When Is Jacquemus’s First Perfume Coming Out? 

Jacquemus’s first fragrance is due in the first half of 2027. During an exclusive talk at Istituto Marangoni Paris, CEO Sarah Benady was asked why the maison was entering beauty. The question, she said, was never really “why”, but “when”. Simon Porte Jacquemus envisioned a connection between fashion and beauty from childhood, captivated by beauty advertisements. What had been missing was the right partner to bring his vision to life.

Istituto Marangoni Paris students engage with Jacquemus CEO Sarah Benady during an exclusive talk on the maison’s expansion into beauty. Courtesy of Istituto Marangoni Paris.

What Is Jacquemus Exploring Beyond Fashion, from Beauty to Hospitality?

Sarah Benady outlined a broader horizon for Jacquemus: strengthening its presence in Asian markets, considering a move into hospitality, and expanding beyond the fashion runway. Beauty is the first tangible step in that direction.

Why Did Jacquemus Choose L’Oréal for Its Beauty Debut? 

An exclusive partnership with L’Oréal Luxe marks a significant step towards Jacquemus’s debut fragrance. With its longstanding expertise, L’Oréal provides the foundation the maison needs to enter the beauty market.

However, the real challenge lies not in entering luxury beauty, but in growing without losing the brand’s playful spirit. As the CEO emphasised, expansion must never come at the cost of authenticity.

Even if Jacquemus has gained wider recognition through personal storytelling and head-turning fashion shows, the brand cannot rely solely on these strengths to succeed in a new product category. At the same time, creating a new sensory experience will depend on staying true to Simon’s childhood vision, which is unmistakably Jacquemus, rather than following an established framework.

Istituto Marangoni Paris students discover the creative and technical challenges behind fragrance development with Jacquemus CEO Sarah Benady. Courtesy of Istituto Marangoni Paris.

How Long Does It Take a Fashion House to Develop Its First Perfume?

Turning a creative inspiration into a tangible product brings its own challenges. Benady described a clear difference between fashion and beauty: their relationship with time. In fashion, campaign shoots or runway show locations can change quickly, sometimes just a few weeks before the event. “The thing is that the feeling changes and the company feels it has to be done,” she said. 

By contrast, beauty demands a precise product development process, especially when collaborating with an expert partner like L’Oréal. Sourcing the right ingredients, designing fragrance bottles, and finalising other details can take up to two years. “You cannot change things at the last minute. Everything must be anticipated in advance.”

Istituto Marangoni Paris students explore the complexities of fragrance development with Jacquemus CEO Sarah Benady. Courtesy of Istituto Marangoni Paris.

Why Do Fashion Houses Launch Fragrances?

Ultimately, this move into beauty could open new doors, inviting people to discover Jacquemus beyond the runway. Fragrance offers an opportunity to translate the brand’s Mediterranean spirit into something people can experience as a daily ritual. Still, the fragrance must capture the authenticity that first drew people to Jacquemus.

Alexandra Ganova
MA Fashion and Luxury Brand Management student, Paris