JUL ET MAD Paris

JUL ET MAD Paris is a French niche perfume house founded in 2012 by the couple Julien Blanchard and Madalina Stoica-Blanchard. The brand grew directly out of their personal love story, which began with a chance encounter in Paris and later became the narrative backbone for many of their scents. Their official communications and retailer partners consistently date the launch of the house to 2012, when the first fragrances in the collection appeared.

Blanchard and Stoica-Blanchard are not the perfumers themselves; instead, they work closely with established noses such as Dorothée Piot, Cécile Zarokian, Luca Maffei, Stéphanie Bakouche and Sidonie Lancesseur. The founders develop the concepts and oversee every aspect of the creative process, from the composition brief to the bottle and packaging design. According to interviews and partner retailer descriptions, they insist on high concentrations and do not purchase stock formulas, preferring made-to-measure creations even when this raises production costs.

The catalogue is structured into several lines, including Signature or Classiques, Voyage, and later thematic collections that expand on the couple’s travel and relationship milestones. Early releases like those in the original love story collection are complemented by more recent launches such as Histoire d’Amour 2.0, while Stairway to Heaven has become a global bestseller. The latter is noted in brand communication for using a specific material called Dynamone to evoke a gunpowder-like mineral facet, intended to suggest snow-covered mountain rock.

JUL ET MAD Paris positions itself at the intersection of high French perfumery and personal storytelling. The house emphasizes small-scale, detail-oriented production, collaboration with French artisans, and a refusal to chase market trends. Its fragrances are distributed through niche perfumery channels and luxury retailers rather than mass-market outlets, underlining its focus on artistic composition and premium presentation over broad mainstream reach.