@charles_perfumer: How one man built Louis Vuitton’s entire fragrance empire. Louis Vuitton had a problem. The biggest luxury fashion house in the world hadn’t released a fragrance since 1946. While Dior, Chanel and Hermès were building perfume empires with the world’s most talented master perfumers, Louis Vuitton had nothing. So in 2012, they hired Jacques Cavallier Belletrud, a fourth generation French perfumer from Grasse, the home of perfumery. He had already created two of the most worn fragrances on the planet, Acqua di Giò by Giorgio Armani and L’Eau d’Issey by Issey Miyake. Louis Vuitton bought and restored a historic estate in Grasse called Les Fontaines Parfumées, where Jacques was given four years and full creative freedom to build their fragrance house from nothing. In 2016, Louis Vuitton launched seven fragrances at once, their first perfumes in 70 years, using ingredients grown on the grounds of the estate. In 2018 came their first ever men’s fragrance collection. And in 2021, Louis Vuitton released Imagination, a fragrance Jacques had been working on for five years, an incredible blend of citrus, black tea and ambroxan that became one of the most hyped fragrances on social media. Today he has created over 50 fragrances for the maison, including Ombre Nomade, Afternoon Swim, Pacific Chill and Attrape-Rêves. In less than ten years, Louis Vuitton went from decades of silence to one of the most respected fragrance houses in the world. I’m a 19 year old independent perfumer from Scotland, telling the stories behind the world’s most famous fragrances and showing how perfume is actually made. Follow for more fragrance stories, free formulas and perfumery videos. #fragrance #cologne #fragrancetiktok #perfume #luxuryfragrance

Charles | Perfumer

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Thursday 11 June 2026 12:56:56 GMT