The French niche perfume br Mati è re Premier è re is moving towards a new growth stage, its business expansion plan has received significant support. Recently, the company announced the completion of its second round of financing, in which Kering Beaut é (Kaiyun Beauty Department) acquired a minority stake in the br.

Mati è re Premi è re was co founded by CEO Caius von Knorrring, perfumer artistic director Aur é lien Guid, general manager C é dric Meiffret in October 2019. Among them, Aur é lien has an excellent track record of collaborating with major brs such as Burberry, Issey Miyake, Gucci, Narciso Rodriguez. The three still hold most of the equity of the br, are committed to promoting high-quality contemporary French perfume worldwide.

01. Inherit Grass's tradition of hmade perfume

In the torrent of history, the Glas region of France in the 17th century, as the cradle of perfume, once again came to the fore glowed with new vitality. People's renewed attention to the outsting perfume factories traditional production methods in this l has bred several giants for this industry. Glass is renowned for its magnificent rose jasmine fields, which were once exclusive to Chanel have attracted less luxury brs for years to seek the purest floral fragrance.

In this context, perfumer Aur é lien, along with his two partners - Caius, former marketing director of Valentino, C é dric, who had previously led development teams at Dior, IFF, Givaudan, co founded the Mati è re Premi è re br in 2019. They are committed to inheriting local traditions cultural knowledge, inject new vitality into the niche perfume market. In just three years, Mati è re Premier è re has won a prominent position in the niche perfume field with its unique formula excellent quality, launched nearly ten amazing products.

Aur é lien, a fragrance from Grass, has been immersed in the world of raw materials since childhood. His father Jean Guid was a perfumer who owned a piece of l in Grass, where his grparents grew beautiful flowers. In order to preserve the family's proprietary technology, he became a farmer in 2016 harvested his first rose three years later. After May roses, he chose to plant evening jasmine again, now he owns one hectare of evening jasmine fields.

It was these plantations that were initially dedicated to cultivating unique craftsmanship in the Grass region, inspiring Aur é lien his friends to create the Mati è re Premi è re. This is the first attempt by niche brs, the roses planted by Glass mainly provide raw materials for brs such as Chanel LVMH (Louis Vuitton, Dior, Guerlain). The iconic perfume Radical Rose French Flower of Mati è re Premier è re br were born on the basis of these roses the evening fragrance jade fields.

02. From planting raw materials to making perfume

Matiere Premiere， Translated literally as "raw materials", it highlights the core value of the series - to highlight the unique m of the main ingredients through a simplified formula. Aur é lien once said, "I want to serve raw materials because they are the vocabulary I use as a bartender to express myself."

Guid is not only a perfumer, but also a gardener. His family has a tradition of growing jasmine, rose verbena, he grew up in the south of France, which is an important base of perfume industry. Having l planting materials makes Aur é lien's creative process more unique complete. He said, "After working for 15 years, I started thinking about what it would be like to go back to the basics grow some raw materials myself."

From farm planting to production of perfume, Aur é lien's process undoubtedly adds more color depth to his creation. Most perfume brs cooperate with other farmers plantations, but Aur é lien chooses to plant them himself. This love pursuit of raw materials makes his perfume more unique precious.

Of course, planting raw materials is not an easy task. Taking roses as an example, it takes three to four years to flourish after planting, five to seven years is the peak period for flowering. These plantations the unique flowers of the Grass region give the Mati è re Premi è re br a unique authenticity. Although the spice industry prefers evening jasmine from India due to its high production low cost, organic evening jasmine essential oils from Aur é lien Guid fields have won market favor for their unique quality. The price per kilogram is up to 250000 euros. Its unique aroma less indole make it a valuable raw material for making high-quality perfume.

After the flowers are harvested, the Robertet synthesis room is responsible for extracting essential oils with volatile solvents using plant wax for extraction. Producing one kilogram of essential oil requires approximately 3 tons of fresh flowers. These tedious delicate processes ensure the excellent quality of Mati è re Premier è re perfume.

As a flower with a complex aroma, evening jasmine is harvested from August to November. During the day, it emits a gentle sunny aroma; In the evening, its perfume becomes more concentrated, with a smell almost like leather. French Flower perfume perfectly restores the fragrance of Yutian.

By managing their own flower fields, the Mati è re Premi è re br has gained flexibility to adjust production according to their own needs. Nowadays, the flower field area of Chiba Rose has reached two hectares, in the future, the perfumer plans to plant lavender on this l.

Matiere Premiere's perfume series is not only a tribute to raw materials, but also an exploration of global flavor. From saffron in Greece to salwood in Australia, from birch tar in Finl to incense in Somalia, each perfume is blended with the essence of the world. This series is gradually spreading all over the world, making more people feel Aur é lien's love of raw materials pursuit of perfume.

03. Achieved a 70% sales growth last year

At present, the br has 12 kinds of perfume, including one perfume specially provided by Harrods, more new products are under development. It is expected to launch five perfume series in the dle of June this year. This financing will also help Mati è re Premi è re strengthen its Paris headquarters team, increase regional support, accelerate the expansion of global e-commerce. Within this year, a new version of the br's official website will be launched, providing a unique personalized user experience.

Caius von Knorrring, CEO of Mati è re Premi è re, stated in an interview, "We are in a completely new development cycle. Mati è re Premi è re has strong growth momentum, which is fully reflected in financial data." According to him, the br achieved a 70% increase in retail sales in 2023, with a total of 30 million euros (approximately 237 million yuan).

Caius stressed that the senior management of Mati è re Premier è re Kering Beaut é reached a consensus on br values long-term vision, both regard perfume as the core component of the luxury sector. Based on this financing, Mati è re Premi è re plans to exp its physical retail business open a br exclusive store in Paris within this year. In addition, the br plans to search for suitable retail space in London, UK, plans to open 20 independent boutique stores in Germany, the United States, the dle East, China. At present, the br has 26 sales outlets in China.

Currently, Europe is the largest market for Mati è re Premi è re. Among them, Vanilla Powder, as the latest eau de toilette launched by the br in October 2023, has become a best-selling product, acing for a quarter of the br's overall sales. Crystal Saffron, which was launched earlier, has also been widely praised.

It is worth noting that this financing is the first minority equity investment in a beauty br since Kering Beaut é, the beauty department of Kaiyun Group, resumed operations in February last year. This reflects the strong growth trend of niche perfume in today's high-end perfume market. Kaiyun Group remained highly concerned about this trend, in June 2023, it acquired Creed br, which also belongs to niche perfume field.

Since its launch in 2019, Mati è re Premi è re has always adhered to a sustainable development strategy. Each perfume aims to highlight a natural ingredient, the br takes environmental protection measures throughout the development chain. At present, Mati è re Premi è re has been distributed in over 50 ries worldwide, with nearly 400 ed sales points.