ELLE Parfums

ELLE as a media brand began with journalist Hélène Lazareff, who founded ELLE magazine in Paris on November 21, 1945, after her return from New York. Building on the magazine’s global fashion influence, licensed fragrances under the name ELLE started appearing in 2015, according to Fragrantica’s launch data, marking the beginning of ELLE as a fragrance brand in its own right.

The perfume line is developed and distributed by Beauty Brands Global, a London‑based company also referred to as Beauty Group London. Their partnership is visible in launch communications such as the October 8, 2018 unveiling of ELLE L’Edition in the UK, where it debuted exclusively at The Perfume Shop before expansion into Superdrug stores in February 2019. The brand has since introduced collections including the more sustainability‑focused NaturELLE range, emphasizing ethically sourced ingredients and eco‑conscious packaging.

ELLE Parfums position their scents around the idea of the “ELLE woman,” drawing on Lazareff’s famous motto “seriousness in frivolity and irony in graveness.” This attitude shows up in the mix of easygoing, wearable compositions with small twists or contrasts, aiming for everyday usability rather than experimental perfumery. The line targets broad, accessible distribution through mainstream retailers while aligning visually and conceptually with contemporary fashion and lifestyle cues from the ELLE magazine universe.