History

The history of Parfums Carven is as colorful and inspiring as the fragrances themselves. Its beginnings trace back to Georges Baud (pronounced “Oh?”), a Parisian mining engineer who turned to perfumery during one of the darkest chapters of the 20th century. While imprisoned by the Germans during World War II, Baud conceived the idea of creating perfumes that would capture joy, youth, and freedom—scents that could lift the spirit even in bleak times. A 1952 article in the Tucson Daily Citizen recounted this moving story: three French chemists, dreaming of liberty while confined in a German concentration camp, imagined creating a perfume that was neither too heavy nor too fleeting, but fresh, gay, and brimming with life. That dream eventually became reality in the form of Ma Griffe, a fragrance that symbolized renewal, optimism, and the promise of tomorrow.

Baud managed to escape captivity in 1942, though it was only after the war that he was able to pursue his vision. He partnered with perfumers Maurice Pinot and Jean Prodhori, along with fashion designer Carmen de Tommaso, better known as Madame Carven Mallet, who had opened her haute couture house in 1945 on the prestigious Rond Point des Champs-Élysées. Together, they founded Carven Perfumes, with Baud serving as chief chemist and director. Madame Carven’s vision of fashion—accessible, elegant, and spirited—paired naturally with Baud’s philosophy of fragrance: scents should be light, youthful, and sophisticated, rather than heavy and overpowering. Their packaging, in cheerful green and white stripes, reflected this philosophy and set Carven apart in a perfume world often dominated by darker, more serious imagery.

By the early 1950s, Baud was traveling abroad to secure international distribution, particularly in the United States. In interviews, he explained his belief that perfume should not be overly dramatic, but instead tailored to a woman’s individuality. He urged women to choose fragrances for themselves, rather than relying on husbands or fleeting impressions. He also offered practical advice: French women, he noted, tended to reapply perfume throughout the day, keeping the scent fresh and alive, whereas American women often over-applied once and hoped it would last. His insights resonated with many women seeking a more personal and uplifting relationship with fragrance.

Innovation became a hallmark of Carven. In 1959, the company broke new ground by becoming the first perfume house to sell fragrances during airline flights, a bold move that highlighted its modern, cosmopolitan spirit. Over the years, ownership of Parfums Carven shifted: Shulton acquired the company in 1965, followed by Jacqueline Cochran, Inc. in 1966, which expanded distribution in the U.S. Later, in 1992, perfumer Daniel Harlent took ownership, followed by Worth in 1995. Yet despite these changes, Carven’s core values—youthfulness, freshness, and elegance—remained intact. In 1998, the Carven fragrances Ma Griffe, Vetiver and Vetiver Dry (alongside Worth's Je Reviens) were distributed by Atlantis International, Ltd of West Hempstead, NY. 

The fragrances themselves reflected Carven’s inventive and optimistic style. Ma Griffe, perhaps the house’s most famous creation, was described as a perfume that wove a “web of distinction” around its wearer. In 1958, Vert et Blanc was introduced in Paris as a tribute to the Universal Exhibition in Brussels, celebrating the brand’s international reach. Meanwhile, Eau de Vétiver Pour Monsieur drew inspiration from the herbal, earthy Indian vetiver plant, embodying Carven’s mastery of refined masculine scents. Carven also became known for donating perfumes to charitable causes, reinforcing its reputation as a house that not only created beauty but shared it generously.

From its origins in wartime dreams to its postwar success and international recognition, Carven’s story is one of resilience, creativity, and timeless charm. Would you like me to expand next on Ma Griffe specifically—its composition, bottle design, and how it captured the spirit of the era?