A viral fragrance from Marks & Spencer is causing a sensation by offering a remarkably similar scent profile to the iconic Le Labo Santal 33 perfume for a fraction of the price.
The Cult Status of Le Labo Santal 33
Since its launch in 2011, Le Labo's Santal 33 has achieved near-mythical status in the fragrance world. This unisex scent, with its distinctive blend of smoky sandalwood, warm cedar, and soft violet, has become an instantly recognisable signature for many. Beauty editor Lauren Cunningham previously described it as a fragrance with "soul and guts," perfect for those avoiding overly sweet perfumes.
Its evocative, atmospheric quality comes with a significant cost, however. A 50ml bottle retails for £170, placing it firmly in the luxury splurge category for most shoppers.
The Budget-Friendly Alternative Goes Viral
In 2022, Marks & Spencer launched its own contender: the Apothecary Warmth Eau de Parfum. Priced at just £12 for a 50ml bottle, it represents a saving of £158 compared to its luxury counterpart.
The M&S scent, part of its Apothecary range, masterfully blends aromatic notes of cardamom, cinnamon, cedarwood, and sandalwood to create a warming, smoky aroma that rivals the Le Labo original. Infused with essential oils, it quickly gained a cult following of its own.
Tiktok Buzz and High Demand
The fragrance's rise to fame was turbocharged by TikTok, where users hailed it as "exactly the same" and "the perfect dupe." This social media buzz led to the perfume repeatedly selling out both online and in physical stores shortly after its launch.
Now back in stock, the scent offers an unexpectedly accessible route to luxury fragrance notes. For shoppers who missed out during the initial frenzy, the advice is clear: stock up on this viral dupe while you can.
This discovery highlights how high-street retailers are successfully creating premium-quality products that challenge the dominance of niche luxury brands, making sophisticated scent profiles available to a much wider audience.
