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DIVINE was created in the elegant Edwadian resort of Dinard, on the north coast of Brittany.
Simply by word of mouth, DIVINE perfumes have magically entered the lives of women and men all over the world, who order directly from us.
DIVINE was created in the elegant Edwadian resort of Dinard, on the north coast of Brittany.
Simply by word of mouth, DIVINE perfumes have magically entered the lives of women and men all over the world, who order directly from us.
DIVINE was created in the elegant Edwadian resort of Dinard, on the north coast of Brittany.
Simply by word of mouth, DIVINE perfumes have magically entered the lives of women and men all over the world, who order directly from us.
DIVINE is the story of a man, Yvon Mouchel, and his passion for perfume. "Creating a perfume is an art, on a level with painting, music or writing. A great perfume is a work of art".
From the birth of DIVINE in 1986, Yvon Mouchel has assembled a creative team from the highest echelons of perfumery.
His ethic is far from advertising trends or marketing imperatives. He has had only one priority: the quality of the raw materials, the harmony of his creations. His only desire: to make timeless fragrances.
• DIVINE, his eponymous perfume launched in 1986 was followed by:
• L'infante (2000)
• L'homme de cœur (2002)
• L'âme sœur (2004)
• L'homme sage (2005)
• L'inspiratrice (2006)
• L'être aimé (2008)
• Eau divine (2009)
• Extrait Divine L'éternel féminin (2010)
• L'homme infini (2012)
• Spirituelle (2014)

Others will surely follow…
But creation doesn't stop there: perfume is also the fruit of those who wear it. The moment it touches the skin it belongs to the wearer, heart and soul. Perfume is therefore an incredible essence of life, an exchange, encounter and emotion for both women and men.
Perfume - for oneself, for joy, for follies and impulses, giving each person their special smile and aura.

"A great perfume is a work of art".
DIVINE is the story of a man, Yvon Mouchel, and his passion for perfume.

"Creating a perfume is an art, on a level with painting, music or writing. A great perfume is a work of art".
From the birth of DIVINE in 1986, Yvon Mouchel has assembled a creative team from the highest echelons of perfumery.
His ethic is far from advertising trends or marketing imperatives. He has had only one priority: the quality of the raw materials, the harmony of his creations. His only desire: to make timeless fragrances.
Ainsi sont nés :
• DIVINE, his eponymous perfume launched in 1986
• L'infante (2000)
• L'homme de cœur (2002)
• L'âme sœur (2004)
• L'homme sage (2005)
• L'inspiratrice (2006)
• L'être aimé (2008)
• Eau divine (2009)
• Extrait Divine L'éternel féminin (2010)
• L'homme infini (2012)
• Spirituelle (2014)

Others will surely follow…
But creation doesn't stop there: perfume is also the fruit of those who wear it. The moment it touches the skin it belongs to the wearer, heart and soul. Perfume is therefore an incredible essence of life, an exchange, encounter and emotion for both women and men.
Perfume - for oneself, for joy, for follies and impulses, giving each person their special smile and aura.
" A great perfume is a work of art ”.
L'infante is a bouquet of withe flowers, freshly gathered: Ylang yang, Chinese jasmine, pivoine, blackcurrant, leaves and ivy. As a final hint of sensuality: ambergris and vanilla, musk and fève Tonka.
L'âme sœur is an eternal marriage of noble flowers and aldehydes.

Bergamot, essence of jasmine, yang from the Comoro Islands, otto Bulgarian rose and may rose combine with ambergris and liatrix to celebrate the natural elegance and innate sensuality of L'âme sœur. Available in two strengths, eau de perfume and pure perfume.
L'inspiratrice is a lofty meeting between patchouli and the rose. To welcome and celebrate this royal couple, notes both floral and gentle intermingle through the entire chord: yang from the Comoros and bergamot from Calabria, peony and withe musk, vetiver blended with vanilla and tonic bean. The olfactive union between elegance and sensuality.
L'inspiratrice is available in two strengths, eau de perfume and pure perfume.
L'être aimé for women is a poem to the everlasting flower, a fiery bloom filled with spices and sunshine. Soaring with sundrenched notes: neroli, bergamot and nectarine. Noble and spicy flowers at its heart: jasmine, lily, tincture of rose and everlasting flowers. In the background, amber and exotic woods: cysts labdanum, sandalwood, vetiver and vanilla.
Crystalline, the first notes emerge: from the top, eau divine combines the green coolness of Italian citrus with the sparkle of spices: star anise, rose hip, ginger and nutmeg. The heart of the pyramid is more tender. Orange flowerand sweet violet prolong the pure energy of the first moments for a while but then delicately induce the subtle opening of deep notes. White amber, hot musk and labdanum only the reveal their lingering and generous sensuality.
L'homme de cœur is an original blend based on the iris.
It opens onto a universe of aromas and freshness - angelica, juniper berries, and cypress. It glows and shimmers thanks to the iris which is both its soul and spirit. It blossoms finally into a world of woodiness and amber - vetiver, ambergris, deer tongue.
L'homme sage is a balance of notes which are decidedly masculine. At the top, saffron and mandarin, cardamom and lychee. At the heart, balm and aromatic woods, lightened with everlasting flowers and patchouli. The low notes, a timeless oak moss, amber and incense.
L'être aimé for men is an ode to the everlasting flower, a fiery bloom filled with spices and sunshine. Soaring with aromatic notes: bergamot and tincture of lavender, ginger and basil.
At its heart, a spicy blend of celery, cardamom and everlasting flowers. In the background, amber and exotic woods: cysts labdanum and patchouli, sandalwood and vetiver.
At the heart of L'homme infini lies oak, warm and serene. It opens with green and tender accents, lightly spiced: coriander leaf and grain, elemi and black pepper. It is surrounded by precious and timeless essences: cedar, agarwood and vetiver. Imperceptibly, the woody chord steps out of the shade and lights up in a burst of amber and gum benzoin.
Spirituelle opens with a burst of spices: Sichuan and pink peppercoms. Its heart radiates with a bouquet of sumptuous roses, essences of May rose and Anatolian rose. It finally blossoms in a warm harmony of light amber, white musk and incense.
Spirituelle is available in two strengths, eau de perfume and pure perfume.
Divine opens with a fruity note peach lightly spiced with coriander, passing theough a cloud of full and tender flowers finally to reveal a warm and sensual chord of oak moss, musk and vanilla.

Divine is available in two strengths, eau de parfum and pure perfume.
The fragrance of l’homme accompli is in his image. Interlaced with amber and leather, it pays homage to the serene notes of vetiver, guaiac wood, styrax and cedar from the Atlas montain, with the freshness and sparkle of green violet, bergamot and Calabrian lemon.
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In France, DIVINE perfumes are only sold at our own boutiques and distance selling.

Our creations are sold worldwide by partners able to communicate their passion and knowledge of perfumes.

DINARD
32, rue de la Paix
35800 Dinard
+33 2 99 46 29 62

PARIS
3, rue Scribe
75009 Paris
+33 1 40 06 03 14

SAINT-MALO
6, rue de Dinan
35400 Saint-Malo
+33 2 99 40 13 10

CAEN
12, rue Froide
14000 Caen
+33 2 31 38 21 55

LYON
7, rue Auguste Comte
69002 Lyon
+33 4 72 04 03 24

NANTES
7, rue Rubens
44000 Nantes
+33 2 51 83 52 77

BORDEAUX
19, cours de l'Intendance
13, passage Serget
33000 Bordeaux
+33 5 56 81 64 05

Luckyscent - Scent Bar,
7405 Beverly Blvd,
Los Angeles CA 90036
+1 323 782 8300

Belgium

Italia

Luxembourg

The Netherlands

Poland

United Kingdom

Romania

Russia

Russia

Switzerland

Quartier 206,
FriedrichstadtPassagen,
Friedrichstraße 71,
10117 Berlin
+49 (0)30 2094 6800

Aus Liebe Zum Duft,
Bahnhofstraße 10,
76646 Bruchsal
+49 (0)7251 97 77-0

Schnitzler Parfümerie,
Schadow Arkaden,
Schadowstraße 11,
40212 Düsseldorf
+49 (0)211 32 30 801

Albrecht Parfümerie,
Große Bockenheimer Straße 27,
60313 Frankfurt Am Main
+49 (0)69 28 74 72

Hamburger Hof Parfümerie, Jungfernstieg 26,
23354 Hamburg
+49 (0)40 34 96 04-0


Harald Lubner - Feinste Düfte und seifen,
Grosse Bleichen 23,
20354 Hamburg
+49 (0) 40 35 71 54 55

Parfümerie Brückner,
Marienplatz 8,
Ecke Weinstraße,
80331 München
+49 (0)89 223 874

Schloss Parfümerie,
Königstraße 35,
70173 Stuttgart
+49 (0)7 11 29 56 05

Cleo Schoonheidsinstituut,
Stationslaan 8,
3700 Tongeren
+32 (0)12 23 47 48

Profumeria Parenti,
Via Monte Santo 32/34,
00195 Roma
+39 (0)637 515 842

Beauty Farm,
39a rue de Luxembourg,
L-7330 Heisdorf,
+35 2 26 33 06 31

Céleste Perfumery,
Frederikstraat 963,
2514 LJ Den Haag
+31 (0)70 346 14 87

Lu'lua
ul. Józefa 22,
31-057 Kraków
+48 12 430 02 75

Liberty,
Regent Street,
London W1B 5AH
+44 (0)207 734 1234

Créateur d'Emotions,
Strada Doamnei 5,
Sector 3,
030051 Bucarest
+4 (0)74 118 31 12

Dolce Vita Luxe,
20 Komsomolskaya str.,
Orel 302001
+8 (4862) 54 33 71

Dolce Vita Luxe,
20 Komsomolskaya str.,
Orel 302001
+8 (4862) 54 33 71

Osswald Parfumerie,
Bahnhofstrasse 17,
Paradeplatz,
8001 Zürich
+41 (0)44 211 20 30

Divine se trouve dans le quartier de l’Opéra. Je m’y suis donc rendue en avril 2016 afin de faire connaissance avec la marque et tout particulièrement ses deux déclinaisons de l’immortelle, une féminine, une masculine, portant le même nom : L’être aimé. Quel joli nom pour un parfum ! Et quelle force de caractère dans ces deux interprétations de l’immortelle. Comme le dit la légende, son parfum est gravé dans notre mémoire. J’aime beaucoup l’idée d’un parfum portant le même nom pour Monsieur et Madame, autour de l’immortelle mais avec une interprétation différente. Cette marque nous apporte la preuve que l’on peut travailler l’immortelle à la perfection, par goût des belles matières, sans être corse d’origine, tout en se revendiquant autonome et indépendant (dans le monde de la parfumerie) ce qui pourrait parler à certains ! »


Blog Racines Corses

Parfum. De Dinard, Divine s'exporte et atteint 50 000 clients dans le monde
Modifié le 17/08/2017 à 09:27 | Publié le 16/08/2017 à 18:01
Yvon Mouchel, divin créateur de parfums.  
Juliette Perrot.

Née dans la cité balnéaire de Dinard, la marque de parfum Divine s'exporte aujourd'hui dans le monde entier.
À l'angle de la rue de la Paix et de la rue du Maréchal Leclerc, la parfumerie Divine s'est mise à l'heure estivale. Dans la vitrine protégée par un store blanc, des flacons de parfum translucides sont exposés sous des ombrelles. À l'intérieur, L'Infante, L'Âme soeur et La Spirituelle côtoient L'Homme de coeur, L'Homme sage et L'Homme infini. En tout, ils sont onze parfaitement alignés sur les étagères : six parfums pour femme, et cinq pour homme.

Une parfumerie en bord de mer
« Tout est parti d'une envie de créer des parfums d'exception », explique Yvon Mouchel lorsqu'on lui demande de retracer l'histoire de Divine. En 1986, le créateur se lance, fort de son expérience de chef de produits chez L'Oréal. « J'ai découvert que je prenais beaucoup de plaisir à ce que je faisais, et j'ai donc décidé de monter ma propre affaire », se souvient-il.
Direction Dinard pour le parfumeur, où un agent d'affaires lui propose une parfumerie au bord de la mer : « J'y suis venu un dimanche, il faisait très beau, le sable était tout blond, et je me suis dit que ce serait bien de démarrer là. »

Quelques-unes des créations de la parfumerie Divine. | Ouest France
« Je ne vends que ce que j'aime »
« Un parfum se crée avec des matières premières, des matières synthétiques, et surtout avec du temps », insiste Yvon Mouchel. Trois ans en moyenne : c'est le temps qu'il lui faut pour élaborer une nouvelle création.

Pour l'aider dans sa tâche, deux nez l'accompagnent au quotidien : Yann Vasnier, un Breton qui a fait une grande partie de sa carrière aux États-Unis, et Richard Ibanez, originaire de Grasse, en Provence, la ville des parfums.

« Je viens d'un univers marketing mais j'ai décidé d'abandonner toute stratégie commerciale, souligne Yvon Mouchel. Je ne vends que ce que j'aime, je ne lance que ce que j'aime, rien n'est calculé. »

Un principe qu'il applique à la lettre, à en juger par sa dernière création, L'Homme accompli, dont les notes cuivrées sont très prononcées.

50 000 clients à travers le monde
Depuis l'acquisition de sa boutique dinardaise, Yvon Mouchel a fait prospérer sa marque. Quelques kilomètres plus loin, à Saint-Malo, il possède un deuxième magasin devant lequel passent chaque année des millions de visiteurs.

« L'été, nous distribuons aux vacanciers des cartes parfumées qui voyagent dans le monde entier, explique-t-il. C'est comme ça que nous avons commencé à envoyer nos produits par correspondance et à avoir des distributeurs à l'étranger. » Pari réussi pour le parfumeur, qui compte aujourd'hui 50 000 clients à travers le monde.

En France, les parfums estampillés Divine ne sont vendus que dans les boutiques officielles. «Pas de distributeurs, pas de publicités, précise Yvon Mouchel. Uniquement les gens qui viennent à nous et le bouche-à-oreille, qui est très efficace. »
Paris, Lyon, Bordeaux, Nantes, Toulouse, Caen... La marque possède déjà plusieurs boutiques aux six coins de l'Hexagone. Quand on l'interroge sur d'éventuelles ouvertures à venir, Yvon Mouchel se contente d'un mystérieux « peut-être ». De l'air de celui qui n'en dira décidément pas plus sur ses secrets de fabrication.



Ouest France

La lignée N° de Chanel :
Par Yohan Cervi, Juliette Faliu & Alexis Toutblanc

S’inspirant des bouquets floraux initiés par Quelques fleurs d’Houbigant, Chanel crée avec le N° le genre des floraux aldéhydés, où ces molécules puissantes, aux odeurs de fer et d’agrumes, catapultent les bouquets bourgeois et élégants. Propulsé par son considérable succès, N° 5 inspire toute une famille de parfums, et plusieurs produits parfumés. Généalogie avec L’ Ame Sœur Divine 2004.
.



Nez la revue olfactive

"Divine" joue sur sa singularité. Ce ne sont pas des parfums de tout le monde. Loin s'en faut. Ceux d'une famille de connaisseurs plutôt qui revendique une forme d'élitisme conséquent. Avec des prix, à la clef, qui fixent les règles du jeu. Une marque de niche. Des senteurs rares et de qualité extrême.

Bretagne Privilège

« Slowly but surely word of mouth made his first creation, Divine by Divine, a mini-cult that had discerning women worldwide searching for it and ordering directly from them ».

BLOG PERFUME SHRINE / Elena Vosnaki

“After the Big Bang comes the Divine particle – ‘L'Homme Infini’ - a fabulous scent”. “’L'Homme Infini’ offers a sensation of nobility, distinction wrapped in the sensuality of a pure white cotton shirt. Monastic by its "herbal" mixture, but terrible sensual through its woody muskiness, the creation has a profound effect on the wearer without disclosing its "secret" tonality”.

1000FRAGRANCES website – 12/2012

“Certain perfumes give an illusory first impression like people who come into a party seemingly underdressed only to impress you with their smarts and true chic as the night unfolds. Spirituelle, the latest Divine fragrance, an at once delicate and spirited take on the rosy powdery floral, took me a cursory first sniff and then a much more attentive one to appreciate its twists that put the chic into the chica. It ended up winning me and might win you too if you're either a floral phobic or a rose hater, so lend me your eyes for a sec.”

BLOG PERFUME SHRINE / Elena Vosnaki – 12/2014

« C’est toujours encourageant de voir une petite entreprise enfreindre toutes les règles et réussir. Le parfait exemple en parfumerie est une société française nommée DIVINE. »

PERFUMES THE GUIDE / Lucas Turin

« L’homme sage is a work of art. And for those who love cigarette-cured leather bars, this is perfection. »

THE NEW YORK TIMES / Chandler Burr

« La fragrance Divine incarne la sophistication, la maturité et l’élégance, c’est un parfum de facture typiquement française. »

BLOG AROMASCOPE

« Les parfums DIVINE […] ont l’élégance discrète, l’équilibre et un côté bien tempéré que l’on associe à la parfumerie française classique, relevés d’une bouffée presque humaine […] et éclairés d’une tendresse qui est peut-être la signature d’Yvon Mouchel ».

BLOG GRAIN DE MUSC / Denyse Beaulieu

« L’inspiratrice est la rencontre majestueuse et brûlante de la rose et du patchouli […] L’alliance olfactive de l’élégance et de la sensualité. »

MARIE CLAIRE

« There are only a handful of perfume lines that manage to inspire not only admiration but also deep love and devotion resulting in a fan base that is left longingly waiting for their next offering. DIVINE certainly is the personification of such a niche line, inspiring well-deserved adoration and dithyrambic tributes to their perfumes by perfume writers and critics ». BLOG Fragrance Bouquet / Divina Alexiou





“DIVINE house has steadily taken place among the most acclaimed perfume houses mainly by adhering to a rigorous diet of quality. All their perfumes are attentive studies on the effects and ideas which run through the fabric of perfumery, offering at times innovation, rearrangements of beloved materials in artful sonatas or that most elusive thing, intelligence and craftsmanship combined.” FRAGRANTICA website - 05/2012

“So with DIVINE, you forget about market trends, fashionable fragrances or short term launches. Each creation is unique and they are established as timeless creations that do not follow trends or marketing concepts. So every single detail is taken in consideration so that you experience an elegant adventure in each flacon.” LUXURY ACTIVIST website – 11/2012

“Divine collaborated with one of the most prestigious Perfume house in the world: Robertet. The talent of Richard Ibanez brought to life this unique work around the Rose. He successfully kept the richness and the femininity of this majestic flower and added a very modern twist on it. One of the company’s strength is the quality of the naturals. They have probably one of the best qualities in the world. It is not surprising that Divine decided to work with the French company Robertet on such an olfactory theme, where the quality of naturals plays a major role. It has been a while that I did not smell such a great Rose”. LUXURY ACTIVIST / Jose Amorim – 12/2014

“DIVINE perfumes are unpretentious, elegant, complex, sensuous and the prices are probably the best value for money around.” MEMORY OF SCENT website – 11/2012

“I admire the slow and steady output of DIVINE. They put out their first perfume ‘Divine’ in 1986 and it wouldn’t be until the calendar turned to 2000 that the second fragrance would appear. Now with the release of their tenth fragrance, ‘L’Homme Infini’, you can see that they truly care about the olfactory art they put out over the merely commercial”.CA FLEURE BON website – 11/2012

“L’être aimé femme should interest anyone involved in lucid dreaming or astral travel – the way the notes ripple into one another pulls the wearer into a softer state where boundaries break down easily. I’m not one who wears perfume to bed as a rule, but I think Divine has created a scent worthy to be shared with a pillow or your pajamas. Maybe it’s the immortelle note – the slightly sweet, slightly Indian take-out curry weirdness of it that echoes the subconscious realm so well. There’s a deliciously exotic, 19th century Alice in Wonderland quality to this perfume that I absolutely love. So wear it at the end of the day, or the start of a new one, as a reminder that there are two worlds available to travel in – one in which you are expected to live, and one in which the unexpected invites you to visit from time to time. CA FLEURE BON / Michelyn Camen – 02/2015

“Spirituelle is a delicious and sensuous addition to the Parfums Divine line and one of my new favorites from this most private and bijou of niche houses. One Editor in Chief has fallen madly passionately in love as well. Anyone interested in style and classicism is well advised to search Spirituelle out and apply liberally.” CA FLEURE BON / Michelyn Camen - 11/2014

“I admire the slow and steady output of DIVINE. They put out their first perfume ‘Divine’ in 1986 and it wouldn’t be until the calendar turned to 2000 that the second fragrance would appear. Now with the release of their tenth fragrance, ‘L’Homme Infini’, you can see that they truly care about the olfactory art they put out over the merely commercial”. CA FLEURE BON website – 11/2012

“To me ‘L’homme infini’ feels like a fragrance of balance, with just the right proportions of rugged manly things and soft gentleness to create something that plays to the many contrasts of the modern man. […] ‘L’Homme Infini’ is a very well-made fragrance and it is just unusual enough to set it apart from others of the same ilk.” THECANDYPERFUMEBOY website – 11/2012

“After the Big Bang comes the Divine particle – ‘L'Homme Infini’ - a fabulous scent”. “’L'Homme Infini’ offers a sensation of nobility, distinction wrapped in the sensuality of a pure white cotton shirt. Monastic by its "herbal" mixture, but terrible sensual through its woody muskiness, the creation has a profound effect on the wearer without disclosing its "secret" tonality”.

1000FRAGRANCES website – 12/2012

« Envie d’un parfum rare qui sublime votre élégance naturelle ? La marque Divine vous propose ‘L’Eternel Féminin’. Cette nouvelle création, proposée en extrait revisite le parfum culte de la marque […] qui aime cultiver son côté rare et secret. Ce nouveau produit au sillage intense célèbre les 25 ans du parfum original. Il ravira les fans de la marque… et celles en quête de parfums confidentiels ».

OSMOZ

« Une parfumerie "impressionniste", délicate, plus suggestive qu’offensive. D’où son charme. »

MADAME FIGARO

« L’histoire commence en 1986, à Dinard, quand Yvon Mouchel décide de se lancer dans les parfums rares. Son premier parfum chypré, "Divine", fit le tour des capitales ! Dans cet unique magasin parisien, (3 rue Scribe), vous retrouverez toutes ses fragrances très inspirées ».

ELLE

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