M&S experienced a 20% increase in its private-label Discover’s fragrance sales year-over-year as customers are seeking affordable gifts over the Christmas period.

The retailer increased its share of its own-label fragrance market from 8.3% to 12.4% year-over-year, according to Kantar beauty market performance and share data to July 2025. M&S sold 500,000 bottles of its Discover scent so far this quarter.

James Mugford, head of beauty at M&S, said: “Fragrance is the fastest-growing part of our beauty business and an example of how own-brand is bringing in new customers and helping reshape and modernise our offer.

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“At Christmas, customers are looking for gifts that feel thoughtful without breaking the bank – and Discover delivers exactly that. From stocking fillers to Secret Santa – affordable luxuries that make the season special.”

Moving forward, the retailer expects to sell over 1m private-label perfume bottles by the end of the quarter.

Additionally, the supermarket launched private-label Eau de Parfums in October to meet growing demand.

M&S unveiled the two limited-edition winter fragrances, Winter Nights and Sparkle & Shine, which sold out in eight weeks.