Short answer: Hurry Up is D&E Fragrances' Extrait de Parfum take on Initio Wild Rush, a bergamot, lavender and vanilla gourmand with caramel and red berries. It costs from £14.99 (5ml sample) to £44.95 (50ml), against about £275 for 90ml of the original. Shop Hurry Up →
- Smells like: a sparkling lavender-and-bergamot opening melting into caramel, red berries and creamy vanilla.
- Best for: anyone who loves a sweet, energetic, head-turning scent without the niche price tag.
- Honest note: inspired by, not an exact clone.
Initio Wild Rush sits in the Supercharged collection from the Paris niche house, and its bright, sugary energy has made it a talking point among fragrance fans. The price is the catch: it retails at about £275 for 90ml Eau de Parfum, which is a lot to spend on a scent you have not tried.
What does Wild Rush actually smell like?
- Top: Bergamot, Lavender, Vanilla
- Heart: Caramel, Red Berries
- Base: Sandalwood, Patchouli
Expect a lively, fresh-meets-sweet start, where bergamot and lavender sparkle over a soft vanilla. The middle turns gourmand with caramel and a juicy red-berry note, before sandalwood and patchouli add a warm, slightly earthy finish.
Why people look for a Wild Rush dupe
At around £275 for 90ml, Wild Rush is a serious outlay, and many people would rather test the style first. A sample or a smaller bottle lets you find out whether a lavender-caramel gourmand suits your skin and your wardrobe before committing to a luxury price.
Initio Wild Rush vs Hurry Up at a glance
| Initio Wild Rush | D&E Hurry Up | |
|---|---|---|
| Price | About £275 for 90ml | £14.99 (5ml) to £44.95 (50ml) |
| Concentration | Eau de Parfum | Extrait de Parfum |
| Style | Lavender, caramel and vanilla gourmand | Sweet, bright, gourmand inspired by the same family |
| Sizes | 90ml | 5ml sample, 12ml roller, 15ml, 30ml, 50ml |
Introducing Hurry Up - Insp by Initio Wild Rush
Hurry Up is our own composition inspired by the sweet, energetic lavender-and-vanilla gourmand style of Wild Rush. You can try it from £14.99 for a 5ml sample, with a 12ml roller at £19.99, 15ml at £19.99, 30ml at £34.99 and 50ml at £44.95. As an Extrait de Parfum it carries a higher concentration of fragrance oils than a typical Eau de Parfum, which generally means a richer scent that lingers well on skin.
Being upfront about the comparison
Hurry Up is inspired by Wild Rush, not an exact clone or replica. It is its own original composition, so you may notice differences in the opening, the sweetness or the drydown. If you love the sweet, lavender-led gourmand style, it is a very affordable way to enjoy it, and the 5ml sample is a low-risk place to start.
Longevity and projection
As an Extrait, Hurry Up is made to last, and most people can expect several hours of wear with a noticeable trail in the first hour or two. Performance varies with skin type, weather and how you apply it, so spray on moisturised skin for the best results. Sweet gourmands tend to project well in cooler weather.
The verdict
If Wild Rush appeals but £275 does not, Hurry Up is a sensible way to explore the style for a fraction of the cost. Start with the 5ml sample, then step up to a bigger size once you are sure. Fans of Initio might also enjoy our guide to the Initio Sugar Blast dupe, Sweet Tooth.
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Designer and fragrance names are trademarks of their respective owners. D&E Fragrances is not affiliated with them. Hurry Up is its own original composition inspired by the fragrance family.