Florel Parfumeur

Parfums Florel of 23 rue Washington, Paris; associated with Madame Jeanne Forstem (J Baudoin). Florel specialized in the manufacture of spices, eau de cologne, perfumes, and toilet waters and extracts.




Later known as Parfums Florel-Paris, and Florel-Paris.

The perfumes of Florel:

• 1927 Florel
• 1927 Superior Perfumes
• 1930 Tabian
• 1930 Fruit Vert (a fresh, pungent fruity musk fragrance, classified D3f)
• 1934 Après Minuit
• 1936 Firmament
• 1936 Bouquet Pourpre
• 1938 Duke of Kent
• 1945 Charme Slave
• Origan

Fruit Vert was the most successful of all of Florel's perfumes and was sold well into the 1960s.

Paris-Alger, 1936:

"Florel, let us name him then, is the perfumer who has devoted all his art to this youth, and his creations where the pure and fresh scent of the most beautiful flowers are deliciously mixed, respond so well to the aspirations of this youth, that this one in turn appreciates and loves him with filial recognition. 

For those in the know on the Avenue des Champs Elysées, Florel is the perfumer of youth, and one could not ask for a more flattering nickname. Its first perfume, "Fruit Vert", is a touching poem which first seduces with a fresh and embalmed note of incomparable purity, with an imperceptible hint of musky acidity, just to evoke this already famous "Fruit Vert". 

But Florel, in this vivacious and limpid source of youth, also studied its dull or dazzling manifestations, its complex and latent powers and his second creation, "Bouquet Pourpre", is the disordered and feverish momentum, it is the exhilarating passion of the first dreams, of the first glances that open towards life, of the first oaths... A candid and tumultuous perfume at the same time where Florel has poured with delight a drop of voluptuousness. 

“Apres Minuit” is a dreamy perfume, very soft, caressing, lulling like a gypsy waltz. 

Finally, for young artists, fervent and poetic, "Firmament" has succeeded in condensing in a bottle all the immensity of the sky. It is truly a celestial perfume, with a calm, virginal, slightly mystical note, where divine incense seems to spread its scent like a blessing. Good news to finish. 

Florel, the perfumer of youth, will finally decide to let us know and appreciate all these wonders. It is all the fine and proud youth of Paris who will fraternize in the same taste for beauty with the mother, equally vivacious and magnificent."

​

The New Yorker, 1938:

"Florel: Fruit Vert, a fruity, pungent, lovely scent in an atomizer bottle with green-and-silver wrappings; $13.50 (Saks-Fifth Avenue)."

Duke of Kent was also popular.