New Affordable Fragrance Trend
Shoppers are embracing new affordable Arabian-inspired fragrances at Boots, opting for luxury scents over pricey perfumes.
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Shoppers across the UK are swapping designer scents for a new range of Arabian-inspired fragrances at Boots, priced at just £14.99 for 100ml. The collection, called Jawhara — Arabic for "jewel" — is made by beauty giant Coty and is drawing huge interest, with buyers reporting 8–9 hours of wear time from a single spray.
Northern Ireland World reports that luxury-inspired Arabian fragrances are "having a major moment," but shoppers "no longer need to spend a fortune" to try the trend. With designer alternatives costing £200 or more, the £14.99 price tag is proving hard to ignore.
What Is the Jawhara Collection and Where to Buy It
The Jawhara range landed at Boots in late May 2026, both online and in select stores. It offers five scents, each with a distinct profile. "Sultan Rose" blends Taif rose, saffron, and vanilla incense. "Oud Velvet" pairs oud wood with leather. "Sweet Dates" goes fruity with medjool date and caramelised amber. All five are Eau de Parfum, according to Scotsman.
Coty's Senior Vice President of Mass Fragrance, Sarah Al Shohaib, said the collection is designed to "tell a story" through "rich, expressive scents that connect through emotion and memory." The brand positions itself as a bridge between luxury perfumery and high-street pricing — what the industry calls "mass-premium."
Shoppers Say It Performs Like a £200 Designer Scent
Early buyers are impressed by the performance. Glasgow World reports shoppers citing 8–9 hours of longevity, with around 5 hours of strong projection — meaning the scent carries and fills a room. That rivals brands like Kayali, which can cost ten times the price. Most Arabian-style fragrances in this market also run at around 35% concentration, far above the 10–15% typical in standard perfumes.
The main criticism so far is the packaging. One shopper noted the bottles and caps feel "very cheap," but admitted it was a fair trade-off at £14.99. Fragrance expert Jonny Webber of Perfume Direct told The Express and Star that today's shoppers are "moving back towards scents that feel considered rather than crowd-pleasing," and Arabian scents offer a sense of "uniqueness" that standard Western designer fragrances currently lack.
Why Arabian Fragrances Are Booming Right Now
The trend is part of a wider "dupe culture" that has taken hold since 2024. Shoppers actively hunt for affordable alternatives to luxury goods. Brands like Lattafa and Paris Corner first went viral on TikTok, training a generation of buyers to expect strong longevity from oud, musk, and amber scents — all staples of Middle Eastern perfumery, according to National World.
There is also a broader cultural shift away from sweet, sugary scents. Buyers now favour fragrances that signal, as fragrance analysts put it, "polish and intent." Boots is leaning into this by marketing the Jawhara range as unisex and giftable — avoiding the word "dupe" entirely, and positioning the line as a standalone luxury experience at a fraction of the cost.
What This Means for the Wider Perfume Market
The Jawhara launch signals a potential squeeze on mid-range perfumes. Shoppers are increasingly splitting into two camps: those buying true luxury brands like Tom Ford or Maison Francis Kurkdjian, and those choosing high-performing budget options like Jawhara. The £60–£90 "standard" designer range is being left behind, according to The Star.
Competing retailers like Superdrug and Marks & Spencer are likely to respond with their own niche-inspired ranges later in 2026. For now, Boots holds an exclusive partnership with Coty on the Jawhara line. Traditional luxury houses may also feel the pinch, as younger shoppers — particularly Gen Z and Millennials — increasingly prioritise performance and longevity over brand prestige.
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