Fragrance house

Bienaimé

Bienaimé was founded in 1935 by Robert Bienaimé after his career at Houbigant, where he took responsibility for perfume creation after Paul Parquet’s death and worked until 1930. In its first year, the house launched Éveil, Fleurs d’Été, La Vie en Fleurs, and Vermeil. His Houbigant work included Quelques Fleurs, an early true multi-floral bouquet. After Robert Bienaimé’s death in 1960, the brand was dormant for several decades. Cécilia Mergui bought Bienaimé in 2019 and shaped its revival in 2021, reconnecting the house with its heritage while introducing a contemporary direction. Its current identity combines Art Deco references, French perfumery heritage, and packaging conceived for reuse and recyclability. The revival reissued La Vie en Fleurs, Jours Heureux, and Vermeil in 2021, using their original formulas as a point of reference and iris as a connecting theme.