In a world where a luxury scent can set you back over £200, a small UK-based brand is rewriting the rules of the fragrance game—one bottle at a time. Smel., known for its cheeky tone and bold mission, is proving you don’t need a designer label to turn heads. With fragrances starting at just £2.95, Smel. is giving shoppers the chance to smell like a million bucks—without the million-pound price tag.
But this is more than just a savvy budget alternative. This is a movement.
From One Man’s Question to a National Following
In 2017, Smel. founder Josh White asked a simple but industry-shaking question: “Why are perfumes so expensive?” After digging into the fine print of fragrance production, he discovered the truth—most of the markup came not from the ingredients, but the branding. The packaging. The celebrity endorsements. The marketing fluff.
So, he set out to change that.
Starting with just five inspired-by scents and a promise to keep it real, Smel. exploded thanks to word of mouth and nose-first loyalty. Today, the brand offers nearly 50 fragrances—ranging from dupes of crowd-favourites like Sauvage, Aventus, and Baccarat Rouge 540—to cult classics like Santal 33 and Molecule 01.
All vegan. All cruelty-free. All made to perform.
What’s in the Bottle?
Let’s get one thing straight: Smel. isn’t a “cheap” perfume brand. It’s an affordable one—on purpose. Each fragrance is formulated by expert perfumers using high-quality ingredients to replicate the essence and longevity of designer fragrances.
Customers consistently rave about how close the dupes are to the real thing—some even claiming they can’t tell the difference. And with over 500,000 happy customers and thousands of glowing reviews, Smel. is doing more than disrupting: it’s dominating.
Popular examples include:
- Smels. like Sauvage – from just £2.95
- Smels. like Aventus – the cult classic that keeps flying off shelves
- Smels. like Baccarat Rouge 540 – a luxury red-carpet scent for a fraction of the price
- Smels. like Santal 33 – the Instagram-famous woody fragrance reimagined affordably
And if you’re unsure where to start, bundles like the 100ml x3 Bundle (£49.95) and 50ml x3 Bundle (£39.95) let you mix and match top picks without splurging.
The Brand Behind the Buzz
Unlike traditional fragrance houses that rely on mystique and exclusivity, Smel. embraces transparency and relatability. The name itself is a wink—a little rebellious, a little fun, and completely self-aware.
Everything about the Smel. experience is designed to feel human: no intimidating jargon, no over-the-top luxury promises—just seriously good scents and a brand that speaks your language. And it’s working.
With a growing online community, viral TikTok moments, and a visual identity rooted in boldness (developed with Love & Logic), Smel. is building a cult following that doesn’t care about the logo on the bottle—just what’s in it.
Ethically Made, Honestly Priced
In an age where conscious consumption matters more than ever, Smel. ticks all the right boxes. Every product is vegan and cruelty-free, meaning no animal-derived ingredients and zero testing on animals—something not all designer brands can say.
What’s more, Smel. keeps waste low and value high with minimalist, recyclable packaging and simple delivery. Orders over £25 get free UK shipping, and there’s a 30-day return policy if your chosen scent doesn’t quite match your mood.
Not Just a Fragrance—A Lifestyle
What sets Smel. apart isn’t just the pricing or the product—it’s the positioning. The brand understands that fragrance is deeply personal, emotional, and part of your identity. With price no longer a barrier, Smel. invites customers to build a wardrobe of scents that reflect their every vibe, season, and occasion.
Whether you’re heading to a pool party, a date night, or the office, there’s a Smel. for that.
And with names like “Best Smellers” and “Why Pay More?”, the brand doesn’t just deliver scents—it delivers personality.
The Takeaway
Smel. is more than a disruptor—it’s a liberator. It’s giving everyday people access to luxury fragrance experiences without the cost, the clutter, or the compromise. By turning perfume from a prestige product into an everyday essential, Smel. is shifting how we think about scent—one £2.95 bottle at a time.
