In the high-stakes, high-art world of niche perfumery, where heritage meets avant-garde and every drop tells a story, Yulia Coulon is not simply a co-founder; she is an architect of desire. As the strategic mind behind Nichebox, the powerhouse nurturing both the regal opulence of Clive Christian Perfume and the enigmatic artistry of Liquides Imaginaires, Coulon navigates a complex landscape with a singular vision: to let each brand flourish in its most authentic, compelling form. From safeguarding centuries-old legacies to pioneering new olfactory territories, her approach is a masterclass in brand stewardship, innovation, and the subtle power of scent. We sit down with the industry luminary to dissect the delicate balance of tradition and disruption, the art of storytelling through aroma, and the very personal fragrance that defines her own indelible presence.
The fragrance industry has been characterized many times by ephemeral trends and relentless pursuit of novelty, while Yulia Coulon is seen as a beacon of considered, strategic growth. Her role at Nichebox is not for imposing a singular aesthetic but for cultivating distinct universes, allowing the inherent brilliance of each brand to shine. Clive Christian Perfume, with its storied past and commitment to British luxury, finds in Coulon a guardian who understands that true legacy is a living, evolving entity. Simultaneously, Liquides Imaginaires, a brand born from poetry and ritual, thrives under her guidance, pushing the boundaries of conceptual perfumery with an intellectual curiosity.
This duality, the reverence for history alongside a fearless embrace of the future, is the hallmark of Coulon’s leadership. She has understood that today’s discerning consumer craves authenticity, a narrative that resonates beyond the bottle, and a product crafted with uncompromising integrity. It’s a philosophy that has propelled Nichebox to the forefront of the luxury fragrance sector, demonstrating that in the intricate dance of scent, strategy, and soul are inextricably linked. As the fragrance world continues its rapid expansion, Coulon’s insights offer a rare glimpse into the delicate alchemy required to build enduring olfactory empires.
Yulia, as Co-Founder of Nichebox, you oversee two distinct yet equally compelling brands: Clive Christian Perfume, synonymous with British luxury and heritage, and Liquides Imaginaires, known for its conceptual and artistic approach. How do you balance preserving the unique identity of each brand while fostering innovation under the Nichebox umbrella?
YC: The nice thing about Clive Christian and Liquides Imaginaires is that they don’t compete with each other. They represent two completely different worlds of luxury. Clive Christian is built on British heritage, craftsmanship, and some of the finest perfumes in the world. When we think about innovation, it’s never about changing the brand. It’s about finding new ways to express its values and making it relevant for today’s customers while respecting its history. Liquides Imaginaires is completely different. It was created from poetry, imagination, and storytelling. Every fragrance starts with an idea or a ritual, and the perfume becomes a way of expressing it. At Nichebox, we don’t try to make our brands similar. Our job is to help each brand become the best version of itself. We respect the identity of every house while helping it grow, whether that’s through new markets, retail, collaborations, or reaching a new audience. I think people today are looking for authenticity. They want brands with a real point of view, and that’s something we always try to protect.
Clive Christian Perfume boasts a rich history dating back to The Crown Perfumery Company. How do you approach the challenge of honoring such a profound legacy while simultaneously pushing the boundaries of modern perfumery to appeal to a contemporary, discerning clientele?
YC: A true legacy is never static; it evolves while remaining faithful to its core values. I believe that is exactly what makes Clive Christian so relevant today. The house has an extraordinary heritage, from its origins with The Crown Perfumery Company to its reputation for exceptional craftsmanship and uncompromising quality. Our responsibility is to preserve that integrity, not simply by looking back, but by ensuring those values continue to inspire everything we do today. Modern luxury consumers are incredibly knowledgeable. They appreciate authenticity, exceptional raw materials, and meaningful stories just as much as innovation. That’s why we focus on creating fragrances that respect the artistry of traditional perfumery while embracing contemporary creativity, new olfactive perspectives, and evolving ways of experiencing fragrance. For me, luxury is about timelessness rather than trends. When a fragrance is crafted with vision, emotion, and excellence, it transcends generations. Our goal is to ensure that every new creation feels unmistakably Clive Christian while speaking naturally to today’s global audience.
Liquides Imaginaires is celebrated for its narrative-driven fragrances, often exploring themes of spirituality, mythology, and the subconscious. What is the creative process behind translating such abstract concepts into tangible olfactory experiences, and how do you ensure these stories resonate with your audience?
YC: At Liquides Imaginaires, the story always comes first. Every fragrance begins with an idea rather than an ingredient. Philippe Di Méo, Artistic Director and founder of the brand, writes a piece of poetry that becomes the creative brief for the perfumer. The perfumer then creates an olfactory interpretation of that poem, translating abstract emotions and symbolism into a fragrance. We work very closely with Philippe throughout this creative process to ensure that the final composition remains true to the original vision. It is a collaborative dialogue between storytelling, artistic direction, and perfumery. One of the elements that ensures continuity across the collection is incense. It is the signature ingredient that appears in every Liquides Imaginaires fragrance. Sometimes it is immediately recognizable, and sometimes it is more subtle, but it is always there, connecting every creation. Incense embodies the brand’s symbolic, transformative, and spiritual DNA, creating a common thread that runs through all of our stories. I believe these narratives resonate because they leave room for personal interpretation. We don’t tell people exactly what to feel. Instead, we invite them into a world of symbols and emotions, allowing each person to experience the fragrance through their own memories, imagination, and sensibility. That personal connection is what makes the experience so meaningful.
The world of niche perfumery is experiencing a renaissance. What, in your opinion, defines true niche luxury in today’s market, and how do Clive Christian and Liquides Imaginaires exemplify this definition?
YC: I believe true niche luxury is defined by authenticity. It’s not about being exclusive for the sake of exclusivity; it is about having a clear creative vision, exceptional craftsmanship, and the courage to remain true to your identity. Today’s consumers are incredibly informed. They are looking for brands with substance, true craftsmanship, and stories that create an emotional connection rather than simply following trends. That is what makes niche perfumery so exciting today: it gives people the opportunity to express their individuality through fragrance. Although Clive Christian and Liquides Imaginaires are very different, they embody this philosophy in their own unique ways. Clive Christian represents the pinnacle of British luxury, combining extraordinary raw materials, meticulous craftsmanship, and a remarkable heritage. Liquides Imaginaires approaches fragrance as an artistic medium, where every perfume begins with an idea, a ritual, or a piece of poetry before becoming an olfactory creation. What unites both brands is an uncompromising commitment to quality and creativity. They don’t seek to appeal to everyone, and that is precisely their strength. They offer distinctive worlds that invite people to experience fragrance not just as a product, but as an expression of culture, emotion, and identity.
From a business perspective, what were the key challenges and triumphs in establishing Nichebox as a leading entity in the luxury fragrance sector, particularly in navigating diverse global markets?
YC: At Nichebox, we see ourselves as brand builders and long-term partners, creating meaningful connections between exceptional fragrance houses and consumers around the world. Together with my business partner and CEO Dino Pace, we’ve always believed that every brand has its own story and potential. Our role has never been to change that identity, but to understand it, strengthen it, and create the right conditions for sustainable growth. When we acquired Liquides Imaginaires in 2018, we immediately recognized the strength of its identity. It already had a unique artistic vision and a very distinctive olfactive direction that set it apart in the niche fragrance landscape. What the brand needed was the right strategic and financial support to unlock its full international potential and expand its global distribution. Our journey with Clive Christian, who joined Nichebox in 2019, was very different. The brand already enjoyed remarkable awareness and an extraordinary heritage, but the business model needed to be restructured. We started by putting the house in order: streamlining the portfolio to focus on the strongest-performing collections, rebuilding a selective and high-quality distribution network, closing the outlet, and eliminating discounting to restore the brand’s exclusivity and long-term value. Almost immediately after the acquisition, we faced the unprecedented challenge of the COVID-19 pandemic. Despite the uncertainty, we secured business continuity and successfully launched one of our iconic fragrances, Matsukita, through digital channels, proving that even in difficult times, innovation and resilience can drive growth. Today, with those foundations firmly in place, we are entering a new chapter. Our ambition is to make this heritage house speak a contemporary language while remaining true to its legacy. One of the most exciting milestones has been partnering with Crosby Studios to create our first flagship boutique in London, a space that reinterprets the brand’s rich heritage through a modern design lens. For me, this flagship is much more than a store; it represents the beginning of a new era for Clive Christian.
Both brands under Nichebox are known for their exceptional raw materials and meticulous craftsmanship. Can you elaborate on the importance of sourcing and the role it plays in maintaining the integrity and exclusivity of your perfumes?
YC: We are always looking for rare and special raw materials from different parts of the world that can make our fragrances truly unique. A good example is Kinam, a very rare type of oud from Vietnam. We used it to create Kinam, an exclusive fragrance for our Dubai boutique. We are already working with other exceptional ingredients for future launches, but I can’t reveal them just yet. At Clive Christian, quality is never a compromise. Our perfumes are known for their very high perfume concentration and for the complexity of the formulas. Our perfumes contain from 150 to 300 ingredients, carefully blended to create depth, richness, and excellent performance on the skin. At Liquides Imaginaires, we are always looking for new ideas and new ingredients. Innovation is a very important part of the brand. For example, we were the first fragrance brand to use Aldron, an exclusive captive molecule developed by Givaudan that recreates the scent of a masculine pheromone. It allowed us to explore a completely new olfactive territory. We also created Blanche Bête, which has become one of the most iconic lactonic fragrances in niche perfumery. These kinds of creations show that we are not afraid to experiment and push creative boundaries while staying true to the artistic identity of the brand.
The fragrance industry is increasingly influenced by sustainability and ethical practices. How are Nichebox, Clive Christian, and Liquides Imaginaires addressing these crucial considerations in their production and brand philosophy?
YC: We work closely with our suppliers and manufacturing partners to ensure high ethical and quality standards. All of our raw materials are sourced responsibly, and we are continuously looking for better solutions in terms of packaging and production without compromising the quality of the product.
Looking ahead, what is your vision for the future of Nichebox and the brands it represents? Are there new territories, olfactory directions, or collaborations that particularly excite you?
YC: For Clive Christian, we are entering a very exciting new chapter. Following the opening of our new flagship in London, we have just opened new boutiques in Dubai, Monte Carlo, Porto Cervo, and Miami, with many more locations already in the pipeline. The flagship in key strategic locations will have its own exclusive fragrance with specific ingredients that are inspired by the location or culture, available only in that boutique, offering our clients a truly unique experience. We see Clive Christian becoming part of the wider worlds of design and art. Our collaborations with Crosby Studios on the flagship design and with Domingo Zapata on Strange Heavens: Out of the Blue have been very successful, and we plan to continue developing these creative partnerships. Looking ahead, we are excited to participate in major international design and art events such as Miami Design Week and Salone del Mobile in Milan. We believe fragrance naturally belongs in these cultural conversations, alongside art, architecture, and design, and we want Clive Christian to be part of that dialogue. We also have some very exciting launches coming. For Clive Christian, we are about to introduce Fine Objects, our new collection of candles and diffusers. They are true masterpieces in terms of design, craftsmanship, and fragrance quality, with an exceptionally high concentration of perfume oils. The collection is based on some of our most loved fragrances. For Liquides Imaginaires, our strategy is to elevate the visual identity of the brand while staying true to its artistic DNA. We will continue to explore innovation, both in ingredients and in storytelling, creating fragrances that are emotionally engaging and intellectually inspiring. We like to take inspiration from the past – mythology, rituals, and history, but always interpret these ideas in a contemporary way. We have created a very special fragrance for the Christmas season in collaboration with Louise Turner, the perfumer behind Blanche Bête. We believe it has the potential to become our next star. I can’t say too much yet, but wait until you discover Morning Star this October.
As a woman leading a prominent company in the luxury sector, what advice would you offer to aspiring entrepreneurs and women looking to make their mark in the fragrance or beauty industry?
YC: I’ve learned that you need to observe, explore, and test ideas before you know which direction is right. Innovation isn’t always about inventing something new. Sometimes it’s about recognizing the value in what’s already there. My advice is to trust your instincts. Don’t be afraid to make mistakes or take risks, but always stand behind your decisions. I believe it’s never too late to start a meaningful project or business. Just as important, build a team that shares your values and believes in what you’re trying to create.
If you could distill the essence of Yulia Coulon into a single fragrance, what notes and accords would it embody and what story would it tell?
YC: In fact, I think I’ve already created that fragrance. It’s Clive Christian E Cashmere Musk, and it’s probably the perfume that represents me the most. My work has completely changed my relationship with perfumes. I spend every day smelling new creations, so when I choose a perfume for myself, I don’t want it to compete for attention. I want it to feel natural, almost like a part of me. That was the idea behind E Cashmere Musk. I wanted to create a fragrance with all the quality, concentration, and complexity that define Clive Christian, but expressed in a softer, more intimate way. A fragrance that isn’t the first thing people notice about you, but one they discover when they come a little closer. I worked with Christian Provenzano for almost a year to perfect it. Guaiac wood and Cashmeran were essential elements for me, combined with six different musks and the Florist Fusion accord, which creates the feeling of walking into a flower shop. Today, it’s one of our best-selling perfumes worldwide and has received two awards. It makes me especially proud because it reflects my own sensibility, and it’s incredibly rewarding to see how many people have connected with it.
Yulia Coulon’s journey is a compelling narrative of strategic vision, deep passion, and a devoted understanding of the emotional power of scent. As she meticulously guides Clive Christian Perfume and Liquides Imaginaires through their distinct evolutions, she is giving a new meaning to what it means to lead in luxury, where authenticity and innovation are not mutually exclusive but the twin pillars of long-lasting success. Her insights into brand building, the art of olfactory storytelling, and the delicate balance of heritage and modernity offer a masterclass for anyone navigating the complex currents of the global luxury market. Coulon curates experiences, fosters connections, and ultimately, shapes the very air we breathe, leaving an indelible, exquisitely scented mark on the world of haute perfumery. Her legacy, much like the finest extrait, is destined to linger, captivating and inspiring for generations to come.
