Estée Lauder Companies doubles down on luxury perfumes with Fragrance Atelier opening

By Alessandro Carrara | Published: 14-Oct-2025
Fragrance

The global innovation hub is housed in Estée Lauder Companies’ La Maison des Parfums building in Paris, France, which opened in 2025 and centralised the its fragrance brand teams

The Estée Lauder Companies (ELC) has opened its Fragrance Atelier in Paris, France, as the US beauty giant doubles down on high-end perfumes to drive growth.

The global innovation hub serves as a space “fully dedicated to world-class fragrance expertise, advanced technologies and cutting-edge capabilities”, ELC stated. 

It aims to accelerate the company’s strategic ambitions in both luxury and prestige fragrances, and was opened under the “high patronage” of French President Emmanuel Macron. 

The Atelier is housed in ELC’s La Maison des Parfums building, second arrondissement at 14 to 18 Rue Volney, which opened in 2025 and centralised the company’s fragrance brand teams across marketing, creative and product development. 

“It is with great pride and excitement that we open our Fragrance Atelier in Paris,” said Stéphane de La Faverie, President and CEO at ELC. 

“Building on our incredible heritage of creativity and innovation, the Atelier will propel our future growth in this dynamic category – uniting world-class expertise, cutting-edge technology and the artistry of fragrance to accelerate innovation across our portfolio. 

“Located in the cradle of perfumery, our teams will blend state-of-the-art technology, data-driven intelligence, and olfactive expertise to craft the next generation of extraordinary scents for our consumers worldwide.”

The Atelier is designed to enhance ELC’s global research and innovation network across the US, China (Shanghai), Europe (Belgium) and Canada (Toronto). 

It will also introduce an artificial intelligence (AI)-enabled, end-to-end product development system that combines scent and neuroscience modelling with real-time monitoring of patents, research and regulations. 

ELC claims this will accelerate discoveries, develop technologies, fuel experimentation and enable faster response to evolving consumer trends. 

ELC’s fragrance brands, including Jo Malone London, Tom Ford, Le Labo, Kilian Paris and Editions de Parfums Frédéric Malle, will make use of the hub. 

“The Fragrance Atelier is an exciting new model for creation – a space that harnesses creativity and science to shape the future of fragrance,” said René Lammers, ELC’s Chief Research & Innovation Officer.

“This hub brings together experts from across our fragrance brands and partners in an environment purpose-built for experimentation. 

“Together, they will accelerate the journey from inspiration to formulation and ultimately to the final consumer experience.”

The Fragrance Atelier has opened amid the US beauty giant’s ‘Beauty Reimagined’ turnaround plan, as the company attempts to steer itself back to growth. 

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