Jeroboam

Jeroboam is a French niche brand founded in 2015. Its name has its origins in Esperanto, and its foundation is a cocktail of musks. So what led to the creation of the brand, who are the people behind it, and what makes it unique? Jeroboam was created by two people: independent perfumer Vanina Muracciole and François Hénin, founder of the Jovoy perfume house and boutiques, a brand every bit as successful as Jeroboam. François Hénin came from a fairly traditional, very conventional family. His father was a university professor, and his mother worked in finance. He received a fairly traditional education, first at boarding school and then at business school. After a period of working as a DJ and a few wild years in Vietnam, he was recruited by a French perfume company, where he worked until he created the Jovoy brand. As he puts it: "The entrepreneurial DNA in my blood is a little too strong, so I wasn't meant to work for a large organization. I originally set up a small trading company based in Saigon, in southern Vietnam. Then, at the age of 25, I discovered that I had to do my military service ... I closed the business and managed to find an assignment with a French company in ... Vietnam. But not Saigon, the big city with its exciting nightlife, especially for a young man like me... No, my assignment was in the north, on the Chinese border, which was the complete opposite." The inspiration behind creating Jeroboam: working with Musk all day. It turns out the inspiration for the new brand came from creating a new fragrance. "A game between Vanina and me led to the creation of a completely new brand," Hénin says. "Very quickly, the pieces of the puzzle fell into place; at first it was like a play on words, in the form of advertising slogans, something like perfume extracts for urban nomads," but the two soon realized they had a real treasure on their hands. "Perfumer Vanina Muracciole and I worked together on a Jovoy fragrance (L'Art de la Guerre), and now we had started a new project called Jeroboam. It originally came from the question, 'Am I anosmic to musks?' Let me explain: when you work in a perfume shop with hundreds of fragrances being sprayed all the time ... and all perfumes have a Maski base, I smell Musk all day, so I found that it was never really clear to me. I thought: am I getting used to it? Or perhaps I'm simply anosmic?" (That is, he cannot smell it very strongly, and sometimes, depending on the type of Musk, not at all.) It turns out that something did come of that ball of Musk the two developed together. The second part - Vanina Muracciole, his partner in the brand. Vanina Muracciole is originally from Italy and Corsica, although she was actually born in Paris. Her childhood was spent between the Corsican maquis and the artistic Left Bank of Paris, and all of this influenced her creativity. Vanina, who has always been fascinated by the infinite power of scents, graduated from the prestigious ISIPCA perfumery school in Versailles. She began her career in Milan, then moved to Grasse, the world capital of perfume. When she returned to Paris, she worked at Jean Patou under master perfumer Thomas Fontaine, then pursued an independent career and began creating perfumes for innovative and more established brands. Vanina, who is also a talented pianist, has always excelled at composing the perfect accord. The musicality of her fragrances is her signature, and she has become a household name in niche perfumery. Today, the Jeroboam collection comprises eleven fragrances. The standout is Hauto, a woody floral Musk fragrance for women and men, launched in 2015. Its top notes are Pineapple and Bergamot; the heart notes are Tuberose, Spicy Notes and Rose; the base note is White musk. It has a strong presence and lasts a long time on the skin.