Revived for the modern age after over 80 years, "Jovoy Paris" officially launches at NOSE SHOP Ginza from April 15 (Wed). Offering 9 powerful and timeless scents.
The French niche fragrance brand "Jovoy Paris" will fully launch at NOSE SHOP Ginza starting April 15. Nine types of eau de parfum and kits will be on sale.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 21:00
- 🔍 Collected: April 15, 2026 at 12:31
- 🤖 AI Analyzed: April 19, 2026 at 08:25 (91h 54m after Collected)
Jovoy Paris
"NOSE SHOP," which caused a stir in the Japanese perfume market often called a "perfume desert" and operates Japan's first niche fragrance specialty store, will fully launch the French niche fragrance brand "Jovoy Paris" at NOSE SHOP Ginza starting Wednesday, April 15, 2026. From June 2026 onwards, it will also be available at other participating stores and online stores.
Jovoy Paris is a brand founded in 1923 by Blanche Arvoy. Although it was forgotten for more than 80 years due to the Great Depression, the traveler François Hénin, fascinated by natural ingredients, breathed new life into it, evolving it into a symbol of the modern niche fragrance world.
The brand, which made an advance landing and gathered attention at a limited-time promotion at the Isetan Shinjuku Men's Building this spring, is finally making a full-scale landing starting with NOSE SHOP Ginza. Nine types of eau de parfum and one perfume kit will be available.
Inheriting the founder's philosophy and achieving modern regeneration: Jovoy Paris
Jovoy Paris was founded by Blanche Arvoy in 1923 on the Rue de la Paix in Paris. The brand name is a combination of her nickname "Jo" and her partner's surname "Arvoy".
At a time when perfumes housed in magnificent bottles made by Lalique and Baccarat colored Parisian high society, her unwavering belief was that "rather than a flashy name or a beautiful bottle, the scent itself should be the main character above all else."
However, swallowed by the wave of the Great Depression, the brand once sank into the shadows of history. As time passed, it was François Hénin, a traveler who loved natural ingredients, who brought the sleeping soul of Jovoy Paris back to the present day. Having been deeply fascinated by the world of natural ingredients, such as traveling to Vietnam after graduating from university and engaging in the distillation of fragrance ingredients locally, Jovoy Paris was resurrected by him in 2006.
And what he chose was not an exact reproduction tracing the past, but creating "new scents for the current era" that Blanche would have produced if she were alive today.
Currently, as a creator and artistic director, he leads the brand's direction. Furthermore, he broadly manages everything from being the owner of the long-established niche fragrance select shop "Jovoy" to the brand "Jeroboam", which features the concept of "perfume for urban nomads" and is also handled at NOSE SHOP.
Scents reflecting intuition, memory, and imagination: Jovoy Paris
What Jovoy Paris fragrances aim for is "supreme perfumery" rooted in the proud traditions of France, not relying on trends or elitism. Each scent is constructed against the backdrop of stories derived from personal encounters and experiences.
As shown by collaborations with independent perfumers and a high fragrance concentration of 15 to 20%, its style is powerful, profound, and timeless. Treating perfume not merely as a decoration or symbol, but as "the language of intuition, memory, and imagination," it continues to pursue the expression of the scent itself.
Family memories and inheritance dwelling in the crest: Jovoy Paris
The crest symbolizing the brand depicts the cherubs (angels) of the castle handed down in François Hénin's paternal lineage, and the daisy flower, which is also his mother's name, reflecting a deep respect for family history.
In 2025, after about three years of research and development, a new bottle and case were announced. The design incorporating a golden crest and red accents more clearly embodies the aesthetics connecting the brand's history and present.
Please enjoy the meticulously crafted modeling down to every detail and the supreme scents that have achieved a modern regeneration.
Jovoy Paris Lineup (10 types in total)
- Eau de Parfum (9 types) 15ml 9,900 yen, 75ml 33,000 yen (tax included)
- Perfume Kit (1 type) 2ml × 16 types 13,200 yen (tax included)
Release Date | Wednesday, April 15, 2026, at NOSE SHOP Ginza
* Scheduled to be released at other participating stores and online stores from June 2026 onwards.
"NOSE SHOP," which caused a stir in the Japanese perfume market often called a "perfume desert" and operates Japan's first niche fragrance specialty store, will fully launch the French niche fragrance brand "Jovoy Paris" at NOSE SHOP Ginza starting Wednesday, April 15, 2026. From June 2026 onwards, it will also be available at other participating stores and online stores.
Jovoy Paris is a brand founded in 1923 by Blanche Arvoy. Although it was forgotten for more than 80 years due to the Great Depression, the traveler François Hénin, fascinated by natural ingredients, breathed new life into it, evolving it into a symbol of the modern niche fragrance world.
The brand, which made an advance landing and gathered attention at a limited-time promotion at the Isetan Shinjuku Men's Building this spring, is finally making a full-scale landing starting with NOSE SHOP Ginza. Nine types of eau de parfum and one perfume kit will be available.
Inheriting the founder's philosophy and achieving modern regeneration: Jovoy Paris
Jovoy Paris was founded by Blanche Arvoy in 1923 on the Rue de la Paix in Paris. The brand name is a combination of her nickname "Jo" and her partner's surname "Arvoy".
At a time when perfumes housed in magnificent bottles made by Lalique and Baccarat colored Parisian high society, her unwavering belief was that "rather than a flashy name or a beautiful bottle, the scent itself should be the main character above all else."
However, swallowed by the wave of the Great Depression, the brand once sank into the shadows of history. As time passed, it was François Hénin, a traveler who loved natural ingredients, who brought the sleeping soul of Jovoy Paris back to the present day. Having been deeply fascinated by the world of natural ingredients, such as traveling to Vietnam after graduating from university and engaging in the distillation of fragrance ingredients locally, Jovoy Paris was resurrected by him in 2006.
And what he chose was not an exact reproduction tracing the past, but creating "new scents for the current era" that Blanche would have produced if she were alive today.
Currently, as a creator and artistic director, he leads the brand's direction. Furthermore, he broadly manages everything from being the owner of the long-established niche fragrance select shop "Jovoy" to the brand "Jeroboam", which features the concept of "perfume for urban nomads" and is also handled at NOSE SHOP.
Scents reflecting intuition, memory, and imagination: Jovoy Paris
What Jovoy Paris fragrances aim for is "supreme perfumery" rooted in the proud traditions of France, not relying on trends or elitism. Each scent is constructed against the backdrop of stories derived from personal encounters and experiences.
As shown by collaborations with independent perfumers and a high fragrance concentration of 15 to 20%, its style is powerful, profound, and timeless. Treating perfume not merely as a decoration or symbol, but as "the language of intuition, memory, and imagination," it continues to pursue the expression of the scent itself.
Family memories and inheritance dwelling in the crest: Jovoy Paris
The crest symbolizing the brand depicts the cherubs (angels) of the castle handed down in François Hénin's paternal lineage, and the daisy flower, which is also his mother's name, reflecting a deep respect for family history.
In 2025, after about three years of research and development, a new bottle and case were announced. The design incorporating a golden crest and red accents more clearly embodies the aesthetics connecting the brand's history and present.
Please enjoy the meticulously crafted modeling down to every detail and the supreme scents that have achieved a modern regeneration.
Jovoy Paris Lineup (10 types in total)
- Eau de Parfum (9 types) 15ml 9,900 yen, 75ml 33,000 yen (tax included)
- Perfume Kit (1 type) 2ml × 16 types 13,200 yen (tax included)
Release Date | Wednesday, April 15, 2026, at NOSE SHOP Ginza
* Scheduled to be released at other participating stores and online stores from June 2026 onwards.