2026-06-11 11:00:31

Would you refuse to go on a second date if they were wearing bad perfume?

Well, according to new research from Aldi, a staggering 40% of people would – with nearly one in 10 admitting they’ve even gone as far as ending a relationship because of their partner’s scent.

The survey conducted of 2,000 UK adults also found that the nation’s biggest fragrance “ick” is wearing too much perfume or aftershave, with 37% of people agreeing with that, with someone smelling like an air freshener is second on the list, with another 37% concurring.

Covering up a post-gym sweat with deodorant rather than having a shower came third on the list, with 36% of people naming it as one of the biggest offences, while a chemical-heavy cologne was at number four and having to smell a fragrance that smells like an ex or family member rounded out the top five.

While fragrance trends make regular appearances on TikTok, 19% of Brits named “TikTok made me buy it” among their biggest fragrance red flags.

Despite that, 21% of people admitted they had discovered perfumes and aftershaves online, with 19% saying they’ve even bought a scent because they’d seen it spoken about on social media.

The research also showed that 67% of Brits believe cheaper dupes smell better than the pricey designer originals, and more than half of people questioned said they’ve received more compliments wearing an affordable fragrance alternative than a designer scent.

Julie Ashfield, Chief Commercial Officer at Aldi UK, said of the new research: “It’s official, we’re a nation of fragrance fans. Our new research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent.

“That’s why we’re excited to launch our latest range of fragrances, offering customers luxury without the premium price tag.”

Budget savvy shoppers can pick up the new Lacura Solar Drift, Lacura Classic Edge and Lacura Urban Duck Eau de Parfum for £5.99 each, with all of them available in stores from Thursday (11Jun26).

Doing so means that customers will save a whopping 92% compared to the designer brands including Dior, Hugo Boss and Ralph Lauren.

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