Ex Nihilo Paris

What Ex Nihilo Paris does

Ex Nihilo Paris is a luxury niche perfume house founded in 2013 in Paris by Sylvie Loday, Olivier Royère, and Benoît Verdier (Benoît Verdier). The company designs, formulates, and sells approximately 78 fragrances organized into six named collections (Initiale, Interdite, Iconoclaste, Visionnaire, Babylone, Quintessence), with product formats spanning Eaux de Parfum, Extraits de Parfum, Perfumed Oils, Perfumed Mists, Discovery Sets, Travel Sizes, Body Care, and Candles. Core technical components include the Osmologue personalization system, an in-store consultation platform, and proprietary alcohol-free formulations (e.g., the GENERATION(S) EDP launched in 2026). Pricing ranges from $50 for Discovery Sets to $490 for premium Extraits, with most EDPs priced between $180 and $385.

The business operates through a hybrid go-to-market model. Selective premium retail distribution (department stores, duty-free shops including Shinsegae in South Korea, and flagship boutiques) maintains scarcity and brand prestige, while a direct-to-consumer e-commerce platform (us.ex-nihilo-paris.com) handles US orders with complimentary standard delivery. Revenue streams are one-time purchases across fragrance, body care, candles, and discovery sets, supported by voucher-driven full-size conversion incentives. The legal entity is ENIES (Société par Actions Simplifiée) under French law, with a US subsidiary, Maison EX NIHILO USA Inc., handling North American operations.

Ownership is private, with co-founders maintaining majority control. Eurazeo invested €25M for a minority stake in January 2024, then exited in January 2026 to L Catterton (the LVMH-backed private equity firm) at a 2.5x+ return, with founders reinvesting significantly. The brand serves affluent fragrance enthusiasts, duty-free travelers (notably in South Korea and broader Asia), and US-based e-commerce customers seeking distinctive, non-mainstream luxury scents with personalization options.

Name

Ex Nihilo Paris

Legal name

ENIES (Société par Actions Simplifiée)

Website

https://ex-nihilo-paris.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Ex Nihilo Paris is a Parisian luxury niche perfume house founded in 2013, offering 78 fragrances across Eaux de Parfum, Extraits, Oils, Mists, Body Care, and Discovery Sets. It serves affluent fragrance enthusiasts globally through selective premium retail, duty-free, and US direct-to-consumer e-commerce, with personalization via the Osmologue system.

Ownership category

akta.pro rank

Product category

Luxury Niche Fragrance

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Luxury niche perfume
• Fragrance collections
• Perfumed oils
• Perfume discovery sets
• Premium perfumery

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Fragrance Sales: Revenue generated from selling luxury perfumes and fragrances across multiple formats including Eaux de Parfum (100ml from $180-$385, 50ml from $245-$355, travel sizes from $180), Extraits de Parfum (100ml from $240-$490, 50ml from $345-$490), Perfumed Oils (15ml at $475), and Perfumed Mists (100ml at $140).
2. Discovery Sets and Gift Sets: Curated discovery sets allowing customers to explore the fragrance collection. Discovery sets come in various configurations (Iconic Scents at $55, Customizable sets at $50, Quintessence sets at $65) with voucher incentives for full-size purchases.
3. Body Care and Accessories: Extended product line including body care products, candles, and body rituals products. The brand also offers gift sets and travel formats.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Ex Nihilo Paris designs, crafts, and sells luxury niche fragrances across multiple formats including Eaux de Parfum, Extraits de Parfum, Perfumed Oils, and Perfumed Mists, plus complementary discovery sets, body care, and candles. The brand offers technology-enabled personalization through its Osmologue system and private consultations, distributing selectively through premium retail doors and direct-to-consumer e-commerce.

Product overview

EX NIHILO is a Parisian luxury niche perfume house founded in 2013, operating as a unified brand with a portfolio of approximately 78 fragrances. The product ecosystem comprises core fragrance lines (Eau de Parfum and Extrait de Parfum), complementary formats (Perfumed Oils, Perfumed Mists, Discovery Sets, Travel Sizes), and extensions (Body Care, Candles, Gifts). The brand organizes offerings into thematic collections (Initiale, Interdite, Iconoclaste, Visionnaire, Babylone, Quintessence) and limited edition collaborations. The flagship QUINTESSENCE collection features the most concentrated extrait formats. The Osmologue personalization system provides technology-enabled customization. Products range from $55 (Discovery Sets) to $490 (Extrait de Parfum 100ml), with most Eaux de Parfum priced at $180-$385.

Differentiator

Problem solved

Functional benefit

Products and services

• Eaux de Parfum Primary alcohol-based perfume line featuring approximately 78 fragrances across multiple olfactory families (floral, woody, citrus, ambery), sold in 100ml and 50ml formats to luxury fragrance consumers worldwide.
• Extraits de Parfum Highly concentrated perfume extracts offering the most intense and long-lasting fragrance experience in the QUINTESSENCE flagship collection, sold to luxury consumers seeking premium concentration formats.
• SUBLIME ESSENCE Perfumed Oils Luxury oil-based perfumed fragrances in 15ml formats (Oud, Ambre, Musc, Rose, Supernatural Oud) offering a different sensory experience compared to alcohol-based perfumes for luxury consumers.
• SUBLIME MISTS Perfumed Mists Lighter body mists designed for layering and everyday wear (Fascinate, Exalt, Magnetize, Emphasize, Galvanize) in 100ml format priced at $140 for consumers seeking lighter fragrance options.
• Discovery Sets Curated discovery sets in 6x2mL mini formats that allow customers to explore the brand's olfactory universe before committing to full-size purchases, including a gift voucher toward the next 100ml or 50ml fragrance order.
• Nomadic Formats / Travel Sets Compact travel-friendly fragrance formats including the Iconic Travel Set (5x7.5ml) and various miniature sets designed for portable fragrance discovery and travel use.
• Body Care / Bath & Body Collection Body care and bath products that complement the fragrance collection, designed as 'the art of body rituals' to extend the brand's olfactory experience into daily body care.
• Candles Home fragrance candles extending the brand's olfactory universe beyond personal wear into living spaces for luxury consumers.
• Gift Sets Pre-curated gift collections including discovery sets, miniature sets, and themed gift offerings designed for gifting occasions, available with optional gift engraving services.
• GENERATION(S) Alcohol-Free Perfume Innovative alcohol-free Eau de Parfum designed for sensitive skin, featuring fresh pear and fig notes with warm sandalwood, sold in 100ml format at $385.

Quantifiable outcome

• Eurazeo's investment returned over 2.5x in approximately two years, indicating strong brand value creation and growth trajectory.
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Le Labo: NYC-founded niche fragrance house (now under Estée Lauder, formerly under LVMH/ARMANI group), known for hand-blended perfumes and city-exclusive scents. Directly comparable as a luxury niche perfume brand with selective distribution and a craft narrative aimed at affluent consumers.
• Maison Francis Kurkdjian: Paris-based luxury niche perfumery founded by master perfumer Francis Kurkdjian (now majority-owned by LVMH/CHANEL). Comparable to Ex Nihilo as a high-perfumery Parisian house with selective distribution and premium pricing ($200–$500+) across EDPs and extraits.
• Byredo: Stockholm-founded luxury niche fragrance and lifestyle brand. Compares as a contemporary niche house selling premium-priced EDPs, body care, candles and leather goods through selective doors and DTC — overlapping product categories (perfumes, oils, candles, body care) and pricing tier.
• Diptyque: Parisian luxury fragrance and lifestyle house known for eaux de toilette, candles and body care. Direct comparable given shared Paris origin, multi-format portfolio (fragrance + candles + body), selective distribution and premium positioning.
• Memo Paris: Paris-based luxury niche fragrance brand selling curated, story-driven EDPs at premium prices through selective doors. Comparable as a similarly sized Parisian niche house with comparable price points, selective distribution and travel-themed storytelling.
• Frédéric Malle: Editor-of-perfumers luxury niche house (under LVMH) selling high-end EDPs through selective doors. Directly comparable positioning: high-perfumery materials, perfumer-led creation, premium prices ($200–$400+), selective distribution.
• Serge Lutens: Paris-based niche perfumer (under Shiseido) known for extrait concentrations and selective distribution, originally via the Palais Royal salon. Comparable as a Paris-rooted, perfumer-driven niche house with premium prix-positioned extraits and limited distribution.
• Parfums de Marly: French luxury niche fragrance house with premium EDPs ($180–$400+) sold selectively and via DTC. Comparable as a similarly sized, premium-priced French niche house with selective retail and growing global presence in the same luxury niche category.

Broad incumbents

• Maison Margiela Replica: LVMH-owned luxury fashion maison whose 'Replica' line competes in the same EDP category at $130–$170 price points. Comparable as a broader luxury house with a niche-leaning fragrance line, but with the marketing scale and retail reach Ex Nihilo lacks.
• Tom Ford Beauty: Estée Lauder-owned luxury fragrance and beauty line at $100–$400 price points. Comparable as a premium luxury fragrance house with selective distribution and a celebrity/designer-driven brand narrative, but with much broader global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ex Nihilo Paris