Jérôme Epinette doesn’t just create fragrance — he captures feeling. One of the world’s most respected perfumers, his gift lies in translating emotion into scent. Raised among the olfactory world of his mother’s perfume shop in Burgundy, Jérôme witnessed firsthand the invisible power of fragrance to move people — to awaken something deep and intimate, just by being in the air.
In this week’s SIDIA Stories, he reflects on the process behind his most personal creations: how scent can hold space for nostalgia, for connection, and for the parts of life that are hardest to put into words. He speaks about the discipline behind instinct, the colours and textures that shape his creative process, and the quiet moments that spark inspiration. His story is a reminder that fragrance is not only a sensory experience — it’s a way of remembering, of expressing, and of being understood without saying a word.
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At SIDIA, we talk a lot about sensory rituals — the moments between moments. What are your own rituals when creating a fragrance? Are there specific textures, sounds, or spaces that anchor your process?
"When I create a fragrance, I draw inspiration from colors, memories, and places I’ve visited. Each scent begins as a feeling or moment I want to capture. When I’m building complexity, I transport myself back to those places I’ve loved and translate their essence into the fragrance."
"I think it’s the fragrances I create just for myself — my own personal blend that makes me feel good and happy every day. It’s part of my daily routine; I spray it generously, and it instantly lifts my mood. I’d never sell it — it’s my signature scent."
"I think working at my mom’s perfume store, alongside her and for her, was a really formative experience. Sometimes she would let me help, and when she did, I found it fascinating. What I remember most is the emotion — the interactions between her and the customers, and all the feelings that would come to life. It was captivating to see the passion sparked by a single fragrance or scent."
"I was amazed at how one scent could reach deep into someone’s memories and bring them back to life. I learned so much from observing that power and the way fragrance can connect people to their experiences."
"I’d probably choose a happy moment — something that captures the feeling of winning. I’m very competitive and love sports, so that sense of victory really resonates with me. It would be a challenge to translate that emotion into a fragrance, but it makes sense."
"When you put so much energy, dedication, and passion into something — like in sports — you experience a rush of endorphins and emotion. Perfume feels similar to me; it carries that same emotional energy. Whether it’s joy, nostalgia, or even something bittersweet, fragrance has the power to capture and express those feelings — like bottling that winning energy."
“Every time that I’m trying to bring complexity to a fragrance, I just transport myself to a place that I’ve been, that I’ve loved, and how I can capture it.”
Do you feel that creating fragrance is a form of self-discovery — or self-offering? And how has that shifted over time for you?
"When I first studied perfumery, it was really a journey of self-discovery — figuring out what I could create, what I loved, and what moved me. Over time, with more experience and expertise, my focus shifted from self-expression to giving something meaningful to others. That’s what I’m most proud of — being able to bring people joy through fragrance. We’re not solving the world’s biggest problems, but we’re creating happiness, connection, and shared emotion. There’s so much beautiful energy in that."
"And yes — people talk about it! They gather, share, and even post on TikTok about the fragrances."
"It’s amazing, really. That sense of giving joy back to people is so special."
"Before this, I I visited artisans, workshops, and hospitality salons. It showed me how craftsmanship often gets passed down through generations. I’d love for that to happen with my kids — to pass on not just the skill, but the passion."
"Expertise and knowledge are important, but passion comes first. That’s what my mother gave me, and it’s something I carry with me. One of my sons is already showing interest — the other, not so much! So there’s still hope for a Jérôme Jr. one day."
"Seeing the world through their eyes — the wonder, the curiosity, the excitement of discovering something new — it reminds me why I do what I do."
Are there boundaries you won’t cross in fragrance — a note that feels too sacred, a memory you won’t translate? Where do you draw the line between the personal and the shared?
"The only fragrance I’d ever consider recreating would be my mother’s — she used to blend two perfumes together."
"We talk about layering fragrances now, but she was doing it decades ago — truly ahead of her time. That blend became her signature scent; people recognized her by it instantly. Both perfumes were from different brands, but I had actually created the fragrances for each of them. It’s funny — I still remember exactly how it smelled, though I’d never recreate or sell it. It’s too personal."
"As for layering in general, it can really be anything. Some combinations might clash, but that’s where expertise comes in — knowing which notes complement each other. Simpler, more straightforward fragrances tend to blend best."
You’ve created hundreds of scents. You’ve given so much beauty to the world. But what has this work, this way of living, given to you?
"I think it goes back to the emotional part. Seeing how people react to a fragrance is the best gift I can get. With just a scent, I can touch someone deeply. People open up, they share memories and emotions — sometimes almost everything — just because of perfume. That’s the beauty of it; it triggers something inside, and suddenly they start talking about their past."
Your process often involves translating memories and emotions into scent. How do you transform an abstract concept into a tangible fragrance?
"Transforming something abstract into a real perfume is rooted in how I learned perfumery. To become a perfumer, you memorize hundreds of ingredients, natural and synthetic, starting with citruses, then florals, and so on."
"The key is association. You link each ingredient with a memory, a color, a trip, a person. At the beginning, you keep a little booklet — for example, bergamot smells like tea or my grandmother’s pillow. This helps you memorize. Later, if you mention “Earl Grey” or “bergamot,” ingredients immediately pop into my head."
"It works the same with abstract ideas. If I see something, my brain instantly associates ingredients, and then I can start combining them into a formula."
The fragrance industry is continually evolving. Where do you see it heading in terms of sustainability and consumer preferences?
"I think specifically about body mist — because you’ve really changed the body mist game for all of us. What I love about body mist is the idea of spraying continuously. It’s about the action, the ritual of spraying over and over. To me, it’s a modern interpretation of fragrance."
"We used to spray one perfume and that was it. Now, you can spray as much as you want, whenever you want. Sure, it’s not as long-lasting as a fine fragrance, but the joy is in the ritual — having fun and enjoying it throughout the day."
"At the same time, consumers today are increasingly focused on sustainability. They’re becoming more knowledgeable, learning through social media and having access to a lot of information. They don’t just care about how a fragrance smells anymore — they want to know what’s in it, where the ingredients come from, and how they’re sourced."
"And when it comes to Braless, the fragrance evokes a feeling of freedom and joy. It’s about enjoying the ritual, expressing yourself, and having fun with scent."
Jérôme's Ritual:
