Fragrance house

Ava Luxe

Ava Luxe is a United States fragrance brand founded in 2004 by Serena Ava Franco. In 2005, Serena Ava Goode launched the brand’s online store in Massachusetts, while a 2007 profile described the line as an artisan perfume project created in California and inspired by modern culture, music, and art. Its early recognition centered on chypres, alongside an olfactory range that included animalic musks, gourmands, and fig perfumes. Ava Luxe fragrances were described as cult favorites for their true chypres, and fans especially cited the house’s interpretation of Loukhoum in comparisons with other versions. Its catalog spans releases from at least 2005 through 2025, including Kama, No. 23, and Moira. On January 16, 2025, Ava Luxe launched Moira, with Serena Goode identified as its perfumer and founder; the fragrance was connected to themes of destiny, sweetness, strength, and mystical or ethereal inspiration.