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History
Jeroboam appeared in 2015, created by François Hénin, owner and founder of the Parisian boutique Jovoy, with perfumer Vanina Muracciole. The two had already worked together on a Jovoy perfume, and the idea of a collection of extraits grew from a simple question Hénin asked himself: could he really smell musks, those materials that vanish in a shop saturated with scent?
From that question came Origino, a base built around a cocktail of musks that Vanina Muracciole named the enigmatic musks, the true cornerstone of the collection. As François Hénin puts it, what was meant to be no more than a piece of olfactory exploration, a game between Vanina and him, a perfume base, would become the through-line of a brand in its own right. Hénin chose to name every perfume in Esperanto, a universal language, to suit a brand conceived for travellers and urban nomads. The name Jeroboam nods to the jeroboam wine-bottle format, the largest, set against the smallest of flacons.
The stance is concentration: every perfume is an extrait de parfum, presented in small 30 ml flacons, built for strong tenacity and a dense trail. The first 2015 wave gathered Origino, Insulo, Hauto, Miksado and Oriento, so many readings of musk and warm materials by Vanina Muracciole.
The collection then grew, notably with Ambra and Vespero in 2017, then Gozo in 2022. Jeroboam remains attached to Jovoy, whose Parisian boutique acts as its window, and is distributed through an international network of niche perfumeries. The brand keeps its founding line: concentrated extraits, a dark hexagonal flacon and minimalist labelling.
Two slogans coined by François Hénin sum up the house spirit: great perfumes do not need great bottles, and perfume is a weapon for those who know how to use it. The first plays on the founding contrast between the jeroboam wine-bottle format, three litres, and the small 30 ml flacon; the second states the owned power of the extrait, cut for devastating trails.
The concentrated extrait, signature of Jeroboam
The brand is built on a strong technical choice: to offer only extraits de parfum, the highest concentration in perfumery, in small 30 ml flacons. Where most houses spread eaux de toilette and eaux de parfum, Jeroboam makes the extrait its only format, a pledge of tenacity and density of trail.
That stance comes with an obsession for musky materials, embodied in a signature base, the enigmatic musks, the concentrated cocktail of musks Vanina Muracciole first assembled for Origino and that sits at the base of most of the house's perfumes. The contrast between the jeroboam format, three litres, and the 30 ml flacon works as the brand's founding oxymoron. The collection explores musk from many angles, from the most animalic to the most powdery, pairing it with woods, resins and amber notes. The Esperanto names, common to the whole range, reinforce the idea of a coherent collection rather than a string of isolated launches.
For the visitor, Jeroboam is recognisable by this equation: small flacon, high concentration, musky writing. It is this contrast, right down to the name borrowed from the largest wine-bottle format, that defines the brand.
Perfumes
The collection gathers extraits de parfum signed by Vanina Muracciole, opened by the first 2015 wave. Here are the most identifiable.
| Year | Perfume | Perfumer | Olfactory family |
|---|---|---|---|
| 2015 | Origino | Vanina Muracciole | Musk |
| 2015 | Insulo | Vanina Muracciole | Aromatic wood |
| 2015 | Hauto | Vanina Muracciole | Woody leather |
| 2015 | Miksado | Vanina Muracciole | Fruity musk |
| 2015 | Oriento | Vanina Muracciole | Woody oriental |
| 2017 | Ambra | Vanina Muracciole | Amber |
| 2017 | Vespero | Vanina Muracciole | Spicy wood |
| 2022 | Gozo | Vanina Muracciole | Sunny citrus |
Signature
The signature of Jeroboam rests on the pairing of a single format, the concentrated extrait, and a guiding material, musk. Vanina Muracciole varies these musks, around her signature base the enigmatic musks, by pairing them with woods, leathers, resins and amber notes, in dense compositions built to last on skin.
The range favours warm, enveloping trails, from powdery musk to woody and oriental accords. This coherence, supported by Esperanto names and the minimalist flacon, sets the brand apart in the Parisian niche landscape.
A Jovoy brand that explores musk through highly concentrated extraits, in small flacons, signed by perfumer Vanina Muracciole.