Matiere Premiere Launches Metal Lavender, a Brutalist Take on Lavender

Parisian fragrance house Matiere Premiere has launched Metal Lavender, a new eau de parfum that reimagines the ancient classic with a brutalist edge. Co-founder and seventh-generation perfumer Aurélien Guichard created the scent inspired by the metallic, clinical atmosphere of a Provence distillation factory. The fragrance contrasts a lavandin oil with a vibrant, metallic edge and a softer lavender absolute, amplified by musks and Cashmeran. Guichard co-founded Matiere Premiere in 2019 with Cédric Meiffret and Caius von Knorring, adopting a philosophy of overdosing one central raw material per fragrance. The brand sources organic ingredients from eco-certified land in Grasse, passed down through the Guichard family. Guichard re-established his organic Rose Centifolia farm in 2016 and planted 10,000 lavandin grosso plants in February 2023, nurtured without pesticides. The brand has flagship stores in Paris, Berlin, and London (opened earlier this year on Covent Garden's King Street). Metal Lavender centers on lavandin oil from Guichard's fields, with an accord of organic maillette lavender absolute from Haute-Provence. Guichard avoids nostalgia, aiming to express universal materials in a modern way.