“A privileged creative collaboration,” summarizes Antoine de Pracomtal, President of Extend Beauty. Founded in 1992, this French family-owned company oversees the design, development, and marketing of fragrances. With this new license, its portfolio now includes five brands: agnès b., Marina de Bourbon, Le Coq Sportif, Korloff, and Marie Antoinette.
For this project, Extend Beauty brought together perfumer Isaac Sinclair (Symrise) and designer Alnoor (Objets de Convoitises) to work alongside Agnès Troublé, better known as agnès b.
A subtle floral fragrance
When asked about her creative intentions, the fashion designer speaks of her deep love for flowers — “especially mock orange and tuberose.” She confides to having worn Fracas by Robert Piguet for thirty years. Her personal tastes guided the creation of the new fragrance, offered in two variations and launched on October 14.
“Agnès has remarkable creative energy—she’s overflowing with ideas. During our meetings, she would even bring flowers from her garden,” the perfumer recalls. Jasmine, rose, peony, and many others set the tone for a free and spontaneous creative process. In the end, mock orange emerged as the centerpiece of the composition, serving as the common thread between the two versions: Le Parfum, a woody musky floral, and L’Eau, a green musky floral. “Unlike tuberose, mock orange is a flower rarely used in perfumery,” notes Isaac Sinclair, who incorporated it into a saffron accord at agnès b.’s request.
“I wanted something refined, subtle, and authentic,” she says. Delicate and elegant, both compositions radiate a natural, understated beauty. They echo a vision of fashion that leaves room for every personality to express itself.
A bottle of crystal-clear elegance
The bottle was created in close collaboration with Alnoor and was the focus of extensive design research. “Agnès’s initial idea was a perfume bottle that could be repurposed as a vase. We explored different typologies before arriving at a form more aligned with the brand’s codes,” the designer explains. “In the end, we returned to a more refined, prestigious silhouette, incorporating stripes as a nod both to Versailles and to the brand itself.”
The heart motif — an almost signature element for the designer — makes an appearance once again. Rendered in a baroque style with intertwining floral branches, it decorates only the glass bottles available in stores. The packaging, meanwhile, showcases the black-and-white stripes so emblematic of her wardrobe. Inside each box, photographs of magnolias and mock-orange blossoms taken by agnès b. herself are printed. “It feels like stepping into her garden,” says Alnoor. These same images also appear across the merchandising elements, from window displays to podiums.
The glass bottle was developed with the Pochet Group, the screw-on pump is produced by Aptar, and the cap by Codiplast.
A two-stage rollout
The fragrance will first be available exclusively in agnès b. boutiques in France, the United Kingdom, the United States, and Asia. “It’s a kind of tribute to offer it first to this extremely loyal clientele,” explains Antoine de Pracomtal, noting that the brand counts 170 boutiques in Japan, around twenty in Hong Kong, and about forty in Taiwan.
Starting in 2026, sales will gradually exptend to selective perfumeries through Extend Beauty’s international network — 4,500 points of sale across more than 80 countries. The pricing remains accessible, with several formats available: 100 ml, 40 ml, 10 ml, and a 150 ml refill. The recommended retail price is EUR 115 for Le Parfum and EUR 105 for L’Eau (100 ml).
Also available on agnesb.com, the fragrance is designed to resonate with all generations — much like the designer’s iconic snap-button cardigan.
