral mood.
My first perfumes were floral and sweet, but now my favorites are earthy, woody, and mysterious. I guess that's what a few years living in New York City does to a girl who grew up in the Midwest. I change which perfume I wear daily, but my most frequently worn fragrance over the past few years happens to be Ellis Brooklyn's Après, which was first introduced to me by one of our beauty directors. If there's anyone I trust for a perfume recommendation, it's got to be our beauty team. They've never steered me wrong.
Current Signature:
Katie Berohn, Beauty Editor
First Perfume:
I didn’t buy my first elevated perfume until right before I started college—up until then, I’d been perfectly happy with Victoria’s Secret Noir Tease carrying me though most of high school. I got it in my head that I needed a "signature scent,” took all of my hard-earned tip money from my waitressing job to Sephora, took its fragrance quiz, and landed on Tom Ford Black Orchid. To me, it will always be a perfect fragrance—it’s floral but not powdery, mysterious, and warm. I don’t wear it as often as I used to (I mean, I literally used to show up to 9 a.m. lecture halls smelling like Black Orchid, which is… a vibe), but I still pull it out fairly often—especially on nights when I’m feeling particularly nostalgic.
It’s pretty tough for me to pick a signature scent since I’m practically always wearing something different depending on my mood, but lately, I keep reaching for Byredo’s newest launch. It’s the perfect combination of dark and sweet—notes like saffron and oud meld together with notes like praline and plum. It’s juicy and dark and opens up beautifully on skin. I’ve been getting nonstop compliments since I started wearing it.
Current Signature:
Emma Hughes, Associate Social Media Editor
First Perfume:
When I was 15, I walked into a newly opened Juicy Couture store and immediately became intoxicated with the scent that was being pumped into the air. I asked what was making the store smell so good and was pointed to Viva La Juicy. I was in disbelief that I was able to buy and wear the fragrance that was so bewitching to me. With notes of wild berries, vanilla, and caramel, Viva La Juicy kicked off my love of gourmand perfumes. While I probably wouldn't wear it anymore (as it now reminds me of high school), I look back on it fondly.
As for something I'm more currently fond of, I discovered Coco Figue about five years ago at Sephora and knew that it was going to be my signature fragrance. I don’t think it’s super well known, but everyone who I’ve introduced it to has loved it. My best friend immediately purchased it (which I couldn’t blame her for), and now it’s our running joke that only one of us can wear it whenever we get together. Similar to Viva La Juicy, Coco Figue has a creamy, sweet vanilla base combined with the fruitiness of the fig. I guess I have a fragrance type!
Current Signature:
Michaela Bushkin, Fashion Director, Branded Content
First Perfume:
I became a teenager in the early 2000s, so it's no surprise that Juicy Couture had an absolute choke hold on me. I wore Viva La Juicy well into my 20s, mainly on special occasions. I can still spot the ultra-sweet, fruity scent from a mile away.
I bought Tom Ford Lost Cherry on a recommendation from a trusted beauty editor about a year ago and haven't looked back. I wear it as a daytime perfume and always receive tons of compliments. And apparently I have a type because this scent also features sweeter notes reminiscent of those found in my beloved Viva La Juicy from a decade ago. However, the sultry notes of dark cherries definitely make this one feel like a more grown-up choice.
Current Signature:
Caitie Schlisserman, Group Executive Director, Branded Content and Beauty
First Perfume:
My first perfume was Mugler's Angel, and I lived for it. I vividly remember smelling it for the first time as a kid with my grandma. She had a sample of it at home, and I couldn’t get enough of it. I remember thinking it smelled so luxurious and sweet and that anyone that wore it was clearly special. I can’t remember if I bought my first bottle or if my sister did and I just used it all the time (probably the latter). But looking back now, the scent, while playful and fresh with notes of praline, patchouli, and bergamot, feels like a mature scent meant for someone older then little tween me. Still to this day whenever I get a whiff of it, I feel so nostalgic.
I do consider myself to be a fragrance polygamist, so it’s hard to pick a signature scent. With that being said, I cannot get enough of Celui’s The One. I swear I should be the perfume’s PR because I’ve turned so many friends onto it. There's something so familiar and comforting about its smell, almost as if you're being spritzed with a big, warm hug. It has notes of jasmine, gardenia, cedarwood, and marigold, which create a mood-boosting blend that I never regret wearing.
Current Signature:
Grace O'Connell-Joshua, Assistant Shopping Editor
First Perfume:
When I was in middle school, my favorite thing in the world was to go to the mall with my mom on the weekends. (I know… shopping… how shocking.) But the first place I would run to was Victoria's Secret. I could've sworn that walking into Victoria's Secret was like walking through the gates of womanhood. So much pretty lingerie, lip gloss, and body mists that to 14-year-old me was heaven on earth. Pink's Fresh & Clean was always one of my go-to fragrances. Not just me, but my entire block of lockers in my middle school was filled with the scent in between 6th and 7th period. It has that "fresh out of the shower" smell to it with notes of apple and sea spray.
These days, I'm a huge Byredo fan and have tried a few different scents, but Bal d'Afrique is one of my all-time favorites. It has notes of African marigold, bergamot, violet, and cedar wood. This scent is one of those that stand out among the rest. Byredo's website describes this scent as Ben Gorham’s "love letter" to Africa and is focused on beauty and fantasy. Every time I put it on, I instantly feel more elevated and sophisticated. I'm obsessed.
Current Signature:
Erin Fitzpatrick, Associate Director, Fashion News
First Perfume:
Not only was the bottle beautiful, but I absolutely loved the scent of Marc Jacobs Lola, which is now sadly discontinued. (Although I did find some rogue bottles on Amazon…) I thought it was slightly heavy for daytime, so it was my "night out" perfume for the longest time. (Marc Jacobs Daisy was for daytime!) It had notes of fuchsia peony, pear, and grapefruit.
Today, I have several perfumes in rotation, but my favorite is Chanel Biarritz. It has notes of mandarin and lily of the valley, creating the dreamiest scent that I always get compliments on.
Current Signature:
Allyson Payer, Senior Editor
First Perfume:
Light Blue was my signature scent and that of every single one of my friends when it came out. To this day, every time I smell it, it takes me back. I think the fact that it's still being sold is a testament to how delightful of a fragrance it is (see the Sephora reviews for yourself). It's super fresh, clean, and versatile. I'd still be wearing it today if I weren't so easily distracted by the latest and greatest fragrance.
Currently, I prefer rose perfumes that are complicated and layered but still sort of simple. That's exactly what Le Labo Rose 31 is to me. It's just a tiny bit musky and woodsy, which balances out the sweetness of the rose so well. I'm pretty sure I'll be wearing it for life.
Current Signature:
Bobby Schuessler, Market Director
First Perfume:
Giorgio Armani Aqua di Giò—I remember first splurging on this scent in my first year of college. I fell in love with the scent (I still love it), and I felt so special wearing it. It's a classic scent, in my opinion.
I alternate between two scents these days, depending on my mood. I adore Celine's range of scents and have been wearing Black Tie. It's so crisp and has those musk notes that I adore. I also will never give up my Le Labo Santal 33.
Current Signature:
Eleanor Vousden, Beauty Editor, UK
First Perfume:
After graduating from Lacoste's Touch of Pink and DKNY's Be Delicious Red in my early teenage years, Narciso Rodriguez's For Her sticks out in my mind as my foray into grown-up fragrance. I remember saving up to buy the sleek black bottle and wearing it at the start of a new term when I was around 17. I remember feeling a little self-conscious on the first wear, as though the fragrance was wearing me and not the other way around! The musk scent was so unlike anything else I'd tried before, but I grew more and more fond of the warm, skin-like scent that clung to my scarf and coat all season long. I still love it now and wear it with more confidence in my late 20s, having found that warm, musky perfumes are now my signature.
While for daytime I prefer lighter scents like Maison Francis Kurkdjian 724 and Diptyque's L'Eau Papier, I'm still drawn to those deeper, warmer scents for evening wear. While I still wear Narciso Rodriguez For Her, Jo Malone's Myrrh & Tonka is my current favourite with its addictive and smooth tonka bean note and warm, amber-like myrrh that radiates from the skin for hours on end.
Current Signature:
Emma Walsh, Associate Beauty Editor, Branded Content
First Perfume:
Miss Dior Blooming Bouquet was my first signature scent that I wore my entire freshman year of college. The rose, peony, and white musk notes made me feel elevated and ladylike, despite the fact that I was on a rural college campus.
The signature scent I love now is a tie between the iconic Maison Francis Kurkdjian's Baccarat Rouge 540 and its affordable counterpart, Cloud by Ariana Grande. They both have a woody-musk base, with Baccarat Rouge 540 leaning spicier and Cloud more gourmand. I get so many compliments on Baccarat Rouge, so I usually reserve it for special occasions, events, and dates, and Cloud for more everyday wear.
Current Signature:
Yusra Siddiqui, Associate Fashion Editor
First Perfume:
The first perfume I ever wore was Daisy by Marc Jacobs. I remember begging for it for my 16th birthday from my mom, and I was ecstatic when I actually got it! The advertisements with the models holding gigantic perfume bottles in a field really worked on me. It feels so special on my dresser. I actually still would wear it today, the scent is so lovely.
While my younger self loved more floral scents, my current self likes perfumes that are lighter and fresher, and that's exactly what Margiela's Bubble Bath is. I honestly can't describe it other than that it just feels so clean. I love that it still has a light floral scent but it's not overpowering and is still long-lasting.
Current Signature:
