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A beauty influencer has revealed the value M&S perfumes that smell almost identical to expensive designer fragrances.

Alex Pavlova, who lives in the UK, prides herself on being an honest beauty content creator who ‘rarely’ accepts PR packages and mainly purchases products with her own money to test and review to her 174,000 followers.

The beauty fan – who makes content alongside working a full-time job – said she has tried Marks & Spencer’s fragrance range and was pleasantly surprised with the scents.

The supermarket’s beauty section is having a surge in popularity, with many of its own products ranking in the top 10 best seller spots for in the women’s perfume category, beating the likes of Estée Lauder, Clinque and Elizabeth Arden.

Each of the store’s 100ml Eau de Toilette bottles is priced at just £10, with fans raving about how they can get their favourite aromas for a fraction of the price, with some saving almost £100.

Alex claimed the £10 M&S Midnight Blossom 100ml perfume smelt similar to YSL’s Black Opium, which costs £97 for 50ml.

She also said that the Sea Salt and Neroli scent was comparable to Jo Malone‘s £122 Wood Sage and Sea Salt cologne.

Pistachio has been one of 2025’s trendiest food items and now it appears to be following suit in the realm of perfume.

Alex said M&S’s Sweet Pistachio scent reminded her of the Kayali Yum Pistachio Gelato 33, which costs £79 for 50ml.

Many of her followers agreed with her opinions on the fragrances, with one writing: ‘I can’t believe anyone spends that sort of money! Someone got me the Iris perfume last Christmas and I didn’t know it was a “dupe” but I really like it.’

Another penned: ‘I wear a couple of M&S ones and always get compliments.’

A third said: ‘Marks and Spencer fragrances have come a LONG way from their magnolia range of the 80s,’ whereas a fourth commented: ‘Sweet pistachio does smell the same and does last longer.’

Alex also said the Fresh Mandarin Eau de Toilette reminded her of the Carolina Herrera Good Girl perfume, which costs £98 for 50ml.

Gucci’s Flora Gorgeous Gardenia retails for £99 per 50ml and was compared to the Summer Blooms scent and Alex said Miss Dior, which has a price tag of £107 per 50ml, reminded her of Bloomin Lovely.

While Le Labo is known for its premium price tag of £170 per 50ml, the cosmetic enthusiast believed it was similar to M&S’s Apothecary Warmth Eau de Parfum scent, which has an RRP of £12.

And it seems she is not the only one raving about the near-identical fragrances from the supermarket.

Cosmetics fan Gigi, from Essex, said the Soft Iris eau de parfumwhich costs £16 for 50ml, reminds her of Chanel Coco Mademoiselle. The designer scent is a whopping £109 for just 50ml, meaning customers could save £93 if they switched to the supermarket’s version.

Gigi also said M&S’s £16 Pink Pepper fragrance reminded her of Lancome’s La Vie Est Belle, where a 50ml bottle would set you back £97.

Another frugal beauty lover from Scotland, who goes by the name @thefinancegurl on TikToksaid Warm Neroli reminded her of Rabanne’s Lady Million perfume, RRP £110 for 80ml.

She also said White Jasmine was similar to Estée Lauder’s Bronze Goddess, which has a price tag of £59 for 50ml.

Rosie Tubbs, a UK-based TikTok user said that M&S’s Velvet Amber smelt very similar to Prada Paradoxe, which retails for £125 for a 100ml refill.

She said on a clip: ‘This cost me £6 in Marks and Spencer and it smells exactly the same as this very lovely, fancy one (Prada Paradoxe) so I’ve now been saving this for special occasions but smelling the exact same way wearing this £6 version from M&S.

‘If you don’t use Marks and Spencer’s fragrances, then you’re missing out.’

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