Florel Parfumeur

Parfums Florel, located at 23 rue Washington in Paris, was a distinguished establishment renowned for its diverse fragrance offerings. Under the aegis of Madame Jeanne Forstrem, in collaboration with J. Baudoin, Florel carved out a niche in the perfume industry with a specialization in a wide array of scented products. The company’s expertise encompassed the manufacture of spices, eau de cologne, perfumes, toilet waters, and extracts, reflecting a comprehensive approach to fragrance creation.

Florel's commitment to quality and innovation positioned it as a notable player in the Parisian fragrance scene, where its products were celebrated for their refinement and aromatic sophistication. The brand's diverse range allowed it to cater to various preferences, from the everyday appeal of eau de cologne to the more luxurious allure of intricate perfumes and extracts.

Initially known simply as Parfums Florel, the company later adopted the names Parfums Florel-Paris and Florel-Paris. This evolution in branding reflected its ongoing commitment to maintaining a distinguished presence in the fragrance industry. Under these names, the company continued to uphold its reputation for excellence in crafting a broad spectrum of scented products, including eau de cologne, perfumes, toilet waters, and extracts.

The addition of "Paris" to the brand names emphasized its deep connection to the heart of the French fragrance industry and underscored its Parisian heritage. This rebranding not only reinforced its prestigious standing but also resonated with a global audience seeking the sophistication and quality synonymous with Parisian perfumery.

List of the perfumes of Florel:

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

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 launch of Florel in 1927 marked the beginning of a distinguished perfume line. The name "Florel," derived from the French word for "flower," evokes a sense of floral elegance and refinement. The scent profile likely included an array of delicate and fragrant florals, capturing the essence of early 20th-century sophistication. In 1927, Florel also introduced the "Superior Perfumes" line, which aimed to epitomize the pinnacle of perfumery. This collection showcased premium quality ingredients and meticulous craftsmanship, setting a high standard for luxury and refinement in the fragrance industry.

By 1930, Florel unveiled "Tabian," a perfume name that suggests an exotic or mysterious allure. Although the exact composition is not detailed, one might imagine "Tabian" as a fragrance blending rich, sensual notes with an aura of intrigue, perhaps incorporating warm spices or deep woods.

"Fruit Vert," launched in 1930, stands out as a signature creation of Florel. The name translates to "Green Fruit," hinting at a fresh and vibrant fragrance. This perfume begins with a crisp, clean note of fresh fruit, combined with an embalm-like purity that gradually reveals a subtle musky acidity. This blend creates a sophisticated yet invigorating scent profile, capturing the essence of ripe fruit with a hint of sensual depth.

In 1934, Florel introduced "Après Minuit," meaning "After Midnight." This perfume is described as dreamy and soft, evoking a sense of calm and relaxation. The scent likely features gentle, caressing notes that lull the senses, reminiscent of a tranquil night wrapped in a warm, enigmatic embrace.

"Firmament," launched in 1936, encapsulates the vastness of the sky. The name, meaning "Heavenly Sphere," suggests a celestial fragrance. It is described as calm, virginal, and slightly mystical, with divine incense notes spreading a blessing-like aroma. This perfume likely features ethereal, airy qualities that evoke the infinite expanse of the heavens.

Also introduced in 1936, "Bouquet Pourpre," meaning "Purple Bouquet," embodies youthful exuberance and passion. The fragrance is characterized by a disordered, feverish momentum, capturing the intensity of first loves and dreams. The scent combines vivid floral notes with a touch of voluptuousness, creating a candid and tumultuous olfactory experience.

In 1938, Florel released "Duke of Kent," a perfume that likely evokes a sense of regal sophistication. While specific notes are not detailed, one can imagine this fragrance blending classic and opulent elements to reflect the dignified presence of its namesake.

"Charme Slave," launched in 1945, translates to "Slave Charm." This evocative name suggests a perfume with a captivating and perhaps irresistible allure. The scent likely features deep, enchanting notes designed to enthrall and mesmerize.

Though the exact launch year for "Origan" is not specified, the name suggests a rich, herbal fragrance. Derived from the French word for "oregano," this perfume might blend aromatic herbs with warm spices, creating a robust and earthy scent profile.

Each of these perfumes from Florel presents a unique olfactory narrative, reflecting the evolving tastes and sensibilities of their respective eras. From the fresh vibrancy of "Fruit Vert" to the celestial allure of "Firmament," Florel's creations offer a rich tapestry of sensory experiences that capture the essence of their time.

Fruit Vert:

Launched with great acclaim in 1930, it captivated a broad audience with its distinctive scent profile and enduring appeal. Fruit Vert is a standout creation that epitomizes the brand's innovative spirit. The name, meaning "Green Fruit," immediately suggests a fragrance that is both fresh and invigorating. This perfume opens with a crisp and clean burst of ripe fruit, delivering a vibrant and refreshing initial impression. As it evolves, it reveals a distinctive embalm-like purity that subtly mingles with a musky acidity, adding a layer of depth and sophistication. The result is a scent that balances the lively essence of fresh fruit with a hint of sensual complexity. Florel’s "Fruit Vert" thus emerges as a fruity and pungent fragrance, offering a delightful and memorable olfactory experience.

The perfume's success was so pronounced that it continued to be a popular choice well into the 1960s, illustrating its lasting impact and the brand's ability to resonate with consumers across a significant period. Fruit Vert's continued presence on the market reflected not only its initial popularity but also its timeless charm and the skillful craftsmanship behind Florel's creations.

​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:

Duke of Kent was also popular.