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Stories lay at the heart of French fragrance brand Maison Crivelli. Stories, memories and the locations that evoke them. While this might not be unique in the world of perfume – our sense of smell and the power of memory are inseparable bed fellows – it’s how founder Thibaud Crivelli uses one to capture the experience of the other. “There’s one inspiration behind each perfumes,” says Crivelli. “Sometimes it’s moments I live only once. Sometimes it could be a repetition of moments.”
Each of Crivelli’s creations carry deep connection to his family’s diverse history and Crivelli draws on these influences to create fragrances that resonate with wearers on a deeply personal level. Rather than creating a perfume that is photorealistic, they are surreal, hyper-realistic even, going beyond the physical space that Crivelli sought inspiration to seek something dreamlike. This way, says Crivelli, the location remains secret thus opening up the fragrance’s interpretation to the wearer, adding a sense of mystery. Anything is possible, he explains. “What I wish for is that people will be surprised with our perfumes and that those perfumes could resonate with everyone for very personal reasons,” says Crivelli.
The brand’s approach to perfumery is unconventional, focusing on authenticity and surprise. Crivelli collaborates closely with perfumers to bring his memories to life through detailed sensory descriptions, mood boards, videos, and sounds. This immersive process results in fragrances that are rooted in real stories, each with its own unique identity. The creative process is based on sensory experiences, with Crivelli’s adventures forming the foundation of each scent. “When I met with perfumers, they all told me, ‘Thibaud, it’s incredible because over time you’ve really developed a knowledge of perfume ingredients,'” he notes.
Maison Crivelli offers a diverse range of scents, each with a distinct character and story. Hibiscus Mahajanga, for example, is a vibrant and exotic fragrance inspired by the memory of sipping hibiscus tea in a gemstone market. The scent captures the warm, colorful atmosphere of the market, with the light playing off the precious stones and the fragrance of hibiscus filling the air. The combination of fruity and floral notes creates a unique and uplifting experience that transports wearers to another world. “It’s a memory of sipping hibiscus tea in a jewellery market,” says Crivelli. “Imagine a market with a lot of glass windows, with the sun shining through, colouring all those precious stones.”
Another noteworthy scent from Maison Crivelli is Citrus Batikanga, a fresh and spicy fragrance inspired by Crivelli’s travels in Southeast Asia. The scent combines citrus and chilli, creating a bold and unexpected combination that reflects the vibrant energy of the region. “Citruses are tasted mixed with chilli,” Crivelli explains. This fragrance is a testament to Maison Crivelli’s willingness to experiment with unconventional combinations, resulting in scents that are both surprising and captivating.
Maison Crivelli’s latest launch, Tubéreuse Astrale, is a unique addition to the brand’s portfolio. Developed with perfumer Quentin Bisch, the fragrance is inspired by Crivelli’s childhood memories of stargazing with his father. “We would go to open fields to look at the sky, and I could smell the tuberoses,” Crivelli recalls. Tubéreuse Astrale captures the essence of tuberose with a milky and velvety leather accord, creating a comforting yet uplifting experience. The fragrance features a spicy top note of cinnamon, a heart of tuberose absolute from India, osmanthus absolute from China, and carrot seeds, with a base of vanilla, patchouli, and musk.
Maison Crivelli’s commitment to sustainability and ethical practices in sourcing ingredients is another key aspect of the brand’s ethos. “We focus on natural ingredients, but we don’t add artificial colours to any perfume,” Crivelli explains. The brand’s extrait collection features vegan perfumes, designed to have a longer-lasting projection and sillage, further demonstrating its dedication to quality and sustainability.
Somewhat surprising is the Frenchman’s connection to Australia. Somewhere back along the line, a great-great uncle made his way to the Southern Hemisphere whose son eventually ended up in Melbourne. While visiting Australia with the brand’s official stockist, Mecca, Crivelli said he even had plans on visiting the house his distant family member had built there. While the country has yet to play a direct influence to any of his current fragrances, here’s hoping this visit sets off the spark that becomes the flame of a new perfume that carries the memory of this trip.
