Fragrance house

Jovoy

Founded in Paris in 1923 by perfumer Blanche Arvoy, Jovoy became dormant in the 1930s and was forgotten for more than 80 years. In 2006, François Hénin and Henri de Pierrefeu took over the house; Hénin later continued the venture in control after his cousin and sister left. The relaunch pursued contemporary perfumery rather than recreating original formulas, beginning with seven perfumes organized around major olfactory families and releasing its first contemporary range in 2007. Hénin is identified as Jovoy’s founder and Artistic Director, working with independent perfumers to develop fragrances shaped by an initial creative vision. Jovoy’s identity focuses on rare, discovery-led creations drawn from personal meetings and experiences, with varied inspirations rather than one uniform style. Its fragrance work includes Psychedélique, a tribute to patchouli. In October 2025, the house introduced redesigned 75 ml bottles as part of a new visual identity while keeping the formulations unchanged, alongside Ha Long Bay, a Vietnam-inspired fragrance created by Véronique Nyberg.