Beyoncé, archive photograph. Her use of Hibiscus Mahajád remains unconfirmed. Credits: Tony Duran / Wikimedia Commons, CC BY-SA 3.0.
At 314 Rue Saint-Honoré in Paris, Maison Crivelli invites visitors to discover its fragrances with a notebook in hand. Burned-wood benches invite you to sit down, and scent strips let you compare compositions. Opened on September 19, 2026, this first company-owned boutique gives a physical address to a French house whose bottles were already circulating through department stores, specialty perfumeries, and conversations on social media.
Founded in 2018 by Thibaud Crivelli, the brand owes a significant share of its growth to Hibiscus Mahajád. This extrait launched in 2021 illustrates the scaling up of niche perfumery: a creation presented as singular can become an international success. Between word of mouth, public figures, and commercial expansion, several mechanisms overlap. Not all of them are as easy to measure.
Hibiscus Mahajád, a Signature That Has Become Central
On its official Hibiscus Mahajád page, Maison Crivelli describes a floral and fruity extrait composed with perfumer Quentin Bisch. The brand states a 32% concentration and cites rose, vanilla, a leather accord, mint, blackcurrant, and cinnamon. It ties the creation to the memory of an hibiscus tea enjoyed in a gemstone market.
This story comes with a promise of strong projection. Sillage refers to the scent a fragrance leaves around the person wearing it. Here, that presence is a central selling point for the brand. The stated concentration says something about the formula, but it does not by itself guarantee the same lasting power on every skin type. The manufacturer’s descriptions do not replace an independent side-by-side test.
The positioning remains expensive: the French website lists it at 350 euros for 100 ml as of September 29. A fragrance’s visibility can therefore expand without its price becoming accessible to everyone. That is one of the levers of this niche: maintaining an aura of exclusivity while becoming recognizable enough to spark conversation.
Celebrities Mentioned, Different Kinds of Links
Famous names accelerate that circulation, at the risk of blurring the facts. In its September 28 article, Purepeople presents Beyoncé and her daughter Blue Ivy as fans of Hibiscus Mahajád. However, the text provides no direct statement from either of them to support that connection. Their preference therefore remains a claim by the site, not a use publicly confirmed by the people involved.
The mention of Adèle Exarchopoulos falls within a different timeline. Her choice of Hibiscus Mahajád had already been reported by beauty press in July 2023, in connection with the video In Adèle Exarchopoulos’s Bag, published by Vogue France on July 12. This earlier reference does not allow us to infer her current fragrance or the existence of a contract with Maison Crivelli.
These distinctions change how the success is read. Showing a bottle in your bag, saying you like a fragrance, and becoming the face of a campaign are three different situations. A list of personalities can create the impression of broad recognition without saying anything about the circumstances under which each person discovered the product. It also does not measure the purchases generated among their audience.
TikTok And Locker Rooms, Hard-To-Measure Channels
A Le Figaro investigation published on September 17 describes notoriety driven in particular by TikTok and soccer. In the excerpt available online, a players’ agent says he recognizes Hibiscus Mahajád in Manchester City’s locker room. A 23-year-old student says he regularly smells it in clubs in Paris’s 8th arrondissement, including L’Arc and Deflower.
These accounts show specific places where the scent spreads. They remain individual observations, with no representative sample. They do not allow us to count users or isolate TikTok’s contribution to sales. Still, they illuminate one possible mechanism: a scent noticed within a group can lead to a question, then a recommendation. The perfume’s name then circulates along with the experience described by the person wearing it.
For Neymar, the public trace comes from the founder. In a LinkedIn post, Thibaud Crivelli says that a vlog showed the footballer placing Oud Maracujá in his luggage for the World Cup. This is another creation from the house, distinct from Hibiscus Mahajád. The executive also says he has built personal relationships with more than twenty footballers.
This account comes from the beneficiary of that visibility. It is not enough to establish the terms of a commercial relationship with Neymar. Likewise, notoriety built without a major identified ambassador does not prove the absence of product seeding or communications spending. Word of mouth can support a brand strategy without either side’s respective weight being public.
International Expansion, Reported Figures
The data shared by Maison Crivelli with Premium Beauty News on September 14 offer another measure of its growth. The house says it has 822 points of sale in 67 countries and 130 employees. The United Kingdom would be its top market, ahead of continental Europe and the Middle East.
The brand reports 125% growth in 2025, followed by double-digit growth again in 2026. These are self-reported figures, with no audited accounts presented in the article. On their own, they do not say anything about profitability or the split between new points of sale, repeat purchases, and notoriety effects.
According to the same source, Hibiscus Mahajád accounts for about 40% of the house’s sales. That share underscores the weight of a single creation. It is both a business engine and a concentration of success: the challenge now is to introduce clients who came for this fragrance to the rest of the collection.
In Paris, The Boutique Broadens The Distribution Model
The choice of Rue Saint-Honoré places Maison Crivelli within a broader movement. This street already hosts several fragrance houses, including Byredo and Parfums de Marly. As early as March 2025, the announced openings of Creed, Matière Première, and Acqua di Parma there documented the growing role of fragrance in luxury retail. Niche brands also occupy highly visible locations.
For Crivelli, this first store makes it possible to directly control how the collections are presented. Architect Myriam Akl designed an extended discovery space, with a more intimate lounge upstairs. Display cases pair the fragrances with objects, textures, and soundscapes. In his interview with OniriQ, the founder emphasizes the time devoted to discovery and describes the space as a “perfume agora.”
The store also carries Oud Cadenza, previously sold exclusively at Harrods. This shift gives the décor a concrete commercial role: broadening access to certain references and presenting the house as a whole beyond its best-known fragrance.
The notebook handed to visitors is meant to record their impressions and preferences. After a recommendation from a friend, a video, or a celebrity name, the boutique aims to build a more sustained relationship with the customer. A significant part of Maison Crivelli’s next stage will depend on this ability to turn curiosity into loyalty.