The Fragrances That Will Define Fall 2026, Ranked by Me

Given the fact that testing and reviewing beauty products is a significant part of my job, I’m privy to buzzy launches several weeks—oftentimes months—before they officially become shoppable. It’s definitely a perk, and to this day, my heart skips a beat whenever I get a secret, unlabeled lab sample in the mail. It also poses a slight problem, though, namely with fragrance. You see, whenever someone tells me I smell good (my favorite compliment) and demands to know what perfume I’m wearing, nine times out of 10, it’s an unreleased potion I have to keep under wraps for the time being. I’ll try to describe the notes without giving away the brand or name, but even that requires mental gymnastics.

Over the past couple of months, I’ve tested a lot of these gems, but I’ve had to be patient until now to make my official endorsement. Well, here it is: my list of exciting fragrance launches that stood out among the flood of press releases, blew me away at first spritz, and garnered plenty of “You smell amazing” comments. If you’re looking for a new perfume for fall, trust me. These 10 are not to be missed.

The Best New Perfumes to Wear in September

1. L’Objet Alento Eau de Parfum

2. Voluspa Saddle Up Santal Eau de Parfum

3. Le Labo Shiu 25 Eau de Parfum

Why Trust Who What Wear

At Who What Wear, we know that beauty isn’t one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.

We focus on formulas that deliver, whether they’re affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we’d truly recommend to our closest friends and family members.