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 30 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 30 years to offer beautiful perfumes at fair prices.


By throwing themselves into this adventure, Catherine and Frank could count on their overflowing ideas and perfect complementarity! The perfumes then developed under Frank's impulse, joined by their son Maxime who continues to write the Carrément Belle story with our growing team...


Our team is growing for our greatest pleasure, reinforced by our 2 precious Cecile. But we are also fortunate to count on experienced and inspired perfumers like Claire, co-creator of the fragrances 555, label rose, ippi patchouli clair and alõ for instance. Not to mention our super agents, all the craftsmen and suppliers who have been with us since 1988 and our passionate and involved customers, our best ambassadors. More than a team, it is one big family!

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