Knowledge

Savvy Splurging: How Fragrance Lovers Are Shopping Smarter in 2025

Luxury perfume and aftershave is more popular than ever in the UK, fuelled by a mix of TikTok trends, a greater focus on self-expression and...

29 August 2025

Luxury perfume and aftershave is more popular than ever in the UK, fuelled by a mix of TikTok trends, a greater focus on self-expression and smart savings schemes like Perfume Direct’s Rewards Club.

We’re shopping smarter when it comes to designer fragrances and treating ourselves to our favourite perfumes and aftershaves, and that’s because perfume isn’t just another purchase – it’s an instant mood-booster, a confidence kick, and, increasingly, a savvy investment in self-care.

Social media has been instrumental in fragrance’s staying power. On TikTok alone, #PerfumeTok has racked up billions of views, driving hype for trending notes (yes, banana perfume really is a thing) and new rituals like smellmaxxing – the art of scent layering.

Gen Z is leading the charge. They see fragrance as more than a luxury – it’s a form of self-expression. They’re also fiercely savvy: seeking authenticity, affordability and rewards over dupes. Millennials aren’t far behind, driving the demand for premium fragrances that deliver wellness and longevity.

Why Rewards Clubs Are Changing the Game

Buying perfume in 2025 isn’t about buying less – it’s about buying smart. Shoppers want the real deal, but with a deal. Loyalty programmes, smaller formats and travel sizes are all part of this splurge-and-save trend.

Perfume Direct’s Rewards Club is a prime example of this shift. In just six months, our membership has tripled, proving that shoppers love luxury when it comes with perks. Members can save up to 80% on bestselling scents from Tom Ford, Gucci and Hugo Boss, while also earning rewards on every purchase.

Here’s how it works:

• 1 point per £1 spent (+75 bonus points when you buy 3 fragrances in one go)

• 40 points just for joining (for free)

• Earn points for reviews, social follows, subscriptions and referrals

• Birthday bonus points – because who doesn’t want treats for their birthday?

• Redeem points for £5 or £10 vouchers, or save them up for full-size freebies

• VIP tiers (Bronze, Silver, Gold) unlock free shipping and extra perks

It’s essentially perfume with benefits. We also offer FREE shipping on orders over £50.

This is the new landscape of fragrance shopping: luxury that feels clever, not careless. Whether it’s through loyalty schemes, smart online shopping, or simply riding the wave of trending TikTok recommendations, perfume lovers are proving that self-expression doesn’t have to come at full price.

So, if you’re ready to splurge and save, join Perfume Direct’s Rewards Club today!

Because smelling incredible should feel as good for your bank balance as it does for your confidence.

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