WHAT WE HAVE BEEN PREPARING FOR 18 MONTHS
Some creations move quickly. Others take time. At Les Bains Guerbois, we fully embrace the latter path. Our next new fragrance will be presented at Paris Perfume Week, from April 9 to 11, 2026, before becoming available for delivery from early May. If this perfume required 18 months of development, it was not to feed a marketing narrative. It was because that was the time needed to arrive at something truly right.
18 MONTHS TO ARRIVE AT THE RIGHT FRAGRANCE
In a market where everything pushes towards going faster, we chose to do the opposite. This 2026 launch took us 18 months of work. Not to artificially build a beautiful story around a launch, but because that was the time needed to arrive at something truly right.
At Les Bains Guerbois, we do not launch a fragrance just to fill a calendar. We launch it when it has found its balance. This slowness is intentional. It is even our definition of luxury. Taking the time to develop a formula, let it evolve, revisit it, set certain directions aside and explore others more deeply is fully part of the way we create.
THIS TIME, THE PERFUMER CHANGED THE DIRECTION
In general, we come in with a fairly precise idea of what we want to create. We have an intention, a direction, sometimes even a very clear vision of the result we are aiming for.
This time, the project took a different direction.
From the very first conversations, the perfumer focused on something entirely different. A shape. A material. A presence already there at Les Bains Paris. His choice was immediate, instinctive, and we quickly understood that it was non-negotiable. It was not what we had imagined at the outset, but it was the right direction.
That too is what it means to work with a great perfumer. To accept that a strong intuition can shift the center of gravity of a project. And to have enough clarity not to force the creation back toward the original brief.
WE SPOKE ABOUT LITERATURE, COLORS AND MUSIC
What made this development even more interesting was the very nature of our exchanges.
To move the formula forward, we did not talk about ingredients. We talked about literature, colors, music, rhythm, contrast, style, and sensation. That is how the perfume evolved.
That may seem surprising at first, especially to someone who thinks of perfume creation as a simple addition of raw materials. In reality, with a great perfumer, the conversation does not happen at that level. You do not tell a great chef to add salt or pepper. You talk to him about the desired effect, the balance, the emotion, the trace a dish should leave behind. In perfumery, it is exactly the same.
A perfume cannot be reduced to its list of ingredients. It also depends on a certain writing, a certain tension, a certain allure.
ANOTHER IDEA OF LUXURY
Today, many launches move fast. You have to announce early, show quickly, claim attention, feed the networks, respond to the pace of the market. We do not believe in that logic when it comes to creation.
For us, luxury does not mean releasing a fragrance quickly with a well-rehearsed message. Luxury means knowing how to wait. It means accepting that a strong idea needs time to become clear. It means refusing to rush a launch simply to tick a date off the calendar.
We are slow, yes. But that slowness is neither a weakness nor a pose. It is a method. And in the case of this new creation, it is precisely what allowed it to find its final form.
A NEW LES BAINS GUERBOIS FRAGRANCE TO DISCOVER IN APRIL
We will present this new creation at Paris Perfume Week, which will take place from April 9 to 11, 2026. It will be the opportunity to discover it as part of its official presentation. The fragrance will then be available for delivery from early May.
We are not revealing all the details just yet. Not its name. Not its full story. Not yet. But there is already one thing we can say: this new Les Bains Guerbois fragrance is the result of real time, an unexpected change of direction, and total trust placed in a perfumer’s vision.
SEE YOU SOON
Some creations are understood immediately. Others take more time. This one belongs to the latter category.
And that is precisely why it matters.
