PARIS – The niche perfume brand Matière Première raised 1.3 million euros to help accelerate its development.
The brand was launched with six scents by perfumer-creator Aurélien Guichard in October 2019.
As the name (which translates to “Raw Material”) suggests, each fragrance has been created to highlight the natural ingredients of the formula. Matière Première uses sustainable practices throughout its development chain, including sourcing from organically grown plants.
The funds were raised from 10 international investors and represent 17% of Matière Première’s capital.
Niche brands are the hottest category in the fragrance market today. They generate 3 billion euros, or 10% of the selective perfumery segment, according to data from Matière Première. The niche category has experienced 20 percent annual growth over the past decade.
The brand was first introduced at Harrods in London, then rolled out in the Printemps flagship store on Boulevard Haussmann in Paris.
Subsequently, Matière Première launched a seventh fragrance and extended its distribution to other countries. Today, the brand is available in 15 countries, including Germany, Belgium, Italy, Ukraine, United Arab Emirates and South Africa.
Alongside department stores, the line is available in niche perfumeries and concept shops. Galeries Lafayette, KaDeWe, Tsum and Dover Street Parfums Market are among them.
Raw Material is available in 10 online marketplaces, mainly in Europe as well.
In the third quarter, the brand made its debut in the Middle East, the Dubai Mall and the Mall of the Emirates. Online in the region, it is now sold on ounass.com and bloomingdales.ae.
Expansion in Asia and North America is planned for 2021.
Matière Première’s best-seller is Musc Parisien. At Harrods, Falcon Leather is one of the top 10 sellers.
Radical Rose, which launched in September, is said to have the highest concentration of Rose Centifolia Absolute in any fragrance. This ingredient comes from organically grown roses in Grasse, France, where Matière Première has its own fields.
The parent company of Matière Première is called the Fragrance Designer. It was founded in 2017 by three executives, including Guichard, who designed fragrances such as Gucci Guilty, Sole di Positano by Tom Ford and Narciso by Narciso Rodriguez. Guichard belongs to the seventh generation of perfumers in his family.
Caius von Knorring, who is the Managing Director of Matière Premiere, previously held numerous positions within LVMH Moët Hennessy Louis Vuitton and Puig, most recently working on the Nina Ricci and Valentino brands there.
Cédric Meiffret, Managing Director of Matière Première, has held positions at LVMH, IFF and Givaudan.