My Favourite Five From 2025

And so we find ourselves at the end of another incredible year of exciting perfume releases, where variety has most definitely been the scented key word. Amber fragrances proved to be very popular this year, with quite a few new ones vying for the crown, but there were also an array of new brands that each brought with them unique philosophies as well as some really innovative processes. So, as we approach the end of 2025, it’s time to once again look back at twelve months of reviews on stephanmatthews.com and, by channelling my inner Blyton as usual at this time of the year, pick My Favourite Five.

Let’s start with some seriously scented silhouettes thanks to the team at Brioni. This iconic fashion house staged the very first Men’s Fashion Show in 1952, and their dedication to the masculine form really has become the stuff of legend. From fashion to fragrance, the perfume collection from Brioni is as tailored as the suits, and their latest Eau de Parfum Suave is one of the amber scents that is set to become a classic. With touches of leather, cardamom and an addictively watery resin, you will be enchanted. Suave really is the perfect scented accessory. Read the original article by clicking here.

Reinventing a product that is used daily by millions of people around the world is not something that any company would approach without some serious hesitation, but Jonathan Ward surprised everyone this year with the launch of his Pourri Mouillè Diffuser. Replacing traditional reeds with a medley of the dried ingredients found within his fragrances, these amber apothecary jars create a wave of scent that is guaranteed to fill any room. I tested the Hermitage Noel diffuser and, I can honestly say, this is my ultimate launch of 2025. Home scents just reached their pinnacle. Read the original article by clicking here.

The Fragrance Foundation launched their Accelerator programme this year, and one of the companies that took part was Ortir Apothecary. Founded by self-taught perfumer Lisa Howarth, her debut collection of four perfumes take aspects of the Welsh countryside as its inspiration. I fell in love with Dôl, which reinvents the fougere style, and also includes her own home-grown lavender. The impeccable blending skill that Lisa displays is why she is gaining a reputation around the world for being the finest perfumer in Wales. Quality meets tradition at Ortir Apothecari. Read the original article by clicking here.

When William Borrell arrived on the perfume scene with Vallense, he brought with him a world of experience in distillation from his time in the drinks industry. He realised that perfume, rather than merely being a fragrance frippery, had energy and a vibration that connected directly with the wearer. His debut trio of perfumes were created by Pia Long, and she has managed to expertly connect the wearer with the emotion. The perfume Spirit conjured Celtic standing stones for me, and definitely brings a ceremonial energy that is inspiring. It’s time to untether your emotions. Read the original article by clicking here.

My final choice from the past twelve months is one of the latest companies to come from Korea. Not traditionally a perfume capital, actually more of a centre for skincare, Organ Tale by Shim Ilhwa aims to capture those moments of scented calm. The fragrance industry is often focused on scents that are loud and dominating, and so finding a company that reverses that trend is a welcome change. Printemps is inspired by patience and springtime, and that was a winning combination for me. The epitome of warm days becoming still nights. Read the original article by clicking here.

So, that brings us to the end of My Favourite Five for 2025. I’m going to be taking a two week break now but I’ll be back on 5th January for more fragrant fun. Have a wonderful Christmas, a safe New Year, and thank you for all of your support over the past twelve months. [Original samples were provided by the companies]