Okay, so we all know Hermès, right?

Its Birkin and Kelly bags are always in the scene, dominating wish list, the silk scarves exude timeless elegance, and its ready-to-wear fashion makes heads turn on global runways. But do you remember when Hermès sold luxury perfumes – a space that now feels weirdly quiet? Like a pin-drop silence. Beyond the bags, the scarves, and the apparel, Hermès was once known and celebrated for its olfactory offerings. There was a time, if you remember, when Hermès sold their widely known “Terre d’Hermès” and “Un Jardin” fragrances. But lately? Crickets. 

If you are into and up-to-date with the whole luxury perfumes industry, you’ve probably noticed that Hermès just isn’t showing up in conversations like it used to. And no, it’s not because they suddenly started making bad perfumes. The real reason? It’s actually kind of fascinating—and weirdly on-brand for Hermès. They CHOSE to disappear from the spotlight.

A Quick Flashback

Let’s rewind to the 2000s, when Hermès was doing something out of the box in the world of luxury perfumes. Hermès got the perfume genius – Jean-Claude Ellena – to join them, and rightly so. His creations were truly like poetry in a bottle. Their perfumes, mainly Terre d’Hermès, Un Jardin Sur Le Nil, and Voyage d’Hermès, weren’t in-your-face flashy, but they had this subtle class that stuck with you. They felt personal, almost like a secret scent only a few people understood.

While everyone else was going for bold, attention-grabbing perfumes, Hermès was doing its own thing—refined, minimal, and deeply French. It wasn’t for everyone, and that was kind of the point.

A New Era in the World of Luxury Perfumes

Fast-forward to now, and the perfume scene has changed. It’s not just about smelling good anymore – it’s about making a “statement”. Perfume TikTok is a real thing. People want scents that make heads turn, that define their individuality, and that last for days. Everyone is hunting for that “signature scent”.

Brands like Maison Francis Kurkdjian, YSL, Tom Ford, and Indie brands like Byredo and Le Labo certainly “got the assignment”! They intensely marketed their bold scents, in aesthetic bottles that looked like they came right out of your Pinterest feed. But among all this, Hermès did not submit to the new trend of strong scents and stayed… quiet, in their own subtle scent lane of the luxury perfume world. Too quiet, even.

It Was All Intentional

But wait, what if I tell you – it was all intentional? Hermès did not fall off because they couldn’t keep up – they just did not want to. Their whole vibe has always been about timelessness, not trends. Think about this: they never mass-produce, their Birkins still have waitlists, and their campaigns are never about seeking attention. So it’s natural that their perfumes aren’t treated any differently. Even when Christine Nagel took over from Ellena in 2016, she stuck to that same philosophy. The Hermèssence line, Twilly d’Hermès – are all scents that don’t scream or shout, but just whisper. And in a world that is obsessed with hype, whispering just isn’t attractive.

A Market That Moved Without the Legend

The market moved on without Hermès. People started chasing longevity, projection, and that whole “I walked into a room and people turned around” vibe. Sweet gourmands, spicy ambers, and super strong ouds became the new normal. And brands like Jo Malone and Kilian embraced this new wave. Hermès, meanwhile, kept making these elegant, airy perfumes that don’t last all day but FEEL luxurious when you wear them.

Will There Be A Comeback?

Lately, though, it feels like Hermès MIGHT be coming back. I mean, there ARE signs. Hermès might be preparing a return to the luxury perfume world – but in their own, unmistakably Hermès way. When they dropped H24, it was a noticeable shift – a bit more modern and attention-grabbing. Un Jardin à Cythère, their latest perfume, has a Greek, garden-inspired scent, and the classic vacation-in-a-bottle quality we love them for. 

And of course, with the rising “quiet luxury” movement, Hermès’ fragrance approach may finally have its cultural moment. There’s a return of subtlety and authenticity among luxury perfumes – since the overhyped, oversweet perfume craze is wearing off – and these are qualities that Hermès as a brand never compromised on. 

Final Thoughts

All in all, Hermès is not totally gone from the scene- they just stayed true to their identity, while the luxury perfume industry went a bit coo-coo. And now that the craze of the perfume dupe wars and the TikTok “It” scents has died down, there’s a chance Hermès might come out of the ashes, not because they changed, but because the consumers did.

And honestly? That kind of slow-burn, effortless cool might be exactly what the luxury perfume world needs right now. So if you’re ever tired of loud perfumes that feel like a sugar high, go back and try something like Voyage d’Hermès or Un Jardin Sur Le Toit. You might just fall in love all over again.