Our story

From the opening of a shop in 1986 to the creation of our first perfume and the foundation of a true family for more than 35 years! And the best is yet to come…


In June 1986, a small shop full of treasures opened its doors at 5 rue Auguste Pellet, in the centre of Nîmes: Carrément Belle. In addition to its fine selection of costume jewelry, you could also find bags, scarves, kits and other accessories where La Baigneuse, our emblem designed by the artist Frédéric Jammes, already revealed its generous curves. The idea of creating a perfume quickly became obvious: ultimate fashion accessory, it would also embody the olfactory identity of Carrément Belle...


Without a second thought, we go to Grasse, the capital of perfume, where we meet our perfumer who still accompanies us today. In 1988, ippi patchouli was born. This first fragrance seduces your noses and will soon be followed by other creations. In 1991, Carrément Belle became a perfume brand in its own right: our workshop gradually expanded to allow us to fill each bottle by hand.


Pleasure is at the heart of our history. That of creating first: from the research of raw materials to the design of the bottle and its case, it often takes years to create a perfume. Then, it is the pleasure to learn from exceptional craftsmen and women who share their know-how with us. And finally, the pleasure to share our creations with you and see them become your second skin. Above all, there has been the desire for more than 35 years to offer original and beautiful perfumes at fair prices.


When Catherine and Frank embarked on this adventure, they could count on their overflowing ideas and perfect complementarity! For a long time, the perfumes were developed under Frank's impetus, but their son Maxime joined the adventure in 2010 and has never left it since. Today, the Carrément Belle story is being written by a small team of enthusiasts...


We're delighted to see our team growing, strengthened by the invaluable contributions of Cécile, Dominique and Charlotte. But we're also lucky enough to be able to count on experienced and inspired perfumers, a packaging maker who bends over backwards to turn our ideas into reality, and all the craftsmen and suppliers who've been with us since 1988. Not forgetting our inquisitive and dedicated customers, our best ambassadors. We're more than a team, we're one big family!

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