You might not associate Lush with fine fragrance, but its latest Chelsea Morning perfume keeps selling out – and we can see why
We’re firmly in the viral perfume era: from Frederic Malle’s opulent Portrait of a Lady, to the cult sandalwood-based Santal 33 by Le Labo and the best-selling sensual and chocolatey Maison Francis Kurkdjian Baccarat Rouge 540 - they’re the instantly recognisable scents that have sent Tiktok into meltdown, in recent years. Yet, with all of the above retailing at over £200 per 100ml, a precious sniff will cost you a small fortune.
So, thankfully, there’s a new fragrance about to break the internet - but not your bank balance. Last week, Lush launched its new butterscotch and citrusy Chelsea Morning Perfume, £40 for 100ml and just £20 for 30ml, and it’s already causing mass hysteria. I'm not surprised.
I have never had so many compliments while wearing a perfume - including by strangers, as I've walked into shops - and now religiously keep a bottle in my handbag. It has also been causing a stir in the GTG office. So far, it’s been compared to angel delight, creme brûlée - and even the signature Sol de Janeiro Cheirosa 62 Body Mist, £24, that’s been flying off the shelves this summer (and anyone under 30 goes crazy for).
This might explain why it’s selling like hotcakes. “Our customers have told us that Chelsea Morning is exactly what they're looking for right now - a cosy gourmand blend… that helps you feel both comfortable and full of joy all at the same time,” explains Lee Howes, Lush's fragrance lead. "So much so, that it has already sold out multiple times in some of our stores, including our new Perfume Library in Soho."
Chelsea Morning is one of 12 brand-new scents, four of which (including this one) are online and available in-store, the rest via their perfume libraries, in London's Soho, Birmingham, Liverpool and Glasgow. It gets its name from the lyrics of a Joni Mitchell song, specifically the line, “and the sun poured like butterscotch and stuck to all my senses." And this really does sum it up.
The blend of butterscotch and tonka (a South American bean that smells like vanilla) gives it a biscuity, caramel warmth - like the waft of a dessert baking in the oven. But, there’s a burst of lemon myrtle, too, for an uplifting sunshiny zing, plus spicy undertones of fenugreek, so it’s sweet without being too syrupy.
Plus, it’s much cheaper than some of Lush's other perfumes which retail at up to £150 for 100ml. And, you can get your hands on a bargain Chelsea Morning Bath Bomb, £7, or Chelsea Morning Solid Perfume, £12, too.
Now, before we continue, we have to address the elephant in the room. Lush may not be a brand you associate with refined scents. You can smell a Lush store before you can see it, you may even cross the road to avoid it. But there is good reason for 'eau de Lush'. Lush has always been so far ahead of the eco-conscious curve, it doesn't use any plastic wrapping, which means every ingredient from every product is wafting through the air at all times and anyone walking past will smell them in one go - which can be a little overwhelming. It also use a high percentage of essential oils which powers the symphony of smells even more. However, if that is your initial Lush assumption, it's time to put those thoughts aside, as the brand is an absolute pro at creating well-constructed, balanced and sophisticated scents.
And this is not their first social media scent-sation: you’ve probably had a whiff of their syrupy Sticky Dates Body Spray, £25 which was at one point their bestselling product. Then there’s the creamy, vanilla-toned Super Milk Conditioning Spray, £26 that was so popular it was released as a limited edition perfume (and instantly sold out). And, we’re calling it: Chelsea Morning is next. "We’ve had lots of Super Milk fans also choosing Chelsea Morning as they pair really well together," says Howes.
The brand has a team of in-house pro perfumers, including their co-founder Mark Constantine OBE (the nose behind many of their most iconic scents since 1995), as well as Emma Vincent and Alina Gliwinska - a welcome change in what is traditionally a male-dominated industry.
The essential oils are sourced from family-run businesses and local farmers and they’ve opened several ‘Perfume Libraries’, where you can have a bespoke consultation with experts - including in Florence, a destination known for the art of perfumery and perhaps not where you would expect to find a Lush fine fragrance store.
Don’t believe me that it's worth the hype? Have a spritz next time you pass a Lush store and see who notices…
Buy Chelsea Morning perfume now, from £20