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

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.

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.

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.

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.

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".