Bold, artistic and boundary-pushing, EX NIHILO is redefining modern perfumery. As the Parisian fragrance house launches exclusively at David Jones, co-founder Benoît Verdier shares the story behind the brand and what’s next.
Blending French tradition with a fiercely modern perspective, EX NIHILO has carved a unique space in the world of luxury perfumery. Since its founding in Paris in 2013, the brand has become known for its bold compositions, artistic collaborations, and boundary-pushing approach to scent. Now available at David Jones, we caught up with Verdier to learn more about the brand’s beginnings, its cult-favourite fragrances, and what inspires its evolution as it enters the Australian market.
Can you share the story behind EX NIHILO’s creation?
EX NIHILO was born in Paris from a desire to shake up the world of luxury perfumery.
The name comes from Latin, meaning created out of the blue, as [blue] is also our brand colour. With my co-founders Sylvie Loday and Olivier Royère, we wanted to create a house that was bold, uncompromising, and open to artistic expression—merging traditional French savoir-faire with an ultra-contemporary mindset including innovations and able to capture and interpret the “zeitgeist” of our time.
EX NIHILO is known for pushing boundaries in perfumery. How do artistic collaborations and innovation influence EX NIHILO’s fragrance development?
Collaborations have been in our DNA since day one. Whether with emerging artists, designers, or master perfumers, we constantly seek new ways to tell stories through scent. Innovation through new materials like captives allows us to challenge conventions and offer a more personalised, immersive experience, and finally to propose a very contemporary approach to luxury scents.
Since launching in 2013, what have been some of the most defining moments for EX NIHILO?
Our first boutique on Rue Saint-Honoré was a milestone—it set the tone for our entire universe, we took everyone by storm, and people were queuing in the street to enter! Since then we’ve just launched our second one in the heart of the Paris Gold Triangle a few days ago rue François 1er, I hope we will have the same effect on fragrance amateurs.
Launching Fleur Narcotique, now a global icon, was another, and now we are so shocked by the success of Blue Talisman ten years later. Every time we enter a new market, like Australia, it’s a new chapter we’re proud to write, I feel the same excitement here as when we started back in the day and the welcoming is fabulous.
What excites you most about expanding into the Australian market?
We’ve always admired the Australian free spirit—bold, curious, and authentic.
Partnering with David Jones is an incredible opportunity to connect with clients who value craftsmanship, and individuality, expressing this idea of new luxury.
We’re excited to see how they make EX NIHILO their own. We are looking forward to connecting with the Australian vibe through our creations and infusing new inspirations in terms of storytelling and local ingredients.
How do you see the future of EX NIHILO evolving?
We’ll continue to innovate while staying true to our artistic core as far as we can: the best materials, the best perfumers, creative “carte blanches” and I hope some collaborations with Australian talents why not? Our mission is to create future Memories, and I think Australia is the perfect playground to do so.
We’re expanding into extraits fragrances, enhancing personalization services, and exploring new olfactive territories. The goal is to surprise, delight, and always stay ahead of the curve.
If you had to choose one EX NIHILO fragrance that best represents the brand’s essence, which would it be and why?
It’s always difficult to choose—it’s a bit like being asked to pick a favourite child. But if I had to name one that captures the spirit of EX NIHILO, it would be Fleur Narcotique. It’s our signature scent and truly embodies the brand’s duality: delicate yet addictive, refined yet rebellious. It represents our vision of modern perfumery—unexpected, elegant, and deeply personal.
That said, Blue Talisman has a very special place in my heart as well. It’s more futuristic, and more assertive, with a luminous strength that speaks to the idea of a protective, empowering aura. I love how it pushes boundaries while still feeling effortlessly luxurious. So really, the answer depends on the day—and my mood. They each express a different facet of EX NIHILO’s soul.