Verveine (Verbena)

WORLD CAPITAL OF PERFUME
Grasse, Alpes-Maritimes (France)

Grasse's exceptional geographical location has given the region a particularly pleasant climate favourable to growing numerous floral and aromatic species. Benefiting from the sunshine of the south of France, the mildness of the Mediterranean, the coolness of the nights due to the altitude and the abundance of waterways, the city enjoys an exceptional microclimate.

Between land and sea, the pace of life in Grasse has always been set by the fragrance flower harvest. The guild of glove-makers was already using local crops in the Middle Ages to perfume their leather, and the rise of the perfume industry has established growing perfume plants as age-old Grasse know-how.

Rose de Mai, jasmine, tuberose, violet and orange blossom were long grown by local producers — until the decline of the industry in the 1950s, accelerated by the importation of raw materials from abroad and the development of synthetic molecules. Since 2016, the entire Grasse ecosystem has been working to revive the production of perfume flowers. Fragonard is particularly proud to support these wonderful projects and the growing of the emblematic flowers that have been key to Grasse perfumery's story!

Grasse remains the city of traditional perfumery and the homeland of many famous "noses", and is still the must-visit location for all those who love quality perfumery.