Hubert Burda Media

Joyce Beauty Presents: The Scent of Creativity

Marc Chaya, co-founder and CEO of fragrance house Maison Francis Kurkdjian, talks about femininity in scent, the importance of water in perfume and making a change in the industry.

Maison Francis Kurkdjian has been a quiet revolutionary force in the world of perfumery. Starting with the brand’s unique “fragrance wardrobe”, co-founders Francis Kurkdjian and Marc Chaya have pioneered a new mode of consuming scent. Chaya tells us the idea was conceived out of his mantra, “a perfumed life 24/7”. 

Rather than the dated practice of having only one signature scent, Chaya suggests that scent choices should change according to one’s life. It’s an idea the house has pushed since its inception. “[Maison Francis Kurkdjian] is a lifestyle house. Back in 2009 [when we launched the brand] we started with Aqua Universalis … but we also had a number of other scents, so it was a full collection.”

Earlier this year, the brand introduced a new scent, Aqua Celestia, which combines notes of lime, mint, blackcurrant, mimosa and musk. Extending the Aqua family was a natural decision, given Kurkdjian’s philosophy on the idea of water. “Francis says that freshness is to perfume what water is to life. This is why the Aqua collection is maybe more developed than other collections, because of its versatility,” he says.

Maison Francis Kurkdjian has also recently developed water-based hair mists and body oils, which have just been launched and join the Aqua Universalis, À La Rose and Amyris collections. “We started with the fresh scents because of [their] universality,” Chaya explains. “À La Rose and Amyris were chosen for their femininity. Applying scent on the skin through body cream or body oil is a feminine touch, and a hair mist is there as an ultra-feminine gesture.”

Maison Francis Kurkdjian has retained its aura of exclusivity despite having more than 400 international points of sale, thanks to its commitment to its brand identity and its clear creative mandate. The brand has remained exclusive to Joyce Beauty in Hong Kong for seven years.