What Mad And Len does

MAD et LEN (legal entity Bohemian Bazar Manufacture S.A.R.L., RCS Manosque 500 343 553) is a French artisanal perfumery founded in 2007 and headquartered in Saint-André-les-Alpes, southern France. The company designs, blends, and sells handcrafted eau de parfum, scented candles, mineral pot pourri, room perfume, essential and vegetable oils, and a line of sculptural decorative objects (Gustav, Empreintes, Forge collections) produced in partnership with artisanal workshops in Morocco and Mauritania. Manufacturing is deliberately non-industrial: perfumes are blended by hand using seasonal natural ingredients with no paraffin, petrochemical derivatives, or CMR substances, while vessels and decorative objects are hand-forged in iron or brass by named artisan partners. The product catalog comprises over 40 proprietary fragrance profiles and multiple object collections, with retail prices ranging from €15 for a 10ml essential oil to €528 for the Icosahedron black-metal sculpture; signature eau de parfum retails at €159–€185 for 50ml.

The business operates a hybrid distribution model combining direct-to-consumer e-commerce (madetlen.com, shipping to 50+ countries with free standard delivery from €300), two company-operated flagship boutiques in Paris (Galerie Vivienne, 75002) and Tokyo (Taito City, operated via local partner Double H), and an indirect network of 60+ third-party stockists spanning France, Spain, Italy, Germany, the UK, Belgium, Sweden, Norway, Denmark, Australia, Canada, Hong Kong, the UAE, and Greece. Pricing is held rigid across channels — the company explicitly forbids discounting or sales — and payments are processed via Mastercard, Visa, and PayPal. The founder-managed entity (Gérant Stéphan Moronval) is bootstrapped and explicitly independent of banks and external investors, with a stated philosophy of remaining small by choice. The company serves affluent consumers seeking authentic, handcrafted niche fragrance and home décor, and has amplified visibility through editorial features in Harper's Bazaar, Elle Déco, New York Post, and Beau Magazine, plus high-profile collaborations with architect Nicole Hollis and fashion house Lemaire.

Name

Mad And Len

Legal name

Bohemian Bazar Manufacture S.A.R.L.

Website

https://madetlen.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

MAD et LEN is a French artisanal perfumery (founded 2007, Saint-André-les-Alpes) that handcrafts and sells eau de parfum, scented candles, mineral pot pourri, and sculptural decorative objects through DTC e-commerce, two flagship boutiques (Paris, Tokyo), and 60+ luxury stockists globally.

Ownership category

akta.pro rank

Product category

Niche Artisanal Perfumery

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Artisanal perfumery
• Niche fragrances
• Scented candles
• Mineral pot pourri
• Home fragrance products

Headquarters

HQ city

Saint-andré-les-alpes

HQ country

France

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. Scented candles & room fragrances: Handcrafted scented candles (Apothecary, Ceramics, Fumiste lines) and room perfume diffusers sold individually. These are the company's core product category, representing a significant share of revenue.
2. Eau de parfum: Eau de parfum in 50ml and 100ml formats. Flagship fragrances include Terre Noire, Spirituelle, Humus, Black Musc, and Black Uddù. Sold at €159–€185 for 50ml, positioning as niche artisanal perfumery.
3. Mineral pot pourri: Mineral pot pourri products including Apothicaire and Mineral Totem lines. Scented pot pourri products for room fragrance, sold alongside refills.
4. Metal decorative objects: Handcrafted decorative objects including the Gustav Collection (black metal vases), Empreintes Collection (hammered iron), and Forge Collection (brass/gold metal pieces). These high-ASP art objects contribute to revenue.
5. Rawtherapy (essential & vegetable oils): Pure essential oils (bergamot, palmarosa, patchouli, petitgrain bigarade, bois de hô, ylang-ylang) and vegetable oils (argan, millepertuis) sold in 10ml–50ml formats.
6. Refills & accessories: Refill products for pot pourri and room perfume, plus accessories like the cotton tote bag (€40). Refills extend product lifecycle and generate recurring revenue from existing customers.
7. Collaboration & limited edition products: Limited edition collaborations such as the Nicole Hollis Bleu Outrenoir collection (candles, pot pourri) and Lemaire collaboration. These premium collaborations command higher price points and drive brand visibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MAD ET LEN is a French artisanal perfumery that handcrafts scented candles, mineral pot pourris, room perfumes, eau de parfum, and home fragrance objects. The company blends raw, seasonal natural ingredients (no petrochemicals or CMR substances) into apothecary-inspired scents, and complements its fragrance line with hand-forged black metal and brass decorative objects (Gustav, Empreintes, and Forge collections) made by artisans in Morocco and Mauritania. Its products are sold under a single brand umbrella through DTC e-commerce, two flagship boutiques, and a network of international stockists.

Product overview

Mad And Len is a French artisanal perfumery offering a comprehensive olfactory ecosystem centered on handcrafted scented candles, mineral pot pourri, home fragrances, and eau de parfum. The core offering includes Eau de Parfum (50ml and 100ml in apothecary-style black glass bottles), Discovery Sets, and scented candles in various forms (Apothecary, Ceramics/Bell collection, and Fumiste). Home fragrance is delivered through Pot Pourri d'Apothicaire, Pot Pourri Mineral Totem, and Room Perfume (limited edition 200ml), with Refills available. The Rawtherapy line provides Essential Oils (Bergamot, Palmarosa, Patchouli, Petitgrain Bigarade, Bois de Hô, Ylang Ylang) and Plant-based Oils (Argan, Millepertuis) for aromatherapy and self-care rituals. Complementary offerings include Ritual Mist for body and space. Mad And Len Objects feature three artisanal collections: the black metal Gustav Collection (vases and Icosahedron sculpture), the Empreintes Collection (forged metal vessels including Sediment and Sankofa), and the Forge Collection (brass objects including Golden Dish and Monarchia bowl). Limited collaborations include the Bleu Outrenoir collection with Nicole Hollis and accessories like the Tote Bag. All products reflect the brand's commitment to raw materials, artisanal craftsmanship, and respect for nature.

Differentiator

Problem solved

Functional benefit

Products and services

• Eau de Parfum Handcrafted eau de parfum in apothecary-style black glass bottles, available in 50ml and 100ml formats. Each fragrance is conceived as a unique olfactory experience blending raw materials with niche compositions; flagship scents include Terre Noire, Spirituelle, Humus, Black Musc, and Black Uddù, priced at €159–€185 for 50ml.
• Discovery Set Curated gift sets offering a panorama of MAD ET LEN's olfactory language, presented as two coffrets containing five fragrances each (including Black Musc, Black Uddù, Green Sunshine, Lady Vetyver, Sous les Confettis, Graphite, Humus, Paname, Red Musc, and Terre Noire).
• Scented Candles - Apothecary line Handcrafted scented candles inspired by apothecary tradition, made from vegetable wax with distinctive scent profiles including Sang Bleu.
• Scented Candles - Ceramics (Bell collection) Handcrafted ceramic candles including the Bell collection, produced in France in limited series and inspired by mineral or terrestrial landscapes, featuring unique scents like Ardoise, Granite, Terracotta, and Terre Noire.
• Bougies Fumiste Specialized Fumiste scented candles offering distinctive smoky or atmospheric fragrance profiles.
• Room Perfume - Limited Edition 200ml Room perfume in 200ml limited edition bottles for interior fragrance diffusion.
• Pot Pourri d'Apothicaire Mineral pot pourri inspired by apothecary tradition that combines raw materials with artisanal craftsmanship for continuous home fragrance.
• Pot Pourri Mineral Totem Mineral totem pot pourri featuring the iconic black metal vessel for ongoing fragrance diffusion.
• Ritual Mist Body and space mist for ritual fragrance application, designed to envelop the present moment with delicate and enveloping fragrance.
• Essential Oils (Rawtherapy) Pure essential oils including Bergamot, Palmarosa, Patchouli, Petitgrain Bigarade, Bois de Hô, and Ylang Ylang. Certified organic by Ecocert and sourced from multiple countries; sold in 10ml–50ml formats.
• Plant-based Oils (Rawtherapy) Vegetable/carrier oils including Argan oil (Morocco) and Millepertuis (St. John's Wort) oil. Certified organic by Ecocert, used for diluting essential oils and skincare; sold in formats up to 50ml.
• Gustav Collection Black metal decorative objects handcrafted in Morocco, including the Gustav Ogive vase (height 60cm, €386), Gustav Obus vase (height 70cm, €463), and Icosahedron sculpture (height 42cm, €528). Each piece features raw metal texture and unique artisanal irregularities.
• Empreintes Collection Hand-forged metal objects paying homage to iron metamorphosis, including the Sediment vase (small: 24cm height, big: 41cm height, €333) and Sankofa vase (small: 21cm, medium: 40cm, grand: 60cm), all handcrafted in Mauritania.
• Forge Collection Brass and metal objects with golden finishes designed to capture and diffuse light subtly, including the Golden Dish (diameter 28cm, €230) and Monarchia bowl (diameter 26cm or 46cm, €396; made from recycled iron, handcrafted in Morocco).
• Tote Bag Heavy cotton tote bag (38cm length, 35cm height, 15cm depth) featuring Mad et Len branding, available with scent options including Black Musc, Black Uddù, Graphite, Humus, Paname, Red Musc, Spirituelle, Terre Noire, Vetyver Bucolique, and Apocalypstick; priced at €40 per unit.
• Bleu Outrenoir Collection (Nicole Hollis collaboration) Artistic collaboration with Nicole Hollis featuring sculpted black metal candle holders and pot pourri. The Bleu Outrenoir fragrance features ylang ylang, cardamom, vetiver, and sandalwood notes. Includes a small candle (height 10cm, 40 hours burn time, €204), a large candle (height 16cm, 50 hours burn time, €211), and a mineral pot pourri (height 16cm, with 15ml refill included, €236).
• Lemaire Collaboration Collaboration product line with the Lemaire fashion house, aligning MAD ET LEN's artisanal approach with Lemaire's minimalist design philosophy at the intersection of fashion and fragrance.
• Refills Refill products for pot pourri and room perfume that renew fragrance experiences and extend product lifecycles.

Quantifiable outcome

• Press coverage in major luxury publications including Harper's Bazaar, Elle Deco, New York Post, Beau Magazine, and Home Magazine France.
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Nicole HollisflagshipStrategic or Co-development PartnerNicole Hollis is an architect and designer who collaborated with Mad et Len on the Bleu Outrenoir collection. The collaboration explores synesthesia — color as scent, scent as form — inspired by Pierre Soulages' Outrenoir concept. The collection includes handcrafted candles (40–50 hours burn time) and pot pourri diffusers in sculptural black metal vessels with hand-forged caps. Hollis brings emotional architecture and spatial design expertise; Mad et Len contributes artisanal craftsmanship and fragrance expertise.
• LemairecoreStrategic or Co-development PartnerLemaire, the fashion house known for its minimalist aesthetic, has collaborated with Mad et Len on a product line. The collaboration aligns Mad et Len's artisanal approach with Lemaire's design philosophy, creating a cross-disciplinary intersection of fashion and fragrance.
• Double H (Japan)coreChannel Partner/ Reseller/ DistributorDouble H is the local partner managing Mad et Len's Tokyo flagship boutique. They handle local operations, customer service, and distribution in the Japanese market. Contact: [email protected].
• Lane Crawford (Hong Kong)coreChannel Partner/ Reseller/ DistributorLane Crawford is a premier luxury department store chain in Asia, carrying Mad et Len products at their Hong Kong (Tsim Sha Tsui) location. This provides access to affluent Asian luxury consumers.
• Nose (Paris)coreChannel Partner/ Reseller/ DistributorNose is a specialist niche perfumery in Paris (20 Rue Bachaumont) that stocks Mad et Len fragrances. As a curated fragrance boutique, Nose aligns with Mad et Len's niche positioning.
• Dover Street Market / Dover Street (Paris)coreChannel Partner/ Reseller/ DistributorDover Street Market Paris (11 bis Rue Elzevir) stocks Mad et Len products. Associated with Comme des Garçons, Dover Street Market is a destination for avant-garde and niche design products, aligning with Mad et Len's artisanal positioning.
• L'Eclaireur (Paris)coreChannel Partner/ Reseller/ DistributorL'Eclaireur (10 Rue Hérold, Paris) is an iconic Parisian concept store known for curating avant-garde design and luxury brands, including Mad et Len.
• Antonioli (Italy)coreChannel Partner/ Reseller/ DistributorAntonioli is a luxury multi-brand fashion retailer with locations in Milan, Turin, and Via Pasquale Paoli in Milan. They carry Mad et Len as part of their curated luxury home fragrance and lifestyle assortment.
• Artilleriet (Sweden)minorChannel Partner/ Reseller/ DistributorArtilleriet (Magasinsgatan 19, Gothenburg, Sweden) is a curated design and interiors concept store that stocks Mad et Len products, reaching Scandinavian luxury consumers.
• Illum (Denmark)minorChannel Partner/ Reseller/ DistributorIllum (Østergade 52, Copenhagen) is a premium Danish department store carrying Mad et Len products, providing access to Scandinavian luxury market.
• JD.com (JD Health / madetlen Chine)minorChannel Partner/ Reseller/ DistributorJD.com is China's leading e-commerce marketplace where Mad et Len operates a dedicated storefront (madetlen Chine on JD.com) for the Chinese market.
• Artisanal suppliers (Morocco & Mauritania)coreImplementation/ SI/ Consulting PartnerLocal artisanal workshops in Morocco and Mauritania hand-fabricate Mad et Len's metal decorative objects (iron bowls, brass objects, hammered vessels). These are production partners with ancestral know-how in metalwork. The company explicitly values and respects these indigenous cultures and their craftsmanship.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nest Fragrances: Premium American home fragrance brand offering scented candles, diffusers, and eau de parfum at accessible luxury price points. Comparable on candle-and-home-fragrance-led assortment, premium positioning, and broad specialty retail distribution.
• D.S. & Durga: Independent Brooklyn-based niche perfumery crafting original fragrances with story-led concepts. Comparable on small-team artisanal model, eau de parfum plus candle portfolio, and DTC-plus-stockist distribution in luxury concept stores.
• Cire Trudon: French heritage candle and home fragrance maker originating from the royal wax manufactory. Directly comparable on artisanal French candle craftsmanship, premium positioning, and selective luxury retail distribution including Dover Street Market.
• Le Labo: Niche perfumery founded in New York with hand-blended fragrances and cult candle and home fragrance lines. Comparable on artisanal positioning, premium pricing, and DTC-plus-flagship retail model; now owned by Estée Lauder giving it scale advantages.
• Diptyque: Iconic French niche fragrance and scented candle brand offering eau de parfum, candles, and home fragrances at premium price points. Most directly comparable peer given shared French artisanal heritage, candle-led assortment, and global luxury retail presence.
• Santa Maria Novella: Historic Florentine apothecary producing artisanal fragrances, candles, and body care since the 13th century. Closely comparable on apothecary heritage, handcrafted production, no-discounting retail model, and luxury flagship store strategy.
• Byredo: Swedish niche fragrance house offering eau de parfum, candles, and leather goods with a minimalist, story-led aesthetic. Closely comparable on premium niche positioning, candle and home fragrance portfolio, and global stockist distribution; now owned by Puig.
• Frederic Malle: French niche perfumery publishing exclusive compositions by renowned perfumers, distributed at luxury department stores worldwide. Comparable on French artisanal perfumery heritage, premium pricing (€150–€250 range), and curated niche positioning.

Broad incumbents

• Aesop: Australian premium beauty brand offering fragrances alongside skin, hair, and body care at luxury retail. Comparable on niche luxury positioning, apothecary-inspired design language, and signature boutique retail concept; now owned by L'Oréal giving it substantial scale advantages.
• Maison Margiela Replica: Fashion house's fragrance line offering concept-led niche perfumes and candles with editorial storytelling. Comparable on niche fragrance positioning, candle portfolio, and presence in premium multi-brand retailers; backed by a much larger fashion parent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MADetLEN
• Instagraminstagram.com/madetlen
• Xx.com/madetlen_france
• LinkedInlinkedin.com/company/mad-et-len

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Mad And Len