The future of beauty starts with de-gendering fragrance

Lines are blurring, gender categories are fading and the future of fragrance is fluid.

Discover the campaign starring Creative Director & Storyteller, Deni Todorović

There’s a noticeable shift in the air. Emerging fragrances are, above all, elevating scent to the surface, rather than gender. As we evolve into a space of greater inclusivity, the fragrance counter is following suit. Designed with universality, not duality in mind, forward-thinking brands are instead being categorised by scent – with a clearer focus on ingredients, provenance and craft. With the launch of the Spring Summer beauty season at David Jones, we explore what’s new and next in fragrance.

“Beauty needs to be forever evolving – a space for self-expression”

Deni Todorović

Blends without boundaries

Fragrance is the most personal of accessories, and the unique blends in these upcoming elixirs empower the wearer to make their own statement.

The bergamot brigade will be loving the latest release from Prada. Augmented by the cutting-edge technology of molecular distillation, Luna Rossa Ocean reimagines fragrance with an addictive mix of bergamot, sensual vetiver and elegant iris. While Acqua di Parma Colonia Future uses 99% natural ingredients to deliver a heady mix of citrus and woody facets you can’t put a label on.

Burberry Hero

Universal, not unisex

If variety is the spice of life, these peppered parfums will unquestionably liven up any fragrance shelf.

New Burberry Hero Eau De Parfum, with its minimalist design from box to bottle, blends three cedarwoods in a harmonious marriage of strength and sensitivity. Part of his Private Blend collection of more complex, layered ingredients designed for the scent connoisseur, Tom Ford’s Oud Wood combines rare oud, Chinese pepper and cardamon for a warm and sensual union.

Burberry Hero

For him, her and them

Keeping the future of fragrance fresh, these citrus spritzes are the pick of the new crop. Armani Privé Thé Yulong fuses zesty mandarin and orange blossom with a heart of smoky black tea to take wearers on an olfactory journey through the Yulong Mountains. While underscored by the zing of orange and grapefruit, Hermès Terre d’Hermès takes an unexpected turn with the woodiness of vetiver, cedar and benzoin.

When I was growing up, the more familiar your scent, the better. Now, we live in a world now that celebrates individuality, and fragrance has evolved to the more niche, exclusive and carefully curated. The more obscure, the better.

Deni Todorović

Fragrant freedom

Just as fashion is a form of expression, people are demanding new ways to communicate with scent. Penhaligon’s The Tragedy of Lord George is helping us do just that with its imaginative notes of brandy, shaving soap and tonka beans. Likewise, Serge Lutens La Fille de Berlin (The Girl from Berlin) combines florals and spice inspired by androgynous actress Marlene Dietrich from the Golden 20s era.


At David Jones, we celebrate self-expression through scent with the new wave of universally welcoming blends. Uncover your future fragrance with the David Jones Niche Fragrance Finder .