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Perfume 'Dupes' Boom: Shoppers Love Budget Scents
21 Dec, 2025
Summary
- Consumers are flocking to affordable perfume 'dupes,' costing around £10.
- High-end fragrances, with prices up to £500, are also seeing strong demand.
- Gen Z is a key demographic, driving interest in both budget and luxury scents.
The luxury perfume market is experiencing a surprising boom, defying broader retail sales declines. Consumers are showing a strong preference for both highly affordable 'dupe' fragrances, typically costing around £10, and ultra-premium scents reaching up to £500. This dual trend highlights a diverse consumer approach to fragrance purchasing.
Younger generations, particularly Gen Z, are identified as a major driving force behind this demand. Retail executives note that even 18-year-olds are showing interest in fragrances priced at £150. This enthusiasm is prompting retailers like John Lewis to significantly increase their investment in beauty categories.
John Lewis, for instance, has reported a 40 percent increase in perfume, make-up, and skincare sales over the past five years, signaling a 'new era of beauty.' Their bestseller list includes expensive items like Chanel No. 5, with M&S also offering affordable dupes for popular brands.
