Fragrance house

Obvious

Obvious Parfums was created and launched in 2020 by David Frossard through Différentes Latitudes. The brand grew out of Frossard’s earlier fragrance work: he founded Différentes Latitudes in 2005, began fragrance creation through the Frapin license in 2007, and co-founded Liquides Imaginaires in 2013. Obvious is one of Différentes Latitudes’ fragrance-creation brands, under Frossard’s artistic direction. Its identity rejects superficiality and ostentation in favor of authenticity, balance, nature, and an apparent simplicity that conceals deeper sophistication; complexity serves the artistic vision rather than becoming an end in itself. Launched in November 2020 after a successful crowdfunding campaign, Obvious began with seven fragrances. Its initial collection used direct, single-note-led concepts rather than elaborate storytelling, with launch compositions by Amélie Bourgeois and Anne-Sophie Behaghel of Flair Studio. Un Musc is a clean, skin-like musk designed to be worn alone or layered with other Obvious fragrances, and is identified as both a bestseller and a representative scent. The brand also uses organic alcohol and recyclable or recycled packaging components.