SMEL.
SMEL. is a fragrance brand started in 2017 by Josh White, who set out to sell scents that smell expensive without the designer mark-up. Its perfumes and aftershaves for men and women are rich in fragrance oils. Every bottle is vegan, cruelty-free and skin-safe.
1on sale2productsUpdated 21st October 2026
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About SMEL.
The idea behind it
Josh White found that much of a perfume's price goes on branding rather than on what's in the bottle. SMEL. worked with perfumers to recreate the character of bestselling designer scents at a lower cost. The range grew from five fragrances to nearly 50 within two years.
Choosing a scent
The fragrances fall into broad families: fresh scents for daytime, woody ones for evenings and musky blends with more warmth. There are options for men and for women, plus multi-bottle bundles such as a three-bottle 100ml set mixing male and female scents, which works for trying several at once or for gifting.
Ordering from SMEL.
Shipping is free on every order, and the brand delivers internationally, including to Australia, Canada, the USA and many European countries. Returns are accepted within 60 days, giving plenty of time to live with a scent. Checkout takes PayPal, Google Pay, Shop Pay, Apple Pay and Mastercard. Visa isn't on the list of accepted methods, so Visa card holders may want to pay through one of the wallets instead.
Sustainability at SMEL.
SMEL. is committed to ethical practices, offering fragrances that are vegan, cruelty-free, and skin-safe.
SMEL. quick facts
| Free delivery | On all orders |
|---|---|
| Delivery | SMEL. offers FREE SHIPPING on all orders. International shipping is available to a wide range of countries including Australia, Canada, USA, and many European nations. |
| Returns | SMEL. provides a generous 60-day returns policy, allowing customers ample time to decide if their purchase is right for them. |
| International shipping | Yes |
| Payment methods | Mastercard, PayPal, Apple Pay, Shop Pay, Google Pay |
| Founded | 2017 |
| Stores | Online only |
SMEL. contact
- Website
- yousmel.com
SMEL. FAQs
Do SMEL. fragrances last well on skin?
Each one contains a high concentration of fragrance oils, which the brand says gives a rich, smooth scent with good staying power.
Is delivery free?
Yes. SMEL. ships every order free of charge and delivers to many countries, including Australia, Canada and the USA.
How long do I have to return a fragrance?
SMEL. allows returns within 60 days, which gives time to wear a scent for a few weeks before deciding.
Are SMEL. products vegan?
Yes. Every SMEL. fragrance is vegan and cruelty-free, and the brand formulates them to be skin-safe.