Luxury beauty brands launch new fragrance collections

Several luxury beauty brands are launching new fragrance collections and products.

Guerlain is releasing ‘Rule Blue Eau de Parfum’, its first independent new fragrance in approximately nine years. Developed by perfumer Delphine Jelk, the scent is inspired by the ‘blue hour’ and features a custom-developed iris tincture. The collection includes refillable bottles and accompanying scented soaps.

Hermès has announced a new addition to its ‘Hermessence’ collection titled ‘Ginseng Biloba’. Scheduled for release in September 2026, the woody scent combines ginseng root with ginkgo leaves. The product will be available in 100ml refillable bottles and a four-piece 15ml set.

Aēsop is rebranding its fragrance line as ‘The Fragrant Fables Collection’, drawing inspiration from Aesop the fabulist. The collection features redesigned packaging and new scents, such as ‘Unforeseen Air’. To mark the launch, the brand is hosting an experiential event at the Tokyo National Museum, featuring artistic installations and talk sessions.