Fragrance house

L'Occitane

L’Occitane en Provence was founded in Provence in 1976 by 23-year-old Olivier Baussan, who began by distilling rosemary essential oil and selling it locally. The business evolved from essential oils into soaps and creams while retaining an identity based on Provence, plant ingredients, and local traditions. Baussan later ceased operational and managerial involvement but continued to provide creative design consulting. The group’s expansion changed L’Occitane from a single Provençal beauty business into a multi-brand group, with acquisitions including Melvita in 2008, Erborian in 2012, ELEMIS in 2019, Sol de Janeiro in 2021, and Dr. Vranjes Firenze in 2024. L’Occitane International listed on the Hong Kong Stock Exchange in 2010 and completed its privatisation and delisting on 16 October 2024, with Reinold Geiger and existing shareholders remaining controlling shareholders. Verbena is a defining fragrance family for the brand: its first product range appeared in 1981 and now spans fragrances, body care, and hair care. Verbena Eau de Toilette is a sparkling, fresh fragrance with lemony herb facets and is listed among the brand’s best-selling fragrances.