Dior Sauvage, the woody, peppery scent launched in 2015, sells at a rate of roughly one bottle every 30 seconds, making it the world's most popular fragrance. Yet, despite its commercial success, the cologne has garnered a reputation that many find off-putting.
In a TikTok experiment by lifestyle brand Eliza, pedestrians in London were asked to blind review a hoodie spritzed with Sauvage. Responses were overwhelmingly negative: one woman said it reminded her of a 'young questionable man', while another admitted the fragrance 'gives me PTSD' because it smells like 'every boyfriend' she has ever had. A poll by illicitencounters.com found that 25% of women who had been cheated on said their unfaithful partners wore Dior Sauvage.
The fragrance's association with controversial figures may contribute to its tainted image. Johnny Depp, the face of Sauvage, faced domestic abuse allegations from former partner Amber Heard, which he denies. Dior reportedly renewed his contract in 2023 for $20 million. Additionally, both King Charles and French President Emmanuel Macron are known to wear the cologne, with Macron's former aide claiming he douses himself in 'industrial amounts'.
Despite the backlash, Sauvage remains a bestseller, particularly among younger men. Fragrance expert Noor Khan explains that many see it as an accessible luxury, with a 60ml bottle costing around £65. 'A lot of younger guys love it,' he says, 'they want a fragrance that's a bit powerful and see themselves as an alpha male.'
