Here’s the fragrance news worth paying attention to as of August 18, 2026—with the fluff stripped out. - Roja London – Elysium Absolue Pour Femme launches tomorrow, August 19. It was created by Julie Lerendu of Robertet working with Roja Dove and centers on rose, lychee, fig, raspberry, sandalwood, patchouli, and amber. It’s a 75 mL EDP at $330. Early testing from Fragrantica describes very large opening sillage and roughly 12-hour longevity. - Regalien – Hidden Origins Collection is much more interesting from a perfumery standpoint. Three extraits were introduced: Aurora: Halfeti Dark by Dominique Ropion, Anemos: Cappadocia Wild by Hamid Merati-Kashani, and Agora: Golden Horn by Honorine Blanc. They’re 80 mL extraits at €270. Anemos is the one I’d put at the top of the sniff list: citrus, leather, oud, nagarmotha, labdanum and amberwoods. - Rasasi just released Hawas La Mer and Hawas Gold Digger. What makes this news interesting is that the inspirations aren't being hidden: La Mer is described as inspired by Louis Vuitton Pacific Chill, while Gold Digger is inspired by Ultra Male. La Mer uses peppermint, citrus, blackcurrant, jasmine, carrot seed, fig and amber woods. This is another good example of a Middle Eastern brand moving from loose similarity into clearly identifiable interpretation territory. - Gucci Guilty Eau de Toilette Intense Pour Homme is new. The structure is surprisingly simple: sea salt, lavender and palo santo. Rather than making “Intense” mean sweeter and thicker, Gucci seems to be going mineral/aromatic/dry woody. Of the new mainstream men's designers, this is one I'd actually test. - Fragrance continues to carry the U.S. beauty business. Prestige fragrance dollar sales grew 6% in the first half of 2026, while mass-market fragrance sales jumped 15%. More interestingly, prestige unit sales were essentially flat while average prices increased about 5%, and EDP/parfum concentrations posted double-digit growth. Translation: consumers are increasingly spending more per bottle and moving toward stronger concentrations rather than simply buying more bottles.

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