Fragrance can help people communicate with the gods. Or so the ancient Egyptians believed according to hieroglyphics dating as far back as 3,000 BC. These bygone “eau’s” featured scents made from precious materials such as jasmine, frankincense resin, lilies, and honey. (It’s a well-known legend that Cleopatra even had the sails of her boat coated with perfume oils so that Mark Antony would catch a whiff before her arrival.)
While our reasons for wearing perfume have changed—though using it for seduction has not—what we wear has evolved over the centuries. But those Egyptians were on to something, since some of their favorite notes continue to be crowd-pleasers. Today, perfumes still aim to capture glamour and romance in a bottle. The most magical ones endure, as these iconic perfumes throughout modern history prove.
1. Chanel No. 5
In 1921, Coco Chanel is rumored to have asked perfumer Ernest Beaux to create something that "that smells like a woman, not a flower bed." The resulting elixir would become the world's most iconic fragrance. An instant sales success when it was born, Chanel No. 5 remains the grande dame of perfume sales to this day, with a bottle sold worldwide every 30 seconds. Today, many celebrities, including Eva Mendes, Victoria Beckham, Jessica Alba, and Celine Dion reportedly wear Chanel No. 5, no doubt attracted by the brand's sophistication and classic image.
2. Marc Jacobs Daisy Eau de Toilette
Daisy launched in 2007 with a summery, carefree advertising campaign that perfectly encapsulated the fresh and floral juice. Even the bottle has become iconic, with its playful daisy topper. As a result, it's no surprise it's since inspired many knock-off versions. Model Kaia Garber - Cindy Crawford's daughter admitted to having worn this scent since she 12 or 13. "I have so many incredible memories associated with Daisy, and whenever I put it on, it takes me back to them, so it's an instant mood booster for me," she said in 2021.
3. GUERLAIN SHALIMAR
Is there any tale more romantic than that of the Mughal Emperor Shah Jahan, who built the Taj Mahal to honor his beloved wife, Mumtaz Mahal, after her death? Apparently, Jacques Guerlain didn’t think so. He decided to pay homage to their romance in fragrance form. Introduced as the “first oriental perfume” in 1925, it was named after the historic gardens of the Taj Mahal. (The Baccarat bottle mimicked the curves of the fountains found on the grounds.) Still one of the most popular vanilla-based scents—rounded out with citrus, iris and tonka—it instantly became a global sensation.
4. Jean Patou Joy
When times get tough, a new perfume can't fix your finances, but it can take your mind off them for a while. In 1929, Parisian perfumer Jean Patou created Joy Perfume for his wealthy American patrons whose fortunes were ravaged by that year's Wall Street crash. Despite their financial losses and the high price of Patou's product, Joy was cheaper than couture, and women flocked to purchase it. Patou's well-timed gamble paid off, and an instant classic was born. More than 80 years after its debut, Joy remains a consistently best-selling fragrance. In historical sales, it is out-ranked only by Chanel No. 5.
5. Jo Malone English Pear & Freesia Cologne
Jo Malone London recently revealed its top five best-selling fragrances and nabbing the top spot away from fan-favourite Pomegranate Noir and Orange Blossom was English Pear & Freesia. Reportedly beloved by the Duchess of Cambridge, this is a serene and sunny blend of juicy fruit and elegant flowers. “When you smell English Pear & Freesia, you’re instantly transported to an orchard where juicy fruit mingles with blooming flowers. There’s something unexpected about the combination of key ingredients and it’s got that freshness and elegance we’re known for,” says Celine Roux, Global Head of Fragrance at Jo Malone London.
