724

I am not sure why I seem to be reviewing (and acquiring) a lot of feminine-leaning perfumes lately but 724 is most certainly that. Thing is, I really like it. I'm not sure why but there is something here that sparkles and shimmers in a beguiling way. I always thought it was a nice day wearer freshie, inoffensive, high quality but without too much complication or drama going on. It is those things but there's something else going on as well and Its a little hard to put your finger on. I get fabric softener. It is redolent of air dries fresh laundered sheets on a washing line in a summer breeze in a city with cleaner and temperate air than Dubai. There are some sweet, slightly unusual citrus notes from the ripened, sun kissed bergamot but these sit behind a quite powerful jasmine note which is where the femininity comes from. The drydown isnt very dramatic and the woodsy notes here are just serving as an anchor and aren't bringing much to the party. Oddly, I get more of the sandalwood from a few feet away on others than on smelling myself up close. The result is airy and bright and undeniably feminine but definitely unisex. I enjoy it. I really do. It is a little lightweight but very pretty with it and something I'd certainly see a lot of utility from me moving forward. I think it rewards a sunny and warm climate and this is a daily thing in Dubai as you will be aware. With this in mind, I have layered it this morning with AdP's new Colonia il Profumo (which itself is very similar to this in lots of ways and is one of my favourite colognes ever) to see if the jasmine and bergamot notes in 724 could be made to play nicely with the verbena, bergamot, ylang-ylang and neroli together in the AdP and thus could add some more interest in the bottom end. The result is wonderful. I usually approach layering as a way of adding something that isnt in one fragrance but will complement it in a nice way. In this case the AdP is very similar and doesnt bring much that isnt already there, it just deepens and heightens the overall effect. The two fragrances are almost the male and female version of the same set of accords if that makes sense, even if they dont smell that much alike, especially in the drydown. So, if MFK did a 724 extrait, this layering combination is probably what it would smell like. The difference really only becomes apparent in the drydown as the woody, richer tones really start to come to the fore. These notes are what I think makes the Il Profumo reimagining of the iconic AdP flagship so good, and why it is so much better than the (wonderful but not very interesting, more classic than innovative) original. And here they are really pushing this combo into some very rare teritory indeed. I sort of felt like 724 was too bright and carefree, not quite heavy enough to truly call itself a barbershop fragrance and I think it is this quality that makes it lean feminine to most people. But this combo makes the whole shebang a really fine Italian style fougere-y barbershop scent that is so good I dont think I would wear 724 again on its own. 724 on its own though I see as a sunny, bright and very attractive fragrance with impressive longevity and respectable sillage for a fragrance of this type. Very glad I took the plunge on this one, after a few indecisive sniffs at Bloomingdale's over the last few months. I certainly do see it as more wearable as a layering scent then as a standalone daily wearer. Scent - 8/10 Sillage - 7/10 Drydown - 6/10 Packaging/bottle - 7/10 Performance - 7/10 35/50 which seems a little low. This is a really lovely bit of juice. Guys, don't let the perceived femininity put you off. there is a lot to love here.

I’m not known for my scientific nose level reviews, this is scent memory to the core of my being that some will 100% understand and others won’t. This is the scent of Saturday mornings as a military child. My dad was a career officer in the USAF and every Saturday morning we would go to the cleaners that was attached to the BX and pick up my dad’s clean uniforms and leave the dirty ones from the week. We would leave the clean freshly heavy starched uniforms in the car while we went to my sibling’s or my random sports/dance activities. The heat of the day would heat the car and the whole van would smell like the uniforms when we got back in. It smells like giving my dad a hug as he walked out the door to work or him surprising me at a school event still in uniform. It is the juxtaposition between calm/casual and hyper structured. I told my mom about this and she said it is Faultless starch in powder form. Not the aerosol cans, although similar the scent isn’t quite as pronounced. Think of the difference between a Parfum and a EDT. Whether your parent starched their own uniforms or had them done professionally this is that smell. To me, this is the ultimate comfort. In my civilian adult life it is a crisp white button down that I might downplay with my favorite pair of butt flattering jeans. Ok now onto my standard review. This is an exceptionally clean fragrance. It smells like fresh laundry and the sun. It is exactly what you think of when you think of a clean white button down. The aldehydes provide a very sharp note that I feel makes it more formal than most laundry forward scents. It isn’t as soft and comforting as most in this category which sets it apart from the others. This may make it more polarizing than others in this category but (to me) it makes it unique and special. As someone who is ish at best about aldehydes, this is my favorite with the note.

724 is definitely an unspoken hero of MFK's creations. I'm a man, and this scent most definitely leans a bit on the feminine side, however it can be pulled off by anyone as long as you wear it subtly. It's one of my favorite fresh fragrances I've ever smelled, and offers an inviting and easy to wear floral crisp linen scent with just the smallest hint of woodiness at the bottom. Aldehydic notes and the sweet pea really make this fragrance unique and a standout from many freshies you may encounter, but the uniqueness doesn't stop this scent from being easily worn as a signature daily. I can definitely understand why some people will say that it is reminiscent of soap or cleaner. 724 is not for everyone, but it is definitely for most. For most noses, I would say it is generally inoffensive and leaves the wearer with a clean, hygienic smell to them. It isn't overpowering, it isn't nuclear, nor is it unsafe. Projection is moderate. Can be smelled from likely around an arm's length to around 6 feet. 2-5 sprays is fine due to the nature of this fragrance. Sillage is quite nice, and leaves a crisp scent trail. For males, I would say to sample this and see what you think. 724 is a unisex fragrance, but it can definitely smell quite feminine to some. If you are a masculine man, do not blind buy. For females, this is a relatively blind buy safe fragrance. It is floral, crisp, and fresh. Smell is an absolute 10/10 in its own right. Calling it a freshie is a bit of a disservice. I love this stuff.

Okay, this might have been a bit of a speed buy, considering I was at airport duty free testing this scent out on paper when my flight started boarding, but it smelled good enough to me at the time, so I bought it in a haste and rushed to the gate. When I got home, though, I realized it wasn’t exactly something I would wear often. I agree with all the comments talking about how it smells like fresh and very expensive linens, and almost gave me a 5-star hotel room type of vibe. On the bright side of this, I decided to try and repurpose 724 by spraying it throughout my room and on my bed linens, and honestly, my apartment has never smelled so luxurious and soothing until now. So as it turns out, I’m using 724 as a room freshener. Is it a ridiculously expensive room freshener? Absolutely. But considering I’ve been looking for a scent for my apartment since summer 2021, and none of the room scents I bought worked out, I’m still happy with how things turned out. Broke, but happy.

I honestly do not know why this isn’t being hyped and I do not understand the criticism of this fragrance in the community! To me, this is stunning, easy to wear, it’s a clean white linen shirt out to brunch; it’s the ultimate representation of a “clean girl fragrance” in my opinion! Sparkling aldehydes mix with bright bergamot, the freshest white floral bouquet along with Jasmine and clean musks smells simply, fresh, clean, like an expensive hotel, or the most beautiful luxurious laundry detergent ever! It’s bright, clean, luminous, and uplifting. I feel beautiful and clean and fresh. Performance is moderate to long lasting with a moderate to strong sillage. If I was to attribute this fragrance to anyone it would be have to be Bella Hadid, I mean, she truly epitomizes this genre doesn’t she?!

I love this. Like, alot. This smells like the feeling you get when you throw on a crisp, fresh, white t shirt. It's spring, but it's kind of warm. White Tee and blue jeans warm. The linen, clean laundry feel on this is for some reason nostalgic to me. The name by no means symbolizes the fragrance, as I think they could have named it something else totally. But to me, I detect a ton of musk and white florals. This performs decently, not anything wild, but you can also grow anosmic to it which is why it's important to not over spray this one. This layers beautifully, with literally anything. I don't think this leans feminine, this feels dead on for unisex. This is spring personified in a bottle and I'll forsure be grabbing a bottle soon. Hopefully. 9/10 for me, a favorite from MFK in my books.

White t-shirt and jeans. Impeciblely clean. The only other fragrances this clean is Kilian Kologne. They smell different but both sparkle. But this is brighter and stronger. If you don't like the perfomance of other clean MFK fragrances this one will suprise you with it's projection and tenacity. Overwhelming when you first put it on. Tons of aldehydes which make it controversial, but I wear it and enjoy it. There's a human musk element like a well worn cotton t-shirt that's been washed a million times over the years, but still contains the smell of that person. Comforting once that initial tidal wave of aldehydes receeds. I prefer it over Byredo Blanche as it's more unisex on my skin. Scent 80/100 Perfomance 89/100

Out of the samples I received from Maison Francis Kurkdijan, this one by a mile was my favorite. If you’ve smelt Margiela’s Lazy Sunday Morning, this is almost identical to it. This one along with LSM reminds me of waking up in your bed, and catching a whiff of the clean linens on your bed and your comfortable pajamas, with the sun beaming through your curtains and glowing on your skin. As someone who grew up in the city, this for sure reminds me of waking up and looking out the window of the bustling city with the sun shining through the window. Phenomenal fragrance. Smells so clean and uplifting - this will immediately make you feel better physically and mentally upon application.

I have mock orange shrubs in my garden and I love the way they smell when they are in full bloom. I saw that this had mock orange so I got a decent sized sample to try out. To me the citrus is mild and fleeting and this is mostly strong white florals and musk. I do get the mock orange smell so I really like this. It leans feminine but I still enjoy wearing it. I really like it for what it is and am not concerned about what else smells like this. I may not get a full bottle but wouldn’t mind replenishing with another sample to have this in my collection to wear during warmer weather days from time to time.

I am very surprised by this fragrance. Looking at the notes, it sounds weak and not something I would ever go for. While it’s light and fresh scent, it’s also flowery and unique. It lingers forever on my skin and I get so many compliments. The last time I wore this five different people commented on my scent, said it smelt beautiful and clean. I would not put this in the weak freshie pile, This has a big presence! I can smell it on me all day, which I really enjoy!

I’ve had this on my wishlist for over a year now and finally purchased a few days ago. In my opinion, this is the most luxurious clean scent I have in my collection. Clean, Musky with a laundry like quality with bright citrus in the top. Almost reminds me of a super fancy 5 star hotel and the clean sheets and blankets. Still testing out the longevity but so far so good. Can definitely see this one becoming a daily wear/ signature event. Obsessed 😍

If you like aldehydic fragrances, you'll love this one. Incredibly sharp (in a good way) and fresh. It smells like an ice cold aluminium can, just fresh and cold and metallic. Makes you feel cool and fresh and clean. It's the ideal fragrance to wear to work with a crisp white shirt on a summer day. Really love wearing this. Not an every day fragrance given the price point, but can be a great office wear or signature scent, especially in summer.

I put off trying this because of the reviews. I read that it was "detergent-like", like dryer sheets, etc. I should've known better and try it for myself. I ordered a sample to try and I'm glad I did. This is one of the best "freshies" that I think I've tried. It's bright and uplifting - perfect for spring. I believe it will be just as good for the summer, but I'll have to try it then. I wore it twice and immediately purchased a full bottle.

A lovely clean fragrance that is perfectly blind buy safe! Starts with a bright citrus, and then dries down into beautiful clean white linen shirt smell, it honestly puts a smile on my face every time I smell it! Perfectly unisex, however it leans slightly feminine as well. Not sure how long it’s gonna last as I sprayed it a few hours ago, but I can still get whiffs of it from time to time, the scent is a 10/10 for me.

I’m not sure why so many people dislike this. It definitely is a laundry-soap kind of smell, but it also isn’t intrusive in any way and the blend is really nice and smooth. I get clean musk, orange blossom and some citrus. Nothing in this yells at you, it’s just calming and on my skin it radiates quite well. Very nice summer and office fragrance that just makes you feel happy. Well worth the money imo.

My two favourite MFKs are this and Grand Soir. This is hyper fresh laundry and I love it. It’s a quality scent that simply lasts and lasts and I get wafts of it throughout the day. I don’t do notes as I simply either like a scent or I don’t and rarely concern myself with the notes (that’s for perfumers🤣). There’s no real nuance in this one. A linear scent. It is what it is and what it is, is superb.

I absolutely adore this perfume, this is what I have always been looking for. Fresh, clean, energetic scent with some soapy hints not detergent. After a few hours, it smells like clothes that have just been ironed and it drives me crazy... Aldehydes are dominant and I'm sure that's what they wanted to achieve, I don't get citrus at all so it might be super well blended with the white florals.

This is an absolutely gorgeous fragrance, however I feel the same way about this as I do about Louis Vuitton Imagination. For the price point, it is not very unique. The scent profile is absolutely amazing, but there are probably much cheaper options that smell pretty similar. In all seriousness though, this is one of my favorite fragrances and one of the best freshies of all time.

This perfume is so effervescent. It opens airy and fresh but has a sweetness in the dry down that is so comforting. This is my summer staple. It also lasts which is rare for a freshy. I wear this to work and get compliments. There is just something about this perfume. It really is sunshine in a bottle. I have been layering this with loccitane almond lotion.

I had very low expectations on this one (don't love white florals and aldehydes :/), but this was a nice surprise. Absolutely agree with below commenter, fresh linen, but not in the horrible overpowering way like some fresh laundry scents, but in a subdued and very, very pleasant way. Smells like the crisp bed sheets of an expensive luxury hotel.