Jovoy Paris — A House Born in 1923, Resurrected for Rare Perfume Lovers

Q: What is the history of the Jovoy house?

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Q: Does François Hénin have other brands?

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Q: Are Jovoy perfumes composed by celebrated noses?

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Q: What distinguishes Jovoy from other niche brands?

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Jovoy is a Parisian house born in 1923 — founded by Blanche d'Arvoy, contemporary of Coco Chanel, at 15 rue de la Paix. Fallen into oblivion, it was resurrected in 2010 by François Hénin — globe-trotter, former raw materials trader in Vietnam, and founder of the Jovoy Paris multi-brand boutique (4 rue de Castiglione, "the Embassy of Rare Perfumes"). The same man also created the Jeroboam brand in 2015. Jovoy Paris offers 20 perfumes composed by independent noses, each born from a personal story.

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Jovoy Paris: from Blanche d'Arvoy 1923 to François Hénin, a century of rare perfumes

Blanche d'Arvoy, François Hénin and Vietnam: the genesis of Jovoy

Blanche d'Arvoy founded Jovoy in 1923 — a contraction of "Jo" (her nickname) and "Voy" (her English husband's name). A contemporary of Coco Chanel, established at 15 rue de la Paix with her own distillation facilities in Grasse, she was a pioneer: she is credited with introducing samples and scented cards, precursors of perfumery marketing. The house closed in 1929 with the financial crisis. François Hénin resurrected it in 2010, after a singular journey: business school, then 4 years in Vietnam where he created a distillation factory on the Chinese border and sold perfumery raw materials. Back in Paris, he discovered the world of forgotten houses and relaunched Jovoy — first as a brand, then as a boutique. The name Jovoy reminds him of his nod to Asia: the red colour of his façade is his DNA.

20 rare perfumes composed by independent noses, born from personal stories

Every Jovoy perfume is born from a story, a meeting or a personal experience of François Hénin. Incident Diplomatique is considered a masterpiece woody — sensual sandalwood, luminous cedar, opulent patchouli. Psychédélique is a tribute to the 1960s — an overdose of Indonesian patchouli on a dark amber base. La Liturgie des Heures is an incense-myrrh aromatic with the atmosphere of an old cathedral. Ambre Premier is a perfect illustration of the amber family — rose, vanilla, patchouli, musk. Gardez-Moi is a modernised gardenia floral. Rouge Assassin is "a lipstick that leaves no escape". Ha Long Bay is a fruity inspired by Vietnam. Fire at Will is a rum and fruit gourmand. The Discovery Kit lets you explore the collection.

Frequently asked questions about JOVOY perfumes

What is the history of the Jovoy house?

Blanche d'Arvoy founded Jovoy in 1923, at 15 rue de la Paix in Paris — a contemporary of Coco Chanel, with her own distillation facilities in Grasse. She invented olfactory marketing ahead of her time: samples, scented cards. The house closed in 1929. Eighty years later, François Hénin — after 4 years in Vietnam trading perfumery raw materials — discovered this forgotten heritage and relaunched Jovoy in 2010. Jovoy became both a perfume brand and the "Embassy of Rare Perfumes": the boutique at 4 rue de Castiglione houses over 130 niche brands.

Does François Hénin have other brands?

François Hénin is the founder of two complementary brands: Jovoy Paris (the historic relaunched house, eaux de parfum) and Jeroboam (launched in 2015, exclusively 30 ml perfume extracts with enigmatic musks, named in Esperanto). The Jovoy Paris multi-brand boutique at 4 rue de Castiglione is present in Paris, Le Mans, London, Dubai and Qatar.

What is the best Jovoy perfume to start with?

Incident Diplomatique is universally acclaimed as the collection masterpiece — an opulent, sensual woody. Ambre Premier is the most accessible entry — soft, skin-close amber. Psychédélique is for lovers of intense patchouli (dark woody). La Liturgie des Heures is for incense lovers (aromatic). The Discovery Kit or our discovery box let you test your selection.

Are Jovoy perfumes composed by celebrated noses?

Yes — each Jovoy perfume is composed by a talented independent nose, each engaged in a "creative fusion" with the house. Among the perfumers who have signed creations: Vanina Muracciole (also perfumer of Jeroboam), Bertrand Duchaufour (Gardez-Moi), Jacques Flori (La Liturgie des Heures). Each composition reflects the founder's personal vision translated by the nose.

What distinguishes Jovoy from other niche brands?

Jovoy is both a perfume house (with its own creations) and Paris's most renowned multi-brand niche boutique. Every Jovoy perfume was born from a personal story of François Hénin — a meeting, a journey, an emotion. The house's DNA is red (the colour of all boutiques, a nod to Asia) and the conviction that "rarity is probably one of the last true luxuries of our era".