Fleur Bienaimee by Houbigant c1930

Fleur Bienaimée by Houbigant was launched in 1930, during a period of remarkable creativity and modernity in both fashion and fragrance. The name itself—Fleur Bienaimée—is French, pronounced “flur bee-eh-neh-MAY,” and translates to “Beloved Flower” in English. Evocative and tender, the name conjures imagery of cherished blossoms gently plucked at dawn, cradled with affection, and pressed into the folds of memory. There is a poetic sweetness in its phrasing, as though the fragrance were not simply floral, but a living token of love, affection, or deep sentiment. Created by Robert Bienaimé—who had also given the world the legendary Quelques Fleurs—Fleur Bienaimée carried his signature style of refined, romantic compositions. It was said to be a fairly strong yet beautifully blended spicy floral, combining several springtime flowers still damp with dew. Hints of citrus lifted the opening, adding freshness to what was otherwise a sweet, slightly medicinal and musky scent. The “medicinal” note would likely have come from natural ingredients like clove, carnation, or cinnamon, which lent the composition a nostalgic warmth and familiarity. The musk gave it longevity and sensuality, while the sweetness grounded it emotionally—a balance between innocence and allure.