2025 Trend Alert: The Rose Fragrance Rebrand Has Begun

If there’s one flower that rules romance, it’s the rose. A gorgeous flower, a literary symbol and a fragrance standard, there are many reasons why we love it. But we’ve come to associate a lot of rose fragrances with smelling ‘like an old lady,’ with powdery notes that overwhelm. And no shade to grandma, but perfumers have taken notice. In response, the scent world has gone back to its roots, stems and petals to find a new kind of rose fragrance.

Reinventing Rose

There are hundreds of types of roses. According to Jackson & Perkins plants, most roses are divided into three categories: old garden, wild and modern. That means there’s a lot of roses to choose from. Perfumers can even create their exclusive rose scents thanks to tech advancements.

“In Le Gemme Sahare, with perfumer Yann Vasnier, we have used science to unlock the fragrant secrets of a gem of nature. We’ve created a Taif rose accord exclusive to BVLGARI,” explains BVLGARI Creative Director, Amandine Pallez. “In this creative accord, Rose Damascena essence combines its natural rich glow with the deep leathery sensuality of an upcycled rose absolute. At the same time, unique molecules enhance the high-quality petal and spicy facets. This high-tech rose accord has been then associated with a multifaceted ambergris accord, in which strength meets subtlety. This complex and creative association is a creative way to redefine floral!”

Future Society, on the other hand, is using technology to take us back in time, rather than forward. The brand’s scent, Haunted Rose, is a revival of an extinct rose from South Africa last recorded in 1960.

Rose Fragrance Meaning

One thing most rose fragrances have in common is the mood. Romance is at the heart of many modern rose scents, which are complemented by uplifting fresh notes or mysterious woodsy accords. From fairytale-inspired to deliciously indulgent, there’s a rose for every kind of woman.

By incorporating the latest fragrance trends, this traditional scent gets new life. With current ingredients of vanilla, skin scents and warm, woodsy notes, rose gets an intimate upgrade.

Stop and smell the rose fragrance.

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BVLGARI Le Gemme Sahare Eau de Parfum ($460)

Created with an ambergris base and rose accord, this perfume is a tribute to the mythical and ancient Taif rose. This red-pink rose of the Damask species is named for its origin in Mecca and is known for its delicate scent.

• BUY ON NORDSTROM – $460

KEY NOTES

Rose Accord and Ambergris

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Armani Beauty Sì Eau de Parfum ($95)

Take a trip to the Mediterranean with this gorgeously crafted floral, where rose and mandarin meet for a captivating sweet and fresh scent.

• BUY NOW – $95

KEY NOTES

Rose, Vanilla, Mandarin and Orange Blossom

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Boy Smells Rose Load Eau de Parfum ($98)

Turkish rose makes up the heart of this scent, introduced by delicate raspberry blossom and rhubarb for a truly balanced fragrance.

• BUY ON SEPHORA – $98

KEY NOTES

Rose Absolute, Raspberry Blossom and Sandalwood

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Future Society Haunted Rose Eau de Parfum ($98)

Created using innovative biotechnology, this fragrance revives a rose last recorded in 1960. Balanced with saffron and sandalwood, this fragrance is tranquil and comforting.

• BUY NOW – $98

KEY NOTES

Rose Absolute, Saffron, Ambroxan, Sandalwood and Passionfruit

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Guerlain Absolus Allegoria Rose Amira Eau de Parfum ($240)

Utilizing several different types of rose notes, this scent is a tribute to the flower, honoring its delicate heart by wrapping it in addictive, sensual musks and frankincense.

• BUY ON NORDSTROM – $240
• BUY ON BERGDORF GOODMAN – $240

KEY NOTES

Incense, Rosewater, Rose de Grasse Absolute, Bulgarian Rose, Patchouli and Leather Accord

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Heretic Parfum Dirty Rose Plant Based Eau de Parfum ($165)

Marked by passion and romance, this rose perfume uses Damascena rose, known for its highly fragrant flowers. Shot through with cedar and pink pepper, this scent has just enough spice to perfectly embody the balance between blossom and thorn.

• BUY NOW – $165

KEY NOTES

Pink Pepper, Damascena Rose, Black Currant, Patchouli and Vanilla Bean CO2

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Initio Parfums Prives Atomic Rose Eau de Parfum ($240)

Rose gets bold and beautiful with this intoxicating aphrodisiac of a fragrance thanks to a blend of Bulgarian and Turkish roses.

• BUY ON NEIMAN MARCUS – $240
• BUY ON NORDSTROM – $240

KEY NOTES

Italian Bergamot, Bulgarian Rose, Turkish Rose, Egyptian Jasmin and Vanilla Madagascar

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Jo Malone London Red Roses Cologne ($165)

A modern romance, this scent combines seven different kinds of roses for the most rich and rewarding experience. Crushed violets and touches of lemon wrap around the rose heart of this scent.

• BUY NOW – $165

KEY NOTES

Lemon, Scarlet Velvet Rose and Honeycomb

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KAYALI Oudgasm Rose Oud 16 Eau de Parfum Intense ($140)

This warm floral blends the fresh sweetness of Damascena rose with the mysterious call of oud for an energetic and romantic scent.

• BUY NOW – $140

KEY NOTES

Lemon, Pear, Rose and Oud

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Tom Ford Rose Prick Eau de Parfum Fragrance ($255)

Tom Ford inspired this fragrance with his extensive private rose garden. The gorgeous layering of Turkish and Bulgarian roses is complimented by rose de mai for a truly iconic trio of blossoming notes.

• BUY ON SEPHORA – $255
• BUY ON NORDSTROM – $255

KEY NOTES

Rose de Mai, Bulgarian Rose and Sichuan Pepper

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Maison Margiela ‘REPLICA’ Bubble Bath ($165)

Take a dip into a luxuriously rose-scented bubble bath with this fresh and clean scent from REPLICA. The blend of rose and lavender adds a super indulgent feel that’s instant self-care.

• BUY NOW – $165

KEY NOTES

Soap Bubble Accord, Rose Superessence, White Musk and Coconut Milk Accord

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NEST New York Turkish Rose Perfume Oil ($102)

Combined with baobab oil for the perfect skin-loving sensation, this Turkish rose perfume oil is delicately balanced with saffron and blonde woods for a long-lasting romantic fragrance.

• BUY NOW – $102

KEY NOTES

Dewy Turkish Rose, Black Plum and Blonde Woods