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.
There are certain products that, with the best will in the world, seem to defy reinvention. Companies are constantly tweaking bestsellers, adapting award-winners, even persuading customers that the same offering is somehow “new and improved”. It takes a real visionary to look beyond the tried-and-tested, and create something that pushes the accepted norm into a whole new realm. Unsurprisingly, the latest break-through product comes from an independent creator. Jonathan Ward has reinvented the diffuser, thrown in a generous splash of creativity, and is set to scent the season with his new Hermitage Noel Pourri Mouillé.
