The second Paris Perfume Week has barely come to a close, and all eyes are already turning to another capital—this time, the capital of perfume: Grasse!
Indeed, even before the success of the Parisian event is confirmed by its 2025 edition, Nez, the olfactory cultural movement, and the city of Grasse had already agreed to bring this unprecedented kind of festival to the heart of the world’s perfume capital, giving birth to the Grasse Perfume Week. It will debut in July 2025, offering a full week entirely dedicated to perfume and olfactory culture. The general public, fragrance enthusiasts, and professionals alike will be invited to discover what shapes contemporary perfume creation: brands, fragrance houses, perfumers, ingredient producers, scientists…
Building on the core elements of the Paris Perfume Week, the Grasse Perfume Week will highlight what makes the Grasse region unique and exceptional. Its perfume-related know-how—cultivation of perfume plants, expertise in natural raw materials, their transformation, and the art of fragrance composition—was recognized in 2018 by UNESCO and inscribed on the Intangible Cultural Heritage of Humanity list. With a spirit of openness, Grasse Perfume Week will also welcome olfactory cultures from around the world, in a celebration that is both international and inclusive!
“To support this global momentum, and following the success of the first Paris Perfume Week launched in 2024, it was only natural for Nez to initiate the Grasse Perfume Week in the world’s perfume capital. What was missing from the global fragrance events calendar was this unifying moment—bringing together, for the first time, key industry players, fragrance culture enthusiasts, and curious minds alike, all around the birthplace of perfume. We are thrilled that the city of Grasse has accepted the challenge!”
— Romain Raimbault, Director of Nez Events
A UNIQUE LINEUP WITH ORIGINAL AND INSPIRING FORMATS
A diverse lineup of content will take place in various prestigious and unexpected venues throughout the historic city center to explore the olfactory universe in all its facets.
LE PALAIS DES CONGRÈS DE GRASSE
This historic and central venue will be the festival’s hub, where visitors will be invited to meet the contemporary players of perfumery and discover the professions and innovations of the industry through:
- A showcase bringing together nearly 50 local and international brands,
- Exhibitions focused on olfactory traditions and cultures around the world, including one dedicated to incense and the remarkable Wadi Dawkah project, a UNESCO World Heritage site in Oman,
- An olfactory bookstore featuring meet-and-greets and book signings,
- Grasse in the spotlight: the unique expertise of the entire region will be highlighted through Grasse, Expertise, the territorial brand representing the four centers of excellence of the Pays de Grasse.
GRASSE CAMPUS : KNOWLEDGE AND TRANSMISSION
The Center of Excellence, bringing together 24 schools and training organizations, with its remarkable architecture blending heritage and modernity, makes it the ideal venue to host the Smell Talks—roundtables, masterclasses, and conferences—on the latest research breakthroughs or the connections perfume has with art, music, cinema, and gastronomy. In addition, there will be olfaction initiations, masterclasses led by master perfumers, immersive presentations of natural raw materials, and themed sensory journeys, all designed for a wide audience.
These Smell Talks will also be accessible via livestream. Grasse Campus will also be the setting for original and playful experiences thanks to several experiential installations and will allow visitors to discover other regions, particularly China, with about ten brands present and an exhibition dedicated to its rich olfactory culture.
AN OFF-SITE TRAIL, THROUGH GRASSE AND BEYOND
This trail will take over the heritage of the Pays de Grasse and invite visitors to discover the expertise, territories, and personalities of the perfume world. Prestigious venues will host installations, performances, and evening events:
- Free access to the International Perfume Museum and the MIP Gardens (Mouans-Sartoux),
- Exhibitions and artistic installations,
- “When Perfume Meets Cinema”: a program of 10 films and documentaries,
- Award ceremonies and exclusive evenings,
- Open house events at the major Grasse perfume houses,
- Activities offered by partner shops and boutiques, and more.
GRASSE, AN ORIGINAL TERRITORIAL ROOTING
ROBERTET, MAJOR PARTNER OF THE 2025 EDITION
The world leader in natural raw materials, founded in Grasse in 1850 with family ownership since its creation and represented in over 50 countries offering more than 1,700 natural raw materials and custom products, has naturally decided to support a territorial event with international reach.
For Julien Maubert, Director of the Raw Materials Division at Robertet:
“We are honored to support, on our original Grasse cradle, an international event commensurate with the perfume industry of which we are one of the ambassadors. Given our DNA, which claims a strong territorial rooting oriented towards innovation, we are delighted by the advent of the Grasse Perfume Week, which helps to showcase olfactory culture and our raison d’être, that of making known the natural essence of tomorrow.”
A CITY AND A TERRITORY COMMITTED
Jérôme Viaud, Mayor of Grasse and President of the Community of Agglomeration of the Pays de Grasse
“I am proud that Grasse can host a first event worthy of the inscription of the know-how related to perfume—around perfume plants, from cultivation to transformation and composition—on the Representative List of the Intangible Cultural Heritage of Humanity by UNESCO. For several years, Grasse has experienced real dynamism, notably within the perfume ecosystem, thanks to a proactive policy: strengthened partnerships with major groups in the sector, development of agricultural areas dedicated to the cultivation of perfume plants, structuring of training pathways around perfumery professions, etc. This intense activity deserved to be recognized and celebrated. Welcome to Grasse Perfume Week.”
