Fragrance house

Blue Up

Blue Up is a French fragrance house with beginnings in the early 2000s. Its identity centers on fragrance alternatives inspired by established international perfume styles, with offerings for women and men. In 2004, trademark records listed Blue Up and Max Gordon with M. Ghiath Tatari as applicant and M.G. Demand Holding AG as holder. Swissduft AG held the Swiss Blue Up Fashion trademark, registered in 2009. Swissduft was deleted from the Swiss commercial register on 14 January 2026 after a merger transferred its assets and liabilities to Dentago Handels AG.