Fragrance is topping festive wish lists and filling Christmas stockings this year, and M&S is leading the way with its own-label beauty success story. At the heart of this growth is its Discover range, offering high-quality scents at accessible prices.
Over the past year, M&S has grown its share of the own-label fragrance market from 8.3% to 12.4%*. The rise in sales reflects a wider trend for affordable indulgence – customers are treating themselves and gifting friends and family with small luxuries that feel special without the luxury price tag. So far this quarter, M&S has sold 500,000 bottles of Discover fragrance, and last week, its hero scent -Soft Iris – sold 2,100 bottles a day. By the end of the quarter, M&S expects to sell over one million bottles, making fragrance one of the most popular beauty categories for seasonal shoppers.
To meet demand, M&S introduced four Eau de Parfums in October, offering a more concentrated, longer-lasting version of its bestselling scents. Since launch, sales have beaten expectations. Adding some seasonal sparkle, M&S also launched two Limited Edition winter fragrances – Winter Nights and Sparkle & Shine. Winter Nights sold out in eight weeks, and Sparkle & Shine is on track to sell out within the next two weeks. Both fragrances sold 10% faster than last year’s options, showing that customers are embracing seasonal scents more than ever.
James Mugford, head of beauty at M&S, said: “Fragrance is the fastest-growing part of our beauty business and an example of how own-brand is bringing in new customers, and helping reshape and modernise our offer. At Christmas, customers are looking for gifts that feel thoughtful without breaking the bank – and Discover delivers exactly that. From stocking fillers to Secret Santa – affordable luxuries that make the season special.”
Discover offers long-lasting, trend-led fragrances at everyday prices – £7 for 30ml and £10 for 100ml – and Eau de Parfum at £16 for 100ml, giving customers even more choice and depth of scent.
