The birth of an authentic and committed brand
MY PERSONAL BELIEF
My personal conviction is that the world of perfume is in bad shape. It has a vital need to reinvent itself.
Basically, like many consumers, I'm fed up with synthetic fragrances that we no longer dare to put on the skin, heavy and non-recyclable packaging, all masked under marketing blah-blah to make the customer dream and make him believe that he's getting his money's worth.
Too much Marketing, too much Packaging, too many Synthetic Products.
Nothing natural in all of this, and a big uneasiness towards the planet.
But why change after all?
"A luxury object can pollute, since it is luxury".
"Recyclable packaging can't be luxurious".
"Natural perfumes do not have beautiful olfactory facets and their hold is weak...".
Wouldn't these clichés, asserted as if they were truths, play into the hands of the same people who would have us believe, with great publicity, that a synthetic perfume launched in several million units is always a luxury item?
Yet there is an urgent need to really put the customer - and his planet - first! - by allocating more budget to beautiful raw materials and sustainable packaging, rather than to communication, especially when the latter tries to wash "greener than green".
Emmanuel Roche, Founder
I set myself a challenge: to use my skills (I have designed, manufactured and distributed perfumes for more than fifteen years) to create products that would cause the least possible harm to humans and their environment. Launch a brand with real artistic and artisanal creations, by explaining and proving the quality of the products, rather than inventing stories to make people dream. Basically, I just decided to be natural in a world that isn't anymore.
I have surrounded myself with talented Noses capable of working only with natural materials: there are few of them, but for me, they are the “new Noses” that Perfumery badly needs.
I have selected French Partners, Suppliers and Service Providers, recognized for their skills but also for their societal and environmental commitment. They are passionate. I will highlight them more, because their "little hands" bring all the added value to the product.
ÆMIUM as Premium Authentic
I also surrounded myself with my relatives, my friends, demanding and inspiring. Their presence and their opinions allowed me to push the ecoresponsible approach very far.
Thanks to them, 7 100% natural perfumes have already seen the light of day in packaging that breaks with conventional perfumery: light bottles; innovative, plastic-free, fully recyclable covers and samples; use of wood and cork…
As a guarantee of seriousness, the fragrances have also been certified Cosmos Organic or Cosmos Natural by ECOCERT.
We will try to improve these products even further, taking into account the opinions of all our customers, but they already prove two things of which I am proud:
It is possible to do much better than some brands would have us believe.
It is possible to make luxurious objects, cleanly, while remaining simple and natural.
7 unisex natural fragrances
"I want to modestly believe that ÆMIUM can change the hushed world of
Selective Perfumery...by shaking it up a bit"
Emmanuel Roche, Founder