Heritage
A house, in its own words
Alex Simone emerged from the personal memories of its founder, who grew up amid the Mediterranean breezes of Monaco. Early interviews describe a childhood spent watching the sea and the gardens of Monte‑Carlo, experiences that later shaped the brand’s olfactory palette. In 2016 (some sources cite 2017) the founder launched the house under the name Alex Simone Parfum, positioning it as a niche label that would honor the region’s elegance while challenging traditional gender codes. The debut collection arrived in 2017 with Villa Simone, a fragrance that combined citrus, marine notes and warm woods, instantly attracting collectors who valued both narrative depth and technical precision. By 2018 the brand presented its line at Esxence, the leading fragrance trade show in Milan, where the founder explained the “morning‑to‑night” concept that underpins many of the creations. A pivotal moment occurred in 2020 when Alex Simone partnered with 44°N Gin for a limited‑edition scent that married perfume and spirits, highlighting the house’s willingness to experiment across sensory domains. In 2021 the line expanded with En Terrasse Parfum Absolu and Apres Vous Parfum Absolu, both of which emphasized richer, more sustained accords. The following year the brand released a wave of new releases—Le VIP, Chanceux du Soir, Brise Marine, Inoubliable, Carré d’Or and Tellement Bleu—demonstrating a rapid creative output while maintaining a consistent aesthetic. In 2023 the house announced new ownership, a transition that brought fresh capital and a renewed focus on global distribution, yet the founder’s original vision remained central. Throughout its evolution, Alex Simone has remained anchored in Monaco, drawing on the city‑state’s reputation for luxury and its intimate relationship with the sea, while steadily building a reputation among niche fragrance enthusiasts worldwide. The creative vision at Alex Simone rests on three pillars: memory, balance and inclusivity. The founder believes that scent should act as a bridge between past experiences and present emotions, a principle that guides the selection of raw materials and the construction of accords. Rather than adhering to a strict masculine or feminine binary, the brand crafts fragrances that can be worn by anyone, allowing the wearer to define the narrative. Sustainability informs the sourcing strategy; the house prefers ingredients that are harvested with respect for local ecosystems, such as responsibly farmed bergamot from the Côte d’Azur and marine‑derived notes obtained through environmentally conscious methods. Transparency is another core value: each launch is accompanied by a detailed ingredient list and a brief note on the inspiration behind the scent. Alex Simone also embraces a collaborative spirit, working with the historic Art et Parfum house—originally founded by the renowned perfumer Edmond Roudnitska—to blend traditional French techniques with contemporary sensibilities. This partnership ensures that every fragrance respects the craft’s heritage while exploring new olfactory territories. The brand’s philosophy extends to its retail experience, where minimalist boutiques and curated online presentations aim to let the perfume speak for itself, free from excessive marketing rhetoric.