In the world of fragrance, few scents have achieved the cult status of Le Labo's Santal 33. Launched in 2011, this smoky sandalwood and cedar blend has become a signature scent for many, despite its premium price tag of £172 for a 50ml bottle. However, a high-street giant has successfully captured the essence of this iconic perfume for a fraction of the cost, creating a shopping frenzy.
The TikTok Sensation That Broke The Bank
Marks & Spencer's Apothecary Warmth Eau de Parfum, priced at just £12 for 50ml, launched in 2022 and promptly sold out repeatedly after going viral on social media platform TikTok. Hailed by users as "exactly the same" and "the perfect dupe," the fragrance sparked a storm of demand. Now, in a timely restock for the festive season, the budget alternative is available once more, offering a saving of £160 compared to the original luxury scent.
The Independent's beauty editor, Lauren Cunningham, previously described Santal 33 as "a good choice if you tend to steer clear of sugary-sweet scents, and want something with more soul and guts behind it." It's this distinctive, cosy yet mysterious character that the M&S scent aims to emulate.
What Makes This Dupe So Convincing?
Hailing from M&S's Apothecary range, the 'Warmth' perfume blends aromatic notes of cardamom, cinnamon, cedarwood and sandalwood to evoke a similar sensory profile. Infused with essential oils, it is designed to be a warming, luxurious fragrance that rivals its far more expensive inspiration. The packaging, while not identical, carries a simple, apothecary-style aesthetic that appeals to those seeking an affordable slice of luxury.
The sheer value proposition is staggering: for 70 per cent less than the cost of Le Labo's creation, shoppers can secure a bottle of the same size. This makes it an ideal gift option or a personal indulgence that doesn't require a significant financial outlay.
A High-Street Triumph in Scented Form
The success of this product underscores a growing trend where high-street retailers successfully replicate the allure of niche, luxury brands. For consumers, it represents a savvy way to experience a celebrated fragrance profile without the designer price tag. The repeated sell-outs indicate that the demand for quality, affordable alternatives in the beauty and personal care sector is stronger than ever.
If you missed out during the previous viral waves, the advice from shopping experts is clear: act quickly to avoid disappointment. This M&S steal has proven it can vanish from both virtual and physical shelves in moments, making it a true high-street gold dust find just in time for Christmas.
