Aurélien Guichard

You've been a perfumer for over twenty years, coming from a Grasse family that has been perfumers for seven generations. What kind of perfumer are you today?

AG
I want to participate in creating the French perfumery of tomorrow. To help project our unparalleled terroirs and olfactive expertise into the future. I have two ways of working today. When I create a perfume for a couture house, I am at the service of their universe, archives, and creative brief. When I create a MATIERE PREMIERE fragrance, I am at the service of one single natural raw material. My aim is to reveal the beauty of its texture by using it in overdose.

What is your relationship with the raw material?

AG
Having simple, direct access to sustainable, high-quality raw materials is, for me, the true luxury of tomorrow. "From farm to bottle" is not just a concept; it's a return to the very essence of perfumery: creating an olfactory emotion from a natural ingredient. In an increasingly digital and abstract world, we are craving for things that are grounded and authentic.

Why create your perfume house?

AG
As we were observing the 10,000 rose trees that I planted in 2016 together with Caius von Knorring and Cédric Meiffret, two friends who are passionate about perfumery, we expressed a common desire to create a contemporary French parfumerie house that would place the beauty of a single natural raw material and uncompromised olfactive quality at the centre of everything.

What inspires you right now?

AG

I constantly have several compositions in progress in my head. Nature in my fields in Grasse inspires me, of course, but also my daily life in Paris, the people I meet in the street, the galleries, what I see during my travels. My aim is to create perfumes for today. Perfumes that will turn heads and spark questions. Fragrances truly come alive once they are worn on skin.