Beauty and fragrance house Guerlain, part of LVMH Group, has added Florabloom Eau de Toilette and Eau de Parfum Forte to its Aqua Allegoria collection.
Both versions will be available at Guerlain boutiques starting 1 March. The 125ml flacons of Florabloom and Florabloom Forte are priced at €139 (US$149) and €160 (US$172) respectively.
Shoppers can also purchase a 200ml refill for both fragrances. Aqua Allegoria’s emblematic bottle is made from 15% recycled glass and its spray nozzle can be unscrewed for refills.
Aqua Allegoria fragrances – a collection that Guerlain has dedicated to nature since 1999 – feature 90-95% natural-origin ingredients and are formulated with organically grown beet alcohol.
Guerlain noted: “These fragrances express one powerfully beautiful message: the world is our garden.
“As the latest emotive addition to the Aqua Allegoria collection, Florabloom captures all the magic of a desert superbloom and the intoxicating spectacle it provides for the senses.”
The French fragrance house noted that it is a natural phenomenon that occurs in deserts such as Atacama Desert, Chile. Superblooms appear after periods of intense rainfall, transforming the desert into a flower-blanketed garden.
Florabloom Eau de Toilette, created by Perfumer Delphine Jelk, features a mango accord, and notes of tuberose absolute and CO2 extraction of Indian tuberose.
Jelk said: “Florabloom is a celebration of the power and beauty of nature, both wild and poetic.”
At its heart is a blend of tuberose made from a Grasse vegetable butter ‘enfleurage’ pomade – crafted from a perfumery technique that seals a flower’s fragrance within a fatty butter.
In order to source this tuberose, Guerlain has established a long-term partnership with a local organic grower.
Jelk added: “I fell in love with this tuberose pomade from Grasse and its delicious fragrance. The expertise it represents may be old, but it’s very modern.
“It’s emblematic of lasting perfume traditions and embodies Guerlain’s values. It became an inspirational starting point. I love this dream combination of tuberose and mango butter.”
Notes of green moss round up the Eau de Toilette while Grasse centifolia rose, violet and iris flowers add olfactory layers.
Florabloom Eau de Parfum Forte includes a floral bouquet underscored by notes of sandalwood. The scent pairs tuberose with Grasse centifolia rose, tangerine and mango accord.
As a member of the Union for Ethical BioTrade (UEBT) since 2021, Guerlain has set about auditing each of its 50 emblematic natural-origin ingredient supply chains – from the citrus groves in Calabria to Bulgarian rose fields.
This promotes better biodiversity practices and protects the rights of workers and their communities. Guerlain aims to achieve UEBT’s ‘Ethically Sourced’ certification by 2026. ✈
