M&S builds on fragrance success with new premium scent launch
M&S has launched STUDIO fragrances, a new range of eight unisex eau de perfumes created to be worn solo or layered together.
The new launch builds on the success of M&S’ own-brand fragrance line, Discover, which which saw over 1million bottles sold in the first three months of 2026.
It represents a major step in repositioning M&S within premium beauty, as the retailer looks to speak to a new generation of fragrance wearers who are "confident, expressive and style‑led".
STUDIO is designed to speak this new generation of fragrance wearers. By allowing shoppers to layer fragrances, they can build a "scent wardrobe" that reflects their personal style as much as their clothes do, it added.
"Fragrance no longer plays a supporting role," it explained, adding that scent is now styles with the same intent as an outfit – "layered, mixed and changed to reflect mood, moment and personal taste."
Each fragrance is inspired by iconic and contemporary olfactive families, created by expert perfumers, and are formed with complex, long‑lasting scent structures, according to the retailer.
The STUDIO range is designed to give shoppers access to premium fragrances without the price barrier, with bottles priced at £22.50 for 100ml.
The range spans eight scents, reflecting a spectrum from light and airy to deep and intoxicating. From 'Darkest Vanilla', a deep vanilla scent draped in amber, patchouli and tonka, to 'Salted Haze', a calming wash of pear blossom and cedarwood, lifted by a soft aquatic breeze, shoppers can create unique combinations by layering different scents.
Valentino Beauty has also recently embraced the mix-and match approach with the launch of its Born in Roma' Hair & Body Mists. The Gen-Z coded range focuses on a “gourmand-inspired” scent range - Golden Coconut, Caramel Crush, Vanilla Bliss and Salty Pistachio, adding a playful dimension.
James Mumford, Head of Beauty at M&S will be speaking at TheIndustry.beauty Summit Beauty [UN] BOUND on 1 October.
