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Edgy, envelope-pushing, and downright weird notes abound in the perfume world—which why it's so nice that the best strawberry perfumes are having a moment in the sun. Because while we love an oud moment and perfumes that kind of smell like nothing, the beauty of fruity fragrances is that they're approachable and fun—and similarly easy to love. Cherry perfumes and citrus scents are refreshing, juicy, and sometimes both, with roots in nostalgia but in blends that feel all grown up. And strawberry perfumes are no exception.

For a fragrance trend, the winsome berry has staying power, both in fragrances and on the shelves of Erewhon, where a $19 berry is currently holding court. But we want to make the case here that strawberry is always in style, lending scents a ripe, lush, and sweet feel that impossible to resist.

Phlur

Why we love it: Phlur has a knack for creating scents that exert a magnetic pull on the TikTok cohort, and their wallets. Infused with strawberry gariguette (a variation of the fruit that’s as French as it sounds), Phlur Strawberry Letter Eau de Parfum is no exception. When it launched in 2024, the scent sold out in less than 24 hours; through subsequent restocks, it vanished just as quickly. (Perfumer Chriselle Lim took to Instagram to announce that she was “completely in shock” over the juice’s success.) An ode to all things “sweet and chic,” according to Lim, the perfume wraps its namesake fruit in juicy plum nectar, fresh spring flowers, and a sweetly grounding base of earthy woods, tonka bean, and sugary amber.