Lostmarc'h: Breton Scents

Antoine Vuillermet, the grandson of a professional parfumeur from Grasse, has chosen to buck the current trend for Provençal fragrances and source his new line of scents and skincare products in Brittany. Lostmarc'h is named after a windswept beach at the tip of the Crozon peninsula in the Finistère region where Vuillermet spent childhood holidays. Conjuring up olfactory memories familiar to anyone who has spent time on Brittany's rocky coast, Lostmarc'h skincare products—Les Soins de l'Extrême—include an exfoliating body cream with powdered seashells for women and moisturizing aftershave balm for men. But the true atmosphere of Brittany is captured in Vuillermet's clean, tangy fragrances, among them Atao (the Breton word for always), a clever reworking of a vintage eau de cologne created by Vuillermet's grandfather, and Aod (seashore), the company's best-selling women's fragrance, whose subtle mix of sand, sea spray and sun cream is so evocative of the beach at the end of the day that you can almost hear seagulls calling and towels flapping in the wind. Following the inauguration of their flagship store in Rennes (17 rue Hoche) Lostmarc'h has just opened its first Paris boutique, conveniently located next door to the city's leading Breton crêperie, Breizh Café. The new shop also stocks striped canvas beach bags, pebble-shaped cushions and limited-edition perfume bottles by Paris-based glass designer Laurence Brabant.

111 rue Vieille du Temple, 3rd, 01.49.96.57.10. website