Despite rising living costs, fragrance remains one of the beauty industry’s strongest categories. Why? It’s deeply personal. Fragrance is essentially an investment in your essence. It’s intimate, like an invisible accessory that, when everything feels uncertain, offers a sense of reassurance and comfort. Seasons, style and lifestyles may change, yet for the majority, a signature scent is the constant that we’re fondly remembered for. Unlike that bougie cleanser or your monthly nail appointment, it lingers.
The numbers speak for themselves. Fragrance was the fastest-growing beauty category in 2024, according to market research firm Circana, which showed fragrance is leading the pack in both units sold and dollar sales at 12 per cent in the prestige sector. American beauty retailer Ulta also reports that men’s and unisex fragrances are driving this surge. Skincare, on the other hand, posted a modest two per cent lift for the year.
With Gen Z turning to scent as a form of self-expression, rather than relying solely on fashion, it’s no surprise the fragrance category continues to gain traction.
Now, fashion houses such as Elie Saab are entering into a new era of scent, releasing their first men’s fragrance after 14 years of creating female fragrances. Signalling a new chapter of luxury for the house of feminine fragrances and luxury creations, L’Homme Eau De Parfum is not just another fashion fragrance; it’s a statement.
A New Focus
L’Homme embodies a refined, elegant masculinity, inspired by the fashion house’s unrivalled, feminine creations. Charismatic and confident, the release opens the Elie Saab universe to a new kind of wearer.
The alter ego of the iconic women’s fragrance Le Parfum, L’Homme is described as A Prince Of Modern Times with a mysterious personality oscillating between shadow and light.
“The idea was to convey an unequivocal yet sophisticated contemporary masculinity, bringing together East and West”, shares Pierre Gueros, Senior Perfumer at Symrise the scent supplier for Elie Saab. “I immersed myself in the world of Elie Saab to bring the house’s exclusivity to my creation.”
The result? A scent which is both bright and dark, soft yet magnetic. The Elie Saab L’Homme Eau De Parfum is a woody vetiver opening with pink berries and bergamot. This demands immediate attraction before revealing smoky vetivers and radiant cedarwood. Notes of balmy myrrh and patchouli add depth—creating a mysterious, sophisticated scent that is truly addictive.
Lasting Luxury
With the growing demand for sustainable beauty, the Elie Saab L’Homme Eau De Parfum is consciously designed to be refilled. At first glance, the bottle—created by renowned designer Sylvie de France—looks like a sculptural glass object: all architectural lines and softened edges. A smoky black gradient fades to reveal the amber warmth of the fragrance inside. This is then topped with the house’s signature monogrammed cap.
Whether bought as a gift or a treat yourself moment, it’s not just a bottle—it’s an investment in your personal style that’s meant to last.
Elie Saab L’Homme Eau De Parfum is available in 50ml ($149), 100ml ($219) and a deodorant stick ($70) at selected Myer stores and Myer Online.
ELIE SAAB fragrances open the door to the couturier’s universe and offer a new way of wearing the exceptional. Elie Saab is the unrivalled master of exceptional garments. He works wonders with embroidery and sumptuous draping, with a modernity from another time.
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