The new L’Heure Bleue eau de parfum is created by Guerlain Director of Perfume Creation Delphine Jelk.

Guerlain has revisited one of the best-known names in its fragrance portfolio with the launch of a new L’Heure Bleue eau de parfum, available in travel retail since 28 August.

Rather than replacing Jacques Guerlain’s original 1912 creation, which remains unchanged in the house’s Légendaires collection, the 2026 fragrance offers a new interpretation of the same moment that inspired its predecessor: the ‘blue hour’ when daylight gives way to night.

Created by Guerlain Director of Perfume Creation Delphine Jelk, the fragrance opens with a fresh ozonic accord before moving into a floral heart of iris and orange blossom. Vanilla provides the base alongside Ambroxan, chosen for its skin-like quality. Iris is also particularly important to the composition, and Jelk spent three years developing an iris tincture exclusive to Guerlain, using rhizomes sourced in Italy and working with the manufacturing team at the house’s Orphin site to adapt the traditional tincture process. The resulting ingredient is used alongside iris butter in the fragrance.

Jelk said: “I wanted to capture the blue hour with the same tenderness as Jacques Guerlain’s L’Heure Bleue in 1912. It’s a perfume that enfolds us in its powerful yet gentle and intimate scent.”

The house has also looked to its archives for the bottle, reworking the ‘inverted heart’ design originally created in 1912 by Georges Chevalier. For the new fragrance it has been finished with a gradient of blue lacquer, gold lettering and a blue textured ring around the neck, while the bottle itself is refillable.

L’Heure Bleue is offered in 30ml, 50ml and 100ml formats, alongside a 200ml refill. The wider launch includes an inverted-heart-shaped scented hand and body soap, while a 1.5-litre collector’s bottle has been produced with French glassmaker Waltersperger.

L-R: L’Heure Bleue is offered in 30ml, 50ml and 100ml formats; Guerlain has also launched three limited-edition Rouge G lipstick cases.

Guerlain is extending the blue theme into make-up, too, with three limited-edition Rouge G lipstick cases – Bleu Iconique, Bleu Rêverie and Bleu Astral – designed to pair with shades from the Rouge G collection.

The launch is supported by a campaign starring model Abby Champion and directed by Camille Summers-Valli. Shot around Paris’ Pont-Neuf, where Jacques Guerlain found the inspiration for the original fragrance, the film combines live action with illustrations by Laura Aquaviva and features a reworking of Murray Head’s Say It Ain’t So, Joe.

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