MATIERE PREMIERE Opens Flagship on Rue Saint-Honoré
MATIERE PREMIERE, the French fragrance house known for its raw and natural compositions, has opened its first flagship store in Paris. The boutique, located on Rue Saint-Honoré, opens on June 7 and marks a major step for the brand.
Celebrating Nature Through Scent
Founded in 2019 by Aurélien Guichard, Caius von Knorring, and Cédric Meiffret, MATIERE PREMIERE takes a distinct approach to perfumery. Each fragrance focuses on one hero ingredient, such as Rose Centifolia or Tuberose, used in high concentration. These plants are organically grown near Grasse, which strengthens the brand’s connection to nature.
Unlike many perfume houses, MATIERE PREMIERE avoids complex blends. Instead, it highlights the beauty of raw materials. This clarity makes each fragrance bold, yet deeply personal.
Design That Matches the Mission
The new 46-square-meter space reflects the brand’s philosophy. Designed by Swedish architects Halleroed, the boutique features limestone, wood, bronze, and handblown blue glass. Therefore, the space feels both refined and rooted in craftsmanship.
Inside, visitors find two distinct areas. One displays the full fragrance collection. The other offers a sensory journey through raw ingredients. Because these materials change with the seasons, each visit feels new.
An Ever-Changing Experience
To keep the experience dynamic, MATIERE PREMIERE updates the featured ingredients throughout the year. As a result, the boutique mirrors the natural rhythm of the harvest. In addition, regular masterclasses reveal the creative process behind each scent. These sessions also deepen the link between the raw material and the final perfume.
A Contemporary Presence in a Historic Setting
With its location on Rue Saint-Honoré, MATIERE PREMIERE joins a street rich in perfume history. However, it brings a fresh voice—modern, transparent, and rooted in sustainability. Visitors are invited to slow down, explore, and reconnect with the raw essence of scent.
The address of the new MATIERE PREMIERE flagship is:
270 Rue Saint-Honoré, 75001 Paris, France
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One day when I was barely two my mom let me push her out of her bedroom. She was curious so she ran outside the house so she could watch me through the window. I climbed up on a chair by her vanity and started putting on her makeup. I loved playing dress up as a kid. Putting on my mom's sequin tube tops and high heeled shoes and then putting on a dance show in the lobby or the restaurant of the hotel/residence we lived in. It was the best childhood ever. Dress-up, dancing, playing with barbies, and drawing were my favorite things to do. I have not changed one bit today. If I am creating I am happy.
Now I am in Paris for the second time in my life and I am having a ball playing with my partner in crime Julien Crouigneau. We founded IRK Magazine together in 2015 and we are proud to collaborate with some amazing artists, and influencers.
We are also a photography duo under the pseudonym French Cowboy. We love to tell stories and create poetic images that are impactful.
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