Farm to fragrance: French brand Matiere Premiere debuts in Japan amid vigorous global expansion

By Hui Ling Dang

- Last updated on GMT

Matiere Premiere's fragrances are made with ingredients grown in the founder's own aromatic plant farm. ©Matiere Premiere
Matiere Premiere's fragrances are made with ingredients grown in the founder's own aromatic plant farm. ©Matiere Premiere

Related tags Fragrance Japan market entry Personal care

French fragrance house Matiere Premiere has landed in Japan for the first time in June, following vigorous global expansion over the past few years.

Matiere Premiere’s relentless global retail and e-commerce expansion since its 2019 launch has resulted in a presence in over 50 countries across the US, Europe, Asia, and Middle East in less than five years.

On June 19, the brand officially debuted in Japan at seven major retail stores, namely Isetan Shinjuku, Ginza Mitsukoshi, Daimaru Tokyo, Takashimaya Osaka, Hankyu Umeda Main Store, Hankyu Men’s Tokyo, and Daimaru Hakata Tenjin, as well as its official online shop.

The line-up for the Japanese market includes nine fragrances in two sizes (50ml and 100ml), and three types of hair mist, hand and body wash, and hand and body lotion.

As part of marketing activities for the launch, a pop-up event will be held at the Isetan Shinjuku store from July 10 to 23, where purchase benefits such as free gifts would be given out to consumers with a minimum spend.

Matiere Premiere, which means “raw materials” in French, is centred on ingredients cultivated by its founder and house perfumer, Aurélien Guichard, in his own aromatic plant farm. The line of fragrances is also created by Guichard himself.

Some of the brand’s key features include a high concentration of natural fragrances, a high fragrance ratio for a memorable and long-lasting scent, and vegan formulas that do not use synthetic colourings and phthalates.

One of its hero products is Radical Rose Eau de Parfum, which contains rose absolute (aromatic oil) extracted from organically grown roses, Jamaican saffron and chili pepper berry oil that enhance the bright and spicy side of rose, and Indonesian patchouli that elevates the dark and woody component.

Another signature fragrance is French Flower Eau de Parfum, whereby the scent and oil of organically grown tuberose are extracted via solvent extraction and enfleurage. Nigerian ginger accentuates the “whiteness” of the flower, while Chinese tea leaves and a green pear accord embody the botanical side.

In view of the summer season in Japan, the brand has identified several fragrances that are best suited for the current climate.

These include Cologne Cédrat, an eau de parfum that recreates the sensation and scent of pinching citrus peel between fingers; Neroli Oranger, a scent that underscores the freshness and radiance of Tunisian orange blossom extract; Falcon Leather, a fragrance inspired by a falconer’s glove; and Encens Sauve, which exudes the mellow, indulgent sensuality of Somali incense, with a unique and comforting accord of coffee and vanilla.

Similarly, Matiere Premiere’s hand and body care collections are said to be vegan, phthalate-free, and colourant-free.

“Our hand and body lotions and washes contain high concentrations of natural ingredients, and are free of silicones, parabens, mineral oils, and petrolatum. The hair mist is also formulated with a high percentage of natural ingredients without synthetic substances. Like our fragrances, these products use 100% organic alcohol made from beetroot,” ​the firm added.

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