VAG: French Guardian of Perfume Heritage

VAG is a respected French license holder and perfume manufacturer whose name is inextricably linked to the preservation and development of legendary fragrance brands. The company acts as a skillful manager that carefully curates the creative heritage of perfume houses, ensuring their long and successful life in the modern market. Its activities allow connoisseurs from around the world to discover and relive the magic of iconic and new fragrances.

About VAG

Founded in 1979, VAG is based in Paris, the heart of world perfumery. It specializes in the comprehensive management of licensed brands, handling the entire cycle—from fragrance development and production to their global marketing and distribution. Thanks to a deep understanding of the market and expertise, VAG knows how to strike a balance between respect for the original brand DNA and current trends, making it a reliable partner for fashion houses and fragrance brands.

VAG's Success Story

The history of VAG is a journey from a specialized manufacturer to an influential player in the industry. Starting its operations several decades ago, the company grew by acquiring and strengthening licenses for perfumes of well-known but in-need-of-renewal brands. A key development stage was acquiring the rights to significant names such as Leonard and Jean Couturier. This strategy allowed VAG to form a unique portfolio where each brand has a distinctive identity and rich history.

Brands in VAG's Portfolio: From Leonard to Jean Couturier

VAG's portfolio is a carefully curated collection of brands with recognizable style. The flagships are two outstanding houses: Leonard, synonymous with elegance, flowers, and refined luxury, and Jean Couturier, embodying classic French perfumery with bohemian chic. These brands cover different price segments and emotional needs, from accessible luxury perfumes to more niche offerings. VAG's management gives them a second life while preserving their authentic essence.

Cult Fragrances from VAG

Under VAG's leadership, true perfume gems have been created and re-released. An undeniable bestseller and cult fragrance is Jean Couturier Coriandre—a creation by Gérard Pelpel and Jacqueline Couturier that became an icon of the 1970s. The Leonard house offers the sensual Balahe by Daniel Molière and the exquisite L'Orchidee by Olivier Peschier. These hits, along with other popular fragrances in the top 10, demonstrate VAG's ability to work with great perfumers and maintain a high creative level.

VAG's Quality and Reputation

VAG's reputation is built on three pillars: respect for brand heritage, the engagement of talented perfumers, and strict quality control at all stages of production. The company positions itself as a guarantor of authenticity and fragrance longevity, which is particularly valuable for fans of classical perfumery. In the industry, VAG is known as a reliable and expert partner that knows how to breathe new life into historical names without compromising their spirit and quality.

VAG Today and Tomorrow

Today, VAG remains true to its mission as guardian of perfume history, continuing to develop its brands and delight the audience with both reissues of legends and new discoveries. The company has proven that a licensing model based on deep understanding and care for the brand leads to success. For all who value French perfumery art with a rich history, brands under VAG's management are always a guarantee of exquisite taste and impeccable quality.