What do we mean by making the institutional bold?

Institutional: something coded, standardized, established
For years, we've been witnessing a boom in new perfumes (+1,500/year).
Result? Ever-rising prices, poorly diversified ads and marketing storytelling that isn't always honest.

Challenging what's taken for granted, proposing something different, thinking outside the box. Like our bold olfactory identity, our disruptive approach to perfumery dares to shake up industry codes.

Because deciphering a cosmetic label has never been fun, our compositions are simple:

- Short formulas (max. 47 ingredients)

- Full transparency of our ingredients

- Alcohol-free, only a 100% natural oil base, nourishing for the skin

No top models, no showbiz stars.

Advertising campaigns have long favored a standardized look: fair skin, slender figure and for men, add a square jaw and V-shaped torso.

Nowadays, this one-way beauty is out.

Our versatile muses.

We are AGAINST 100% natural!

It's an opportunistic concept that rides on consumers' fears and lack of information.

Synthetic cliché: too chemical, harmful, polluting

Natural cliché: super eco, good for the body and the planet, high quality

Both are wrong! Our challenge is to find the right balance between natural and synthetic, and above all, to inform.

We're not perfect but our product is optimized to minimize our environmental impact.

No production on the other side of the world!
Our partners are French and European (except for our samples).

Minimalist and optimized packaging: content > container
The product must be the hero, not the packaging.

We commit to donating 3% of our profits to the RUBAN ROSE association, in support of research.

Why this association? We all have a woman in our life. Breast cancer is one of the most common cancers in women.

On a personal note, it is in the name and memory of the founder's father, Professor Thierry Frébourg, who passed away prematurely in March 2021, who dedicated his life to Genetics, rare diseases, cancer research, and who was committed to breast cancer research for over 15 years.

Thierry Frébourg believed in prevention rather than cure.

His cause has become ours.

In 4 years, we are proud to have donated approximately €40,000 to the association.