As summer settles in with promises of balmy evenings and sunny days, fragrance lovers are indulging in scents that capture the season’s carefree spirit. This year’s top picks range from nostalgic ice cream-inspired aromas to fresh, citrusy blends evoking Mediterranean coastlines, all designed to brighten moods and summon happy memories.
One of the standout trends this summer is the playful embrace of gelato and sorbet-inspired scents and colors. These fragrances and cosmetics tap into the universal joy of ice cream, conjuring memories of childhood summers, sun-browned grass, and the chime of the ice cream van. Jo Malone London’s new Raspberry Ripple Cologne perfectly encapsulates this nostalgic vibe. As Celine Roux, Jo Malone’s head of fragrance, explains, “We are attracted to happy memories. In a world of uncertainty, it’s reassuring and comforting to go back to what you know, and return to happy times. Who doesn’t have a happy memory of eating an ice cream at the seaside? We crave sweet treats, to raise our endorphins and make us feel good.”
Alongside Jo Malone’s fruity offering, Akro’s Crush perfume delights with the scent of rose macarons, blending roasted almond, lychee, praline, and vanilla notes. This gourmand fragrance, crafted by perfumer Oliver Cresp, is a delicious olfactory treat. Meanwhile, H&M’s limited-edition collection celebrates flavors like Sun-Kissed Caramel and Posh Pistachio across body mists, eau de toilettes, and hand creams, priced affordably between €6 and €13.
Vanilla remains a perennial favorite, with Matiere Premiere’s Vanilla Powder eau de parfum standing out for its peerless scent. Roger & Gallet’s Vanille Soleil also offers a budget-friendly option at €26. The ice cream-inspired theme extends beyond fragrance into makeup, where creamy, balmy textures replace powders. Charlotte Tilbury’s new Unreal Blush sticks, described as as appealing as a Strawberry Mivvi, add a juicy flush to cheeks. Lip oils and butters in cherry, mango, and strawberry shades have become summer staples, offering hydration and shine over dry mattes. Charlotte Tilbury’s Unreal Lip Oil, priced at €28, has been available at Arnotts since July 17, 2025, and is already garnering attention.
For those seeking luxury with a summery twist, Maison Margiela’s REPLICA line has introduced Never Ending Summer, a fragrance that aims to bottle the golden hour glow of the Italian coastline. Launched as part of the brand’s iconic REPLICA collection—known for evoking nostalgic moments—this new scent features top notes of spritz accord, bitter orange, and a pepper duet, layered on base notes of patchouli, cedarwood, and vetiver. The result is a fresh, citrusy aroma with an earthy undertone, perfectly embodying the carefree, sun-soaked vibe of summer.
Reviewers have been enthusiastic, calling it “summer in a bottle” and “the perfect summer scent.” One shopper enthused, “Maison Margiela's Never Ending Summer Eau de Toilette is sunshine in scent form! It opens with a burst of citrus and warm, sun-kissed notes that instantly lift my mood. Light, fresh, and effortless, it lingers beautifully without being overpowering. It truly captures that carefree, golden-hour vibe.” Another shared how the fragrance reminded a friend of the Amalfi Coast, saying, “It is very citrusy and fresh—perfect for summer.”
However, some users noted the fragrance’s lasting power falls short, fading after a couple of hours to a faint mossy scent. One reviewer commented, “I could hardly smell the zesty notes on my jacket after two hours.” Despite this, the scent’s summery appeal remains strong. For those hesitant to commit, Maison Margiela offers the Replica Memory Box, a £36 sampler containing 10 mini fragrances, while the Kayali Discovery Sampler Set is available for £18.65 at Beauty Bay.
Meanwhile, savvy shoppers are snapping up discounted luxury perfumes to complement their summer scent wardrobes. The Perfume Shop recently slashed £62 off the Marc Jacobs Perfect Intense 50ml Eau De Parfum Spray, bringing it down from £102 to a tempting £40. This perfume features top notes of daffodil and blooming jasmine, a heart of roasted almonds, and a sandalwood base. It’s been praised for its fresh, sweet floral vibe and elegant bottle design, making it a favorite for spring and summer wear.
Some users noted the scent’s lightness and shorter longevity, with one shopper saying, “The perfume fades down to a skin scent within the hour,” and another wishing it lasted longer for evening wear. Yet, many others highly recommend the fragrance, with one five-star review stating, “My mum bought me this from her holiday and the smell is just amazing. I have had many people comment about the beautiful smell of my perfume.” Another described it as “a warm, rich scent with a creamy, slightly spicy finish that really lasts all day,” perfect for boosting confidence.
Other discounted fragrances include Jimmy Choo’s I Want Choo Eau De Parfum 40ml, reduced from £53 to £40 at Look Fantastic, boasting floral and sparkling citrus notes and a stellar 4.81-star rating. Tory Burch’s Divine Moon Eau De Parfum 50ml is also available for £40, down from £80 at Space NK, with fans raving about its floral honey scent.
Whether you’re drawn to the nostalgic sweetness of gelato-inspired scents, the fresh citrus of Mediterranean summers, or luxurious floral blends on sale, this summer’s fragrance landscape offers something for every mood and moment. From affordable body mists to high-end eau de parfums, the season invites you to find your signature scent and wear it like a sunny day—bright, uplifting, and full of promise.
