There are few ways to appropriately celebrate the world's best-selling fragrance, but this month Dior is showing us how it's done. Fort Sauvage will be open to the public from 25 to 28 September 2025 in the heart of London, Somerset House to be exact, to mark 10 years of the brand's iconic Sauvage fragrance. There is certainly great cause for celebration of course. Dior Sauvage ranks first among all fragrances - including both men's and women's categories - and one bottle is bought every 30 seconds, ensuring Sauvage has held its position as the number-one selling fragrance worldwide since 2021.
Fort Sauvage will function as an immersive retail pop-up and experiential space that 'captures the untamed spirit' of the fragrance, according to the brand. Chiming into the visuals encapsulated within the fragrance's advertising, the Fort whisks guests away to the Wild West through a flurry of
series of interactive environments.
First up, The Fragrance Bar, which has been inspired by the traditional Western Saloons where guests can play interactive games for the chance to win exclusive Dior gifts. More importantly, it is the space where visitors can get reacquainted with the scent's star ingredients, including Calabrian bergamot, Indonesian patchouli and lavender of Provence, as well as the perfume's five olfactory moods – including Eau de Toilette, Eau de Parfum, Parfum, Eau Forte and Elixir.
Next up, The Wild Theatre screens the latest Sauvage film by Jean-Baptiste Mondino, which brings the rugged desert world of the ’60s Westerns to life. Then, clean up at The Barber Shop, equipped with expert barbers including Dior Beauty grooming expert Hayden Cassidy on opening day, and enjoy complementary treatments available by appointment. And if you're in the market for more goodies, head to the General Store, where you can experience and pick up Dior’s full fragrance portfolio, from Sauvage to Miss Dior and J’Adore.
Shop: Dior Sauvage
www.selfridges.com
Launched in 2025, Dior Sauvage has established itself as the world's best-selling fragrance across both men's and women's perfume categories. Powerful and present, it is given life through a commanding blend of Calabrian bergamot, Indonesian patchouli and lavender of Provence. Plus, there are five different olfactory moods to choose from – including Eau de Toilette, Eau de Parfum, Parfum, Eau Forte and Elixir.
Pros
- Best-selling perfume worldwide
- A variety of concentrations to choose from
Cons
- Not for those who want a niche scent
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).