The Best H&M Perfumes, Fully Reviewed by an Editor
H&M is my go-to store for a lot of things. It’s safe to say that H&M makes the best basics, meaning some of my most useful wardrobe items, including chic wide-leg linen trousers to pretty summer dresses, are from this favourite expensive-looking high street retailer. However, one thing I didn’t think I’d be buying from H&M was perfumes.
As a beauty editor, I obviously am well-versed in what the best H&M beauty products are. But, I’ve become a bit of a fragrance snob. Over the years, I’ve tested nearly every single one of the most popular perfumes of all time and underrated fragrances that I wish I could gate-keep, building up an impressive collection of luxury perfumes that I love to wear on repeat as a result.
That being said, more and more high street stores are launching fragrances, and some of them smell seriously expensive. From Zara and COS to Marks and Spencer, you definitely don’t need to spend a fortune these days in order to smell good.
If you didn’t know, H&M offers a limited but curated range of perfumes to suit every scent preference, and all of them are under £10. There are currently six fragrances in the main collection, ranging from gourmand scents to fresh floral perfumes, though a few limited-edition launches are also released throughout the year. I was so intrigued to give them a go that I headed straight down to my local H&M store to try every single perfume out for myself. Keep on scrolling for my honest review…
The Best H&M Perfumes
1. Fearless Optimist
H&M
Fearless Optimist Edp – Fearless Optimist
Key notes: Pistachio, sea salt, candy apple, white flowers, salted caramel, sandalwood, musk, praline
Editor Review: The first scent I tried was Fearless Optimist, and I immediately texted my friend telling her to buy it for her upcoming holiday. This is one of the best affordable summer perfumes I have tried. It is really sweet, so if you don’t like gourmand scents, then this probably isn’t for you, but if you want a perfume that reminds you of sipping cocktails on a sun-soaked getaway, then I highly recommend adding it to your basket. With notes of pistachio, caramel and praline, this fragrance smells almost good enough to eat. I’d consider this best for a balmy beach day on the Mediterranean. Wear exclusively while you’re abroad and spritz when you’re back home to transport you away again…
2. Adventure Seeker
H&M
Adventure Seeker Eau de Toilette
Key notes: Black pepper, bergamot, tobacco, jasmine, leather, sandalwood, amber, cedarwood, musk, milky accord
Editor Review: One of my personal favourites is Adventure Seeker. This fresh, woody scent is definitely giving some of my luxury alternatives a run for their money. At first, you are hit with spicy black pepper and fresh bergamot, but once the fragrance settles on the skin, notes of amber and musk become more and more noticeable. This one gets 10/10 from me.
3. Chic Socialite
H&M
Chic Socialite Eau de Toilette
Key notes: Bergamot, orange blossom, jasmine, honeysuckle, marshmallow, vanilla, cotton candy
Editor Review: Another expensive-smelling perfume is Chic Socialite. This is a modern take on a fresh, floral scent. It still has a powdery base, but hints of marshmallow and cotton candy make this a lot more fun and playful. I could see myself reaching for this on a daily basis.
4. Modern Minimalist
H&M
Modern Minimalist Eau de Toilette
Key notes: Cotton flower, eucalyptus, citrus, jasmine, rose, lily of the valley, amber, cashmere wood
Editor Review: If you like fragrances such as Maison Margiela’s Lazy Sunday Morning and Byredo’s Mojave Ghost, then you will love this H&M perfume. It honestly smells just like fresh laundry, with a delicate scent that you’ll want to spritz over and over again. Because the notes are on the lighter side, you might find yourself having to top up your fragrance throughout the day, but for just £9 I really can’t complain about this beautifully fresh perfume.
5. Creative Visionary
H&M
Creative Visionary Eau de Toilette
Key notes: Coconut water, guava. tiare, violet, patchouli, vanilla
Editor Review: I like to think of Creative Visionary as a grown-up version of those summery body sprays we all used to wear. It has a ripe, fruity base that bursts into the skin, and hints of coconut water will instantly transport you to sunnier skies.
6. Social Butterfly
H&M
Social Butterfly Eau de Toilette
Key notes: Honeysuckle, apple blossom, lemon, mandarin, vanilla, ylang ylang, caramel, cashmere wood
Editor Review: Social Butterfly is a beautiful concoction of notes that is bound to earn you compliments. Think sweet honeysuckle, juicy apple, fresh lemon and smooth caramel. One word: yum.
7. Camo Blend Nude Canvas
H&M x e.l.f
Camo Blend Nude Canvas Eau de Toilette
Key notes: Juniper berry, fresh air, heliotrope, vanilla, cedarwood, sandalwood, musk, palo santo, creamy praline
Editor Review: If summer scents are all about brightness, Nude Canvas is what I reach for when I want something warmer and more cocooning. It has that elusive “your-scent-but-better” quality—soft, creamy, and quietly addictive—making it ideal for cold days when anything too bold can feel like too much. I love wearing it with chunky knits and long coats; it feels intimate and effortlessly chic.
As part of H&M’s first-ever beauty collaboration with e.l.f. Cosmetics, the fragrance is inspired by e.l.f.’s cult-favourite Camo franchise, translating that polished, confidence-boosting feeling into scent form. It’s smooth, neutral, and easy to wear—the kind of winter perfume that slips seamlessly into your everyday routine.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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