Will it smell the same?
60-day money-back guarantee · How it works
Order by 4pm for same-day dispatch
We add them with this tester and the cheapest of the 3 is free at checkout. Sets are not included.
Heart notesOnce it settles
Base notesWhat lingers
Direction is Aromara's take on Amouage Guidance, the rich frankincense-and-rose powerhouse everyone is hunting. Built at up to 35% Extrait. £40 instead of £320 for 100ml at Harrods (checked September 2026).
Pear, hazelnut and rose open it, frankincense, jasmine and saffron in the heart, over vanilla, sandalwood and akigalawood. Rich, sweet and resinous.
Up to 35% Extrait. 60-day money-back.
| Amouage Guidance | Direction | |
| Price | £320 for 100ml at Harrods (checked September 2026) | £40 for 50ml, from £6.99 |
| Concentration | Eau de Parfum | Up to 35% Extrait |
| If you do not love it | Retailer's returns terms | 60-day money-back |
Direction matches the frankincense, rose and vanilla signature of Amouage Guidance, built at up to 35% Extrait. We make it with oils from some of the world's leading fragrance houses, the kind that also make for designer and niche brands.
Direction is an Extrait de Parfum, made at up to 35%. How long any scent stays depends on its notes, your skin and the weather: fresh, citrus and aquatic scents lift off sooner, while woods, amber, musk and vanilla stay with you for longer. Spray onto moisturised skin at your pulse points and let it dry without rubbing.
Guidance is £320 for 100ml at Harrods (checked September 2026). Direction is £40 for a 50ml Extrait, or £6.99 for a 5ml sampler.
You have 60 days from delivery to decide. Email sales@aromara.co.uk, send the bottle back lightly tested with at least 90% left, and we refund the product price. You pay the return postage.
4.5/5 from 1,541 aromara reviews
“THIS IS PERFECTION to me.”
Claudia G. 27 Sep 2026
Thank you, Claudia, that's the best kind of review to read! So glad Direction has found its person. Enjoy your Aromara fragrances and hopefully come back for more.
A lovely scent very close to the OG and dry down and projection 6+ hours and leaves a lovely aroma which you can smell. A great blend and certainly one of the stand out scents offered that provides an all round closeness to the MC OG at a realistic price. Just remember, these blends are made individually so there’s always likely variances on longevity and projection as natural oils and various skin tones.
Anil J.on Maracuda
One word... Amazing!
Thank you Aromara!
Andreea S.on Men's Discovery Bundle
As a buyer of premium scents I was drawn to the Extrait strength and WOW. The Saffron Secret is a great dupe and I’d go as far as saying identical to MC and the longevity is 6-8hrs and projection is amazing with great compliments. If you’re after scents they are at a fraction of the cost but made with genuine oils and the Aromara Mixologists have created some of the best dupes on the market
Anil J.on Saffron Secret
Stunning fragrance & last all day. Will definitely be purchasing more
Sally S.on Tonkara
Pure perfection! Everything I want in a perfume. The longevity is out of this world!
Gemma C.on Vanilla Dust
Smells amazing. I have a bundle of 3, this one , Nomade and Citrus Oud. All 3 are fantastic.
Mark W.on L'homme Elixr
My new date night fave the vanilla in this is unbelievable and really does last all night
Richard M.on Altair
VANILLA DUST... OMG
The smell is amazing you wouldn't know rhe difference between Vanilla dust and Vanilla powder.... you don't need to use much as the fragrance is spot on and lasts all day.... so many people ask what fragrance I am wearing and compliment it ..... I can even smell it in the house when I return from being out for a while ..
Would definitely recommend aromara.
Will be looking to rider other fragrances again soon
Shane G.on Vanilla Dust
Amazing smell 10/10, this perfume got me more interested in buying more perfumes
Ahmad I.on Maracuda
This is a very powerful and definitely winter fragrance, not for the lose who want a subtle scent, this is out and projecting. The tobacco punches you in the face and this version of the award winning scent is amazing, great work guys.
Anthony W.on Royal Leaf
Stunning scent, absolutely love this.
Mark W.on Nomade
I ordered a few tester sizes of different perfumes. This is my favourite and I will be ordering a full size.
Gorgeous, just heavenly.
Joanne D.on Gentle Flow Gold
Our 50ml, next to the designer original it is inspired by.
Direction
Inspired by Guidance by Amouage
£355 less
than the Guidance bottle, for a scent in the same family.
Buy any 2, get 1 free. Three 50ml for £80.
All aromara fragrances are made in the UK at up to 35% Extrait. 60 days to decide.
Can't find your answer? Email sales@aromara.co.uk
Every scent wears differently, by design. Fresh, citrus and aquatic scents open bright and lift off sooner. Woods, amber, musk and vanilla stay with you for longer. If every scent lasted the same, they would all smell the same.
Your skin, the weather and how you wear it play a part too. Spray onto moisturised skin at your pulse points and let it dry without rubbing.
Up to 35%. Our perfumes are Extrait de Parfum, the strongest grade of perfume, made at up to 35% perfume oil. More oil gives a richer scent, but every scent still wears in its own way: fresh scents stay lighter, rich scents linger.
Same notes, same accords, at a fraction of the price. We don't claim it's identical (no dupe ever is), but 9 out of 10 customers say they can't tell the difference. Don't believe us? Try it for 60 days.
Every scent comes in two sizes: a 5ml spray to try it first, and the 50ml spray once you know you love it. Buy any 3 perfumes and the cheapest one is free (sets not included).
You have 60 days from delivery to decide. Email sales@aromara.co.uk, send the bottle back lightly tested with at least 90% left, and we refund the product price. You pay the return postage. How it works
Made in the UK, small-batch. We're an independent UK brand, not a reseller of foreign-bottled stock.
UK delivery is £2.99, free over £45. Orders placed before 4pm Mon to Fri (or 11am Sat) are dispatched the same day and usually arrive in 2 to 4 working days. Next-day delivery is £3.50, free over £100.
Each product page names the designer original it is inspired by. Still unsure? Start with the 5ml, or answer 4 quick questions in our scent finder.
Scent finder
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If you can tell the difference, we'll refund you.
Email us within 60 days of delivery and we'll refund the full amount.
Real humans replying from sales@aromara.co.uk within 24 hours, Mon to Fri.
Same-day dispatch on orders placed before 4pm Mon to Fri.
100% of refund requests honoured. No fine print.
