In the enchanting world of luxury fragrances and candles, Trudon—a storied French brand founded in 1643—stands as a testament to craftsmanship and opulence. Under the creative guidance of Hugo Ferroux, who took the helm in March 2025, Trudon aims to breathe new life into its rich heritage while resonating with contemporary sensibilities. Ferroux’s extensive experience, particularly at Saint Laurent, where he served in various creative roles over 12 years, brings a wealth of knowledge and a fresh perspective to the brand. His prior collaborations with notable names like Anthony Vaccarello and his time assisting Mugler’s artistic director have imbued him with a profound appreciation for luxury and storytelling, which he now channels into his vision for Trudon.
Ferroux views Trudon as more than just a brand; it’s a living narrative filled with history and elegance. He likens it to iconic French artisanship, drawing parallels to renowned establishments like the Manufacture de Sèvres. In his first interview, he expressed a deep admiration for the brand’s classic French roots, emphasizing its significance in the luxury sector. He perceives Trudon not only as a purveyor of lavish products encapsulated in exquisite glass bottles adorned with golden insignias but also as a master storyteller, a role he intends to embrace as he redefines its identity.
Recognizing the importance of preserving the essence of Trudon, Ferroux is not seeking to overhaul its legacy but rather to elevate it. His research over a month culminated in a strategic vision aimed at improving the brand’s clarity and accessibility while maintaining its luxurious reputation. He plans to artfully merge Trudon’s 17th and 18th-century heritage with modern aesthetics, starting with an update to its packaging and design. The new Figuerie collection, set to launch in March, will introduce a fresh celadon hue that harkens back to the brand’s origins. Ferroux is committed to honoring history while ensuring the products resonate with today’s discerning consumers.
The Figuerie collection isn’t just about aesthetics; it’s steeped in historical significance. Drawing inspiration from Jean-Baptiste de La Quintinie, who cultivated Louis XIV’s love for exotic fruits, particularly figs, Ferroux encapsulates this historical narrative in the scents of the new products. He envisions entering a greenhouse on the cusp of spring, where the fragrance embodies the freshness of figs blended with earthy nuances. Collaborating with Takasago perfumer Émilie Bouge, Ferroux aspires to create a sensory experience that evokes the vibrancy of nature, translating the royal experience into a contemporary yet noble concept.
As Trudon embarks on this exciting evolution, the retail experience will also undergo transformation. The brand recently opened a second New York store in Rockefeller Center—the first space Ferroux conceptualized for the brand. Drawing on inspirations from elegant Parisian apartments and the grandeur of Versailles’ Hall of Mirrors, the new store aims to create a luxurious sanctuary for customers. This thoughtful approach to retail is part of Ferroux’s larger strategy to cultivate a deeper connection with the brand’s clientele, enabling them to experience the artistry that Trudon embodies.
Today, Trudon enjoys robust sales across various markets, with France leading globally, followed by the U.S. and South Korea. Marketing director Mathilde Corbin notes that in South Korea, fragrances have overtaken candles as the top-selling products, presenting new opportunities for growth. As Trudon continues to explore international expansion, including a planned boutique in Shanghai by 2026, Ferroux and his team remain focused on elevating the brand’s image and nurturing its iconic legacy, ensuring that Trudon endures as a beacon of luxury and refinement for generations to come.
