Fragrance house

Bienaimé 1935

Founded in 1935 by Robert Bienaimé after his career at Houbigant, Bienaimé 1935 launched with four fragrances: Éveil, Fleurs d’Été, La Vie en Fleurs, and Vermeil. A chemist who entered perfumery through Paul Parquet at Houbigant in 1909, Bienaimé later led the house’s perfumery and supervised new fragrance creation until 1930. Before establishing his own house, he created Houbigant’s Quelques Fleurs, described as an early true multi-floral bouquet fragrance. Following his death in 1960, the brand remained dormant for several decades. Cécilia Mergui bought it in 2019 after discovering a vintage Bienaimé powder case and relaunched the house in November 2021. Its revived identity brings together Art Deco-inspired design, reusable or refillable packaging, French perfumery heritage, and an environmental emphasis. The fragrance revival centers on three archival-inspired Eau de Parfums—Vermeil, Jours Heureux, and La Vie en Fleurs—with reworked formulas by the French studio Maelstrom.