Fragrance is a deeply personal choice, though it's not immune to the transient nature of fashion trends. Many of us settle on a signature scent early in life and stick with it, but the fragrance world has exploded in recent years thanks to cool celebrity brands, TikTok reviews and the new beauty boom. A wave of innovation that challenges traditional notions of scent was bound to follow. Today, more of us are curating diverse scent wardrobes and experimenting with layering, happily letting our so-called signature scents gather dust.  

This interest in unexpected fragrance notes has seen the return of an ancient scent still worn in exotic corners of the world today: oud. Modern perfumers are reinvigorating this rich, smoky-sweet note by blending it with fresh elements. Here, we delve into five fresh oud fragrances for the upcoming season, offering a fresh perspective on a classic scent. 

Halfetti, $430 from Penhaligon’s on Ground Floor 

This dark, captivating and sometimes mysterious fragrance will leave people you pass in the street wondering “what is that smell?” (and wishing it was them who was wearing it).  

The Smell Of Freedom, $250 from Lush on Lower Ground 

A spicy, sweet unisex fragrance, it’s packed full of woody notes that make it smell like a warm hug. A touch of lemon grass keeps things fresh and lightly floral.  

Oud Ispahan, $535 from Parfums Christinan Dior on Lower Ground  

Sensual but strong, it’s the perfect fragrance for a first date – the effect of rose mixed with heady oud is magnetic.  

Eau de Baux, $99 from L'Occitane on Lower Ground 1  

Confident but not overpowering, this men’s fragrance starts off strong with vanilla before softening into the warm incense notes.