Approach

MATIERE PREMIERE creates stylish perfumery: direct, radical, and uncompromising. Each creation is born from a simple yet powerful idea: the overdose of a natural raw material, cultivated or chosen for its raw strength. Its beauty, texture, and radiance are brought to the forefront. Unfiltered. Straightforward. No gratuitous stylistic effects, no superfluous artifice. The material speaks, vibrates, and lives. Each fragrance is conceived as an olfactory manifesto where the ingredient imposes its presence, recognizable, immediate, and addictive.

At the origin of this vision is Aurélien Guichard, the only perfumer in the world to cultivate his own raw materials. Where others choose, he plants. Where many buy, he grows. In Grasse, on his Ecocert-certified land, he restores perfume to its roots. Aurélien creates perfumery from the soil, from the gesture, from the hand. A visceral, committed approach, where the material is shaped like a living sculpture. The MATIERE PREMIERE style is this permanent tension between purity and impact. A clear signature, immediate readability, addictive comfort. Nothing is unclear, nothing is left to chance. Each perfume asserts itself, traces its trail as if it were self-evident.