How to choose your first fragrance

Start with something familiar

Think about smells you already enjoy: citrus peel, freshly cut wood, herbs, flowers or warm spices. Use those as a starting point for a conversation at the counter.

Jo Malone’s fragrance guide recommends getting to know the notes you like and trying a variety on your skin. Treat the brand’s own scent descriptions as a way to choose what to sample, rather than a promise that you will love it.

Source: Jo Malone London: a guide to fragrance ↗ (opens in a new tab)

Give a sample a proper chance

Try your shortlist on separate days and jot down your impressions later, as well as at the first spray. Consider the places where you will wear it: a shared office, a commute, a night out.

Ask what samples or smaller sizes are available before buying. Availability varies by shop and country; do not assume a discovery set includes a voucher towards a full bottle.

Check the exact version

Copy the full name, concentration and bottle size into your notes. Similar packaging can make it easy to compare the wrong versions.

Naming conventions vary too. Jo Malone explains that it calls its fragrances colognes regardless of strength or trail. Read the individual product description rather than treating one word as a universal performance scale.

Source: Jo Malone London: fragrance naming ↗ (opens in a new tab)

Buy the amount you will use

Compare the total spend as well as the cost per millilitre. A bigger bottle may offer a lower unit price, but a smaller one is a reasonable choice while you are still learning what you enjoy.

Keep the packaging category in perspective. Jo Malone, for example, describes its collection as unisex. Choose the scent you like wearing.

Source: Jo Malone London: fragrance and personal preference ↗ (opens in a new tab)