You get used to them. When Toby got his first one I thought I was going to throw up. Now, it's just another smelly thing for the dog, LOL.
Some smell worse than others- it really depends on where you get them. The ones from Petsmart and Petco are, in my opinion, SUPER stinky. Bestbullysticks.com is good, but IDK if they ship to the UK.