Obvious Parfums introduces their identity and their new Milk & Matcha fragrance

At a time when many luxury goods look inaccessible, Obvious Parfums has chosen to forge a different path, motivated by a sophisticated simplicity and authenticity. Founded by David Frossard, this French house positions itself as a manifesto against the over-hyped world of perfumery, offering a clear and obvious alternative, as a certain return to the essence of things.

It seems that Obvious is mainly based on a simple observation, the so-called niche perfumery, often presented as rare and precious, has become banal, even pretentious. Luxurious bottles and grandiloquent narratives often mask an emotional void. To counter this, Obvious advocates a meaningful perfume, designed to reconcile the individual with themselves and with the world. By AL

Founded by David Frossard, a former philosophy professor, passionate about travel, Africa, and powerful human experiences, who became a key player in the independent perfume industry, the brand draws inspiration from a sort of atypical life path. Indeed, during a trip to India, on a beach covered with plastic, he became aware of the consumerist excesses and the hollowness of current industry’s marketing promises. This is where the idea of ​​returning to the essentials emerged, where he considered to create a perfume house could become elegant, sincere, and modern. According to David Frossard, the perfume art is not a ceremonial accessory, since it’s rather an emotion, a memory, a totem that reveals identity. He wishes that this Obvious project conveys some sophistication, expressed in simplicity, and each scent needs to be designed as a return to the essential. Driven by a spirit of spontaneity and passion, this Obvious house cultivates an innovative olfactory approach (photo credits: Obvious Parfums).

Far from seeking complexity for complexity’s sake, each fragrance seems to be a sensory statement, where compositions are imagined to appear as straightforward, balanced, yet always elegant. Against the grain of the luxury perfume industry, often marked by ostentation, bombastic speeches, and convoluted formulas, In fact, quality essences stand at the heart of their approach, since noble raw materials meet meticulous and transparent formulas, all driven by a fierce desire to offer products with soul.

Added to this is a form of humility. we have learned that Obvious Parfums has established itself since its inception as a simple, personal, almost intimate pleasure, far from the logic of overbidding. The heart of Obvious beats to the rhythm of simple but powerful values, starting from authenticity, quality and commitment. Here, perfume is not an artifice but a vector of sensations, as a real reflection of our uniqueness in the World. Far from marketing dogmas and the dictates of appearances, don’t forget that Obvious offers a bold alternative, since deep values ​​embodied in each creation.

As far as we know, each fragrance is designed as a genuine sensory statement. Behind this simplicity lies a true craftsmanship, an extreme attention paid to raw materials, illustrating this unusual balance, and their emotional impact. You could discover a diverse range for a diverse expression, available in three olfactory families. From the must-haves, essential, natural, and poetic scents, like Un Musc, Une Figue, and Une Fleur d’Oranger. You could also discover their capsules, which are more conceptual, bold, and experimental creations that explore new olfactory territories.

Nonetheless, don’t miss those high standards, proposing fragrances with bohemian codes, inspired by the so-called Gypset movement, blending relaxed sophistication with responsible luxury. Each of these categories embodies a different facets of this Obvious philosophy, but all converge toward the same goal, in order to offer a fragrance that connects us to ourselves as much as to nature.

The house’s new 2025 fragrance, named Milk & Matcha, perfectly illustrates this vision. Through this original fragrance, apparently Obvious pays homage to a contemporary ritual of matcha latte, a small daily gesture that has become a symbol of grounding and gentleness. Conceived by perfumer Meabh McCurtin, this Milk & Matcha creation is an olfactory score that plays with contrasts, the slightly bitter freshness of matcha tea meets the milky roundness of vanilla, softened by floral notes of orange blossom. This creation also marks a first in perfumery, as the interpretation of umami, that savory and enveloping fifth taste, in a perfumed formula. This olfactory challenge results in a surprising result, with this fragrance, as gourmand, floral, and comforting, while remaining elegant, luminous, and accessible. On top of that, Milk & Matcha is more than a fragrance, since it’s an invitation to pause, to be mindful, to be anchored in the present moment. Here, Obvious transposes the power of ritual into an olfactory emotion, like an invisible cocoon worn to face the World. It’s a fragrance for optimists, for those who love gentle beginnings to the day, full of promise and quiet energy.

Transparency at Obvious isn’t limited to style. It’s also reflected in the brand’s ethical and ecological commitments. Milk & Matcha, like all of the brand’s creations, is based on a clean formula, free from controversial ingredients.

Each bottle is recyclable, and the brand offers refillable formats. This responsible approach never sacrifices quality for the sake of any marketing, where sensoriality remains at the heart of the project. There’s also a collective dynamics, gathering renowned creative noses and visual artists, like Dimitri Coste, Théo Gosselin, and Kitesy Martin, who translate the brand’s poetry, energy, and modernity into powerful photographic campaigns, countering the usual luxury clichés. Today, Obvious Parfums is distributed in more than 400 sales points in 35 countries, from Tokyo to Madrid, via Paris, New York, and Seoul. But the brand remains true to its French artisanal roots. For example, those liquid soaps, for example, are made in Provence using the traditional Marseille soap method. The ingredients are rigorously selected for their naturalness, and the packaging is designed to minimize its environmental footprint.

More details on their online store.