Everyone I Know Asks Me Whether This $325 Perfume Is Worth the Money

Throughout my many years as a beauty editor, I have asked hundreds, if not thousands, of people what perfume they are wearing. I pride myself on being able to sniff out specific perfumes from across the room. The first time I ever stepped foot in the Who What Wear offices, the aroma of Chanel Chance Eau Fraîche filled the air. The person who sat next to me in a restaurant last week wore Jo Malone Wood Sage and Sea Salt. The mom of two who sits opposite me on the train most days is a big fan of both Marc Jacobs Daisy and Yves Saint Laurent Black Opium.

It is because of this slightly odd talent we beauty editors have that our perfume collections consist mostly of under-the-radar scents. We all get a quiet kick out of knowing that our fragrance choices could stump even the most in-the-know of perfume buffs. For the most part, our taste in perfume is expensive. We get sent perfumes from all over the world, and it just so happens that the ones we tend to keep for ourselves are unique and different, so they often come with heftier price tags.

So imagine my surprise when, a few months ago, someone stopped me in the street to ask if I was wearing Maison Francis Kurkdjian Baccarat Rouge 540. I spluttered my coffee, pulled myself together, and politely replied that yes, indeed I was. After some casual chit-chat, I swallowed my pride and asked her how she was so familiar with it. “I saw it on TikTok and just had to buy a bottle,” she said.

Ever since that moment, I’ve smelled Baccarat Rouge 540 often. And while I’m over the moon that this previously under-the-radar (but very much coveted) perfume is getting the praise it finally deserves, my overwhelming emotion is one of surprise. Maison Francis Kurkdjian is not your standard perfume brand. It’s luxe. Really luxe. In fact, a 2.4-ounce bottle of Baccarat Rouge 540 will set you back a cool $325. The fact that its new-found fame came courtesy of TikTok, an app that’s considered one of the best ways to discover affordable beauty dupes, stunned me.

Now, I can barely go a day without receiving a DM or having a friend ask me whether Baccarat Rouge 540 is worth the money, so I thought I’d share my advice here. In short: Yes, this perfume is worth every penny of its price tag. It smells unlike anything you will have ever smelled before. It’s warm, comforting, and a little bit sweet. It has a blend of jasmine, saffron, cedarwood, and fir resin, so it’s difficult to pull out any individual note. Instead, they all blend together to create one of the most beautiful perfumes I have ever smelled.

It’s inoffensive enough to be worn during the day with a cozy sweater or white shirt yet unique and powerful enough to finish off any evening look. In my opinion, there isn’t anybody who wouldn’t be absolutely smitten with it. And as for the price, yes, it’s painfully expensive, but artisanal perfumes like this one should be. It smells as expensive as it is and makes you feel indescribably wonderful. Honestly, if I were going to recommend spending $325 on any beauty product, it would be this one, hands down.