2020 Bestsellers | Her

What makes a bestseller? We have observed how customers select perfumes in the niche world (with no heavy marketing or big brand pressure) for years. It seems that a recipe for a bestseller needs to belong to a familiar comfort zone but have a novel nuance - a subtle, intriguing feature that attracts attention. A bestseller also needs to be harmonious, and made from materials that correspond to the price. In this selection we have very expensive perfumes as well as budget options, but they're all good value for money.

We've also noticed in this year’s ladies’ choices that roses are in and jasmine is out, despite several gorgeous jasmine releases. Is it fashion? Weather? Whim?