Nez, le mouvement culturel olfactif

What Nez, le mouvement culturel olfactif does

Nez, le mouvement culturel olfactif is a privately held Paris-based cultural enterprise founded in 2016 by Jeanne Doré (editorial director), Mathieu Chévara (creative and development director) and Dominique Brunel (commercial director). Operating through Nez Holding SARL and its operating subsidiary Nez Média SARL, the company positions itself as a reference media and industry platform for olfactory culture, with a stated mission to make the historically under-served sense of smell accessible to a broad audience. Its editorial activity is anchored by a portfolio of multilingual print publications (Nez, la revue olfactive; Niche by Nez; Nez in China) and curated book collections (Nez Culture, Nez Littérature, and the Nez+LMR Cahiers des naturels co-published with LMR Naturals by IFF since 2019), supported by digital properties including Mag by Nez, Auparfum (a perfume criticism site inherited since 2007) and Podcasts by Nez (launched November 2021).

The company monetizes across four reinforcing streams: (i) print and digital publishing, with single-issue sales of the flagship Nez magazine at €24.90 plus e-commerce via shop.bynez.com and a US storefront at nez-editions.us; (ii) owned trade events, including Paris Perfume Week at Palais Brongniart (third edition with 180 exhibitors and 11,500+ visitors), Grasse Perfume Week and the forthcoming Asia Perfume Show; (iii) professional services through Le Bureau olfactif, which delivers content production, team training, brand design and digital tool development to enterprise clients spanning the fragrance value chain (IFF, DSM-Firmenich, L'Oréal, Symrise, Amouage, Éditions de parfums Frédéric Malle, Biolandes, PUIG, MANE, Luzi); and (iv) sponsorship, partnership and paid distribution revenues tied to events and publications. Distribution covers bookstores in France, Belgium and Switzerland, independent perfumeries, event-based free distribution (Notes Shanghai for the China edition) and owned digital platforms.

The target audiences fall into two clusters: fragrance enthusiasts and 'passionates' consuming the editorial product (magazines, books, podcasts, website content), and fragrance industry professionals — composition houses, ingredient suppliers, niche perfume brands, large groups — consuming events, professional services and visibility through Le Bureau olfactif and the Perfume Week formats. As of the available data, the company employs approximately 31 people, holds no external institutional funding and is controlled by its three founders. There is no evidence of a public listing, AI-native technology stack, or productized software/API offering; the core technology is editorial and event production.

Name

Nez, le mouvement culturel olfactif

Legal name

Nez Holding Société à responsabilité limitée

Website

https://bynez.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Nez is a Paris-based olfactory cultural movement founded in 2016 that publishes bilingual magazines and books on perfumery, organizes international perfume industry events in Paris, Grasse and Asia, and provides B2B consulting services to global fragrance companies via Le Bureau olfactif.

Ownership category

akta.pro rank

Product category

Fragrance Media & Publishing

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Arts, Culture & Literary Magazines (MPAJAEAN)

akta.pro secondary industry

Author Website, Storefront & Direct-to-Reader Commerce (D2C Sales) (MPAJAJAE)

Keywords

• Fragrance publishing
• Olfactory media
• Perfume industry events
• Sensory marketing services
• Niche perfumery content

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Magazine and Book Publishing: Sale of Nez magazine (2 issues per year), specialty books, and collections including Nez Culture and Nez Littérature. Distribution through bookstores, perfumeries, and online shop.
2. Event Management: Organization of major fragrance events including Paris Perfume Week, Grasse Perfume Week, and Asia Perfume Show. Revenue generated through exhibitor fees, sponsorship, and visitor attendance.
3. Le Bureau olfactif Services: Professional services for industry partners including content production, team training, brand design, and digital tool development. Clients include composition houses, independent perfumers, fragrance groups, and ingredient producers.
4. Digital Content and Subscriptions: Online magazine content, podcasts, and subscription services for passionate fragrance enthusiasts and professionals.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Nez publishes multilingual (French, English, Chinese) olfactory culture magazines and books, operates digital platforms (Mag by Nez, Auparfum, Podcasts by Nez), organizes major perfume industry events (Paris Perfume Week, Grasse Perfume Week, Asia Perfume Show), and provides B2B consulting services to fragrance industry clients through Le Bureau olfactif covering content production, training, brand design, and digital tool development.

Product overview

Nez, le mouvement culturel olfactif is a multi-platform cultural movement dedicated to olfactory culture and perfumery. The organization operates a portfolio of products across print, digital, and events: print publications include the flagship bilingual Nez magazine (twice yearly), Niche by Nez (annual independent perfumery magazine), and Nez in China (bilingual Chinese/English semi-annual); book collections comprise Nez Culture (reference cultural books including Le Grand Livre du parfum) and Nez Littérature (creator memoirs); digital platforms encompass Mag by Nez (online editorial), Auparfum (perfume critique site since 2007), and Podcasts by Nez (audio channel); events include Paris Perfume Week, Grasse Perfume Week, and Asia Perfume Show; and Le Bureau olfactif provides professional consulting services. The products collectively serve fragrance enthusiasts, professionals, and industry stakeholders across France, Europe, and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Nez, la revue olfactive: The flagship bimonthly fragrance magazine launched in April 2016, published twice yearly with 176 pages and 10,000 copies per issue, distributed in bookstores.
• Niche by Nez
• Nez in China
• Nez Culture
• Nez Littérature
• Mag by Nez
• Auparfum
• Podcasts by Nez
• Paris Perfume Week
• Grasse Perfume Week
• Asia Perfume Show
• Le Bureau olfactif

Products and services

• Nez, la revue olfactive Bilingual (French/English) olfactory culture magazine published twice yearly, 176 pages per issue with 10,000 copies distributed in bookstores. Targets fragrance enthusiasts and industry professionals.
• Niche by Nez Annual bilingual (French/English) reference magazine for independent perfumery, 80 pages, distributed free at major global fragrance events with 18,000 English and 7,000 French copies.
• Nez in China Bilingual (English/Chinese) semi-annual olfactory culture magazine launched March 2025, 80 pages, distributed free at Notes Shanghai salon with 20,000 copies per edition.
• Nez+LMR Cahiers des naturels Collection dedicated to fragrant plants (rose, ginger, orange blossom, sandalwood, lavender), produced in partnership with LMR Naturals by IFF since 2019, 27 titles in French and English, 96 pages each.
• Nez Culture Book collection exploring olfactory culture through historical, cultural, botanical, and aesthetic perspectives, including reference title Le Grand Livre du parfum translated into multiple languages.
• Nez Littérature Literary collection featuring memoir-style books from major perfumery figures including Jean-Claude Ellena, Dominique Ropion, and Mathilde Laurent, sharing creative journeys and career anecdotes.
• Mag by Nez Online magazine complementing the print review, featuring regular interviews, op-eds, thematic dossiers, and an events agenda around olfactory culture, available in French and English.
• Auparfum Since 2007, the reference website for perfume criticism in France, gathering a community of enthusiasts with hundreds of critiques, news, and thematic coverage.
• Podcasts by Nez Audio platform featuring major interviews (Grand Entretiens) and Smell Talks, distributed on Spotify, Deezer, Apple Podcasts, Amazon Music, and YouTube. Episodes available in English since 2024.
• Paris Perfume Week Major perfume event held at Palais Brongniart with 11,500+ visitors, 180 exhibitors, 1,000+ retailers and buyers, nearly 50 Smell Talks, and 5 olfactory exhibitions per edition.
• Grasse Perfume Week Perfume event held in Grasse, the historical birthplace of modern perfumery, celebrating perfume and diverse olfactory cultures globally.
• Asia Perfume Show Event showcasing contemporary Asian perfumery in France, featuring approximately 50 brands from China, Korea, Japan, and Thailand, with Smell Talks program in English.
• Le Bureau olfactif Olfactory consulting service providing content production, team training, brand design, and digital tool development to composition houses, independent perfumers, major fragrance groups, niche brands, and raw material producers including IFF, DSM-Firmenich, L'Oréal, Symrise, Éditions de parfums Frédéric Malle, Amouage, Biolandes, and PUIG.

Quantifiable outcome

• 27+ book titles published in the Nez Culture and Nez+LMR collections
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• LMR Naturals by IFFcoreStrategic or Co-development Partner · 1 January 2019Partnership since 2019 to produce 'Nez+LMR – Cahiers des naturels' collection, exploring fragrant plants from Damask rose to sandalwood. Available in French and English with 27 titles published.
• Marge DesignminorImplementation/ SI/ Consulting PartnerCommunication design agency partner handling graphic design, digital, typography, and publishing projects since 2004.
• Travers MédiaminorImplementation/ SI/ Consulting PartnerDigital agency partner providing web design, development, SEO, and maintenance services since 2012.
• Le Bureau olfactif Clients (IFF, DSM-Firmenich, L'Oréal, Symrise, Frédéric Malle, Amouage, Biolandes, PUIG)coreStrategic or Co-development PartnerProfessional services clients of Le Bureau olfactif, including content production, team training, brand design, and digital tool development.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Monocle: Multi-platform cultural brand combining a print magazine, digital content, retail, and live events (conferences, fairs) around lifestyle and culture. Closely mirrors Nez's integrated media-events model, particularly its premium subscription magazine and owned-event strategy.
• The Gentlewoman: Biannual independent magazine covering fashion, art, and culture with a refined editorial approach. Comparable as a niche premium independent magazine brand with a strong curatorial voice.
• Kinfolk: Independent lifestyle and culture magazine with a strong editorial point of view and international distribution. Comparable as an independently published, design-forward cultural periodical that monetizes through subscriptions, events, and brand collaborations.
• Cereal Magazine: Independent print and digital publication focused on culture, travel, and design with a refined visual identity. Comparable as a small-team independent magazine brand targeting design-conscious readers with premium content.
• Apartamento: Independent interiors and culture magazine known for high-quality editorial and design. Comparable as an independently published, design-led magazine brand with curated content and brand collaborations.
• Fragrantica: World's largest online perfume criticism and community platform, with extensive user reviews, fragrance encyclopedia, and news. Comparable to Nez as a primary destination for fragrance enthusiasts seeking cultural and critical content.
• Basenotes: Established online fragrance community and review platform with a long-running forum and editorial content. Overlaps with Auparfum as a destination for perfume criticism and enthusiast discussion.
• Pitti Fragranze: Specialized B2B fragrance trade fair organized by Pitti Immagine, dedicated to artistic perfumery. Most directly comparable to Paris Perfume Week as an industry event showcasing independent and niche fragrance brands to buyers and press.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCw3QQd_kVkhcJ4ZSRSJ2O3Q
• Facebookfacebook.com/nezlarevue
• LinkedInlinkedin.com/company/nez-lebureauolfactif
• Instagraminstagram.com/nezlarevue

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

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 Nez, le mouvement culturel olfactif