A viral TikTok video by fragrance influencer Emelia O'Toole, known as Professor Perfume, has sparked debate over proper perfume storage. The video, which has garnered 5.2 million views, warns that keeping perfume in the bathroom can spoil it due to steam and temperature fluctuations.
Nicola Pozzani, creative director of The Merchant of Venice, confirms the warning: "Heat and light are perfume’s worst enemies." He advises against storing fragrances in bathrooms where showers or baths create humidity and temperature changes.
Steve Thompson, fragrance expert at The Fragrance Shop, explains that heat can make top notes sharper or sour, and cold temperatures can reduce a scent's projection. Fluctuating temperatures may cause condensation inside the bottle, leading to chemical reactions that ruin the fragrance.
Citrus-based perfumes are particularly vulnerable, Pozzani notes. For optimal preservation, both experts recommend storing perfumes in a cool, dark place like a drawer, away from direct sunlight. Thompson suggests using the fridge during hot weather to keep fragrances stable, especially light, citrusy scents.
For travel, portable atomisers are recommended to protect perfumes from extreme temperatures. Pozzani also advises choosing warmer, woody fragrances for hot or cold climates, as fresh scents tend to fade faster.
