Fragrance house

Flora Danica

Flora Danica launched in March 2024 as Matas’s in-house high-end beauty brand, initially focused on fragrances. Created through Grænn A/S, the Scandinavian beauty-brand incubator within Matas Group, it takes its name and inspiration from the botanical encyclopaedia commissioned by Danish King Frederik V in 1752. The encyclopaedia’s first edition appeared in 1761, and its completion took more than 120 years across six reigns, resulting in more than 3,200 drawings. Flora Danica translates this botanical heritage and Nordic cultural values into contemporary Danish perfumery. Its fragrances interpret Danish life and nature through a fluid, unisex approach to femininity and masculinity. The debut fragrance work was created with Olivier Cresp, Nathalie Lorson, and Ilias Ermenidis, while Fabrice Pellegrin is also listed among the brand’s perfumers. In 2025, Flora Danica received the New Danish Beauty Brand of the Year award at the Danish Beauty Awards.