French investment company, Eurazeo, is securing a minority stake in the niche fragrance house, Ex Nihilo. This transaction, valued at approximately 25 million euros, is taking place alongside Sylvie Loday, Olivier Royère, and Benoît Verdier, who co-founded Ex Nihilo in 2013 and remain its majority shareholders.

“We have targeted the niche perfume sector, considering the underlying trend towards premiumization in the category and the consumers’ desire for more uniqueness and experience. Ex Nihilo, with its high-quality products, the authenticity of its brand, and its selective distribution, is ideally positioned to benefit from the current market dynamics,” explained Laurent Droin, CEO of Eurazeo Brands, in a statement.

Ex Nihilo, which translates from Latin to “starting from nothing,” generates 50 million euros in retail sales. The brand cultivates a premium multichannel distribution network, encompassing prestigious retailers such as Harrods, Bergdorf Goodman, Galeries Lafayette, and Saks Fifth Avenue, along with concept stores and perfumeries, totaling nearly 300 points of sale. Additionally, it boasts a handful of flagship stores worldwide, with the first opening on Rue Saint Honoré in Paris in 2013, and the most recent in Hong Kong last October.

The brand, renowned for its fragrance ‘Fleur Narcotique’ also leverages technology to offer personalized services to its customers through ‘L’Osmologue’, a machine that blends various ingredients to customize existing perfumes.

With Eurazeo’s entrance, which has also invested in the hair care brand Gisou, Ex Nihilo will continue expanding its presence in Europe, Asia, and the United States, as well as enhancing its e-commerce platform.