The Story
Why it exists.
Jul et Mad’s narrative‑driven ethos inspired Histoire d’Amour 2.0, a love letter to the sweet‑spicy chemistry of a first kiss. In 2024, perfumer Stéphanie Bakouche set out to capture that fleeting moment, pairing a juicy mango‑strawberry opening with a daring oud heart. The brief’s vignette spoke of youthful romance in a Parisian café, where creamy desserts meet incense‑filled air, prompting a composition that balances playful fruit with deep, resinous warmth.
If this were a song
Community picks
Nightcall
Kavinsky
The Beginning
Jul et Mad’s narrative‑driven ethos inspired Histoire d’Amour 2.0, a love letter to the sweet‑spicy chemistry of a first kiss. In 2024, perfumer Stéphanie Bakouche set out to capture that fleeting moment, pairing a juicy mango‑strawberry opening with a daring oud heart. The brief’s vignette spoke of youthful romance in a Parisian café, where creamy desserts meet incense‑filled air, prompting a composition that balances playful fruit with deep, resinous warmth.
Bakouche’s choice to marry mango with oud defies convention; mango’s tropical sweetness usually shies from the animalic depth of oud. By layering whipped cream and saffron, the opening gains a velvety texture that cushions the transition to the incense‑rich heart. The inclusion of Atlas cedar grounds the composition, while vanilla absolute and amber soften the lingering oud, creating a seamless bridge between gourmand and oriental realms.
The Evolution
The fragrance greets the skin with a burst of mango, strawberry and raspberry, bright as a summer market, while saffron adds a subtle peppery edge and whipped cream rounds the fruit in a creamy veil. Within ten minutes the fruit fades, giving way to a smoky incense core of frankincense, tolu balsam and benzoin that feels like a candlelit altar. As the heart settles, the base emerges: rich oud intertwines with Atlas cedar, while vanilla absolute, amber and musk melt together, leaving a warm, lingering amber‑oud aura that can be sensed for up to eight hours, especially on cooler evenings.
Cultural Impact
Wearers describe the scent as a modern love story, pairing playful fruit with deep oud, making it a favorite for evening gatherings and romantic moments. Its blend of tropical fruit and warm spices resonates with contemporary Parisian nightlife, reflecting the city's blend of tradition and modernity, and has been featured in several boutique launch events, cementing its status as a cultural touchstone among young romantics.
The House
France · Est. 2012
Jul et Mad Paris is a Paris‑based niche perfume house that emerged in 2012 from the partnership of Romanian entrepreneur Madalina Stoica and French businessman Jules Blanchard. The brand’s name condenses their first names—Jul and Mad—into a concise label that signals both personal intimacy and a French setting. From its first launch, the house has offered a line of distinct fragrances that read like short stories, each anchored by a clear scent signature and presented in understated glass vessels. The collection has grown steadily, with releases ranging from the floral Amour de Palazzo (2012) to the recent Lys Nobilis (2022), and the brand now ships to a global community of scent enthusiasts who value narrative depth over trend‑driven hype.
If this were a song
Community picks
The fragrance feels like a late‑night jazz lounge, smooth cream notes over a smoky saxophone, with a deep bass of oud anchoring the rhythm.
Nightcall
Kavinsky
