DISCOVER
OUR HISTORY
Since 1953
Since 1953: le soleil d'Or is a historic jewel offering exclusive and rare fragrance brands made from noble raw materials to satisfy every taste. This exceptional place also offers an exquisite selection of skincare and cosmetics products, focusing mainly on anti-aging solutions and body wellness rituals. Today, the fourth generation, embodied by Victorine and Apolline Maes, guides the destiny of this family business, perpetuating a tradition of excellence and innovation.
THE FIRST STEPS IN A
FRAGRANT EPIC
The story begins in 1953 with the acquisition of the “Parfumerie Hurez”, renamed “Soleil d'Or” on Lille's Grand Place by Jeanne MUYLLAERT, great-grandmother of Victorine and Apolline. The decisive influence continues with Jeanne's children, Suzanne Maes Muyllaert, grandmother of Victorine and Apolline, alongside her brother Pierre Muyllaert. Jeanne, Pierre and Suzanne, thanks to their passion and commitment, were key players in the evolution of this profession. Over the years, the Soleil d'Or has become a benchmark, recognized throughout France, and a must for all brands wishing to establish themselves on the market, thanks in particular to the exceptional duo formed by Suzanne and Pierre Muyllaert. They are the soul of Soleil d'Or.
CHANGES IN THE FACE OF
MARKET EVOLUTION
With the arrival of the big brands and chains, Soleil d'Or moved on to more confidential and creative fragrance brands, and more advanced cosmetology, thanks to Hubert Maes, who took up the torch while remaining faithful to the values of our fine brand. Hubert Maes, the third generation, has established Soleil d'Or as a benchmark in niche perfumery.
Niche perfumery is a particular segment of the perfume industry that focuses on the creation of high-end, exclusive fragrances. Unlike mainstream perfumes, niche fragrances are often considered unique and creative works of olfactory art. What sets them apart is their artisanal approach and their constant quest for innovation and originality. They pay particular attention to the origin and quality of their raw materials, and to their concentrations, to offer often complex and sophisticated accords. Niche perfume houses are often small, independent enterprises run by passionate perfumers, talented noses and experienced fragrance designers.
The final important aspect is the limited distribution of these products, which can be found in perfumeries such as ours, or in concept stores.
FROM PERFUMERY TO
PERFUMER
During this period, Hubert developed an olfactory gift that made him a self-taught composer of talent, with the creation of four scents, evocative of women's silhouettes from his imagination.
Histoire d’un rêve :
Dreamlike, evocative of the Roaring Twenties
Histoire charnelle :
More liberated, more gourmand, more sensual
Délicieuse histoire :
A look back at adolescence, the memory of childhood, inspired by her daughters Victorine and Apolline
Milles et une histoire :
More refined, the sophisticated woman imposing by her aura of character.
FAMILY TRADITION PERPETUATED
At the helm, Victorine and Apolline are passionately committed to modernizing the family business and ensuring the long-term future of this captivating journey into the world of scents. Driven by a relentless quest for innovative brands in both perfumery and cosmetics, they form a duo with a wealth of projects ahead of them.
Victorine and apolline, Soleil d’or, 2003
Victorine and apolline, soleil d’or, 2023