Which fragrance brands are discounted most, measured

As of Sep 30, 2026, across 53 brands with at least 10 comparably-priced fragrances, the deepest average verified markdown is Jo Milano at 62% (median 60%, 11 fragrances). Measured over 1,738 fragrances with a full-bottle discount, each sold by two or more tracked sellers, recomputed hourly.

62%

average verified markdown at Jo Milano, the deepest of any ranked house

median 60%, n=11

22% / 12%

average markdown, niche vs. designer-tagged fragrances

niche n=115; designer n=45

houses ranked, each with 10+ comparable, discounted fragrances

1,098 fragrances ranked; 284 houses measured

By house

#	House	Category	Fragrances	Average markdown	Median markdown
1	Jo Milano	-	11	62%	60%
2	Liz Claiborne	-	23	50%	46%
3	Oscar De La Renta	-	10	47%	50%
4	Cuba	-	51	46%	63%
5	Elizabeth Taylor	-	12	43%	54%
6	Guess	-	16	42%	46%
7	Maison Alhambra	-	18	41%	42%
8	Armaf	-	44	39%	43%
9	Lattafa	-	100	39%	40%
10	Salvatore Ferragamo	-	15	35%	43%
11	Parfums de Marly	Niche	17	35%	37%
12	Elizabeth Arden	-	18	35%	36%
13	Al Haramain	-	18	34%	28%
14	Rasasi	-	19	33%	36%
15	Calvin Klein	-	32	33%	27%
16	Hugo Boss	-	14	32%	31%
17	Azzaro	Niche	13	30%	27%
18	Perry Ellis	-	29	29%	33%
19	Burberry	-	30	29%	26%
20	Kenneth Cole	-	17	28%	26%
21	Mont Blanc	-	16	28%	26%
22	Lacoste	-	17	27%	26%
23	Paris Hilton	-	15	26%	20%
24	Jimmy Choo	-	16	23%	26%
25	Michael Kors	-	10	23%	26%
26	Banana Republic	-	13	23%	19%
27	Hermes	-	12	21%	20%
28	Creed	Niche	17	21%	18%
29	Coach	-	19	20%	26%
30	Moschino	-	11	20%	20%
31	Bvlgari	-	16	20%	17%
32	Dolce & Gabbana	-	19	20%	17%
33	AJMAL	-	15	19%	18%
34	Givenchy	-	17	19%	17%
35	Versace	-	20	18%	17%
36	Giorgio Armani	-	21	18%	16%
37	Tom Ford	-	14	16%	17%
38	Ralph Lauren	-	19	15%	16%
39	Vince Camuto	-	12	15%	13%
40	Demeter	-	46	15%	5%
41	Carolina Herrera	-	36	14%	17%
42	Jean Paul Gaultier	-	16	14%	17%
43	Paco Rabanne	-	32	14%	17%
44	Prada	-	22	14%	16%
45	Marc Jacobs	-	16	13%	17%
46	Valentino	-	19	13%	16%
47	Tommy Bahama	-	11	12%	12%
48	Lancome	-	13	12%	5%
49	Estee Lauder	-	14	11%	7%
50	Yves Saint Laurent	-	23	10%	16%
51	Christian Dior	-	11	10%	4%
52	Michael Malul	-	14	6%	7%
53	Gucci	-	19	5%	3%

231 of the 284 houses with at least one comparable, discounted fragrance have fewer than 10 and are left out, not ranked low: a small count is a sample artefact, not evidence a house is rarely discounted. A blank category means no single tag covers most of the house's measured fragrances.

Niche vs. designer

Niche-tagged fragrances average a 22% verified markdown (median 18%, 115 fragrances), 10 points deeper than designer-tagged ones at 12% (median 16%, 45 fragrances). Measured Sep 30, 2026. The tag is the catalog's, applied per fragrance, and most comparable fragrances carry neither, so this compares the tagged ones rather than every house. Niche bottles on sale right now are listed on the niche fragrance sale; for value per millilitre rather than markdown, see best value niche fragrances and best value designer fragrances.

What this means when you shop

Which fragrance house has the biggest discounts?: As of Sep 30, 2026, Jo Milano, with an average verified markdown of 62% (median 60%) across 11 comparable fragrances, ahead of Liz Claiborne at 50% and Oscar De La Renta at 47%. The ranking covers 53 houses with at least 10 fragrances sold by two or more tracked sellers and carrying a verified discount; it is recomputed hourly, so the order moves with the market.
Are niche fragrances discounted more than designer?: Niche-tagged fragrances average a 22% verified markdown (median 18%, 115 fragrances), 10 points deeper than designer-tagged ones at 12% (median 16%, 45 fragrances). The tag belongs to the fragrance, not the house, and most comparable fragrances in the catalog carry neither tag, so read this as a pattern across the tagged ones rather than across every house.
How is a brand's discount verified?: Each fragrance counts once, at the deepest live markdown any tracked seller offers on a full bottle of it: 30 ml or larger, and not a tester, decant, mini or gift set, so a sample vial priced against a full bottle's list price never sets the figure. The markdown is measured against the seller's own reference price for that listing. References implying more than 75% off are refused as likely data faults. Only fragrances sold by two or more tracked sellers count, so every markdown has a second price beside it. A house needs 10 such fragrances to be ranked at all.

Method: every active fragrance sold by two or more tracked sellers that carries a live, verified discount on a full bottle. Only bottles count: an offer must be 30 ml or larger and not a tester, decant, mini or gift set, so a sample vial priced against the full bottle's list price can never set a house's figure, and a fragrance discounted only in small sizes is left out. Each fragrance counts once, at the deepest such markdown any seller offers, measured against that seller's reference price for the listing; references implying more than 75% off are refused on every page of this site, and are refused here too. A house is ranked on the average and median of its fragrances' markdowns, and only with at least 10 of them, the lowest floor at which an average is not one bottle's markdown in disguise. A house is labelled niche or designer only when most of its measured fragrances carry that tag; each category's own figure needs 20 tagged fragrances. Recomputed hourly; measured Sep 30, 2026. The markdown is a measured pattern, not an explanation of why a house discounts.

The numbers as JSON: /data/brand-discount-index.json, free to reuse with attribution and the date (CC BY 4.0). Related: the individual fragrances with the deepest markdowns, the was-price audit, and every open dataset.