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Throughout December, our readers had the chance to vote for their favorite new perfume releases of 2025. The results are in, and we’re thrilled to announce the winners!
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There’s always something special about sitting down with a perfumer who knows exactly what she wants a fragrance to say; not just how it should smell. When I spoke with Özge Erdoğmuş Altınel, the perfumer behind the new Reinvented release Enigmatic Aura, that clarity came through immediately. Calm, thoughtful, and quietly passionate, she talked about this perfume the way someone talks about a story they’ve been waiting to tell.
Last September, a new perfume brand quietly appeared on the London scene: Ataratma. The name itself means “the essence of the self,” and that already tells you a lot about what they aim to do. The brand is built around the idea that scent can support emotional balance.
