New research from consumer champion Which? has delivered a festive shock to the fragrance world, revealing that a budget perfume costing just £25 can outperform a designer classic priced at nearly £100.
The Blind Sniff Test Results
In a landmark blind trial conducted in December 2025, over 40 volunteers assessed popular luxury scents against their cheaper 'inspired by' alternatives. The perfumes were decanted into plain bottles to remove all brand bias, with testers comparing them solely on scent.
The most striking result came from the comparison between Yves Saint Laurent's Black Opium, which retails at £95 for 50ml, and The Essence Vault 82, priced at £24.99 for 100ml. Contrary to expectations, the panel overwhelmingly preferred the far more affordable dupe.
Testers noted that while the cheaper scent had a slightly chemical opening, this quickly settled into a warm, sweet, and lightly spicy fragrance with musky and woody notes, ultimately winning the day against its prestigious inspiration.
How Other Luxury Scents Fared
The trial, the first of its kind by Which?, also put three other iconic fragrances to the test.
For Jo Malone's Peony & Blush Cologne (£122 for 100ml), the original cult favourite narrowly beat its rival, Aldi's Hotel Collection Peony Blush at just £6.49. Both were described as feminine and fruity, with testers surprised by the sophistication of the supermarket scent once its initial sharpness faded.
Dior's Miss Dior (£107) also came out slightly ahead of Perfume Parlour's Realistic for Women (£32 for 100ml). The designer fragrance impressed with its bright, well-blended citrus notes, whereas the dupe was considered sweeter and lacked the same sparkling opening. However, at a fraction of the price, it was deemed a solid alternative.
The duel between Paco Rabanne's 1 Million (£66 for 50ml) and Noted Aromas Las Vegas (£29.99 for 100ml) saw the designer scent hold its ground more firmly. Testers loved the original's fruity, spicy opening and richer depth, while the dupe had a stronger ethanol smell, softer spice, and faded noticeably after just 15 minutes.
The Lasting Power Trade-Off
The research identified one key area where designer fragrances consistently triumphed: longevity. Most high-end scents lasted three hours or more, while many budget versions began to weaken after just an hour.
However, with such significant price gaps and many dupes sold in larger bottles, Which? suggests that shoppers may not mind an extra spritz or two throughout the day. The potential savings are substantial, making these affordable alternatives a compelling option for cost-conscious consumers.
Zoe Cripps, Head of Beauty, Fashion and Shopping at Which?, highlighted the findings as a potential game-changer for Christmas shoppers. With budgets stretched, a well-chosen dupe can deliver maximum scent for your spend, and in one notable case, even surpass the luxury original.
