By Ema Lynnx
In the Loiret, Beloved of Mars It re-enchants fragrance through nature, flowers, and emotions. At dawn, when the first rays of light touch the gardens still covered in dew, the garden releases scents of freshly picked roses, of earth still damp, of a leafy breeze rustling through the foliage before the sun fully rises…
It is in this almost suspended universe that Aimée de Mars was born, a French natural perfume house that seeks not only to compose fragrances, but to tell the story of a forgotten connection between humankind, nature, and emotions. A unique vision championed by its founder, Valérie Demars, which has made perfume much more than an accessory of seduction, but a true sensory language.
The name Beloved of Mars The name perfectly encapsulates the entire philosophy of the house. Inherited from the founder Valérie Demars' grandmother, it pays homage to a woman who passed on to her her love of plants, gardens, and natural scents. Behind this name also lies a powerful symbolic dimension: "Aimée" evokes love, kindness, and the passing down of traditions, while "de Mars" echoes the family name, lending it an almost poetic resonance. More than just a brand name, it tells a story of lineage, memory, and emotion, perfectly aligned with Valérie Demars' vision of perfume as a bridge between nature and the soul.
A creation born in a garden
Long before the bottles, the raw materials or the creative workshops, there was a garden, that of his grandmother Aimée, the founding figure.
Surrounded by roses, raspberry bushes, and wild herbs, young Valérie discovered the evocative power of scents at a very early age. Each flower became a memory. Each fragrance told a story of emotion. Each season had its own olfactory signature. This botanical memory would never leave the future designer.
After a career in the cosmetics industry, she finally chose to return to her childhood dream: becoming a perfumer. In 2015, Aimée de Mars was officially born, an independent brand that champions a different approach to contemporary perfumery: a more respectful, more emotional, more conscious approach.
Aromaparfumerie®, where perfume becomes a treatment for the soul
In a sector largely dominated by petrochemicals and sophisticated compositions, Aimée de Mars is taking a different path.
Valérie Demars then developed her own concept: Aromaparfumerie®. This original approach lies at the crossroads of haute parfumerie, aromatherapy, and olfactotherapy. The idea is simple yet ambitious: to create fragrances capable of acting on both olfactory pleasure and emotional well-being. Each creation is based on organic essential oils selected as much for their olfactory richness as for their energetic properties.
Thus, bergamot brings light, rose invites the opening of the heart, incense promotes introspection, immortelle accompanies emotional transitions… At Aimée de Mars, perfume no longer simply adorns the skin: it engages in dialogue with inner states.
The formulas are made with mostly natural ingredients, organic wheat alcohol, and French spring water renowned for its purity. The company excludes phthalates, synthetic musks, artificial colors, and controversial components traditionally used in the industry.
A French perfumery deeply rooted in life
At Aimée de Mars, nature is not a marketing trend. It constitutes the very matrix of creation.
Flowers, resins, woods, citrus fruits, and aromatic plants form a sensory palette that Valérie Demars works with like a painter composing colors. Using nearly 300 natural materials, she creates delicate yet assertive fragrances, capable of rivaling conventional perfumery while retaining their botanical authenticity.
This philosophy is also expressed through the house's collections, inspired by goddesses, natural elements, and even energetic elixirs incorporating semi-precious stones. Each fragrance thus becomes an emotional experience associated with a particular intention, energy, or state of mind. More than a product, perfume then recovers its almost ancestral dimension: that of a ritual.
The Floral Harvest, when perfume returns to its source
This desire to reconnect the public with the origins of perfume takes on a particularly poetic form today. Indeed, every year in May, in the Loiret region, Aimée de Mars exceptionally opens the gates of her garden during the " Flower Harvest ", a unique event in France that allows you to discover what goes on behind the scenes in the harvesting of perfume flowers. The concept is as simple as it is rare. Because before the perfume, there is a flower, and before the bottle, there is a harvest.
For a weekend, visitors participate in the morning rose harvest, witness the distillations, and discover the birth of... hydrosols and essencescreate their own flower essences and explore the symbolic dimension of plants during conferences and immersive workshops.
The program blends olfactory creation, talks on emotions, meditation, sharing, and transmission in an almost initiatory atmosphere. It's a way of reminding us that a perfume isn't born in a laboratory, but first and foremost in a landscape.
The return of sensitive perfumery
At a time when notions of authenticity, traceability, and connection to nature have become highly sought after, Aimée de Mars embodies a particularly authentic approach to perfumery. Far removed from spectacular campaigns and the artifice of traditional marketing, the house champions a more intimate, and also more emotional, dimension.
Each creation seems to convey the same story: a return to the essential, the memory of a garden, the freshness of a rose picked at dawn. The invisible power of a fragrance lies not only in leaving a trail, but also in awakening something deeply personal.
Through a concept based on nature and the senses, Aimée de Mars ultimately reminds us that true well-being may reside in this rediscovered simplicity: feeling nature, wearing it on one's skin and letting it tell what words can no longer always express.
Sources: Aimée de Mars
