Inspired by the opulent optimism of the 1970s and ’80s and driven by creative freedom, French fragrance house Ex Nihlio is now available on our shores. And we’re excited. Why? Because the perfume brand is a favourite of Hailey Bieber.
The A-lister says that not one but two of Ex Nihlio’s fragrances are on high rotation in her scent wardrobe.
We unpack why Ex Nihlio perfume (which means “from nothing”) is hitting all the right notes and whether the French brand lives up to the hype.
What Perfume Does Hailey Bieber Wear?
When it comes to beauty, there’s very few people who command the internet’s attention quite like Hailey Bieber. Now, thanks to a recently resurfaced interview, we know exactly what Bieber looks for in her favourite fragrance.
“There’s a few scents that I like to play around with, but the one that I’m always going back to is the Ex Nihilo Fleur Narcotique, that’s the scent that I’ve actually been wearing for a few years,” she revealed.
By collaborating with some of the world’s best perfumers and blending both luxurious natural ingredients with next-generation biotech synthetics, Ex Nihilo perfume has rocketed to cult status with fragrances such as its white floral Fleur Narcotique.
Created by English perfumer Louise Turner, the addictive peony, orange blossom, jasmine and lychee-noted fragrance is a favourite of A-lister Hailey Bieber.
“Hailey is a client of ours,” says Verdier. “We don’t pay her, she just loves our brand.”
The endorsement has helped make Fleur Narcotique a wild success for the brand. Inspired by Paris and its contrasts, Bieber’s self-confessed signature fragrance is a sophisticated and unique scent that could well become the one you (and your partner, because all Ex Nihilo fragrances are unisex) reach for time and again. We’re betting Bieber’s husband, Justin, takes a spritz every now and then too.
“We create gender-fluid scents,” says Verdier. “We also create fragrances without a character in mind. Fleur Narcotique is still one of our favourites of all time.”
Also on high rotation for Bieber is Lust in Paradise. It’s another creation by Turner.
“Louise is English but she has lived in Paris for 25 years, so she is really French,” notes Verdier. In turn, Turner’s floral, woody, musk-noted fragrance is inspired by the serenity of the French Riviera. “This is one of my favourites,” says Verdier of the scent, launched in 2019. “It’s perfect for summer. It’s beachy with sparkling notes. It’s floral and fresh and musky.”
What Is Ex Nihlio?
The fragrance house was founded in 2013 by three friends Sylvie Loday, Olivier Royère and Benoît Verdier with serious know-how in perfume creation.
With a Parisian store on the city’s luxurious Rue Saint-Honoré and no expense spared on ingredients Ex Nihlio quickly cemented itself as a coveted luxury label.
marie claire Australia spoke to co-founder Verdier when he visited Australia for the launch and he pointed out that what makes Ex Nihlio’s fragrances special is that they are also given the luxury of time.
“It’s about pushing boundaries while staying true to our vision of radical luxury”
– Ex Nihilo co-founder Benoît Verdier
Each scent goes through a meticulous process of creation. Carefully orchestrated, founders Loday, Royère and Verdier select perfumers who will best bring a particular project to life.
And it’s this philosophy, which is based on creative collaborations with master perfumers and deeply luxurious ingredients, that helps make each fragrance not only unique but also distinctly modern.
“We give the brief and then the perfumers are given what we call in French carte blanche,” says Verdier. “The perfumers are motivated in terms of the innovative materials.”
With stores across the globe, including in London, Spain, Germany, USA, the Middle East and Eastern Europe, Ex Nihilo has amassed a loyal following. And it’s about to win more hearts here, too, as it opens exclusively in David Jones’ Sydney stores at Bondi Junction and Elizabeth Street.
“Ex Nihilo has always been about pushing boundaries while staying true to our vision of radical luxury,” says Verdier. “Bringing our fragrances to Australia is a milestone that reflects our passion for innovation and the art of personal expression.”
The Ex Nihlio Perfumes You Need To Know
Ex Nihilo now has 40 fragrances and seven collections in its stable, from the haute Initiale line, which houses Fleur Narcotique, to Babylone, a collection of moreish amber fragrances. There is also Visionnaire, which houses Blue Talisman, a fresh fragrance of pear and musk by perfumer Jordi Fernandez and which launched to celebrate a 10-year anniversary for the brand.
“Blue Talisman is our celebration fragrance,” says Verdier. “We decided to create a blue bottle because the house is blue, and really it’s very simple, but also very complex, fresh and skin-like.”
New to the brand is Spiky Muse. Part of the Interdite collection and another hit by Louise Turner, Spiky Muse is both feminine and powerful. With notes of rose, pistachio and strawberry extracted through a clever upcycling process, it’s gourmet but not as you know it.
“Our discussion with Louise was about what we could bring to this fragrance without making it too sticky, or overlapping sugary,” says Verdier. “It’s still a good, warm and yellow strawberry, but the strawberry on top is bit exotic, a bit green. So it’s quite complex.”
Our Verdict
Simple but complex, forward-looking yet with a respect for the past. Modern and nostalgic. Ex Nihlio makes scents that elevate the everyday and we can definitely see the brand making its way into our daily dress code.
Ex Nihlio is available now at David Jones.
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