This Is The Most Expensive-Smelling Perfume In The World And It’s Only £10

There's a lot to consider when picking the right fragrance – the longevity, the scent profile, and the way it makes you feel, of course. But Avon’s Future of Beauty Fragrance Report 2024 has found, aside from the juice itself, 43% of women consider price as the most important factor when purchasing a fragrance. According to global market intelligence agency Mintel, despite the UK fragrance market being valued at an estimated £1,744 million in 2024 and it being on track to surpass £2 billion by 2029, UK fragrance consumers are looking to cheaper scent mediums like body sprays to quell their olfactive obsession thanks to the cost-of-living crisis. So yes, the fragrance world may be booming, but it has become democratised, meaning spenny viral niche scents are now just as alluring as their affordable counterparts. Case in point? Avon's Far Away Shine, which is currently available for just £10.

Don't take our word for it, look to the likes of former Love Islanders Molly Smith, Tasha Ghouri and Amy Hart, who have collectively taken to TikTok to declare their love for the affordable buy. The former put the fragrance to the test by lacing herself in it before asking boyfriend Tom Clare to guess its price tag. His estimate? £120.

Hart describes it as a 'stunning luxury scent'. She continues, 'it's a really luxury smell but it doesn't have to be saved for special occasions, you can really make everyday a luxury. One application lasts for eight hours.'

Shop: Avon Far Away Shine

The fragrance's most convincing review though, comes from Sara Davies MBE, businesswoman and Dragon on BBC's Dragons’ Den who scopes out good products for a living. Taking to TikTok, she says, 'I’ll be honest, I’m a bit of a perfume snob - and most of the perfumes in my collection cost a small fortune, and I always assumed I was paying for the ‘quality’ (as opposed to the brand) but I’ve been wearing these now for about a month and I genuinely love them and they are a FRACTION of the price of the big name brands. Honestly it’s been eye opening for me learning that really good smelling perfume doesn’t need to cost the earth and I am now a total convert!'

That sense of affordability without compromising on quality is at the heart of why Avon's fragrance offerings, including its latest one, are so successful. How does Avon do it? By enlisting the best noses and technology available on the market, including Hernan Figoli, senior perfumer at Avon’s perfumery house Givaudan, which is responsible for creating some of the industry's most iconic fragrances like Dior's Poison.

Figoli notes that the clever and sustainable technology used in Avon's fragrance range includes Scent Trek™, 'a Headspace Technology that allowed us to capture the scent of the flower, without disturbing its natural habitat. This innovative technology is a pioneering tool that can identify every single molecule, even in quantities as small as a billionth of a gram, giving us a deeper understanding of natural scents so we can replicate them in our fragrances.'

That sophisticated technology has enabled the brand to develop a delicious gourmand scent loaded with crispy fresh pink pepper, indulgent Ispahan rose (an ancient and exotic Persian bloom used in beauty for over 2,000 years), and an ever alluring musky base. It is all together bright and sparkly, while being cosy and full of depth, which makes it a perfect match for the turn of the season. And, with the clocks having gone back on Sunday to mark the end of British summer, we are certainly looking to Avon's Far Away Shine to lift our moods, pronto.

Sameeha Shaikh is Grazia UK's Beauty Writer, working across 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).

Main image credit: TikTok @mollysmith19, @tashaghouri1 and @saradaviescc