Modern Minimalist

This has become my everyday scent to work and I love it so much that I bought one for home and one for work so I can top up as and when I want. Sometimes, you don't want to smell gourmand, flowery or sweet. All you want to smell is clean and you just had a shower and feel good. The first 10 seconds of spray has a strong alcohol smell but the dry down is beautiful. Mild projection but people will get a sniff of you when they pass by or stand next to you. Its really a fresh laundry scent but better. But lasting power is not there. But it is a small bottle thus easy to carry in your bag and top up so no complaints. I have not smelled a similar fragrance except H&M T-Shirt. Was so sad when it got discontinued but this smells very similar that I don't miss T-Shirt anymore.

When I first sniffed this in store it smelled like incense to me, I didn't quite like it. After that, I never smelled incense again, and I am so happy I bought it anyway. It might not have been love at first sniff, but I am absolutely loving it now. It's fresh and clean, maybe a little soapy even. I love spraying this perfume right after a shower. It doesn't smell like laundry detergent to me, as I've seen mentioned in many reviews, but it's hard to say what it does smell like. It's a whole new experience, I've never smelled anything quite like it before. I'm kind of anxious it will be discontinued, so the least I can do is buy a few back up bottles. Totally worth the money, since each and every sniff is so enjoyable.

My eldest son, (36), calls me a "Kinderegg"; brown outside, and very blond inside... -And, so this beautiful perfume came home with me yesterday, 1flox/30ml, it was on sale at H&M, 90nokKR/9$, and l am as happy as can be, and also a bottle of Social Butterfly came along, jepp! Well, l have that 10ml of both, and Chic Socialite, must also think of a backup-bottle of that one too, but, it was the "old" T-shirt that really got my attension, it smells so marvellious, this Moderne Minimalistisk is close to T-shirt, and now l'm happy to have them both! Mi, (63), is a happy mama, smelling so very good today!

Definitely the best from the new line. It smells more or less exactly the same as T-shirt. Completely agree with Nekomimikan's review below me. Performs beautifully for an edT. It's not quite similar to Blanche, but it's in the same genre. This is a softer, less screechy version of Blanche, and it doesn't have that sharp laundry detergent smell that Lazy sunday morning from Maison Margiela have. Just very fresh, soft and crisp. Like laundry that dried on a sunny, breezy spring day. Incredibly priceworthy! 30 ml for around 10€. I hope they don't discontinue it.

Ooh, H&M understood the assignment. Not sure who the nose is, but finally, this one fits the bill of being creamy and clean (not powdery musk). Initially smells like rosey soap (not a fan of this) and then calms down, warms up and smells just clean :) A bit similar feel to my Nivea roll-on deo (but not Nivea smell, don't take it the wrooooong way). Probably the best performer of the musk-dominant frags that I tried or own. For the price, should be a no-brainer.

Fell in love with this as soon as I smelled the almost empty tester in store. It’s the cleanest and most laundry like perfume I’ve ever smelled in my life and I love it for this budget. I literally can’t smell anything but laundry, not a single sweet note for me. Haven’t tried it on a hot weather yet but in cold conditions it’s giving even more laundry detergent vibe, so sad it got discontinued.

Best laundry perfume ever, I wish they released a stronger version of this. I spray it when I go to the gym, after a shower, before bed, and sometimes when I go to work. This perfume has a very calming effect on me, I'm just sad that it isnt so strong... And I run through the bottle so quickly. I have a reserve though.

It smells exactly like powder detergent. After an hour or two you can sense the eucalyptus and amber and it gets more like a fragrance. Perfect unisex clean fragrance. It's just making me happy. I bought the travel size but will repurchase the full product. It's the hit of the collection, well done H&M.

I love this fragrance so much. It smells exactly like H&M T-Shirt which quickly became my all time favorite fragrance. I was heartbroken when they discontinued it. I looked for something like it for ages but couldn’t find anything. I’m so incredibly happy they brought this scent back!

This is the only one I liked from their new perfume line. I've been wanting a scent that has an eucalyptus note and this was such a nice surprise! I love that it has rose in it too to make it a bit floral smelling.

This became my favorite "freshly washed laundry" smell. I love it.

Modern Minimalist is such a pleasant little treat! This is my first H&M frag purchase and I'm oh so glad I tried it after reading the glowing reviews here. Where to start? MM is warm, clean linen sheets. It's like pulling freshly washed linen sheets over your head on a bright spring or fall morning, the sun shining through the sheets. Warm, cottony, powdery rose, musk, and florals are lifted aloft by the most delicate touch of citrus and camphorous eucalyptus to give MM some soft, sunny, quasi-aldehydic zip. The rose in this is especially gorgeous: round, full, and deep. Gives the scent so much depth. It dries down to a soft woody-musky base with a wisp of fizzy warm cashmere. It doesn't last long – I get a couple hours of wear before it's a skin scent. And it doesn't carry far but honestly, I think it could become cloying and stuffy if it was too "big." Personally I think MM would perform best on spring or fall days where the weather is cool in the mornings. The florals and woods in it are like a soft warm hug for your nose. Now I'm so curious about the other H&M fragrance offerings because this one was such a nice (cheap!) surprise! A lovely "clean laundry" creation!

I've had this for a few months, and here's my current opinion: this is that very chemical, aldehydic drier sheets smell. The kind of smell hotel bedding smells like, just stronger. While I don't hate the scent, I just don't associate it with a human. Maybe something a human would be wearing, but certainly nothing that goes directly on the skin. Do you get it? The only was it's wearable to me is if I pair it with something, e.g. Indi by Katy Perry, 2 parts Indi, 1 part Cloud Gazer. Then Indi warms this up, as this is a very crisp, slightly cool scent. The scent is so strong and chemical that it can - worn by itself - make me nauseous.

the best one from the collection. smells clean, fresh with the right amount of sweetness. I'm usually not a big fan of neither citrus or rose scents but these notes blend very well with the cotton. The cottonflower and sandalwood are most prominent to me. Sadly the longetivity is awful. bought the 10 ml first and then the 30 ml shortly after but both were finished after a month, won't buy it again because of that and I'm trying to find a similar scent.

It says that the top notes are cotton and eucalyptus, but to me, it kinda smells like bamboo. Like bamboo-cotton - fresh and slightly green. Musky. Like a straight-out-of-the-shower kind of smell. A watery, clean smell. If you want a drier clean smell, go for Cloud Gazer. This would be... laundry in wet form to me, while Cloud Gazer is dry laundry. I could actually imagine this being used by both girls and guys because being clean is unisex.

This is nice and fresh but slightly more floral than a trad cotton. Interestingly on me the dry down has an almost tea like accord alongside the soapy linen. It sticks around low key so I’ve put longevity as weak but it’s not nothing so it’s a great value for money cheapie that does no screech on me. Could not wear it everyday and it’s too lively and not soft enough for bed. Good for out and about every day.

To me this is the best clean laundry scent that is feminine leaning unisex. Great office or bed time perfume. It is not my usual scent profile but I really enjoy it! From the H&M fragrances I own this has the nest longevity. It stays on clothes for days. Update 2026.01: I just got a sample of the absolutely stunning fragrance The Musc from Essentiel Parfums and the drydown is extremely similar to this one!

I like it a lot! It really smells like a newly bought white t-shirt. Perfect for basic outfits and occasions like going to the library. Wish they also had it in 50-100ml as well because it would be cheaper that way and this perfume doesn't last long unfortunately so you will run out of it quickly. Probably will purchase again

It's a nice perfume with surprising staying power. It opens a bit alcoholic and fresh, but dries down into powdery rose mixed with clean linen. I thought I'm getting a summer fresh scent but the powderiness brings it towards a different season for me. I like it a lot, very clean in a mature way.

My favourite from the new line. It's quite soft and neat. It's great for when it's hot. Not cloying. One downside I see is that with these clean girl scents, they can remind of laundry detergent rather than the laundry, but that might just be a personal issue.

Wow, it IS really like freshly washed white tee :D its winter now so ill let it macerate till spring and ill see if it will change somehow but i like it now I have the EDT version btw

Lovely fresh fragrance! Reminds me of h&m t-shirt, I have that one too. Love this after shower or on a hot summer day! Just a really good one and the bottles are cute.

this is just so nice and clean smelling, like a good hotel spa, simple too. it lasts a long time and it makes me feel put together.

Such a lovely clean and nice scent! Perfect for hot summer days, after shower and at the office ☺️

I find this scent less scratchy and synthetic than T-Shirt, otherwise it's exactly the same.

I dislike the opening. It comes across as straight up laundry detergent, mixed with cheap body mist, mixed with a generic male cologne. I like the base, however. It really does give “straight-out-the-dryer clothes” smell, as I think others here have mentioned. Base is good, top and mid section are a big no for me. The price is amazing though. I think I paid less than $8 for the travel spray :O

This is indeed a fresh laundry scent, but not as clean as I hoped. Beneath the crisp, powdery detergent, the musk introduced an almost sour, oudy base that only gets more pronounced in the drydown. Unwearable for me.

Too chemical and smells harsh, synthetic and very cheap. Absolute no for me. Just like someone else said, I use it as bathroom spray 🙃

just got this as an indoor scent, mainly for studying or relaxing, smells exactly like when i open the washing machine door when my laundry is ready. Extremely fresh, but the citrus does make it a bit soapy, I wouldn't wear this out (maybe to run errands in local area though?) but love it for at home, smells really nice layered with a sweet body spray, lasts on my skin for 5 hours!

Surprised that there aren't any reviews on this perfume. I was originally looking for the h&m t-shirt perfume but did not find it so I tried this and all I can say that I absolutely love it! It smells exactly like freshly washed laundry. Not like a synthetic screechy imitation of laundry. This is absolutely amazing and it is oddly enough long lasting for a h&m perfume

Very clean and detergent like, I would say unisex as there is something a little "Irish spring" soapy going on here, I presume the eucalyptus is bringing that. I got the edp, 100ml for like $20 and it's quite strong especially on clothing. If you want slightly more feminine/fabric softener get cloud gazer, but this is also a great cheapie for laundry lovers

I tested the Modern Minimalist version EDP today. It's hyper laundry but does have a fragrance vibe, too. The dry down loads a long time and projects enough to reach my nose. I really like it but I won't buy it.

According to the reviews/longevity and sillage, Modern Minimalist seems a bit different than H&M Above The Clouds. Anyone who owns both and can compare them in depth? 💙💙💙

This is very clean, freshness from the eucalyptus. It is gorgeous. It’s a zesty body wash cotton soap. I love it. Definitely unisex.

very enjoyable scent. the notes on here mix in very well to give you the cleanest laundry smell, literally.

It’s a nice floral scent and no it doesn’t even smell close to Blanche byredo