Jean Madar, Interparfums: “Social media and AI are reshaping perfume buying”

Interview by Kristel Adriaenssens Milet

17 March 2026

Jean Madar, Interparfums: “Social media and AI are reshaping perfume buying”

A major player in the selective perfume market, Interparfums Inc., with a presence in both New York City and Paris through its subsidiary Interparfums SA, is pursuing a strategy focused on organic growth and the acquisition of prestigious licenses on both continents, including Jimmy Choo, Lacoste, and most recently, Longchamp, David Beckham, and Nautica. The group is also developing its own brands, such as the fledgling Solférino Paris and Annick Goutal, acquired in 2025. Despite the challenging economic and competitive environment, it continued to grow last year, posting steady progress in most of its markets. Jean Madar, co-founder and CEO, shares his perspective on how the US market is evolving, and outlines Interparfums’s strategic direction for the future.

Premium Beauty News - After the slowdown following the post-COVID peak, how is the US perfume market performing?

Jean Madar - During the pandemic, the US perfume market underwent a major transformation, driven by the growing awareness that fragrance provides a moment of escape and self-care. There was a dramatic shift in consumer behavior, particularly when it comes to online shopping, as consumers purchased fragrances without being able to smell them first.

Then, until 2024, perfumes were the standout growth engine in US beauty, often outpacing makeup and skincare with double‑digit gains. In 2026, perfumes are expected to remain a key growth driver, but at more normal levels. We remain cautiously optimistic for the coming year.

Premium Beauty News - What are the specific consumption patterns of the US and EU markets?

Jean Madar - There are a few key differences. American shoppers overwhelmingly prefer online shopping and love testing new fragrances and gift sets. More and more consumers are turning to AI tools to find the right fragrance for them and get personalized recommendations. They make extensive use of social media, particularly TikTok, as a means of discovering and purchasing new fragrances. They also have a greater appetite for celebrity brands.

Europeans have also embraced social media, with TikTok and Instagram being essential platforms for exploring new fragrances, but they still place great importance on testing at points of sale, reflecting a long tradition of perfume as a luxury craft.

Premium Beauty News - How are US tariffs impacting your business?

Jean Madar - They affect every aspect of our business. The increase in US import tariffs automatically raises the costs of almost all key components of our business: fragrance oils, alcohol, glass bottles, sprayers, and packaging. This puts pressure on margins and disrupts the supply chain. We are looking to absorb these costs through internal efficiency gains rather than increasing prices for consumers, but in some cases, selective price increases and operational adjustments may be necessary.

Premium Beauty News - Interparfums’ brand portfolio is divided between Europe, with Interparfums SA, and the US. What share of your sales in the US market come from European brands?

Jean Madar - For the US market, approximately 70% of our sales come from European operations and 30% from US operations. [1]

Premium Beauty News - In this context, how is production structured? What will happen in particular for Nautica and Beckham, the two licenses you have just signed?

Jean Madar - With our manufacturing strategy, we aim to be as close as possible to consumer markets. For the Beckham and Nautica brands, we will be taking orders from April 2028 and January 2030, respectively. Although still under evaluation, the production structure should remain aligned with this principle.

Premium Beauty News - How do you see the US market evolving in the coming years?

Jean Madar - We anticipate continued growth in online fragrance discovery and purchase, whether through social media platforms or AI. Consumers are increasingly seeking personalization, which they find by layering fragrances, but also through personalized recommendations based on AI.

These are powerful channels for discovery, but physical retail will remain just as important. On the contrary, retail remains an essential point of contact. So, for a brand, storytelling must be coherent online and in-store, to offer consumers an immersive and consistent brand experience.

To be successful, brands must inspire desire, whether as a gateway into the world of an iconic fashion house or that of a celebrity. We will continue to develop our portfolio to maintain desirability across all our brands.

Footnotes

[1] Editor’s note: three brands from the European portfolio are among the top seven best sellers in the US from January to September 2025: Jimmy Choo, Coach, and Montblanc.

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