SMEL.

SMEL. is a UK online retailer of designer-inspired dupe fragrances, trading at yousmel.com and selling budget clone scents positioned as close matches to popular designer originals at a fraction of the price. It previously traded as Copycat Fragrances; that domain now redirects to the SMEL. storefront, and the range, the dupe-led positioning and the value pricing carried across the rebrand unchanged. Independent review coverage and community discussion on r/fragrance describe it as a straightforward clone house rather than a brand with original creative direction, with reviewers noting claims of a high proportion of shared ingredients against the designer fragrances it references. No verifiable founder name or founding year could be sourced. The catalogue leans toward well-known designer and niche reference points rather than original compositions, and is sold direct rather than through third-party retailers.