One bottle of this ‘sun-drenched’ fragrance sells every 14 seconds

There are some perfumes that seem to hold eternal iconic status: think Marilyn Monroe’s beloved Chanel No. 5, or Calvin Klein’s bestselling CK One. But one that may not be in your radar yet (despite its evident legions of fans) is Japanese designer Issey Miyake’s L’Eau d’Issey.

Since launching in the early nineties, L’Eau D’Issey (and the ‘for him’ equivalent, L’Eau D’Issey Pour Homme) continue to have a base of very loyal consumers, to the point where each of the scents sells at the rate of one bottle every 14 seconds around the world. That’s a record that’s not to be sniffed at.

perfume bottles
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So just what makes this particular fragrance so popular? It could have a little something to do with the universal appeal of its ingredients – think lotus, freesia and rose tempered with lily sandalwood cedar and ambrette for a blend that’s described as an ‘aquatic floral’, but in simple terms is light, fresh and eternally wearable.

Often pitched as a ‘sun-drenched’ option to add to your fragrance wardrobe, it’s unsurprisingly ideal for hot weather when you want something clean and not overly cossetingBut it’s also a staple that you can spritz on all year round – just ask those who keep purchasing it again and again. 

‘I have used this perfume for years and is my all time favourite,’ says one 5-star reviewer on the John Lewis website. ‘I have used numerous perfumes for day and night over the years but always have to have a bottle of Issey. I receive lots of comment how how nice it is from friends to complete strangers.’

L'Eau d'IsseyIssey Miyake L’Eau d’Issey Eau de Parfum, from £41, Lookfantastic

Others describe it as ‘timeless’ and ‘luxurious’: ‘This is one product I’ll never tire of wearing,’ one declares. ‘It’s firmly on my shopping list as important as milk.’

L’Eau D’Issey is available from various retailers, so it’s worth shopping around for the best price, but it typically starts for around £40 for the perfume (the eau de toilette is slightly cheaper). Or, if you’re a longtime lover of the line who wants to try something new, you can check out the newly launched IGO collection, a clever 2-in-1 which holds a handy travel size spray in its portable cap.