Eurazeo completes €25m investment in French fragrance brand Ex Nihilo

By Austyn King | Published: 19-Jan-2024

The luxury brand’s fragrances include Fleur Narcotique scent, Lust in Paradise and My Sweetest Morphine

Niche fragrance brand Ex Nihilo has received a €25m investment from Parisian investor Eurazeo to grow the business.

The deal sees Eurazeo acquire a minority in the French perfume company, alongside co-founders Sylvie Loday, Olivier Royère and Benoît Verdier, who become majority owners.

Eurazeo will use its expertise to support Ex Nihilo’s expansion into new markets, as well as enhancing its digital capabilities and growing its community.

Ex Nihilo - meaning ‘created out of nothing’ in Latin - was founded in 2013 by Loday, Royère and Verdier and offers a range of perfumes with a focus on unique ingredients and personalisation.

Best known for its floral Fleur Narcotique scent, other fragrances in its portfolio include Lust in Paradise and My Sweetest Morphine.

The brand is currently available through retail partners including department stores Harrods, Bergdorf Goodman, Galeries Lafayette and Saks Fifth Avenue, as well as via its own seven flagship stores.

“The partnership between Ex Nihilo and Eurazeo is an organic relationship rooted in shared values and a mutual vision for the future,” said Loday, Royère and Verdier.

“We recognize Eurazeo's unwavering commitment to fostering growth and innovation, aligning seamlessly with Ex Nihilo’s dedication to pushing the boundaries of luxury fragrance.

“We aim to elevate the industry to new heights, delivering unparalleled experiences to our discerning clientele. 

“We are excited about the extraordinary milestones we will achieve together.”

Eurazeo has a long track record of investing in beauty brands.

The company has previously invested in Pat McGrath Labs, skin care brand Beekman 1802 and honey-inspired beauty brand Gisou.

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