The niche boom and the rise of the powerhouse

The best 2010s fragrances

The 2010s were fragrance’s modern golden age — niche perfumery went mainstream, oud and ambroxan crossed into designer bottles, and a handful of releases became generational blockbusters. Sweet, projective and endlessly cloned, the decade’s fruity-woody powerhouses and rose-ambroxan showstoppers still dominate every "best of" list today.

What defined it — Niche going mainstream, designer oud, ambroxan superprojectors and the sweet-woody blockbusters everyone still chases.

Wears best — Signature-scent hunters, evenings and anyone who wants a proven, room-reading modern classic.

39 2010s fragrances