Initio sell Wild Rush at £275 for 90ml. That is £3.06 a millilitre. Aromara Surge is £40 for 50ml, 80p a millilitre, built on the same seven materials Initio list. Same sweet lavender signature, a fraction of the price per spray.
Surge, our take on Wild Rush by Initio Parfums Privés. Extrait de Parfum, up to 35%. 60 days to decide. See Surge, £40. Buy any 2, get the 3rd free: 3 for £80.
What the first month of sales says
Surge launched on 16 September 2026. It has sold 14 bottles since. Over the last 30 days that is more than Euphoria on 12, our take on Initio Side Effect, and Delirium on 2, our take on Narcotic Delight. A scent four weeks old is already the Initio take people reach for most, and its first review came back at 5.0.
No one else can tell you that, because no one else makes all three of these and watches them sell side by side.
Initio Wild Rush vs Aromara Surge
| Initio Wild Rush | Aromara Surge | |
|---|---|---|
| Price | £275 for 90ml at UK stockists such as Liberty (checked October 2026) | £40 for 50ml, or 3 x 50ml for £80 |
| Price per millilitre | £3.06 | 80p |
| Concentration | Not published | Extrait de Parfum, up to 35% |
| Note structure | One flat list of seven materials, no pyramid | Built on the same seven |
| If you do not love it | Check the retailer's returns policy | 60 days to decide. Send it back at least 90% full. |
| Made | France | UK, small batch |
What Wild Rush actually smells like
It opens bright and slightly sharp. Bergamot and red berries land first, and for a minute it reads as a fruity citrus.
Then the lavender turns up and changes everything. This is not soapy barbershop lavender. It is cool, clean and a little medicinal, and it sits directly on top of the sweet part.
Underneath, caramel and vanilla do the heavy lifting. Sandalwood and patchouli stop the whole thing collapsing into pudding. The result is a sweet scent with a cold edge, which is why it works on men and women and does not turn sickly by hour three.
The notes, and why there is no pyramid
Most houses give you a top, a heart and a base. Initio do not do that for Wild Rush. They publish one flat list of seven materials, with no order and no structure.
So we are not going to invent a pyramid and pretend we know which note sits where. Here is the list exactly as it stands:
- Bergamot
- Lavender
- Vanilla
- Caramel
- Red Berries
- Sandalwood
- Patchouli
Surge is built on the same seven materials. If you find a site showing a tidy three-tier breakdown for Wild Rush, someone made it up.
Who it suits and when to wear it
This is a cold-weather scent that still behaves itself indoors. Lavender over caramel projects hard for the first hour, so one or two sprays is plenty.
It suits anyone who likes sweet fragrances but does not want to smell like a dessert. The lavender is the adult in the room. Best for evenings out, dinners, dates and winter days at the office. It is too loud for a 9am meeting in July.
How Surge differs from the original
One number tells the story. We print our concentration and Initio do not print theirs. Surge is an Extrait de Parfum, made at up to 35%.
What Surge does not do is claim to be the same liquid. It is not. It carries the same seven materials and the same lavender over caramel signature, built at a strength the original keeps to itself.
60 days to decide
Here is the offer. Buy Surge, wear it properly, spray it next to the £275 bottle if you can get near one.
Not for you? You have 60 days to decide. Send it back at least 90% full and we refund the bottle (you cover the return post). Pick your 3 and the third is free: 3 x 50ml for £80.
Frequently asked questions
What is the best Initio Wild Rush dupe in the UK?
Aromara Surge is our pick. It is an Extrait de Parfum, up to 35%, built on the same seven materials Initio publish for Wild Rush, £40 against £275, with 60 days to decide.
How much is Initio Wild Rush in the UK?
£275 for 90ml, listed at UK stockists such as Liberty (checked October 2026).
What are the notes in Initio Wild Rush?
Initio publish seven materials with no pyramid: bergamot, lavender, vanilla, caramel, red berries, sandalwood and patchouli.
How long does Surge last?
Surge is an Extrait de Parfum, up to 35%. How long any scent stays depends on its notes, your skin and the weather. Fresh and citrus scents lift off sooner, while the lavender, caramel and woods here tend to stay longer.
Keep reading: the best Initio dupes in the UK, the Initio Rehab story and the strongest perfume dupes in the UK. Browse all Initio-inspired scents or shop all fragrances.
