This New Perfume Might Just Be Better Than Baccarat Rouge (2023)

Photo by Esther Newman.

Baccarat Rouge 540 isn't just a perfume — it's a global phenomenon. When dreamed up by renowned perfumer Francis Kurkdjian on behalf of French crystal manufacturer Baccarat, the now viral fragrance existed solely in 250 limited edition bottles. But Kurkdjian knew he had created something special and enduring, especially as he found himself inundated with compliments every time he spritzed it.

Seven years since Baccarat Rouge's inception, it has made a name for itself as one of TikTok's most talked about perfumes. "Imagine you’re in a penthouse apartment in New York City," said one TikToker keen to describe the fragrance to their followers. "You’ve just come from a black tie ball, wearing a backless dress and the love of your life starts kissing you on the neck. It smells like sex. It’s so incredibly sexy to me. I’d rather bankrupt myself than not smell like this."


Many on TikTok have dubbed Baccarat Rouge the 'hot girl' perfume, while some say it evokes luxury and status and others report being stopped in the street by passersby who have fallen for it hook, line and sinker. Put simply, Maison Francis Kurkdjian has caused quite the stir — and that's why we all jumped at the chance to try the newest addition to the brand's perfume dynasty.

Lightly floral and musky, 724 only launched in September but TikTokers are convinced it's signature scent-worthy. "Think of coming out of the shower; of fresh linen; a breeze hitting your face," says one TikTok user. Another says the perfume smells like "quiet luxury", which makes sense considering a 34ml bottle is a breathtaking £110.

According to Kurkdjian himself, 724 is a "soothing eau de parfum with a vibrant yet enveloping urban spirit". He says that it brings a sensation of comfort and protection — like that of cleanliness — which he craves when wandering around in the city. That's all down to the white flower notes including jasmine and mock orange, as well as woody sandalwood and clean, skinlike musk.


The question is: will 724 put us under the same spell as Baccarat Rouge 540? And will it go just as viral — or perhaps even more so? Ahead, eight R29 staffers give their honest verdict.

Jacqueline Kilikita, deputy director, beauty

"I’ll be the first to admit that I got caught up in the TikTok hype for Baccarat Rouge. ‘Sexy’ and ‘rich’ are the most common words TikTokers have used to embody the fragrance, which has become something of a status symbol. I struggle to put my finger on this but there’s also something very nostalgic about it. To me, it smells like Barbie doll heads or the jar of cherries that you got with the Baby All Gone doll. Sweet but not sickly: frangipane mixed with strawberries and honey. In my opinion, the fanfare is justified and I love it. But I was equally intrigued to try the latest addition to the Maison Francis Kurkdjian dynasty: 724.

Now, this is very different. Similar to Byredo’s famous Blanche, it’s ultra clean and a little bit soapy, like diving headfirst into a pile of freshly laundered sheets. There’s also a skinlike element to it, which makes it quite wistful, like a long hug from your mum when you were little, where you’d breathe in her comforting smell. Just like its predecessor, this fragrance lasts all day, especially on clothes. I spritzed it onto my jacket and I could still smell it days later. (I would expect nothing less for the eye-watering price tag.) Whatever Kurkdjian is doing here, it’s working. I’m obsessed all over again."



Esther Newman, affiliate writer

"Though I haven’t yet tried Baccarat Rouge (I’ve only heard good things so it’s on my perfume wish list), I am already a big fan of Maison Francis Kurkdjian. Namely, the brand’s Amyris Femme eau de parfum — a light, airy, floral scent that quickly became my holiday go-to (so much so, I included it in our roundup of the top perfumes of summer 2022). Without question, then, when it came time to update our top autumn perfumes, I just knew that the latest offering — 724 — had to be reviewed. I know, I know. It’s a hard life.

I was definitely not disappointed, which is surprising since I usually opt for deeper, muskier, spicier scents as the nights draw in and the temperature drops. 724 is the complete opposite, vibrant and zingy upon first sniff. It's energising almost, which is probably thanks to its top notes of Italian bergamot and white flower. After wearing for a while, though, the base note of musk pulls through and you’re left with a deeper, comforting, almost sweet fragrance. Given the price tag, you’ll be glad to know that this stuff really does last all day. In fact, it's strong enough to spray in the morning and then receive compliments many hours later. Just the other day, one woman leaned over her date in a crowded London restaurant to ask what I was wearing. I suggest not just spraying on your pulse points but also over your hair and clothes to really make the most of its staying power."


Alicia Lansom, associate editor

"I’ll be completely honest, I wasn’t the biggest fan of Baccarat Rouge 540. After seeing it all over the internet, I went into Selfridges specifically to have a sniff and I found it to be too potent for my liking. 724 is more up my street. While I would still describe it as a ‘mature’ scent, it's nowhere near as heavy as I expected it to be yet it has the depth and staying power you’d expect from a luxury label. I would describe the overall vibe as a clean, chic smell, almost like a posh soap at a very nice restaurant. The floral notes are what truly make it distinctive, though, so it succeeds at being fresh and light rather than intense and overpowering. If 540 is ‘that girl’ then 724 is her more laid-back younger sister: cooler, calmer and oh so sophisticated."

@itsmartabeaute 724 is the upcoming new scent by #maisonfranciskurkdjian and it’ll be available at @SKINLIFE in September! ❣️ #nicheperfumery #nicheperfume #newlaunchexcitement #nichefragrances ♬ original sound - Reagan Beem
(Video) If You like MFK Baccarat Rouge 540... You Need to Try These 10 Perfumes!! | Lauren Mae Beauty

Susan Devaney, acting managing editor

"Seven hours and one long, indulgent Sunday lunch later and I can still smell Maison Francis Kurkdjian's 724 on me. It smells so good, so subtle that it brings me some form of comfort. Is there a better test of how much you love a scent than if you keep subtly sniffing your spritzed wrists? I think not. It’s an extra add-on if your lunch friend asks: what are you wearing because you smell great?

Of course, I’d heard so much hype about Baccarat Rouge that I wasn’t going to say no to trying out the brand’s next eau de parfum. I’ve never been one for heavy, floral perfumes so notes of bergamot, white musk, jasmine absolute and sandalwood are exactly what I want from a perfume. Unlike floral perfumes, throughout the day this scent becomes subtle rather than lingering. And while I love it, in our current cost-of-living climate I fear that I can’t justify the hefty price tag, even if it does smell addictively fresh and clean."


Hannah Shaw, associate director, audience & growth

"I was drawn into the Baccarat Rouge hype with its powerful, indulgent scent. It’s the sort of perfume which makes everyone ask: what are you wearing? For that reason, I was very curious to try Maison Francis Kurkdjian’s 724 to see if it lived up to the brand’s hype. I am big into perfume but I don’t have a signature scent and I’ll often swap out perfumes as the seasons change. One thing is consistent, though. I’m always on the hunt for something long-lasting.

724 feels like a breath of fresh air: it's vibrant and powerful but definitely a lighter scent compared to Baccarat Rouge. It smells sweet but not sickly and although slightly overpowering at first, I really like how it wore throughout the day. In terms of longevity, this scent sticks around — and I’d expect nothing less with its eye-watering price tag. Personally, I wouldn’t be dropping £300 on the full size. However with its enduring scent power, I’d guess a bottle would last a very long time."


Kristine Romano, associate editor, photo & design

"The first time I got a whiff of Maison Francis Kurkdjian's 724 was just last week, when my colleague came in wearing it. I don’t often feel compelled to ask what perfume others are wearing but I simply had to know. There was something so alluring about the scent, so naturally I was pretty excited to try it out for myself. I’m not typically a fan of overly floral fragrances so I was a bit nervous when that’s exactly what I was hit with after spraying this for the first time. That said, what actually dries down on the skin (and evolves throughout the day) is something far more light, fresh and wearable. I wore this out to dinner and could still smell it on my wrist the next morning, which, at the very least, is what you expect from a perfume at this price. It is very expensive and while I can definitely see myself reaching for it, I don’t think I could justify repurchasing."


Kelly Washington, social editor

"Although I haven’t tried Baccarat Rouge, I was keen to try 724, mostly because of 1) the hype surrounding the former and 2) because it’s so expensive (and, frankly, way out of my reach). Although I tend to have a taste for the finer things, I definitely cannot afford them unless it’s a special treat. So it really has to pique my interest and leave a lasting impression in order for me to invest. The first scent I got when I smelled the perfume was grapes. Crisp, juicy and fresh, it certainly isn’t something I’ve smelled before but I’m not sure that I was immediately impressed. It had floral notes and a fresh and mature feel.

Throughout the day it definitely grew on me and smelled less sweet. Although it did evoke memories of being somewhere you shouldn’t, like your grandma’s jewellery box or a fancy brasserie where you check the menu and politely nod like you can afford it before swiftly moving on. Classic and vintage, I feel like I should be wearing pearls, not trainers. Long-lasting and strong (as you’d expect for the hefty price tag), it lasted all day and, in its defence, gained some compliments.I would wear it again but I have to ask myself if that’s because I really like it or because it’s so expensive and luxurious. If I’m honest, that £300 would be spent on a pair of timeless trainers that’ll last forever."

@cyrafabulous These fragrance launches are coming out left and right but 724 from Maison Francis Kurkdjian is a must try🤩 #smellgood #perfume #perfumetiktok #perfumetok ♬ Sensual Seduction - Snoop Dogg

Sadhbh O'Sullivan, health & living editor

"I’m not really sure what it says about me but my first thought on this perfume is that it makes me feel grown up. There’s something to it about getting into your mum’s perfumes at the age of seven and having no conception of scent but playing with them anyway (and pretending there will be no consequences). I do like it and despite us all banging on about how ‘mature’ it is, there is a cleanness and freshness to it that makes it less overpowering and more inviting. I’d reserve wearing this for when I have to be my most impressive, whether that’s public speaking, sending a stern email or a big event."

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Which perfume is similar to Baccarat Rouge 540? ›

Manege Rouge by Al Haramain for Women 2.5 Oz / 75ml Eau de Parfum– Manege Rouge is pretty close to a full dupe of Baccarat Rouge 540. The opening act is a blend of sweetness and floral notes, led by saffron. The saffron adds a fresh and almost leathery quality to the mix.

What perfumes are similar to Baccarat? ›

Burberry Her Intense Eau de Parfum

Those who tend to hone in on the sweet notes of Baccarat Rouge 540 will find that this perfume from Burberry has a similar quality. Like the fragrance in question, it features notes of cedarwood and jasmine, which is why so many consider it a dupe.

What is the dupe for Baccarat Rouge? ›

Glossier You Eau de Parfum, 50 ML

Fresh and floral yet warm and woodsy, Glossier's You is one of the most popular fragrances of all time. The contrast between its three notes is incredibly similar to that of Baccarat Rouge 540, making it an accurate (and affordable!) dupe to the iconic designer scent.

What does Ariana cloud smell like Baccarat Rouge 540? ›

The bergamot will take a back seat and everything is rather well blended. With Baccarat Rouge 540, the jasmine and lavender have the lead early on. It is much less of a sweetish fragrance than Cloud, but you do still get some, and a hint of a lemon-like aroma up top.

What perfumes does Rihanna wear? ›

Rihanna famously wears Kilian Love Don't Be Shy, but she alternates that sweet fragrance with selections from her own line of perfumes. You may find Rihanna wearing Rihanna Nude, Rihanna Ri Ri, or Rihanna Rebelle, along with the captivating Tom Ford Lost Cherry or the sexy Armani Si.

What is Rihanna's smell? ›

It's a sweet gourmand with unmistakable notes of marshmallow, vanilla, and caramel. The top and mid notes are citrusy and white florals, but the base notes are sugary gourmands—so by the time people are smelling Rihanna in a hug, she probably smells like the world's greatest dessert. We now fully understand the frenzy.

What perfume smells like my way? ›

Fragrance Impressions

Similar to: Givenchy L'Interdit; Giorgio Armani Sì Fiori; Salvatore Ferragamo Signorina Misteriosa.

What does Ariana Grande Cloud smell similar to? ›

A fragrance with spicy and warm top notes. The best and closest to the Ariana Grande Cloud perfume is the MFK Baccarat Rouge 540. The main accords if this perfume features woody, amber, aromatic, warm spicy, animalic, fresh spicy, and conifer.

What perfume does Ariana Grande use? ›

Ariana Grande's favorite perfume is Viktor & Rolf Flowerbomb, although she's also known for wearing Givenchy Hot Couture, Tom Ford's Neroli Portofino Aqua, and Trish McEnvoy Sexy #9. Ariana describes herself as a huge fragrance lover and loves sweet, sensual fragrances with floral and fruity notes.

What does pink sugar smell like? ›

Its heart notes of cotton candy, licorice, lily of the valley, red berries, and strawberry up the palate appeal with their sweet, candy-esque accords. Caramel, musky, vanilla, and woody create a rich, warm finish that lingers.

What perfume does Kim Kardashian use? ›

Fashion icon Kim Kardashian wears the ageless and versatile Michael Kors by Michael Kors perfume, but she also dips into fragrances from her famous perfume line. Scents from her lineup include True Reflection, Kim Kardashian, and the luxurious, powerful (but inexpensive) Kim Kardashian Glam.

What is Kylie Jenner's favorite perfume? ›

One of her most ardent favorites is Victoria's Secret Coconut Passion, though her love of gardenias makes Gardenia Elizabeth Taylor another obvious choice. Clean Air & Coconut Water and Oscar Jasmine are two others. Let's take a deeper look at the perfumes Kylie Jenner smells like.

What scent does Oprah wear? ›

The top scent on Oprah's list is Amouage Lilac Love, a part of Amouage's “The Secret Garden Collection.” The scent allows you to step out of your comfort zone and shine brightly like a Boss.

What perfume lasts the longest? ›

  • Maison Margiela Replica Sailing Day Eau de Toilette.
  • Narciso Rodriguez For Her Pure Musc Eau de Parfum.
  • Philosophy Amazing Grace Magnolia Eau de Parfum.
  • The Harmonist Moon Glory Parfum.
  • Tom Ford Black Orchid Eau de Parfum.
  • Yves Saint Laurent Mon Paris Intensément Eau de Parfum.
Sep 29, 2022

What perfume did Marilyn Monroe wear? ›

Marilyn Monroe famously told interviewers that she wore Chanel No. 5 to bed (and nothing else), but it wasn't her only favorite. Like millions of other women, Monroe was a fan of Chanel No 5. However, in 2002, it was revealed that she also had a secret penchant for Floris Rose Geranium.

What perfume does Gigi Hadid wear? ›

If you wonder about the perfumes your favorite celebrity Gigi Hadid wears, the top two rated perfumes include Velvet Orchid perfume by Tom Ford and Giorgio Armani Acqua Di Gioia.

What does Maison 540 smell like? ›

Top notes are Bitter Almond and Saffron; middle notes are Egyptian Jasmine and Cedar; base notes are Ambergris, Woody Notes and Musk.

What does the Ariana Grande cloud smell like? ›

Lavender blossom, juicy pear, and bergamot make up the top notes while coconut, praline, and vanilla round out the center. But once the scent dries down, that's when things get really interesting. Instead of the typical sugar spike, Cloud has a base of musk, blonde woods, amber, and cashmere.

What does Burberry women's perfume smell like? ›

Burberry for Women is a softer fragrance, with a lovely opening of peach and vanilla notes, that is later followed by a woody base. It's mostly a fruity type of scent but it doesn't have a super candy-like sweetness, as some other fruity perfumes do.

What perfume does Kyle Richards wear? ›

"What [perfume] do you have on?” Kathy asked. Knowing her sister too well, Kyle replied: “You love this. It's that F--king Fabulous by Tom Ford.”

Does perfume expire? ›

DOES PERFUME EXPIRE? Yes, perfume and also after shave do go off. However, how long they last depend on the scent's chemical composition. Many perfumes don't have a set expiry date and can last anywhere between 1-10 years.

How long does extrait de parfum last? ›

Parfum or Extrait:

It is also known as 'Pure Perfume' or 'Perfume Extract. ' It contains essential oils between 15% and 40%, and the fragrance lasts for six to eight hours in general.

What is the perfume that smells like cotton candy? ›

Loewe Solo Loewe Ella Eau de Toilette. Probably, the word ethyl maltol is familiar to everyone by now: it is the notorious substance that smells like cotton candy and strawberry jam.

Why does cloud smell so good? ›

While Grande's earlier perfumes are girly and sweet, CLOUD starts off with a woody orchid musk but then strongly settles with creamy coconut scents and praline sweetness. This is a scent that is fun and carefree, a popular hit with fans and perfume lovers.

Which Burberry smells like vanilla? ›

Burberry Brit For Her Eau de Parfum is a candied floral fragrance that is sensual and addictive. Crisp, icy pear, sugared almond and intense vanilla.

Does Burberry perfume last long? ›

Burberry London Eau De Parfum – Best Burberry Perfume

This perfume lasts for around five hours straight, which makes it great for wearing at a party. EDP is comparatively cheaper than Extrait De Parfum, which is why it is in demand.

Is Burberry a luxury brand? ›

The epitome of British luxury, Burberry, was one of the hottest luxury brands in the fashion industry throughout 2021. The Luxury brand, present within the fashion industry for 156 years, has showcased several changes of power in the past several years, in ambitions towards bringing the brand higher up-market.


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