Heritage
A house, in its own words
The story of The Perfumist Ici ParisXL begins with the evolution of its parent retailer. In 1968 a couple named Brenig opened a modest shop called Ici Paris à Ixelles in Brussels, aiming to bring a slice of Parisian perfume culture to Belgian shoppers. Over the next five decades the outlet expanded into a national chain, rebranding as ICI Paris XL and earning a reputation as Belgium’s go‑to destination for both timeless classics and emerging niche releases. The brand celebrated its 50th anniversary in 2018, marking half a century of curated beauty experiences and a growing network of stores across the Low Countries. In the early 2020s the retailer sought a way to translate its deep knowledge of scent trends into a proprietary line that could speak directly to its most adventurous customers. The result was The Perfumist Ici ParisXL, a house that debuted its first sixteen fragrances in 2025. While the exact creative team remains under wraps, the launch was announced alongside a series of pop‑up events in Brussels and Antwerp, where shoppers could sample the new scents and meet the perfumers behind each composition. Since then the collection has grown to include titles such as Black Jack, Cherry Crush, and Electro Night, each released with a limited‑edition packaging that nods to the retailer’s Paris‑inspired aesthetic. The brand’s rapid rollout has positioned it as a fresh voice within the Belgian fragrance market, bridging the retailer’s legacy with a contemporary, experimental edge. The Perfumist Ici ParisXL builds its identity on the belief that perfume should be both accessible and expressive. The house treats each bottle as a conversation starter, encouraging wearers to define moments rather than follow prescribed trends. Its creative brief asks perfumers to blend familiar accords with unexpected accents, producing scents that feel instantly recognizable yet subtly surprising. By anchoring every fragrance in a story tied to everyday experiences—whether a summer siesta, a midnight stroll, or a burst of electric night—the brand aims to turn ordinary days into memorable chapters. The line also embraces a democratic ethos: all sixteen launch fragrances share a unified price tier and are sold through the retailer’s extensive network, ensuring that a bold new scent does not require a specialist boutique to discover.