Created in Grasse in 1926 by Eugène Fuchs, the Fragonard perfumeries are still managed today by his great-granddaughters: Anne, Agnès and Françoise Costa. Since their arrival in the company during the 80s, the three sisters have accelerated the development of the Maison while preserving its position in the affordable luxury market.

Billet Doux, Stolen Moment, Hungarian Water, Belle de Nuit, Sun… at the start of the XNUMXth century, it was not uncommon to come across, on the banks of the Riviera, elegant ladies leaving one of the emblematic perfumes of the Fragonard House. And if the history of the famous perfumery begins near the lavender fields in Grasse, it continues today throughout France – where the brand is present in 10 cities – but also in Europe, since a Fragonard boutique has opened its doors in 2015 in Milan.

Its founder, Eugène Fuchs, is however far from coming from a long line of perfumers. At the start of the 1920s, his life was made up more of the civil code, financial investments and legal statutes than of enfleurage, distillation and the quest for perfect harmony between different fragrances. But his desire to undertake and learn the magic of perfumery soon got the better of his career as a notary, which he abandoned to go to Grasse. In 1926, he acquired two perfumeries there: Cresp-Martinenq and Muraour, which he renamed Fragonard. A tribute to the painter whose painting he acquired The Sacrifice to the Rose.

In the inter-war period, the “French Riviera” was in full swing. Artists, fashion designers, socialites and musicians flock to taste the Art de vivre in the south of France and its many tourists never fail to stop by Grasse, the world capital of perfume since the XNUMXth century, to stock up. This is how Eugène Fuchs imagined an innovative concept in which his loyal customers could visit the manufacturing workshops of the factory. This formula was immediately a great success.

The creation of a dynasty

Three years after the creation of the company, Georges Fuchs and François Costa, respectively son and son-in-law of Eugène Fuchs, took over the company in order to develop it internationally. In 1939, when Europe was about to go to war, the two men teamed up with American businesswoman Elisabeth Arden (at the head of the eponymous cosmetics company) and quickly opened an office across the Atlantic. The same year, Jean-François Costa, son of François and Emilie Costa, joined the company. A great art lover, in the 1970s he brought together a collection of 1 objects and paintings from the 500th century, now distributed among four museums (three in Paris and one in Grasse). " Our museums are today the foundation of the House recognizes Agnès Costa, now president of Fragonard and great-granddaughter of the founder.

She joined her father Jean-François Costa in 1985 in the management of the family business, closely followed by Françoise then Anne. The arrival of this third generation is decisive in the modernization of the House and in its openness to the world. For forty years, the three sisters have brought a new breath, a sensitivity to perfumery products and cosmetics. In particular, they are redesigning visual communication and product packaging, drawing inspiration from their taste for colours, flowers and patterns. They were also influenced by the textile collections of their mother, Hélène, who was passionate about Provençal traditions, and in 1997 opened the Musée Provençal du Costume et du Bijou. " We are a family of perfumers but also of collectors “says Agnès Costa.

An independent and forward-looking House

only sold via its e-shop and around twenty points of sale, the brand now defends an economic system based on short-circuit production and distribution. " We have no intermediary and are totally independent in controlling production costs and selling costs. This freedom is a luxury! “, underlines Agnès Costa.
But Fragonard's biggest challenge currently focuses on the environment. " We have just released an organic cosmetics range and will soon carry out a carbon assessment even if this is not yet required by law. If we want to stay innovative, we have to jump on the bandwagon! exclaims the leader. Since 2018, the recycling of cardboard, plastic and glass has been part of the daily life of the Fragonard factories, where nothing is lost. This ranges from the transformation of surplus fabric into accessories and from children's clothing to the wood wool insulation of all the company's buildings.

On the product side, here too the House is innovating. Although perfumery remains its core business, Fragonard has been offering cosmetics, home accessories and even fashion items for several years. An ambition that now extends to literature, since the House recently launched its own prize for women's foreign literature. A distinction born under the impulse of Agnès Costa after her meeting with the Indian writer, Prajwal Parajuly. " Over the course of their discussions, Agnès Costa understands that her passion for foreign literature, life stories and social and geographical travel could turn into a large-scale project where Maison Fragonard would lend its fame to help the emergence of foreign talent “, can we read in a press release.

And when you ask the three sisters about the future of the company, it's no surprise that they hope to be able to pass Fragonard on to their children...