Heritage
A house, in its own words
Valérie Demars founded Aimée de Mars in the mid‑2010s after years of working in the French fragrance trade. The earliest scents, such as Belle Rose and Folle Emeraude, appeared in 2014, marking the brand’s experimental debut. By 2015 the house was formally established in Paris, and it quickly attracted a community of scent‑enthusiasts who valued transparency in ingredient sourcing. In 2020 the company secured a patent for its Aromaparfumerie® process, a proprietary method that blends natural extracts with a wheat‑based alcohol to preserve aromatic integrity while reducing the need for synthetic stabilisers. The brand celebrated its tenth anniversary in 2025 with a limited‑edition perfume that highlighted the evolution of its natural‑only philosophy. Throughout its first decade, Aimée de Mars has maintained a small‑batch production model, distributing through select boutiques and online platforms that share its commitment to ecological responsibility. The house’s growth has been steady rather than explosive, allowing it to refine its ingredient network across France, Italy and the Mediterranean, and to keep a close relationship with the growers who supply its raw materials. Aimée de Mars frames perfumery as a dialogue between plant chemistry and human memory. The brand’s creative vision rests on three pillars: authenticity, sustainability and sensory storytelling. Authenticity means using only ingredients that can be traced back to a botanical source, which the house documents in its ingredient lists. Sustainability drives choices such as wheat‑derived alcohol, recyclable glass, and partnerships with farms that practice low‑impact agriculture. Sensory storytelling guides each composition, with the nose (often an unnamed collaborator) translating the scent of a single flower or mineral into a narrative that can be worn daily. The company’s statements, found on its own site and in interviews, stress that natural does not equal limited, and that modern extraction techniques can capture the complexity of a blossom without resorting to synthetics. This philosophy informs everything from product naming – often referencing gemstones or mythic figures – to the decision to forgo animal testing and to use spring water sourced from protected French aquifers.