Fragrance house

Lenthric

In 1885, Guillaume-Louis Lenthéric founded La Parfumerie des Orchidées at 245 rue Saint-Honoré in Paris, combining perfume with beauty products and hairdressing. Before the First World War, the house expanded to salons or franchises in Monte Carlo, Nice, London, and other European resort cities, while its perfumes received a silver medal at the 1895 Amsterdam international exhibition and a gold medal at the 1900 Paris exhibition. After Lenthéric died in 1912, Velsch et Holtz acquired the company; it later passed through several major corporate owners before Indigo Brands purchased the global rights to the Lenthéric trademark in 2004. Indigo Brands, a wholly owned subsidiary of AVI Limited, presents Lenthéric within its South African cosmetics, fragrance, and personal-care business. Lenthéric has French heritage, with current fragrance lines aimed at women and men. Its fragrance history includes Tweed, the house’s most successful fragrance in English-speaking markets: first created in France as Risque-Tout in 1933, it was renamed for American and British markets.