{"id":370641,"date":"2026-04-02T05:03:13","date_gmt":"2026-04-02T05:03:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/370641\/"},"modified":"2026-04-02T05:03:13","modified_gmt":"2026-04-02T05:03:13","slug":"maison-margiela-is-entering-the-haute-couture-fragrance-game","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/370641\/","title":{"rendered":"Maison Margiela Is Entering the Haute Couture Fragrance Game"},"content":{"rendered":"

L\u2019Or\u00e9al Group is building a haute couture fragrance portfolio, taking inspiration from the craftsmanship of haute couture through a higher concentrate dosage, rare ingredients, and design-driven bottles. After building out the category with Valentino Beauty\u2019s Anatomy of Dreams and Armani Beauty<\/a>\u2019s Armani\/Priv\u00e9 Haute Couture Parfum fragrances, it was time for Maison Margiela, which is also licensed by L\u2019Or\u00e9al Group, to join the mix.<\/p>\n

Enter the Scentsorium Collection, which launched on Wednesday at the brand\u2019s Shanghai show. The line will be exclusively released at Maison Margiela boutiques globally on April 21, with wider distribution through retailers currently in the works.<\/p>\n

\u201cWe were seeing new consumers appearing on the market and we wanted to stay ahead of the competition. They are craving radical creation, exclusivity, and craftsmanship,\u201d Sandrine Groslier, global president of L\u2019Or\u00e9al Group\u2019s luxe fragrances, tells Vogue Business exclusively.<\/p>\n

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Maison Margiela\u2019s Scentsorium Collection. Photo: Courtesy of Maison Margiela<\/p>\n

But what makes a perfume haute couture?<\/p>\n

The concept came together three years ago by former Maison Margiela creative director John Galliano, who toyed with two ideas for the fragrance line: radicalism and key human emotions. The cracked, rectangular cut-glass bottle represents the former, while the latter is expressed through pure and simple ingredients such as fig, musky suede, incense, saffron, and more.<\/p>\n

The six scents take on names that could pass for undiscovered Dostoevsky or Tolstoy novels: Blaze Of Stillness, Silent Fury, Anguish and Awe, Tender Defiance, Delight in Despair, and Fit of Folly. \u201cThe new consumers that are appearing on the market are really craving radical creation and exclusivity within fragrances,\u201d says Groslier, adding that the fragrance industry is at a turning point as the market becomes even more saturated.<\/p>\n

As Maison Margiela continues to build its next creative era, under the design direction of Glenn Martens<\/a>, both L\u2019Or\u00e9al and the house built by Martin Margiela in 1988, are identifying new audiences and opportunities.<\/p>\n

A demand for niche fragrances<\/p>\n

The fragrance market is continuing to normalize off a post-pandemic boom period. In L\u2019Or\u00e9al Group\u2019s full-year 2025 results, the company\u2019s Luxe arm, made up of luxury skincare, makeup and fragrance brands, posted 2.8% growth on a like-for-like basis. The group noted that fragrance remained a powerful growth engine, with double-digit growth and \u201cexceptional results from Aesop and Maison Margiela\u201d.<\/p>\n

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Maison Margiela\u2019s Scentsorium Collection. Photo: Courtesy of Maison Margiela<\/p>\n","protected":false},"excerpt":{"rendered":"L\u2019Or\u00e9al Group is building a haute couture fragrance portfolio, taking inspiration from the craftsmanship of haute couture through…\n","protected":false},"author":2,"featured_media":370642,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[146,41611,85,46,39901,39903,5345,41612],"class_list":{"0":"post-370641","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-entertainment","9":"tag-glenn-martens","10":"tag-il","11":"tag-israel","12":"tag-john-galliano","13":"tag-loreal","14":"tag-latest","15":"tag-maison-margiela"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/370641","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=370641"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/370641\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/370642"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=370641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=370641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=370641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}